The Online Marketing RevolutionHow Inbound Marketing Works for B2B Companies
Objectives
By the end of this presentation you will be able to…
• Describe the 4 basic elements of inbound marketing
• Describe who can benefit most from using it
• Share industry statistics regarding inbound performance
• List the steps for getting started
Inbound Marketing From 10,000 Feet
Attract Nurture
Convert Delight
Tools
Website
Blog
Social Media
Landing pages
Quality Content Offers
Strategies
Search Engine
Optimization
Buying Funnel
Conversion Paths
Calls to Action
Lead Nurturing
List Segmentati
on
Smarketing (sales and marketing)
Measures
Buyer Personas
SMART Goals
A/B testing
Analytics
Lead Intelligence
Reporting
Inbound MarketingFrom 10 Feet
Who is it for?• Companies that want to…
– Generate the leads via the internet– Sell nationally– Get measurable results with internet marketing– Demonstrate thought leadership– Invest now for a profitable future
Who is it not for?
• Companies that want to…– Keep investing their money in traditional marketing
practices– Stay virtually the same size indefinately
Successful Marketing is Long-Term
“The Ultimate Sales Machine” by Chet Holmes
Buying Now3%
Not Thinking About It30%
Open to It6%Don't Think They Are
Interested30%
Know They Aren't In-terested
30%
Your Target Market
Component One•Attract the people who are your target market
ATTRACT
Buyer Persona
s
SEO
Social
Media
Get found by those seeking the help you provide
Create personas to get “inside their head”
Think about how and where they would look for help
• 3-5• Simple phrase
Words
• Low• Medium• High
Competition
• None to thousandsMonthly
Searches
Long-Tailed Keywords
Low CompetitionDecent Traffic
On-Page Optimization
Research: Google Adwords Keyword Tool, Hubspot’s Keyword Tools
On-Page Optimization
On-PageSEO
Keywords
TitleTags
KeywordDensity
H1 Tags
Description
Keyword Placement
Optimize pages you want to make sure are found
One long-tailed keyword per page
Make it reader friendly first, then SEO friendly
Off-Page Optimization
Off Page SEO
Keyword Performance
Social Bookmarking
Back links from Other Websites
Index with Search Engines
Google Plus Page
Takes time to build
Work with a professional SEO company
The more pages the better
Own your domain name at least 5 years
The % of websites found through social media grows every year.• They are now competing directly with
search engines in directing traffic
Social Media Traffic
Increased Click-Thrus
Engage people
Build connections
Pick the best SM for your
business
Tools:Hootsuite
TweetAdde
rHubspot
Assess Performance
• Use Google Analytics
Component Two• Nurture the relationship
Information
Criteria
Evaluation
Buying Stages and Funnel
Buyer’s Funnel In Action
Blogging Content offers
Drip email marketing Nurturing
Blogging
• Focused on information (top) level of funnel
• Critical tool for attracting
Content Offers
• Focused on top and middle level of funnel
• Critical tool for demonstrating your value
Must be relevant, useful, focused on buyer personas!
Decision Making Offers
• The bottom of the funnel, evaluation
• Examples• Trial period
• Demonstration of system
• Free consultation
• Assessments
• Samples
Drip Email Marketing
• All levels of the funnel
• Customized messages through list segmentation
• Simplified through automation
• Supports length of buying cycle
Hi Steve,
Thanks for downloading The Top Ten Most Effective Actions of a Supervisor. You can access your copy anytime, right here.
Keep in mind that this ebook is only part one of an entire series, so stay tuned for more content on supervisory leadership.
Have your own thoughts about frontline leadership? Contribute the discusson on Twitter by using the hashtag #frontline. If you decide you want to learn more about training opportunities for supervisory leadership, you can do that from this page as well.
Have a happy day and enjoy!
Mary James
Component Three• Convert leads through the funnel stages
Conversion Paths
• Blog• Offers
Top
• Offers• SM
interaction
Middle • Consultation
• Trial Period
Bottom
Length of Typical Buying Cycle
Calls To Action
• Don’t let readers figure out what to do on their own
• Make the best choice very clear
Landing Pages
• Strengthens ability to convert by removing distractions
• Offer the next activity when the first is complete
How Many Landing Pages?
Sign-up Forms
• Most any contact management form allows you to embed sign up forms• Constant Contact, Aweber, Mail Chimp, etc…
• Advance lead intelligence systems incorporate smart forms• Hubspot, LeadFusion, InfusionSoft
• Lead intelligence let’s you take action with perfect timing and background information
SMART goal of $75,000 additional revenue in 8 months.
This requires an increase of 4 sales per month averaging $2,500.
The sales has a historic 40% lead-to-customer rate, meaning they need 9 additional qualified leads a month.
The website needs 300 targeted visitors a month and a visitor-to-lead conversion rate of 3%.
Example
Targeted Website Traffic•SEO•Social Media
Support Buying Process• Blogging• Content Offers• Drip Email
Marketing
Convert• Conversion Path• Landing Pages• Smart Forms
Continual
Analysis
The Improvements Never Stop
Momentum
5 years
2 year
1 year
1 month
Internet Footprint
Component Four• Delight current and past clients
Don’t Forget to Delight
• Post event support virtually• Maintain relationship and
influence• Continue enabling client
success
Tips for Getting Started
1. Get my ebook, “The Essentials to Internet Marketing”
2. Define your most important persona3. Research Keywords4. Start blogging5. Create one top, middle, and bottom
offer6. Integrate contact management
system7. Establish email automation8. Shape and grow your social media