the inbound journey for a ceo
TRANSCRIPT
The Inbound Journey
for a CEO
SUMA E P@sumaep
➔ Hubspot, marketing automation products co.◆ Inbound is about creating and sharing content
with the world. ◆ By creating content specifically designed to
appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.
◆ Inbound: Outbound preference is 3:1*State of Inbound 2015
Define Inbound
Different from Outbound
via Mashable
➔ We have a website but I am not sure how reflective it is of our business.
➔ We have an updated website. What should we do now?
➔ We have an SEO agency. We now need social.➔ Does blogging still work?➔ I don’t open emailers I get. So I don’t think it works.➔ Adwords work for me. Why put money elsewhere?
Common Inbound Qs
➔ Instead of starting with worrying about the hows, you need to get the Why right.◆ Not enough traffic on website; run ads, run social.◆ You get lots of traffic on your website. :) ◆ But the bounce rate is 90% :( ◆ Irrelevant traffic?
➔ Why do you need the traffic?
Why do it?
➔ For B2B Marketers, website traffic is the most often used metric.
➔ But the most important metrics are ◆ Sales lead quality (87%)◆ Sales (84%)◆ Higher conversion rates (82%)
*2016 B2B Content Marketing Benchmarks, CMI
B2B Benchmarks Say
Pitch
Goal
Promotion
06
Measurement
Prospect
The Usual Path
02 03
Pitch
04
Goal
05
Promotion
06
MeasurementStage in Buying Cycle
01
Persona
Prospect
The Path to Take
➔ Who is your ideal target customer?➔ Industry, size of company, geography➔ Does she visit your site? Or does she ask her
assistant?➔ Designation, Interests, Influencers? Places?➔ How does she access info? What time works best?➔ What are her challenges? Aspirations?➔ What does success mean to her?
...and so on.
Persona
➔ You could have 4-5 different personas◆ You sell Drupal to Media Companies & Not for Profits
● Media site owner (goals: traffic, engagement, ads)
● Not for profit site manager (goals: funding)
➔ Do the exercise with sales & marketing teams➔ So everyone understands the personas very well
ACTION POINT: http://makemypersona.com
Building Personas
➔ Do they want Drupal? Or is it one of the options?➔ How much do they know about Drupal?➔ Are they ready to buy? Are they exploring?➔ Are they comparing agencies?
AWARENESS | CONSIDERATION | DECISION
➔ Where do you want to address them? For each service?
Stage in Buying Cycle
BUYER STAGES
Awareness Consideration Decision
User Behavior
Have realized and expressed symptoms of a potential problemor opportunity
Have clearly defined and given a name to their problem or opportunity
Have defined their solutionstrategy, method, or approach
Content Types
Analyst reportsResearch reportseGuides & eBooksEditorial contentExpert contentWhite papersEducational content
Comparison white papersExpert GuidesLive interactionsWebcast/podcast/video
Vendor comparisonsProduct comparisonsCase StudiesTrial DownloadProduct LiteratureLive Demo
via HubSpot
➔ What’s your USP? The reasons why a prospect should choose you over others.
➔ Marry the pitch to the prospect’s info need, to create stories from within
➔ Blogs, case studies, white papers, videos, infographics, podcasts, webinars
Pitch
➔ What’s your voice? ➔ Differentiator (Certified engineers?
Contributions? Clients? Others?)➔ Your culture (For hiring. Or a prospect could look
beyond tech skills)➔ You have 30 seconds to 3 minutes to grab
attention. Does all this come out on your website clearly?
Your Pitch
➔ Once you start building your stories, you want them to yield results. And so you need goals.◆ Traffic, bounce rate, session time◆ Comparison with competition◆ Social reach and engagement◆ User signups, if you are building a community◆ Email open rates, CTRs◆ Ad conversions◆ Leads: MQLs
Goals
Goals
What should be our goals?
➔ To set the right expectations from your Inbound marketing efforts
● Enough relevant content
● SEO hygiene● A good user
experience
● Social updates● Email strategy● Experiment
with advertising● Analytics● CRM readiness
● Accelerate on all fronts that work
● Marketing automation
● Keep measuring● Agility to
accommodate changes in biz
Maturity Level
Kickstarter Accelerator Jetsetter
➔ You have content that will work for the audience.➔ Choose channels and see what works for a period
◆ If social, which channels◆ Email◆ Advertising◆ Guest posts◆ Posting in communities
➔ Choose places where your Persona is. Hang out there in a responsible, useful manner. Takes time.
Promotion
Medium businesses, Business & Industrial Segment, US
via ThinkwithGoogle
Customer Journey to Purchase
➔ This is a marathon, and should not be seen as a sprint
➔ While you may map a result like a lead to a specific ad, or a download, it doesn’t necessarily mean that it’s that specific thing that worked.
Ongoing. Integrated
➔ Measure everything➔ Alexa rankings➔ Website: Google Analytics, SumoMe, LeadIn ➔ Social analytics ➔ SEO: Moz, Rankwatch, Ahrefs, etc➔ Email analytics➔ Ads➔ Automation: Hubspot, Act-On, SharpSpring➔ Test: A/B test content, design, campaigns
Measurement
➔ Open rates and click rates➔ Delivery rates➔ Segmentation on the basis of personas
Email Analytics
Website User Journey
Conversion Journey
Social Analytics
➔ Email subject lines➔ Website design and content➔ Ad copies➔ Keywords
A/B Testing
➔ Drupal SEO modules: All in one SEO, Yoast➔ Ranking➔ Social Media➔ Content➔ Marketing Automation
http://trackmaven.com/blog/2015/05/the-biggest-list-of-marketing-tools/
Tools
Tools
ROI
➔ Cost per lead: Costs incurred at every step: Resources, Tools, Advertising, etc. Map it to leads generated.
➔ Cost of not doing this: Focus on increasing organic traffic is low. Focus on ads will be high. Competition rises, so will Adwords cost.
➔ Lifetime value of the content you create and promote: 2 years is the lifespan of a post*
IZEA & Halverson Group
ROI
Persona Map if your website has relevant info for the Persona
Buying stage What’s the buying stage being addressed at your website?
All analytics Get a full analysis of what’s happening on the website, social channels, email. Performance over time.
Keyword strategy
Do you have any? Does it map to the Persona’s search behavior?
Pitch Is your pitch being conveyed well?
Start with an Audit
➔ Compare rankings of your website and competitors➔ Are SEO best practices being followed or not?
◆ Number and types of errors◆ Keywords being used◆ Page titles, meta description are unique/duplicate◆ Alt-text for images◆ Page load time◆ Mobile performance◆ Number and types of backlinks◆ Page naming being followed or not as per keywords
SEO Audit
➔ The audit tells you where you stand.➔ Identify the areas that need immediate work➔ Assign work➔ Put measures in place➔ Track every two weeks
Next Steps
Questions
SUMA E P@sumaep
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