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

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Inbound vs. Outbound

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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

Attract

Convert

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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

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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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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

Auto-mation

Data & Sources

Social Media

E-mail Nurture Landing

Content Creation

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Local Support

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Next Meeting on Tuesday, March 31st

Questions?

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Alicia Inman Digital Marketing Director alicia@cleriti.com

Event Giveaway

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Business Card Drawing for an Apple Watch!

*Will ship upon release date of the Apple Watch.