the inbound marketing methodology
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@ArtilleryMarketSource: http://www.stateofinboundmarketing.com/
@ArtilleryMarketSource: http://www.stateofinboundmarketing.com/
@ArtilleryMarketSource: http://www.stateofinboundmarketing.com/
@ArtilleryMarket
Key Ingredients1. Define your buyer
personas
2. Identify your marketing triggers
3. Create a list of keywords
4. Outline your content strategy
5. Extend your reach with social media
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Define your buyer personas
Fictional representation of your ideal customers
Within your target market there are likely numerous types of buyers
Buyers in each of these roles have very different interests, priorities and goals
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Buyer persona triggers
Identify the events and pain points that cause them to search for information about your product, service or industry
Deep Dive: The Buyer Persona Institute http://www.buyerpersona.com/
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Create a list of keywords
Determine what long-tail keywords prospects use when searching for a solution that you provide
Create a list of key terms and phrases to create content about
Deep Dive: Backlinko Keyword Research: The Definitive Guide http://backlinko.com/keyword-research
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Outline your content strategy
Deep Dive: The Advanced Content Marketing Guide http://www.quicksprout.com/the-advanced-guide-to-content-marketing/
Blogging
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Offer Premium Content
In-depth information that your prospects find helpful
eBooks, webinars, tip sheets, buying guides, research reports
But… put it behind a landing page
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Start with a Call-to-Action
Website button, image, text link
Encourages action by clicking
Takes visitor to a landing page
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Landing Pages
Remove site navigation
Tell them how they will benefit from offer
Fewer form fields the better (but get email address)
Include key visual
Redirect to Thank You page with download link
Deep Dive: The Smart Marketer’s Landing Page Conversion Course http://unbounce.com/
UP TO 95% OF QUALIFIED PROSPECTS ON YOUR WEBSITE ARE THERE TO RESEARCH AND ARE NOT YET READY TO TALK WITH A SALES REP
BUT, AS MANY AS 70% WILL EVENTUALLY BUY FROM YOU OR ONE OF YOUR COMPETITORS
Brian Carroll, Lead Generation for the Complex Sale
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Keep in touch with customers
Show appreciation
Keep using content to make them successful
Offer customer specials
Ask for feedback and referrals