why and how to leverage inbound marketing for cci systems

Inbound Marketing For Real Results

DON STANLEY | @3rhinomedia | 3rhinomedia.com

Don Stanley 3Rhino Media www.3rhinomedia.comdon@3rhinomedia.com608 561 7097

Think Magnets not Sledgehammers

Why interruption marketing doesn’t work

3 Simple Steps to the Sales Funnel

What is InBound?Inbound marketing is marketing that's useful.

It means acquiring customers by attracting and nurturing prospects with exceptional content, data and customer service, not interrupting them with spam.

It means pulling prospects in with a magnet, not beating them over the head with a sledgehammer.

• Inbound is just a tool, and only as good as the person using it.

• Inbound marketing will not work overnight. (Usually great results are seen between the 3-12 month time period)

• Inbound marketing requires time. (I tell everyone, the first 2 months require about 10 hours of dedication a week, and then goes down with time.)

• Inbound marketing is a culture. To have success, you must stay at it and be consistent.

• It’s amazing, but it’s NOT a magic pill.

Nothing is Free

Why InBound?

Companies that focus on inbound tactics have a 62% lower cost-per-lead than companies that focus on outbound tactics.

Why InBound?

Companies that focus on inbound tactics have a 62% lower cost-per-lead than companies that focus on outbound tactics.

62% | 60% of Sales Cycle completed BEFORE a customer reaches outto you to make a purchase.

How does it work?Ostrich Marketing Doesn’t Work

October 27,2007

A quick case study: River Pools and Spas

Thinking Moneyball

Moneyball: #s that Matter

15%Typical closing

A quick case study: River Pools

Thinking Moneyball

15%|30Typical closing

ratePages read

Thinking Moneyball

15%|30 = 80%

Typical closingrate

Pages read River Pools New closing rate

Value of a Single Post?

$1.2MValue of a Three Posts?

Where to Start? 1: Get Found

Attract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation:

Here are 4 of the most important

1. Blogging2. Search Engine Optimization3. Social Media4. Content Marketing

Pre: 5-10 leads per month

Now: 400 leads per month

Had a refreshing and revolutionary experience yesterday. It was a script of how it’s supposed to happen. Lead comes in from someone in New Zealand. I follow up with one email then he calls me. He’s been working with someone he didn’t trust, went to Google then downloaded and read our entire buyers guide, educated himself. He already was convinced I was the expert and he wanted to work with me by the time I picked up the phone, I didn’t have to sell myself at all. The funnel worked exactly like it is supposed to. With very little effort, we just narrowed down the models that will work for his budget and I will be sending out a quote tomorrow. He has the funds, knows what he needs, knows what refurbished means etc. Unless something crazy happens I expect to have the deal signed early next week. The snowball is cresting the hill.

Best Regards,Chris SharrockProduct Manager X-ray, Cath-Angio, C-armsBLOCK IMAGING INTERNATIONAL, INC.

Step 1: Get FoundAttract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation:

Step 1: Get Found

1:BloggingA blog is the single best way to attract new visitors to your website. Companies that blog get 55% more leads than those who don't. In order to get found by prospective customers, you need to have content that attracts them. Your blog is the home of this magnetic content.

2: Search Engine Optimization Customers begin their buying process online, usually at a search engine. So you need to make sure you're listed prominently when they search. To get there, you need to carefully, analytically pick keywords, optimize your pages, create content and build links.

Step 1: Get Found

3: Social MediaBusiness isn’t B2B or B2C it’s P2P. Social let’s us return to the marketplace model that has existed for millennia

Step 1: Get Found

3: Social MediaBusiness isn’t B2B or B2C it’s P2P. Social let’s us return to the marketplace model that has existed for millennia

4: Content Marketing Content marketing is another Get Found tactic. Like blogging, it means publishing content that will attract people to your website. Unlike blogging, Content Marketing is not restricted to a specific channel — it's the general idea of using content to attract people to your site. It can also include videos, whitepapers, webinars, and other content.

Step 1: Get Found

Step 2: Converting LeadsConvert tactics help you take the visitors you attracted to your site with blogging, social media, and search engine optimization and convert them into into paying customers. You can generate a lot of activity on your website without convert tactics, but you won't generate any revenue.

Here are some of the most important convert tactics:

1. Calls to Action (CTA)

1. Calls to Action (CTA)2. Landing Pages

1. Calls to Action (CTA)2. Landing Pages3. Email Marketing

1. Calls to Action (CTA)2. Landing Pages3. Email Marketing4. Lead Nurturing

1. Calls to Action (CTA)2. Landing Pages3. Email Marketing4. Lead Nurturing5. Marketing Automation

Step 3: Analyze TacticsAnalysis is the critical third category of inbound marketing tactics. Once you start attracting people to your site with blogging, social media and SEO, once you start converting those new website visitors into leads and customers, you need to begin analyzing your sales and marketing funnel and figure out ways to make it more efficient.

You need to focus on 1. Key Metrics2. Methods of Analysis3. Goal Setting

1. Website Visitors: top of the funnel metric

Step 3: Key Metrics

1. Website Visitors: top of the funnel metric2. Leads: middle of the funnel. They took action

Step 3: Key Metrics

1. Website Visitors: top of the funnel metric2. Leads: middle of the funnel. They took action3. Customers: Bottom of the funnel. Your goal!

Step 3: Key Metrics

1. Website Visitors: top of the funnel metric2. Leads: middle of the funnel. They took action3. Customers: Bottom of the funnel. Your goal!4. Conversion Rates: % of those moving in the

funnel

Step 3: Key Metrics

funnel5. Benchmarks: goals

Step 3: Key Metrics

funnel5. Benchmarks: goals6. Content Performance: How each item

performed

Step 3: Key Metrics

Where to Start? 1: Get Found

Attract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation:

1. How do your website visitor numbers compare to your peers?

2. Are you getting as many leads are you competitors?

3. Are you happy with your lead volume, but not your sales numbers?

Step 3: Methods of Analysis

Quick Review: It’s about Sales Right?

Question/Next Steps

Don Stanley 3Rhino Media www.3rhinomedia.comdon@3rhinomedia.com608 561 7097

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