inbound marketing: a quick tour of inbound marketing elements
DESCRIPTION
Quick tour of inbound marketing elements. What strategies should be used to be successful with internet marketing? What are the effects of SEO and social media in inbound marketing? What is the role of a landing page? How to delight your customers? Inbound is set of tactics to optimize your content on all social platforms and website pages to derive more traffic and closing successful sales, giving your customers a delightful experience.TRANSCRIPT
Inbound
Marketing
Saima, BD at GateLogix
Hubspot Inbound Marketing certified/gatelogix /gatelogix
Inbound Methodology
Inbound is a journey from customer creation to
customer retention
On the way
to success
A Successful Inbound Strategy
Attract Convert Close Delight
Buyer’s Journey
Awareness stage
Consideration stage
Decision stage
1.Attract
Optimizing the Website
BloggingSocial
Content
1.1 Optimizing the Website
How to Optimize
Understand targeted groups by conducting research about their demographics, behavior
patterns, motivations, and goals
Make the content, design and format easy to understand for searchers and for search
engines
Who are You Optimizing for
Searchers(target audience) Search engines
Why You Need it
To deliver the best results possible.
1.2 Blogging
Blogging in Execution PhaseWhat to blog
Long-tail keywords, recent industry/relevant news, customer
questions, hot industry topics
Promoting blog
Leverage on your website, use social media, Email marketing, Press
releases .
Analyze what is working
Number of article views, blog subscription growth, most popular
articles, inbound links
Distinctive Content
Helps in getting inbound links and social shares
Gives an opportunity to your audience to convert into leads
Blogging and Inbound Marketing
A company blog increase inbound ROIGreat for indexing pages to convert more
leads
1.3 Social Content
Social Content in the Execution Phase
Align with all stages of the Buyer’s Journey
Share content that fits into each stage of the Buyer’s
Journey
Refine content to each network upon which it is
posted.
Developing Social Media Strategy
Right content, right timing, right network Build and identify prospects and analyze
Social Media and Inbound Strategy
High trafficUse to attract
convert close and delight
Create personalized happy customers
Mini versions of your site
2. Convert
Content With A Purpose
Landing PageConversion
Process
2.1 Content With A Purpose
Content That Converts
awareness stage content Consideration stage content Decision stage content
Creating Unique Content
Plan
Business goals and focus on benefits
Produce
Helpful content
Distribute
Determine methods and be consistent
Inbound Marketing does not Exist Without Content
Content is informationCan influence the sales cycle with the
content
2.2 Landing Page
Landing Page in the Execution Phase
Use best practices to analyze
Align offer to the specific stage of the buyer’s journey
Consider conversion process to analyze
Landing Pages That Convert Visitors Into Leads
That offers something to some
one
Offer that covers the buyer’s journey
Relevant to target audience
Explain the value and importance of
offer
Landing Page and Inbound Marketing
Landing pages are digital sales reps that work 24/7
Landing pages are the heart of the conversion process
2.3 Conversion Process
Effective CTA’s and Thank You Pages
Action oriented CTAsThank you page that deliver
the offer
Thank you page that brings someone to the next stage of
the buyer’s journey
Converting the Right Visitor into Lead
conversion paths to lead people through the buyer’s journey
CTA’s must be relevant to the content
Build Conversion Path
Call to action (CTA) Landing page Thank you page
3. Close
Right Email
to
Right Person
SmarketingInbound Sales
Process
3.1 Right Email to Right Person
World Class Email
Which add valueoptimized around goals, content, helpfulness, and
designEmail optimization tactics
Sending the Right Email to the Right Person
Determine the audience by segmenting customers with buyer’s journey
Customize email sends to buyer’s journey stage
Why It Is Still Important
Email has ROI of 4300% 3.2 billion email accounts95% of online consumers
use email
States sources: ROI(Direct marketing association), Accounts and online consumers(Exact target).
3.2 Smarketing
Steps to Integrate Smarketing
Speak the same language
Set up closed-loop reporting
Implement a service level agreement
Maintain open communication
Rely on data
Smarketing=Alignment
Alignment around goals Alignment around targeted aydience
Why Smarketing?
solely Sales and marketing are negative? To get on the same team “revenue”?
3.3 Inbound Sales Process
Transform the Way You Sell
Target accounts Prospects accountsConnect with
accounts
Prospects perceive you as a sales
person
Inbound Sales
Giving the buyers a delightful experienceAttract the relevant buyer who has the
power
Why it is Important
Buying habits have changedBuyers have more information available to
them
4. Delight
Cultivating Happy Customers
4.1 Cultivating Happy Customers
Customer Delight Guidelines
Delight employees
Educate employee
s
Empower employee
s
Listen to people
Ask questions
Help and educate
Follow up
How to Delight
Serve peopleNot just a post-sale
activity
pillars of customer delight Innovation, communication,
and education
Why it is Important
competitive advantageTrust(core to customer delight) create
promoters
For more information and details
about Inbound Marketing please visit:
Gatelogix's blog
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