Date post: | 17-Oct-2014 |
Category: |
Marketing |
View: | 219 times |
Download: | 0 times |
Share this eBook
1
Impactbndcom
HOW TO BECOME A
WHATrsquoS KEEPING YOU FROM THE SPOTLIGHT
Share this eBook
2
Impactbndcom
Written by
John BoniniDirector of Inbound Marketing
As the Marketing Director at IMPACT Branding amp Design John oversees the companyrsquos entire lead generation and branding strategy utilizing blogging premium content creation social media marketing search engine optimization and video marketing in order to help grow the company and expand its reach
Under Johnrsquos direction IMPACT has experienced significant growth in its blog subscribers social media following as well the companyrsquos overall traffic and lead generation
In addition to his work at IMPACT John has also been interviewed and featured in several industry leading publications including the Wall Street Journalrsquos SmartMoney MarketWatch as well as the HubSpot blog
Share this eBook
3
Impactbndcom
GET STARTED
GET RESULTS WITH IMPACTIMPACT is an inbound marketing agency focused on generating more qualified traffic and leads from your website to ultimately drive sales and produce results Request a free assessment with IMPACT below and learn how we can help you transform your marketing
Strategic PlanningYour path to success starts with a plan
Convert LeadsEngage your visitors amp capture more leads
Campaign DevelopmentBuilding the tools you need to succeed
Grow SalesNurture your leads amp shorten your sales cycle
Drive TrafficBoost your brand visibility ampprove your expertise
Marketing AnalysisUnderstand the ROI of every marketing activity
Share this eBook
4
Impactbndcom
In 1965 Mick Jagger belted ldquoI canrsquot get no satisfactionrdquo in one of the earliest hits in the illustrious career of The Rolling Stones
48 years later consumers feel a similarly passionate response to many of the marketing messages they come in contact with on any given day
The message is there But therersquos no context Like many teenagers of the Woodstock era they feel misunderstood
This is exactly why so many companies are struggling in the era of the Internet and mobile device theyrsquove lost touch with how to speak directly with their target audience and more importantly how their target audience interacts with brands
THE POWER IS NOW WITH THE CONSUMER
Share this eBook
5
Impactbndcom
The road to Marketing Superstardom is paved with the failures of companies who havenrsquot evolved with the industry and the technology thatrsquos transforming it
Ask yourself if yoursquore one of the following
bull Garage Band ndash Playing oil-stained garages No one knows who the heck your company is Even worse your mom is yelling for you to turn down Bummer
bull Cover Band ndash Sure you have some recognition but you have no real brand identity of your own Yoursquore struggling to stand out among the competition
bull Opening Act ndash Your ability to stay current has allowed you to stay somewhat relevant Yoursquore very close to the big stage but still need that edge
In order to avoid being a one-hit wonder your marketing must be awesome
Share this eBook
6
Impactbndcom
So you wanna be a Marketing RockstarAccording to HubSpot sixty percent of companies will execute inbound marketing strategies in 2013
But what does that mean for you
The first step is identifying where your marketing currently stands From there wersquoll show you the way for making the adjustments necessary to become a Marketing Rockstar
Share this eBook
7
Impactbndcom
Sure therersquos some glory in playing oil stained garages That is only if you have no intention of ever ldquomakingrdquo it and playing out in front of other people
Despite how great you think you are no one knows who the heck you are
So how do you know if your company is still in the ldquoGarage Bandrdquo phase of marketing rock stardom
GARAGE BAND
Share this eBook
8
Impactbndcom
The following may be some reasons
No real strategy
Weak online presence brochureware website
No blog
No keyword research or implementation of any kind
No social media presence
Your website has no lead generation opportunities
Not utilizing email marketing
No marketing automation
No sales and marketing alignment
Unaware of website analytics
Share this eBook
9
Impactbndcom
Your Big BreakWant to get out of the garage It starts with shifting your mindset Significantly
Right now you clearly havenrsquot bought into the modern methods of lead generation and unfortunately for you this will be your undoing Yoursquore also still relying on lead generation methods that have lost effectiveness considerably over the past decade
This is hurting you If you havenrsquot felt the effects yet you will soon
Share this eBook
10
Impactbndcom
Inbound is no longer a secret Itrsquos proven And itrsquos time you got moving in the right direction
The first step is shifting your allocation of resources toward a more unsolicited lead generating approach that focuses on creating a powerful online presence which right now you simply donrsquot have
HubSpotrsquos 2013 State of Inbound Marketing Report
revealed that inbound delivers 54 more leads into the
marketing funnel than traditional outbound leads
Share this eBook
11
Impactbndcom
Those print advertisements yoursquore allocating budget toward Declining physical subscriptions are rendering this extremely ineffective Instead consumers gather information from mobile devices tablets and search engines
Direct mail Ohhellipyou mean that stuff that comes in the mailbox People pay most of their bills online now what makes you think theyrsquoll respond to your solicited marketing messages Even worse itrsquos much harder to track and measure the success of any direct mail campaign when compared to email where any marketing software will track open and click rates
The bottom line is consumer behavior has changed dramatically your marketing strategy needs to follow suit
With the Millennial and ldquodigital nativerdquo generation now representing the largest demographic in the United States itrsquos critical you take their unique buying behavior into account
Share this eBook
12
Impactbndcom
Said Pamela Vaughan Inbound Marketing Blog Manager at HubSpot
ldquoAs Millennials wersquove grown up with access to so much technology that enables us to do things in our own
time Itrsquos why we prefer text messaging over talking on the phone watching our favorite TV shows on
demand and why we donrsquot wait around for the 1000 news to stay informed ndash we get it exactly when we
want it online and through our mobile devices
Because of this wersquore particularly averse to any marketing that doesnrsquot cater to our inclination for
on-demand content Fail to cater to that on-demand nature and yoursquoll miss out on a big chunk of the
Millennial pierdquo
Start focusing on creating a powerful online presence This all starts with a lead generating website rather than a stale brochureware type website yoursquore currently trying to pass off
Provide a valuable educational experience through resourceful content in order to attract more visitors rank higher in search engines and generate more leads
BrochurewareDonrsquot let your website look like an online marketing brochure only talking about you and how your visitors can contact you Without any calls-to-action or remarkable content how do you expect to interact and engage with visitors and leads
COVER BAND
Donrsquot get me wrong therersquos certainly nothing wrong with strapping on a Gibson Les Paul and shredding to ldquoSweet Child Orsquo Minerdquo in front of a crowd of forty-somethingrsquos trying to relive their formative teenage years
And while you may have some recognition you have no real brand identity of your own
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
2
Impactbndcom
Written by
John BoniniDirector of Inbound Marketing
As the Marketing Director at IMPACT Branding amp Design John oversees the companyrsquos entire lead generation and branding strategy utilizing blogging premium content creation social media marketing search engine optimization and video marketing in order to help grow the company and expand its reach
Under Johnrsquos direction IMPACT has experienced significant growth in its blog subscribers social media following as well the companyrsquos overall traffic and lead generation
In addition to his work at IMPACT John has also been interviewed and featured in several industry leading publications including the Wall Street Journalrsquos SmartMoney MarketWatch as well as the HubSpot blog
Share this eBook
3
Impactbndcom
GET STARTED
GET RESULTS WITH IMPACTIMPACT is an inbound marketing agency focused on generating more qualified traffic and leads from your website to ultimately drive sales and produce results Request a free assessment with IMPACT below and learn how we can help you transform your marketing
Strategic PlanningYour path to success starts with a plan
Convert LeadsEngage your visitors amp capture more leads
Campaign DevelopmentBuilding the tools you need to succeed
Grow SalesNurture your leads amp shorten your sales cycle
Drive TrafficBoost your brand visibility ampprove your expertise
Marketing AnalysisUnderstand the ROI of every marketing activity
Share this eBook
4
Impactbndcom
In 1965 Mick Jagger belted ldquoI canrsquot get no satisfactionrdquo in one of the earliest hits in the illustrious career of The Rolling Stones
48 years later consumers feel a similarly passionate response to many of the marketing messages they come in contact with on any given day
The message is there But therersquos no context Like many teenagers of the Woodstock era they feel misunderstood
This is exactly why so many companies are struggling in the era of the Internet and mobile device theyrsquove lost touch with how to speak directly with their target audience and more importantly how their target audience interacts with brands
THE POWER IS NOW WITH THE CONSUMER
Share this eBook
5
Impactbndcom
The road to Marketing Superstardom is paved with the failures of companies who havenrsquot evolved with the industry and the technology thatrsquos transforming it
Ask yourself if yoursquore one of the following
bull Garage Band ndash Playing oil-stained garages No one knows who the heck your company is Even worse your mom is yelling for you to turn down Bummer
bull Cover Band ndash Sure you have some recognition but you have no real brand identity of your own Yoursquore struggling to stand out among the competition
bull Opening Act ndash Your ability to stay current has allowed you to stay somewhat relevant Yoursquore very close to the big stage but still need that edge
In order to avoid being a one-hit wonder your marketing must be awesome
Share this eBook
6
Impactbndcom
So you wanna be a Marketing RockstarAccording to HubSpot sixty percent of companies will execute inbound marketing strategies in 2013
But what does that mean for you
The first step is identifying where your marketing currently stands From there wersquoll show you the way for making the adjustments necessary to become a Marketing Rockstar
Share this eBook
7
Impactbndcom
Sure therersquos some glory in playing oil stained garages That is only if you have no intention of ever ldquomakingrdquo it and playing out in front of other people
Despite how great you think you are no one knows who the heck you are
So how do you know if your company is still in the ldquoGarage Bandrdquo phase of marketing rock stardom
GARAGE BAND
Share this eBook
8
Impactbndcom
The following may be some reasons
No real strategy
Weak online presence brochureware website
No blog
No keyword research or implementation of any kind
No social media presence
Your website has no lead generation opportunities
Not utilizing email marketing
No marketing automation
No sales and marketing alignment
Unaware of website analytics
Share this eBook
9
Impactbndcom
Your Big BreakWant to get out of the garage It starts with shifting your mindset Significantly
Right now you clearly havenrsquot bought into the modern methods of lead generation and unfortunately for you this will be your undoing Yoursquore also still relying on lead generation methods that have lost effectiveness considerably over the past decade
This is hurting you If you havenrsquot felt the effects yet you will soon
Share this eBook
10
Impactbndcom
Inbound is no longer a secret Itrsquos proven And itrsquos time you got moving in the right direction
The first step is shifting your allocation of resources toward a more unsolicited lead generating approach that focuses on creating a powerful online presence which right now you simply donrsquot have
HubSpotrsquos 2013 State of Inbound Marketing Report
revealed that inbound delivers 54 more leads into the
marketing funnel than traditional outbound leads
Share this eBook
11
Impactbndcom
Those print advertisements yoursquore allocating budget toward Declining physical subscriptions are rendering this extremely ineffective Instead consumers gather information from mobile devices tablets and search engines
Direct mail Ohhellipyou mean that stuff that comes in the mailbox People pay most of their bills online now what makes you think theyrsquoll respond to your solicited marketing messages Even worse itrsquos much harder to track and measure the success of any direct mail campaign when compared to email where any marketing software will track open and click rates
The bottom line is consumer behavior has changed dramatically your marketing strategy needs to follow suit
With the Millennial and ldquodigital nativerdquo generation now representing the largest demographic in the United States itrsquos critical you take their unique buying behavior into account
Share this eBook
12
Impactbndcom
Said Pamela Vaughan Inbound Marketing Blog Manager at HubSpot
ldquoAs Millennials wersquove grown up with access to so much technology that enables us to do things in our own
time Itrsquos why we prefer text messaging over talking on the phone watching our favorite TV shows on
demand and why we donrsquot wait around for the 1000 news to stay informed ndash we get it exactly when we
want it online and through our mobile devices
Because of this wersquore particularly averse to any marketing that doesnrsquot cater to our inclination for
on-demand content Fail to cater to that on-demand nature and yoursquoll miss out on a big chunk of the
Millennial pierdquo
Start focusing on creating a powerful online presence This all starts with a lead generating website rather than a stale brochureware type website yoursquore currently trying to pass off
Provide a valuable educational experience through resourceful content in order to attract more visitors rank higher in search engines and generate more leads
BrochurewareDonrsquot let your website look like an online marketing brochure only talking about you and how your visitors can contact you Without any calls-to-action or remarkable content how do you expect to interact and engage with visitors and leads
COVER BAND
Donrsquot get me wrong therersquos certainly nothing wrong with strapping on a Gibson Les Paul and shredding to ldquoSweet Child Orsquo Minerdquo in front of a crowd of forty-somethingrsquos trying to relive their formative teenage years
And while you may have some recognition you have no real brand identity of your own
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
3
Impactbndcom
GET STARTED
GET RESULTS WITH IMPACTIMPACT is an inbound marketing agency focused on generating more qualified traffic and leads from your website to ultimately drive sales and produce results Request a free assessment with IMPACT below and learn how we can help you transform your marketing
Strategic PlanningYour path to success starts with a plan
Convert LeadsEngage your visitors amp capture more leads
Campaign DevelopmentBuilding the tools you need to succeed
Grow SalesNurture your leads amp shorten your sales cycle
Drive TrafficBoost your brand visibility ampprove your expertise
Marketing AnalysisUnderstand the ROI of every marketing activity
Share this eBook
4
Impactbndcom
In 1965 Mick Jagger belted ldquoI canrsquot get no satisfactionrdquo in one of the earliest hits in the illustrious career of The Rolling Stones
48 years later consumers feel a similarly passionate response to many of the marketing messages they come in contact with on any given day
The message is there But therersquos no context Like many teenagers of the Woodstock era they feel misunderstood
This is exactly why so many companies are struggling in the era of the Internet and mobile device theyrsquove lost touch with how to speak directly with their target audience and more importantly how their target audience interacts with brands
THE POWER IS NOW WITH THE CONSUMER
Share this eBook
5
Impactbndcom
The road to Marketing Superstardom is paved with the failures of companies who havenrsquot evolved with the industry and the technology thatrsquos transforming it
Ask yourself if yoursquore one of the following
bull Garage Band ndash Playing oil-stained garages No one knows who the heck your company is Even worse your mom is yelling for you to turn down Bummer
bull Cover Band ndash Sure you have some recognition but you have no real brand identity of your own Yoursquore struggling to stand out among the competition
bull Opening Act ndash Your ability to stay current has allowed you to stay somewhat relevant Yoursquore very close to the big stage but still need that edge
In order to avoid being a one-hit wonder your marketing must be awesome
Share this eBook
6
Impactbndcom
So you wanna be a Marketing RockstarAccording to HubSpot sixty percent of companies will execute inbound marketing strategies in 2013
But what does that mean for you
The first step is identifying where your marketing currently stands From there wersquoll show you the way for making the adjustments necessary to become a Marketing Rockstar
Share this eBook
7
Impactbndcom
Sure therersquos some glory in playing oil stained garages That is only if you have no intention of ever ldquomakingrdquo it and playing out in front of other people
Despite how great you think you are no one knows who the heck you are
So how do you know if your company is still in the ldquoGarage Bandrdquo phase of marketing rock stardom
GARAGE BAND
Share this eBook
8
Impactbndcom
The following may be some reasons
No real strategy
Weak online presence brochureware website
No blog
No keyword research or implementation of any kind
No social media presence
Your website has no lead generation opportunities
Not utilizing email marketing
No marketing automation
No sales and marketing alignment
Unaware of website analytics
Share this eBook
9
Impactbndcom
Your Big BreakWant to get out of the garage It starts with shifting your mindset Significantly
Right now you clearly havenrsquot bought into the modern methods of lead generation and unfortunately for you this will be your undoing Yoursquore also still relying on lead generation methods that have lost effectiveness considerably over the past decade
This is hurting you If you havenrsquot felt the effects yet you will soon
Share this eBook
10
Impactbndcom
Inbound is no longer a secret Itrsquos proven And itrsquos time you got moving in the right direction
The first step is shifting your allocation of resources toward a more unsolicited lead generating approach that focuses on creating a powerful online presence which right now you simply donrsquot have
HubSpotrsquos 2013 State of Inbound Marketing Report
revealed that inbound delivers 54 more leads into the
marketing funnel than traditional outbound leads
Share this eBook
11
Impactbndcom
Those print advertisements yoursquore allocating budget toward Declining physical subscriptions are rendering this extremely ineffective Instead consumers gather information from mobile devices tablets and search engines
Direct mail Ohhellipyou mean that stuff that comes in the mailbox People pay most of their bills online now what makes you think theyrsquoll respond to your solicited marketing messages Even worse itrsquos much harder to track and measure the success of any direct mail campaign when compared to email where any marketing software will track open and click rates
The bottom line is consumer behavior has changed dramatically your marketing strategy needs to follow suit
With the Millennial and ldquodigital nativerdquo generation now representing the largest demographic in the United States itrsquos critical you take their unique buying behavior into account
Share this eBook
12
Impactbndcom
Said Pamela Vaughan Inbound Marketing Blog Manager at HubSpot
ldquoAs Millennials wersquove grown up with access to so much technology that enables us to do things in our own
time Itrsquos why we prefer text messaging over talking on the phone watching our favorite TV shows on
demand and why we donrsquot wait around for the 1000 news to stay informed ndash we get it exactly when we
want it online and through our mobile devices
Because of this wersquore particularly averse to any marketing that doesnrsquot cater to our inclination for
on-demand content Fail to cater to that on-demand nature and yoursquoll miss out on a big chunk of the
Millennial pierdquo
Start focusing on creating a powerful online presence This all starts with a lead generating website rather than a stale brochureware type website yoursquore currently trying to pass off
Provide a valuable educational experience through resourceful content in order to attract more visitors rank higher in search engines and generate more leads
BrochurewareDonrsquot let your website look like an online marketing brochure only talking about you and how your visitors can contact you Without any calls-to-action or remarkable content how do you expect to interact and engage with visitors and leads
COVER BAND
Donrsquot get me wrong therersquos certainly nothing wrong with strapping on a Gibson Les Paul and shredding to ldquoSweet Child Orsquo Minerdquo in front of a crowd of forty-somethingrsquos trying to relive their formative teenage years
And while you may have some recognition you have no real brand identity of your own
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
4
Impactbndcom
In 1965 Mick Jagger belted ldquoI canrsquot get no satisfactionrdquo in one of the earliest hits in the illustrious career of The Rolling Stones
48 years later consumers feel a similarly passionate response to many of the marketing messages they come in contact with on any given day
The message is there But therersquos no context Like many teenagers of the Woodstock era they feel misunderstood
This is exactly why so many companies are struggling in the era of the Internet and mobile device theyrsquove lost touch with how to speak directly with their target audience and more importantly how their target audience interacts with brands
THE POWER IS NOW WITH THE CONSUMER
Share this eBook
5
Impactbndcom
The road to Marketing Superstardom is paved with the failures of companies who havenrsquot evolved with the industry and the technology thatrsquos transforming it
Ask yourself if yoursquore one of the following
bull Garage Band ndash Playing oil-stained garages No one knows who the heck your company is Even worse your mom is yelling for you to turn down Bummer
bull Cover Band ndash Sure you have some recognition but you have no real brand identity of your own Yoursquore struggling to stand out among the competition
bull Opening Act ndash Your ability to stay current has allowed you to stay somewhat relevant Yoursquore very close to the big stage but still need that edge
In order to avoid being a one-hit wonder your marketing must be awesome
Share this eBook
6
Impactbndcom
So you wanna be a Marketing RockstarAccording to HubSpot sixty percent of companies will execute inbound marketing strategies in 2013
But what does that mean for you
The first step is identifying where your marketing currently stands From there wersquoll show you the way for making the adjustments necessary to become a Marketing Rockstar
Share this eBook
7
Impactbndcom
Sure therersquos some glory in playing oil stained garages That is only if you have no intention of ever ldquomakingrdquo it and playing out in front of other people
Despite how great you think you are no one knows who the heck you are
So how do you know if your company is still in the ldquoGarage Bandrdquo phase of marketing rock stardom
GARAGE BAND
Share this eBook
8
Impactbndcom
The following may be some reasons
No real strategy
Weak online presence brochureware website
No blog
No keyword research or implementation of any kind
No social media presence
Your website has no lead generation opportunities
Not utilizing email marketing
No marketing automation
No sales and marketing alignment
Unaware of website analytics
Share this eBook
9
Impactbndcom
Your Big BreakWant to get out of the garage It starts with shifting your mindset Significantly
Right now you clearly havenrsquot bought into the modern methods of lead generation and unfortunately for you this will be your undoing Yoursquore also still relying on lead generation methods that have lost effectiveness considerably over the past decade
This is hurting you If you havenrsquot felt the effects yet you will soon
Share this eBook
10
Impactbndcom
Inbound is no longer a secret Itrsquos proven And itrsquos time you got moving in the right direction
The first step is shifting your allocation of resources toward a more unsolicited lead generating approach that focuses on creating a powerful online presence which right now you simply donrsquot have
HubSpotrsquos 2013 State of Inbound Marketing Report
revealed that inbound delivers 54 more leads into the
marketing funnel than traditional outbound leads
Share this eBook
11
Impactbndcom
Those print advertisements yoursquore allocating budget toward Declining physical subscriptions are rendering this extremely ineffective Instead consumers gather information from mobile devices tablets and search engines
Direct mail Ohhellipyou mean that stuff that comes in the mailbox People pay most of their bills online now what makes you think theyrsquoll respond to your solicited marketing messages Even worse itrsquos much harder to track and measure the success of any direct mail campaign when compared to email where any marketing software will track open and click rates
The bottom line is consumer behavior has changed dramatically your marketing strategy needs to follow suit
With the Millennial and ldquodigital nativerdquo generation now representing the largest demographic in the United States itrsquos critical you take their unique buying behavior into account
Share this eBook
12
Impactbndcom
Said Pamela Vaughan Inbound Marketing Blog Manager at HubSpot
ldquoAs Millennials wersquove grown up with access to so much technology that enables us to do things in our own
time Itrsquos why we prefer text messaging over talking on the phone watching our favorite TV shows on
demand and why we donrsquot wait around for the 1000 news to stay informed ndash we get it exactly when we
want it online and through our mobile devices
Because of this wersquore particularly averse to any marketing that doesnrsquot cater to our inclination for
on-demand content Fail to cater to that on-demand nature and yoursquoll miss out on a big chunk of the
Millennial pierdquo
Start focusing on creating a powerful online presence This all starts with a lead generating website rather than a stale brochureware type website yoursquore currently trying to pass off
Provide a valuable educational experience through resourceful content in order to attract more visitors rank higher in search engines and generate more leads
BrochurewareDonrsquot let your website look like an online marketing brochure only talking about you and how your visitors can contact you Without any calls-to-action or remarkable content how do you expect to interact and engage with visitors and leads
COVER BAND
Donrsquot get me wrong therersquos certainly nothing wrong with strapping on a Gibson Les Paul and shredding to ldquoSweet Child Orsquo Minerdquo in front of a crowd of forty-somethingrsquos trying to relive their formative teenage years
And while you may have some recognition you have no real brand identity of your own
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
5
Impactbndcom
The road to Marketing Superstardom is paved with the failures of companies who havenrsquot evolved with the industry and the technology thatrsquos transforming it
Ask yourself if yoursquore one of the following
bull Garage Band ndash Playing oil-stained garages No one knows who the heck your company is Even worse your mom is yelling for you to turn down Bummer
bull Cover Band ndash Sure you have some recognition but you have no real brand identity of your own Yoursquore struggling to stand out among the competition
bull Opening Act ndash Your ability to stay current has allowed you to stay somewhat relevant Yoursquore very close to the big stage but still need that edge
In order to avoid being a one-hit wonder your marketing must be awesome
Share this eBook
6
Impactbndcom
So you wanna be a Marketing RockstarAccording to HubSpot sixty percent of companies will execute inbound marketing strategies in 2013
But what does that mean for you
The first step is identifying where your marketing currently stands From there wersquoll show you the way for making the adjustments necessary to become a Marketing Rockstar
Share this eBook
7
Impactbndcom
Sure therersquos some glory in playing oil stained garages That is only if you have no intention of ever ldquomakingrdquo it and playing out in front of other people
Despite how great you think you are no one knows who the heck you are
So how do you know if your company is still in the ldquoGarage Bandrdquo phase of marketing rock stardom
GARAGE BAND
Share this eBook
8
Impactbndcom
The following may be some reasons
No real strategy
Weak online presence brochureware website
No blog
No keyword research or implementation of any kind
No social media presence
Your website has no lead generation opportunities
Not utilizing email marketing
No marketing automation
No sales and marketing alignment
Unaware of website analytics
Share this eBook
9
Impactbndcom
Your Big BreakWant to get out of the garage It starts with shifting your mindset Significantly
Right now you clearly havenrsquot bought into the modern methods of lead generation and unfortunately for you this will be your undoing Yoursquore also still relying on lead generation methods that have lost effectiveness considerably over the past decade
This is hurting you If you havenrsquot felt the effects yet you will soon
Share this eBook
10
Impactbndcom
Inbound is no longer a secret Itrsquos proven And itrsquos time you got moving in the right direction
The first step is shifting your allocation of resources toward a more unsolicited lead generating approach that focuses on creating a powerful online presence which right now you simply donrsquot have
HubSpotrsquos 2013 State of Inbound Marketing Report
revealed that inbound delivers 54 more leads into the
marketing funnel than traditional outbound leads
Share this eBook
11
Impactbndcom
Those print advertisements yoursquore allocating budget toward Declining physical subscriptions are rendering this extremely ineffective Instead consumers gather information from mobile devices tablets and search engines
Direct mail Ohhellipyou mean that stuff that comes in the mailbox People pay most of their bills online now what makes you think theyrsquoll respond to your solicited marketing messages Even worse itrsquos much harder to track and measure the success of any direct mail campaign when compared to email where any marketing software will track open and click rates
The bottom line is consumer behavior has changed dramatically your marketing strategy needs to follow suit
With the Millennial and ldquodigital nativerdquo generation now representing the largest demographic in the United States itrsquos critical you take their unique buying behavior into account
Share this eBook
12
Impactbndcom
Said Pamela Vaughan Inbound Marketing Blog Manager at HubSpot
ldquoAs Millennials wersquove grown up with access to so much technology that enables us to do things in our own
time Itrsquos why we prefer text messaging over talking on the phone watching our favorite TV shows on
demand and why we donrsquot wait around for the 1000 news to stay informed ndash we get it exactly when we
want it online and through our mobile devices
Because of this wersquore particularly averse to any marketing that doesnrsquot cater to our inclination for
on-demand content Fail to cater to that on-demand nature and yoursquoll miss out on a big chunk of the
Millennial pierdquo
Start focusing on creating a powerful online presence This all starts with a lead generating website rather than a stale brochureware type website yoursquore currently trying to pass off
Provide a valuable educational experience through resourceful content in order to attract more visitors rank higher in search engines and generate more leads
BrochurewareDonrsquot let your website look like an online marketing brochure only talking about you and how your visitors can contact you Without any calls-to-action or remarkable content how do you expect to interact and engage with visitors and leads
COVER BAND
Donrsquot get me wrong therersquos certainly nothing wrong with strapping on a Gibson Les Paul and shredding to ldquoSweet Child Orsquo Minerdquo in front of a crowd of forty-somethingrsquos trying to relive their formative teenage years
And while you may have some recognition you have no real brand identity of your own
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
6
Impactbndcom
So you wanna be a Marketing RockstarAccording to HubSpot sixty percent of companies will execute inbound marketing strategies in 2013
But what does that mean for you
The first step is identifying where your marketing currently stands From there wersquoll show you the way for making the adjustments necessary to become a Marketing Rockstar
Share this eBook
7
Impactbndcom
Sure therersquos some glory in playing oil stained garages That is only if you have no intention of ever ldquomakingrdquo it and playing out in front of other people
Despite how great you think you are no one knows who the heck you are
So how do you know if your company is still in the ldquoGarage Bandrdquo phase of marketing rock stardom
GARAGE BAND
Share this eBook
8
Impactbndcom
The following may be some reasons
No real strategy
Weak online presence brochureware website
No blog
No keyword research or implementation of any kind
No social media presence
Your website has no lead generation opportunities
Not utilizing email marketing
No marketing automation
No sales and marketing alignment
Unaware of website analytics
Share this eBook
9
Impactbndcom
Your Big BreakWant to get out of the garage It starts with shifting your mindset Significantly
Right now you clearly havenrsquot bought into the modern methods of lead generation and unfortunately for you this will be your undoing Yoursquore also still relying on lead generation methods that have lost effectiveness considerably over the past decade
This is hurting you If you havenrsquot felt the effects yet you will soon
Share this eBook
10
Impactbndcom
Inbound is no longer a secret Itrsquos proven And itrsquos time you got moving in the right direction
The first step is shifting your allocation of resources toward a more unsolicited lead generating approach that focuses on creating a powerful online presence which right now you simply donrsquot have
HubSpotrsquos 2013 State of Inbound Marketing Report
revealed that inbound delivers 54 more leads into the
marketing funnel than traditional outbound leads
Share this eBook
11
Impactbndcom
Those print advertisements yoursquore allocating budget toward Declining physical subscriptions are rendering this extremely ineffective Instead consumers gather information from mobile devices tablets and search engines
Direct mail Ohhellipyou mean that stuff that comes in the mailbox People pay most of their bills online now what makes you think theyrsquoll respond to your solicited marketing messages Even worse itrsquos much harder to track and measure the success of any direct mail campaign when compared to email where any marketing software will track open and click rates
The bottom line is consumer behavior has changed dramatically your marketing strategy needs to follow suit
With the Millennial and ldquodigital nativerdquo generation now representing the largest demographic in the United States itrsquos critical you take their unique buying behavior into account
Share this eBook
12
Impactbndcom
Said Pamela Vaughan Inbound Marketing Blog Manager at HubSpot
ldquoAs Millennials wersquove grown up with access to so much technology that enables us to do things in our own
time Itrsquos why we prefer text messaging over talking on the phone watching our favorite TV shows on
demand and why we donrsquot wait around for the 1000 news to stay informed ndash we get it exactly when we
want it online and through our mobile devices
Because of this wersquore particularly averse to any marketing that doesnrsquot cater to our inclination for
on-demand content Fail to cater to that on-demand nature and yoursquoll miss out on a big chunk of the
Millennial pierdquo
Start focusing on creating a powerful online presence This all starts with a lead generating website rather than a stale brochureware type website yoursquore currently trying to pass off
Provide a valuable educational experience through resourceful content in order to attract more visitors rank higher in search engines and generate more leads
BrochurewareDonrsquot let your website look like an online marketing brochure only talking about you and how your visitors can contact you Without any calls-to-action or remarkable content how do you expect to interact and engage with visitors and leads
COVER BAND
Donrsquot get me wrong therersquos certainly nothing wrong with strapping on a Gibson Les Paul and shredding to ldquoSweet Child Orsquo Minerdquo in front of a crowd of forty-somethingrsquos trying to relive their formative teenage years
And while you may have some recognition you have no real brand identity of your own
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
7
Impactbndcom
Sure therersquos some glory in playing oil stained garages That is only if you have no intention of ever ldquomakingrdquo it and playing out in front of other people
Despite how great you think you are no one knows who the heck you are
So how do you know if your company is still in the ldquoGarage Bandrdquo phase of marketing rock stardom
GARAGE BAND
Share this eBook
8
Impactbndcom
The following may be some reasons
No real strategy
Weak online presence brochureware website
No blog
No keyword research or implementation of any kind
No social media presence
Your website has no lead generation opportunities
Not utilizing email marketing
No marketing automation
No sales and marketing alignment
Unaware of website analytics
Share this eBook
9
Impactbndcom
Your Big BreakWant to get out of the garage It starts with shifting your mindset Significantly
Right now you clearly havenrsquot bought into the modern methods of lead generation and unfortunately for you this will be your undoing Yoursquore also still relying on lead generation methods that have lost effectiveness considerably over the past decade
This is hurting you If you havenrsquot felt the effects yet you will soon
Share this eBook
10
Impactbndcom
Inbound is no longer a secret Itrsquos proven And itrsquos time you got moving in the right direction
The first step is shifting your allocation of resources toward a more unsolicited lead generating approach that focuses on creating a powerful online presence which right now you simply donrsquot have
HubSpotrsquos 2013 State of Inbound Marketing Report
revealed that inbound delivers 54 more leads into the
marketing funnel than traditional outbound leads
Share this eBook
11
Impactbndcom
Those print advertisements yoursquore allocating budget toward Declining physical subscriptions are rendering this extremely ineffective Instead consumers gather information from mobile devices tablets and search engines
Direct mail Ohhellipyou mean that stuff that comes in the mailbox People pay most of their bills online now what makes you think theyrsquoll respond to your solicited marketing messages Even worse itrsquos much harder to track and measure the success of any direct mail campaign when compared to email where any marketing software will track open and click rates
The bottom line is consumer behavior has changed dramatically your marketing strategy needs to follow suit
With the Millennial and ldquodigital nativerdquo generation now representing the largest demographic in the United States itrsquos critical you take their unique buying behavior into account
Share this eBook
12
Impactbndcom
Said Pamela Vaughan Inbound Marketing Blog Manager at HubSpot
ldquoAs Millennials wersquove grown up with access to so much technology that enables us to do things in our own
time Itrsquos why we prefer text messaging over talking on the phone watching our favorite TV shows on
demand and why we donrsquot wait around for the 1000 news to stay informed ndash we get it exactly when we
want it online and through our mobile devices
Because of this wersquore particularly averse to any marketing that doesnrsquot cater to our inclination for
on-demand content Fail to cater to that on-demand nature and yoursquoll miss out on a big chunk of the
Millennial pierdquo
Start focusing on creating a powerful online presence This all starts with a lead generating website rather than a stale brochureware type website yoursquore currently trying to pass off
Provide a valuable educational experience through resourceful content in order to attract more visitors rank higher in search engines and generate more leads
BrochurewareDonrsquot let your website look like an online marketing brochure only talking about you and how your visitors can contact you Without any calls-to-action or remarkable content how do you expect to interact and engage with visitors and leads
COVER BAND
Donrsquot get me wrong therersquos certainly nothing wrong with strapping on a Gibson Les Paul and shredding to ldquoSweet Child Orsquo Minerdquo in front of a crowd of forty-somethingrsquos trying to relive their formative teenage years
And while you may have some recognition you have no real brand identity of your own
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
8
Impactbndcom
The following may be some reasons
No real strategy
Weak online presence brochureware website
No blog
No keyword research or implementation of any kind
No social media presence
Your website has no lead generation opportunities
Not utilizing email marketing
No marketing automation
No sales and marketing alignment
Unaware of website analytics
Share this eBook
9
Impactbndcom
Your Big BreakWant to get out of the garage It starts with shifting your mindset Significantly
Right now you clearly havenrsquot bought into the modern methods of lead generation and unfortunately for you this will be your undoing Yoursquore also still relying on lead generation methods that have lost effectiveness considerably over the past decade
This is hurting you If you havenrsquot felt the effects yet you will soon
Share this eBook
10
Impactbndcom
Inbound is no longer a secret Itrsquos proven And itrsquos time you got moving in the right direction
The first step is shifting your allocation of resources toward a more unsolicited lead generating approach that focuses on creating a powerful online presence which right now you simply donrsquot have
HubSpotrsquos 2013 State of Inbound Marketing Report
revealed that inbound delivers 54 more leads into the
marketing funnel than traditional outbound leads
Share this eBook
11
Impactbndcom
Those print advertisements yoursquore allocating budget toward Declining physical subscriptions are rendering this extremely ineffective Instead consumers gather information from mobile devices tablets and search engines
Direct mail Ohhellipyou mean that stuff that comes in the mailbox People pay most of their bills online now what makes you think theyrsquoll respond to your solicited marketing messages Even worse itrsquos much harder to track and measure the success of any direct mail campaign when compared to email where any marketing software will track open and click rates
The bottom line is consumer behavior has changed dramatically your marketing strategy needs to follow suit
With the Millennial and ldquodigital nativerdquo generation now representing the largest demographic in the United States itrsquos critical you take their unique buying behavior into account
Share this eBook
12
Impactbndcom
Said Pamela Vaughan Inbound Marketing Blog Manager at HubSpot
ldquoAs Millennials wersquove grown up with access to so much technology that enables us to do things in our own
time Itrsquos why we prefer text messaging over talking on the phone watching our favorite TV shows on
demand and why we donrsquot wait around for the 1000 news to stay informed ndash we get it exactly when we
want it online and through our mobile devices
Because of this wersquore particularly averse to any marketing that doesnrsquot cater to our inclination for
on-demand content Fail to cater to that on-demand nature and yoursquoll miss out on a big chunk of the
Millennial pierdquo
Start focusing on creating a powerful online presence This all starts with a lead generating website rather than a stale brochureware type website yoursquore currently trying to pass off
Provide a valuable educational experience through resourceful content in order to attract more visitors rank higher in search engines and generate more leads
BrochurewareDonrsquot let your website look like an online marketing brochure only talking about you and how your visitors can contact you Without any calls-to-action or remarkable content how do you expect to interact and engage with visitors and leads
COVER BAND
Donrsquot get me wrong therersquos certainly nothing wrong with strapping on a Gibson Les Paul and shredding to ldquoSweet Child Orsquo Minerdquo in front of a crowd of forty-somethingrsquos trying to relive their formative teenage years
And while you may have some recognition you have no real brand identity of your own
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
9
Impactbndcom
Your Big BreakWant to get out of the garage It starts with shifting your mindset Significantly
Right now you clearly havenrsquot bought into the modern methods of lead generation and unfortunately for you this will be your undoing Yoursquore also still relying on lead generation methods that have lost effectiveness considerably over the past decade
This is hurting you If you havenrsquot felt the effects yet you will soon
Share this eBook
10
Impactbndcom
Inbound is no longer a secret Itrsquos proven And itrsquos time you got moving in the right direction
The first step is shifting your allocation of resources toward a more unsolicited lead generating approach that focuses on creating a powerful online presence which right now you simply donrsquot have
HubSpotrsquos 2013 State of Inbound Marketing Report
revealed that inbound delivers 54 more leads into the
marketing funnel than traditional outbound leads
Share this eBook
11
Impactbndcom
Those print advertisements yoursquore allocating budget toward Declining physical subscriptions are rendering this extremely ineffective Instead consumers gather information from mobile devices tablets and search engines
Direct mail Ohhellipyou mean that stuff that comes in the mailbox People pay most of their bills online now what makes you think theyrsquoll respond to your solicited marketing messages Even worse itrsquos much harder to track and measure the success of any direct mail campaign when compared to email where any marketing software will track open and click rates
The bottom line is consumer behavior has changed dramatically your marketing strategy needs to follow suit
With the Millennial and ldquodigital nativerdquo generation now representing the largest demographic in the United States itrsquos critical you take their unique buying behavior into account
Share this eBook
12
Impactbndcom
Said Pamela Vaughan Inbound Marketing Blog Manager at HubSpot
ldquoAs Millennials wersquove grown up with access to so much technology that enables us to do things in our own
time Itrsquos why we prefer text messaging over talking on the phone watching our favorite TV shows on
demand and why we donrsquot wait around for the 1000 news to stay informed ndash we get it exactly when we
want it online and through our mobile devices
Because of this wersquore particularly averse to any marketing that doesnrsquot cater to our inclination for
on-demand content Fail to cater to that on-demand nature and yoursquoll miss out on a big chunk of the
Millennial pierdquo
Start focusing on creating a powerful online presence This all starts with a lead generating website rather than a stale brochureware type website yoursquore currently trying to pass off
Provide a valuable educational experience through resourceful content in order to attract more visitors rank higher in search engines and generate more leads
BrochurewareDonrsquot let your website look like an online marketing brochure only talking about you and how your visitors can contact you Without any calls-to-action or remarkable content how do you expect to interact and engage with visitors and leads
COVER BAND
Donrsquot get me wrong therersquos certainly nothing wrong with strapping on a Gibson Les Paul and shredding to ldquoSweet Child Orsquo Minerdquo in front of a crowd of forty-somethingrsquos trying to relive their formative teenage years
And while you may have some recognition you have no real brand identity of your own
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
10
Impactbndcom
Inbound is no longer a secret Itrsquos proven And itrsquos time you got moving in the right direction
The first step is shifting your allocation of resources toward a more unsolicited lead generating approach that focuses on creating a powerful online presence which right now you simply donrsquot have
HubSpotrsquos 2013 State of Inbound Marketing Report
revealed that inbound delivers 54 more leads into the
marketing funnel than traditional outbound leads
Share this eBook
11
Impactbndcom
Those print advertisements yoursquore allocating budget toward Declining physical subscriptions are rendering this extremely ineffective Instead consumers gather information from mobile devices tablets and search engines
Direct mail Ohhellipyou mean that stuff that comes in the mailbox People pay most of their bills online now what makes you think theyrsquoll respond to your solicited marketing messages Even worse itrsquos much harder to track and measure the success of any direct mail campaign when compared to email where any marketing software will track open and click rates
The bottom line is consumer behavior has changed dramatically your marketing strategy needs to follow suit
With the Millennial and ldquodigital nativerdquo generation now representing the largest demographic in the United States itrsquos critical you take their unique buying behavior into account
Share this eBook
12
Impactbndcom
Said Pamela Vaughan Inbound Marketing Blog Manager at HubSpot
ldquoAs Millennials wersquove grown up with access to so much technology that enables us to do things in our own
time Itrsquos why we prefer text messaging over talking on the phone watching our favorite TV shows on
demand and why we donrsquot wait around for the 1000 news to stay informed ndash we get it exactly when we
want it online and through our mobile devices
Because of this wersquore particularly averse to any marketing that doesnrsquot cater to our inclination for
on-demand content Fail to cater to that on-demand nature and yoursquoll miss out on a big chunk of the
Millennial pierdquo
Start focusing on creating a powerful online presence This all starts with a lead generating website rather than a stale brochureware type website yoursquore currently trying to pass off
Provide a valuable educational experience through resourceful content in order to attract more visitors rank higher in search engines and generate more leads
BrochurewareDonrsquot let your website look like an online marketing brochure only talking about you and how your visitors can contact you Without any calls-to-action or remarkable content how do you expect to interact and engage with visitors and leads
COVER BAND
Donrsquot get me wrong therersquos certainly nothing wrong with strapping on a Gibson Les Paul and shredding to ldquoSweet Child Orsquo Minerdquo in front of a crowd of forty-somethingrsquos trying to relive their formative teenage years
And while you may have some recognition you have no real brand identity of your own
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
11
Impactbndcom
Those print advertisements yoursquore allocating budget toward Declining physical subscriptions are rendering this extremely ineffective Instead consumers gather information from mobile devices tablets and search engines
Direct mail Ohhellipyou mean that stuff that comes in the mailbox People pay most of their bills online now what makes you think theyrsquoll respond to your solicited marketing messages Even worse itrsquos much harder to track and measure the success of any direct mail campaign when compared to email where any marketing software will track open and click rates
The bottom line is consumer behavior has changed dramatically your marketing strategy needs to follow suit
With the Millennial and ldquodigital nativerdquo generation now representing the largest demographic in the United States itrsquos critical you take their unique buying behavior into account
Share this eBook
12
Impactbndcom
Said Pamela Vaughan Inbound Marketing Blog Manager at HubSpot
ldquoAs Millennials wersquove grown up with access to so much technology that enables us to do things in our own
time Itrsquos why we prefer text messaging over talking on the phone watching our favorite TV shows on
demand and why we donrsquot wait around for the 1000 news to stay informed ndash we get it exactly when we
want it online and through our mobile devices
Because of this wersquore particularly averse to any marketing that doesnrsquot cater to our inclination for
on-demand content Fail to cater to that on-demand nature and yoursquoll miss out on a big chunk of the
Millennial pierdquo
Start focusing on creating a powerful online presence This all starts with a lead generating website rather than a stale brochureware type website yoursquore currently trying to pass off
Provide a valuable educational experience through resourceful content in order to attract more visitors rank higher in search engines and generate more leads
BrochurewareDonrsquot let your website look like an online marketing brochure only talking about you and how your visitors can contact you Without any calls-to-action or remarkable content how do you expect to interact and engage with visitors and leads
COVER BAND
Donrsquot get me wrong therersquos certainly nothing wrong with strapping on a Gibson Les Paul and shredding to ldquoSweet Child Orsquo Minerdquo in front of a crowd of forty-somethingrsquos trying to relive their formative teenage years
And while you may have some recognition you have no real brand identity of your own
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
12
Impactbndcom
Said Pamela Vaughan Inbound Marketing Blog Manager at HubSpot
ldquoAs Millennials wersquove grown up with access to so much technology that enables us to do things in our own
time Itrsquos why we prefer text messaging over talking on the phone watching our favorite TV shows on
demand and why we donrsquot wait around for the 1000 news to stay informed ndash we get it exactly when we
want it online and through our mobile devices
Because of this wersquore particularly averse to any marketing that doesnrsquot cater to our inclination for
on-demand content Fail to cater to that on-demand nature and yoursquoll miss out on a big chunk of the
Millennial pierdquo
Start focusing on creating a powerful online presence This all starts with a lead generating website rather than a stale brochureware type website yoursquore currently trying to pass off
Provide a valuable educational experience through resourceful content in order to attract more visitors rank higher in search engines and generate more leads
BrochurewareDonrsquot let your website look like an online marketing brochure only talking about you and how your visitors can contact you Without any calls-to-action or remarkable content how do you expect to interact and engage with visitors and leads
COVER BAND
Donrsquot get me wrong therersquos certainly nothing wrong with strapping on a Gibson Les Paul and shredding to ldquoSweet Child Orsquo Minerdquo in front of a crowd of forty-somethingrsquos trying to relive their formative teenage years
And while you may have some recognition you have no real brand identity of your own
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
COVER BAND
Donrsquot get me wrong therersquos certainly nothing wrong with strapping on a Gibson Les Paul and shredding to ldquoSweet Child Orsquo Minerdquo in front of a crowd of forty-somethingrsquos trying to relive their formative teenage years
And while you may have some recognition you have no real brand identity of your own
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
14
Impactbndcom
As a result itrsquos extremely hard for your brand to separate itself from the competition and control a share of the market
The same goes for your online presence While you may be driving some traffic yoursquore really not doing much to set yourself apart from your competitors particularly those who have a more powerful online marketing strategy
If you donrsquot make the necessary adjustments yoursquore going to be playing the local bar circuit far longer than yoursquod like
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
15
Impactbndcom
Herersquos Why
Identified goals but no strategy for reaching them
Features a website with poor navigation and minimal lead generation opportunities
Inconsistent blogging strategy
Unaware of keywords that are currently driving traffic
Posting to social media but no real engagement or sharing
Minimal conversions due to lack of remarkable content
Send very few emails with no clear goal or understanding of performance or metrics
Some marketing automation with no strategy or understanding of contacts
Sales and marketing talk but no quality lead identification
You know how many visits your website generates but arenrsquot sure where theyrsquore coming from
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
16
Impactbndcom
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Content
Album
Your Big BreakYour problem isnrsquot necessarily that you havenrsquot bought into the more modern approach to lead generation but rather that you simply havenrsquot put the time in to implement them effectively or simply donrsquot have the time to do so
Your focus needs to be on making your website the hub and central focus for your entire business and getting the most out of the tools and strategies needed to execute a successful campaign
This means creating more content Blogging more Improving your search engine rankings Increasing your social media engagement Revamping your email strategy
Obviously this requires more time and resources By shifting your budget from outbound methods in order to implement these methods or by partnering with an agency yoursquoll notice a much more powerful online presence that drives a higher volume of relevant traffic and generates more high quality leads
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
OPENING ACT
Yoursquore very close to headlining The big stage The big time
The problem is whenever yoursquore playing the arenas are usually half empty You havenrsquot given your
audience a reason to show up in large numbers just yet
The good news is that you arenrsquot far off With just a few adjustments you could be well on your way to Marketing Superstardom
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
18
Impactbndcom
The problem here isnrsquot that you havenrsquot realized the value of blogging social media or even inbound marketing Where yoursquove struggled is in the details
While you may be generating leads from your website you have yet to develop a lead nurturing strategy to effectively push these leads further down your sales funnel
In fact you may not even have a clearly defined sales funnel yet Without one you can never efficiently track and nurture your leads through the sales process
While yoursquore very close to marketing rockstardom yoursquore still off the mark
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
19
Impactbndcom
Herersquos Why
Have documented goals not sure if it will work
Features a lead generating online presence but lacks mobile optimization
Blogging consistently but lacking in readers shares comments and subscribers
Implementing keywords ndash not tracking performance
Consistently posting to social media but not driving followers back to your website
Yoursquore having trouble separating qualified leads from unqualified
Sending frequent email blasts to entire contact list with no target audience in mind
Utilizing marketing automation although no real lead nurturing strategy
Sales and marketing understand quality leads but arenrsquot setting SQL goals and running reports
Yoursquore aware of traffic and lead sources but unsure which marketing initiatives prove ROI
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
20
Impactbndcom
Your Big BreakYour problem is with the details
You have goals but arenrsquot sure if the strategies you have in place will get you there
You have a lead generating website but it isnrsquot optimized for mobile devices
How important is mobile optimization
Rachel Sprung Brand amp Buzz Coordinator at HubSpot weighs in
ldquoI think itrsquos important to remember that people want to digest
everything as quickly and easily as possible We want to read on
the go on our mobile devices
If your website isnrsquot mobile we will immediately go to another companyrsquos website that isrdquo
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
21
Impactbndcom
Also having your sales and marketing teams agree on your quality lead identification statement will take you to the next level
You canrsquot sell to everyone You need to know who is more likely to buy and focus your marketing efforts on attracting and converting these types of prospects
This will allow you to have a much clearer picture of your target audience which in turn will allow for sales and marketing to be more productive
Start by creating detailed buyer personas which are basically fictional representations of your target audience They detail everything from demographics behavior on your website and information regarding their company
Once you have a better idea of who your ideal prospects are you can more effectively create more relevant content that aims to push them further down your sales funnel
STAGE
ToFu
MoFu
BoFu
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
The house lights are turned down lighters are clutched high in the hands of your admiring audience The spotlight is placed solely on you
You are a Marketing Rockstar
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
23
Impactbndcom
But what does this mean exactly
Well for starters it means that you understand how the modern consumer is digesting and receiving content and yoursquove adjusted your marketing strategy in order to reach and engage your target audience more effectively
Consumers no longer value the ldquotouchrdquo of paper Theyrsquore not responding to print advertisements or direct mail coupons They also donrsquot your marketing messages interrupting the things they want to consume So instead you are what they want to consume
People are using smartphones tablets and laptops to consume and digest content and media You get this
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
24
Impactbndcom
Simply put you understand what your ideal prospects want and more important know how implement the
strategies necessary to attract them
This is what inbound marketing is all about
Herersquos a snapshot of your marketing strategy
Has a clear 12-month strategy to achieve SMART goalshellipthatrsquos working
You have a lead generating mobile optimized website that shortens your sales process
Your consistent blogging is driving traffic and leads and generating shares
Yoursquove seen improved search rankings by successfully tracking amp implementing relevant keywords
You have a large following that consistently visits and engages your site
You generate a high volume of quality leads drastically shortening your sales process
Yoursquore sending highly-targeted emails to segmented lists of your contacts
Yoursquore nurturing a high volume of leads through sales funnel with automation
Sales and marketing have shortened your sales process
Yoursquore tracking and measuring lead and traffic sources adjusting your campaign accordingly
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
25
Impactbndcom
Companies who have shifted their budgets toward inbound marketing strategies have seen continuous improvements as the industry continues to change
Because of this more and more companies are making the transition to inbound In fact according to HubSpotrsquos 2013 State of Inbound Marketing ldquonearly 60 of marketers have adopted inbound marketing strategies and more than 80 of those executing inbound marketing have integrated it into broader company goals People are also investing more in inbound as budgets for this strategy have grown nearly 50 in each of the past three yearsrdquo
Traffic numbers are up Leads are flooding in More importantly consumers are getting what they want Theyrsquore more satisfied
And so are the companies employing inbound marketing strategies
Also in HubSpotrsquos report is the statistics that 41 of marketers confirm inbound produces measurable ROI Inbound leads are also delivering superior cost per lead and cost per customer numbers
Higher ROI Lower cost per lead
Thatrsquos what being a Marketing Rockstar is all about
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted
Share this eBook
26
Impactbndcom
Need Help
THANK YOU FOR READING
Learn Follow Connect ShareFor more helpful ebooks visit
httpwwwimpactbndcommarketing-resources
Request a consultation to learn how IMPACT can help
GET STARTED
IMPACT Branding amp Design is an inbound marketing agency that specializes in all of the services listed above
TALK TO AN EXPERT TODAY ndash wwwimpactbndcomgetstarted