inbound marketing week 2015
TRANSCRIPT
Inbound Marketing
Week Partner Certified
#IMW15
Inbound Marketing ① The Inbound Methodology ② Setting the Goals ③ Creating a Buyer Persona ④ The Buyer’s Journey ⑤ Content Mapping ⑥ Inbound Marketing Funnel ⑦ The Inbound Team ⑧ Marketing Automation Software ⑨ Your Local Support Group ⑩ Q&A
#IMW15
Inbound vs. Outbound
#IMW15
In One Year, Companies that Go Inbound Typically Experience
54% more leads
Cost is 61% less per lead
50% increased their sales
Inbound vs. Outbound
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More Inbound Stats: http://hubs.ly/y0yPNs0
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Inbound Methodology
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Strangers Become Promoters Promoters Attract More Strangers
Setting the Goals S M A R T
pecific easurable ttainable ealistic ime-bound
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Start Here
Having Content on the Web is NOT a Goal
Increase _________ by __________ (starting at this amount ________)
Free Resource: http://hubs.ly/y0yMQm0
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cleriti.com
Buyer Persona
Who is your most ideal customer?
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The Buyer Persona ① Who are they? ② What is their background? ③ Demographics? ④ Unique identifiers? ⑤ Their goals? ⑥ How do you help? ⑦ A day in their life? ⑧ The right marketing message? ⑨ What’s their elevator pitch? ⑩ Why would they say no?
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Meet Sample Sally BACKGROUND: ü Head of Human Resources ü Worked at the same company for 10 years;
worked her way up from HR Associate ü Married with 2 children (10 and 8)
DEMOGRAPHICS: ü Skews female ü Age 30-45 ü Dual HH Income: $140,000 ü Suburban
IDENTIFIERS:
ü Calm demeanor ü Probably has an assistant screening calls ü Asks to receive collateral mailed/printed
Sample Sally (Continued) GOALS: ü Keep employees happy and turnover low ü Support legal and finance teams
CHALLENGES: ü Getting everything done with a small staff ü Rolling out changes to the entire
company HOW WE HELP: ü Make it easy to manage all employee data
in one place ü Integrate with legal and finance teams’
systems
Sample Sally (Continued) REAL QUOTES: ü “It’s been difficult getting company-wide
adoption of new technologies in the past.” ü “I don’t have time to train new employees
on a million different databases and platforms.”
ü “I’ve had to deal with so many painful integrations with other departments’ databases and software.”
COMMON OBJECTIONS: WHY WOULD SHE SAY NO? ü I’m worried I’ll lose data transitioning to a
new system. ü I don’t want to have to train the entire
company on how to use a new system.
Sample Sally (Continued) MARKETING MESSAGING: ü Integrated HR Database Management ELEVATOR PITCH: ü We give you an intuitive database that
integrates with your existing software and platforms, and lifetime training to help new employees get up to speed quickly.
Free Resource: http://makemypersona.com
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The Buyer’s Journey
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ü Awareness ü Consideration ü Decision
The Buyers Journey
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Realized and expressed a
potential problem or opportunity
Clearly defined and given a name to the problem or
opportunity
Defined their solution, strategy,
method or approach
Research Mode
Finding"Solutions
Comparing Solutions
The Inbound Funnel
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How do inbound leads become customers?
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Inbound Marketing Funnel Blogging, SEO, Social Media,
Landing Pages, Offers
Landing Pages, Offers, CTAs, Forms
E-mail Workflows,
Lead Nurture
Sales
TOFU
Attract
Convert
MOFU
Close
BOFU
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ATTRACT: Keys to Success ① Valuable content is king ② YES, blogging works. ③ Start with an editorial calendar. If you don’t
plan it, you won’t do it. ④ Have a keyword strategy – what does your
persona search? ⑤ Post/share your content on the social
networks where your persona hangs out. ⑥ Paid promotion is sometimes a necessary
evil.
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CONVERT: Keys to Success ① Have relevant offers for every stage of the
buyer’s journey. ② Be valuable. ③ Use Calls to Action. ④ Don’t distract from the offer on your
landing pages.
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CLOSE: Keys to Success ① Nurture those leads! ② Be valuable or helpful in your emails. ③ Have a Direct Business Offer. “Contact Us”
doesn’t count. ④ Know what qualifies as a sales-ready lead. ⑤ Plan a lead handoff process from marketing
to sales.
Content Mapping for Conversion
#IMW15 Relevant content for each stage in the buyer’s journey
Free Resource: http://hubs.ly/y0yPt90
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#IMW15
Free Resource: http://www.hubspot.com/interactive-
guide-to-inbound-marketing
Team and Tech
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ü The Writer ü The Developer
(Designer) ü Coordinator ü The Strategist
Marketing Automation Software
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An Inbound Team The Writer Continually turns out thoughtful, versatile, well written content to fuel marketing efforts
The Developer and Designer Makes sure your website, the core of your inbound marketing, is running and performing its best
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An Inbound Team The Coordinator Makes sure things get done, consistently reviews data, comes up with ideas and tracks results
The Strategist Knows your audience and their needs, makes sure everyone on the team marches to the same beat
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Or, a Unicorn…
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Growing Your Inbound Team: http://hubs.ly/y0yPDk0
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Free Blog Editorial Calendar: http://hubs.ly/y0z0qm0
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Technology Recommendation
Of course, we recommend HubSpot
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Inbound ROI Calculator: http://www.hubspot.com/roi-calculator
ALL IN ONE
PLATFORM
SEO
Auto-mation
Data & Sources
Social Media
E-mail Nurture Landing
Pages
Content Creation
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Local Support
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Next Meeting on Tuesday, March 31st
Event Giveaway
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Business Card Drawing for an Apple Watch!
*Will ship upon release date of the Apple Watch.