The Online Marketing RevolutionHow Inbound Marketing Works for B2B Companies

Objectives

By the end of this presentation you will be able to…

• Describe the 4 basic elements of inbound marketing

• Describe who can benefit most from using it

• Share industry statistics regarding inbound performance

• List the steps for getting started

Inbound Marketing From 10,000 Feet

Attract Nurture

Convert Delight

Tools

Website

Blog

Social Media

Landing pages

Quality Content Offers

Email

Strategies

Search Engine

Optimization

Buying Funnel

Conversion Paths

Calls to Action

Lead Nurturing

List Segmentati

on

Smarketing (sales and marketing)

Measures

Buyer Personas

SMART Goals

A/B testing

Analytics

Lead Intelligence

Reporting

Inbound MarketingFrom 10 Feet

Who is it for?• Companies that want to…

– Generate the leads via the internet– Sell nationally– Get measurable results with internet marketing– Demonstrate thought leadership– Invest now for a profitable future

Who is it not for?

• Companies that want to…– Keep investing their money in traditional marketing

practices– Stay virtually the same size indefinately

Successful Marketing is Long-Term

“The Ultimate Sales Machine” by Chet Holmes

Buying Now3%

Not Thinking About It30%

Open to It6%Don't Think They Are

Interested30%

Know They Aren't In-terested

30%

Your Target Market

Component One•Attract the people who are your target market

ATTRACT

Buyer Persona

s

SEO

Social

Media

Get found by those seeking the help you provide

Create personas to get “inside their head”

Think about how and where they would look for help

• 3-5• Simple phrase

Words

• Low• Medium• High

Competition

• None to thousandsMonthly

Searches

Long-Tailed Keywords

Low CompetitionDecent Traffic

On-Page Optimization

Research: Google Adwords Keyword Tool, Hubspot’s Keyword Tools

On-Page Optimization

On-PageSEO

Keywords

TitleTags

KeywordDensity

H1 Tags

Description

Keyword Placement

Optimize pages you want to make sure are found

One long-tailed keyword per page

Make it reader friendly first, then SEO friendly

Off-Page Optimization

Off Page SEO

Keyword Performance

Social Bookmarking

Back links from Other Websites

Index with Search Engines

Google Plus Page

Takes time to build

Work with a professional SEO company

The more pages the better

Own your domain name at least 5 years

The % of websites found through social media grows every year.• They are now competing directly with

search engines in directing traffic

Social Media Traffic

Increased Click-Thrus

Engage people

Build connections

Pick the best SM for your

business

Tools:Hootsuite

TweetAdde

rHubspot

Assess Performance

• Use Google Analytics

Component Two• Nurture the relationship

Information

Criteria

Evaluation

Buying Stages and Funnel

Buyer’s Funnel In Action

Blogging Content offers

Drip email marketing Nurturing

Blogging

• Focused on information (top) level of funnel

• Critical tool for attracting

Content Offers

• Focused on top and middle level of funnel

• Critical tool for demonstrating your value

Must be relevant, useful, focused on buyer personas!

Decision Making Offers

• The bottom of the funnel, evaluation

• Examples• Trial period

• Demonstration of system

• Free consultation

• Assessments

• Samples

Drip Email Marketing

• All levels of the funnel

• Customized messages through list segmentation

• Simplified through automation

• Supports length of buying cycle

Hi Steve,

Thanks for downloading The Top Ten Most Effective Actions of a Supervisor. You can access your copy anytime, right here.

Keep in mind that this ebook is only part one of an entire series, so stay tuned for more content on supervisory leadership.

Have your own thoughts about frontline leadership? Contribute the discusson on Twitter by using the hashtag #frontline. If you decide you want to learn more about training opportunities for supervisory leadership, you can do that from this page as well.

Have a happy day and enjoy!

Mary James

Component Three• Convert leads through the funnel stages

Conversion Paths

• Blog• Offers

Top

• Offers• SM

interaction

Middle • Consultation

• Trial Period

Bottom

Length of Typical Buying Cycle

Calls To Action

• Don’t let readers figure out what to do on their own

• Make the best choice very clear

Landing Pages

• Strengthens ability to convert by removing distractions

• Offer the next activity when the first is complete

How Many Landing Pages?

Sign-up Forms

• Most any contact management form allows you to embed sign up forms• Constant Contact, Aweber, Mail Chimp, etc…

• Advance lead intelligence systems incorporate smart forms• Hubspot, LeadFusion, InfusionSoft

• Lead intelligence let’s you take action with perfect timing and background information

SMART goal of $75,000 additional revenue in 8 months.

This requires an increase of 4 sales per month averaging $2,500.

The sales has a historic 40% lead-to-customer rate, meaning they need 9 additional qualified leads a month.

The website needs 300 targeted visitors a month and a visitor-to-lead conversion rate of 3%.

Example

Targeted Website Traffic•SEO•Social Media

Support Buying Process• Blogging• Content Offers• Drip Email

Marketing

Convert• Conversion Path• Landing Pages• Smart Forms

Continual

Analysis

The Improvements Never Stop

Momentum

5 years

2 year

1 year

1 month

Internet Footprint

Component Four• Delight current and past clients

Don’t Forget to Delight

• Post event support virtually• Maintain relationship and

influence• Continue enabling client

success

Tips for Getting Started

1. Get my ebook, “The Essentials to Internet Marketing”

2. Define your most important persona3. Research Keywords4. Start blogging5. Create one top, middle, and bottom

offer6. Integrate contact management

system7. Establish email automation8. Shape and grow your social media