using inbound marketing for ecommerce - grand rapids hugs 2015
TRANSCRIPT
Inbound Marketing
The Future of
Selling Online
April 2, 2015
Tom Schwab
Goodbye Crutches– eCommerce Store
Inbound for eCommerce– Consulting Agency
eCommerce HUGs Leader
@TMSchwab
1. Why every online company is eCommerce
2. How an Inbound Strategy works
3. The Buyer’s Inbound Journey
• Attract Visitors
• Engage Leads
• Convert Customers
• Delight Advocates
4. Review
Agenda
• Online sellers
• Non Profits
• B2B and B2C
• Even SaaS like HubSpot
Every website is
eCommerce…
Team Collaboration Product SaaS
Over 35k users
No Sales Force
Focus on Reducing Sales Friction
Revenue $150M (2013)
CONTEXT IS
GODHigh Touch
eCommerce
What is an Inbound Strategy?
Interruption Marketing
Focused on what
I HAVE TO SELL YOU
The Most $ Win
Tricks and Tactics
Transaction:
Picture and a Price
Outbound is…
Inbound is
Permission based
Focused on helping people make the best purchase
Winning is not based on $, but caring
Content Builds Trust, Authority, Thought Leadership to
• Attract Visitors
• Engage Leads
• Delight Customers
Inbound is…
The Buyer’s Inbound Journey
Context is god
Shows understanding
Builds relationship
CONTEXT IS
GOD
Content is King
Show expertise
Thought leadership
A buyer persona is a semi-fictional
representation of your ideal customer
based on market research and real
data about your existing customers.
Buyer Persona Defined
Demographics
• Age
• Race
• Household Income
• Occupation
• Income
• Marital Status
• Education
• Number of Children
• Zip Code Area
What the census bureau knows
Psychographics
• Dreams
• Fears
• Aspirations
• Who do you trust
• How do you get information
• Who do you admire
• Major frustrations
• How you see yourself
• How you want to see yourself
What the spouse knows
MEDIUM(s) MATCH
THE PERSONA
THE PRESENTER
• Blogs
• Videos
• Slide shares
• Infographics
• Emails
• Podcasts
• Forums
CONTEXT IS
GOD
1. Have a single purpose
2. Speak to a single buyer persona
3. Move the person along their buyer’s journey
Golden Rules for
Every Piece of Content
Attract Visitors
Be Helpful
Answer common questions
Use similar words
(keywords)
Introduce new resource
Be present where they are
What’s so great
about blogging?
1.Easy for Google to index
2.Easily consumed (bandwidth)
3.Easily shared
CONTEXT IS
GOD
600 Words minimum
Clear and direct
Formatted to skim
Images of targeted buyer persona
Hyperlinks to other helpful content
Platform is not important, just make sure it’s your own
Part of a content strategy
Blogging Best Practice?
BE A GUEST
Publishers need content
• Blog
• Podcasts
You need to
• Connect with your ideal buyer
persona
• Build trust, authority
CONTEXT IS
GOD
Amplifying
Your Message
Social Media:
• Vine
Niche sites
Groups with major platforms
Your own community
CONTEXT IS
GOD
Engage Leads
Offer more value to start a discussion
The visitor along the the buyer’s journey
Goal of Engaging
Call to Action
• Add Value
• Be Specific
• Be Brief
• Be Consistent
• Be Visible
Great CTA’s are easy to make
Landing Page
Elements
• No Navigation
• Minimal Clutter
• Short – Focused
• 1 Clear offer
• Allow social sharing
• Short Form
• Value is behind a form
High Converting Landing Pages are easy to make
Thank you page
Give them what you
promised
Send via email also
Navigation returns
Offer more value
Build Trust
Convert Customers
Nurturing
Targeted emails
Highly Segmented
Automated Workflows
Add more value
• Links to blogs
• Helpful videos
• Tips and Tricks
• Nurturing to Purchase
• Abandon Cart Nurturing
• Post Purchase Nurturing
• Referral Nurturing
Types of Nurturing
Nurture to Purchase
Jeff Walker – Launch
Sideway sales letter
Add Value
Spur conversations
Overcome objections
Abandon Cart
Shows concern
Identify objections
Opportunity to upsell
Higher Ave Cart Price
Selling Directly from
HubSpot COS
Single Platform
Lower Development Cost
Lower Monthly Cost
Easier entry into eComm
COS The Ultimate eCommerce Personalization Tool
Delight Advocates
Post Sales
Share product tips & tricks
Lower Returns
Raise Life Time Value
Increase referrals
Net Promoter Score
Predictive of:
• Life Time Value (LTV) of a
Customer
• Value of a company
• Profitable growth of a
company
Empowers you to:
• Address & Silence
Detractors
• Leverage Promoters
On a scale of 0 to 10, how
likely are you to
recommend __ to a friend
of colleague?
“The only number you
need to grow”
Harvard Business Review
December 2003
Questions
Welcome to
eCommerceCONTEXT IS
GOD
Inbound for eCommerce . com
@TMSchwab
How can I help you?