THINGS WE’VE
LEARNED
SO FAR:
INBOUND
MARKETING
Inbound Marketing on the web means driving
visitors to a conversion-focused website,
turning those visitors to leads, and ...
INBOUND ISN’T CHEAP OR EASY.
BUT IT IS STRATEGIC, EFFECTIVE AND MEASURABLE.
THE WEB HAS CHANGED
THE WEBSITE
IS NOT A
FUNCTION OF I.T.
IT’S PART
OF A BRAND’S
CULTURE
MARKETING +
SALES ARE
MORE INTEGRATED
WEBSITES
ARE NEVER
FINISHED
INBOUND MARKETING ON THE WEB
BRAND /
POSITIONING

CONTACTS

WEBSITE

CRM

CONTENT

MARKETING
AUTOMATION

SOCIAL
MEDIA
Inbound Marketing on the web means driving
visitors to a conversion-focused website,
turning those visitors to leads, and ...
DRIVING VISITORS TO A CONVERSION-FOCUSED WEBSITE

!

How do I drive visitors
to the website?
DRIVING VISITORS TO A CONVERSION-FOCUSED WEBSITE

!

Build a site that solves their
problems. Optimize, and 

keep writing...
DRIVING TRAFFIC TO YOUR WEBSITE?

!
!

SEO
Content Marketing
Social Media
Social Advertising
Email Newsletters
SEO
PEOPLE ASK GOOGLE QUESTIONS
IT IS NOT A TRICK
VALUE = RELEVANT + FREQUENT
SEO IS A LIFESTYLE
CONTENT MARKETING
80% HELPFUL / 20% SALES
WRITING IS HARD
WHAT DO I WRITE ABOUT?
2000 WORDS PER MONTH
SOCIAL MEDIA & SOCIAL ADVERTISING
EMAIL NEWSLETTERS
RSS
MONTHLY / QUARTERLY
GET PEOPLE TO SUBSCRIBE TO YOUR THINKING.
Inbound Marketing on the web means driving
visitors to a conversion-focused website,
turning those visitors to leads, and ...
WHAT IS A CONVERSION-FOCUSED WEBSITE?

!
!

Positioning
Design
Calls to Action
Landing Pages
Content Management
Content
SE...
Inbound Marketing on the web means
visitors to a conversion-focused website,
turning those visitors to leads, and nurturin...
TURNING VISITORS TO LEADS

!

How do I turn visitors to leads?
TURNING VISITORS TO LEADS

!

Ask them to do something.
Make it easy, not scary.
TURNING VISITORS TO LEADS

!

Most first time visitors aren’t
ready to buy anything.
TURNING VISITORS TO LEADS

!

“Contact Us” pages are too
much commitment.
TURNING VISITORS TO LEADS

!

Ask yourself why anyone would
come back?
TURNING VISITORS TO LEADS

!

You’re asking for permission to
stay in front of them.
TURNING VISITORS TO LEADS

!

You work hard on your content,
but it’s worth it, right?
TURNING VISITORS TO LEADS

!

Form submissions should
segment and create new leads 

in your CRM.
Inbound Marketing on the web means
visitors to a conversion-focused website,
turning those visitors to leads, and nurturin...
NURTURING LEADS WITH CONTENT

!

Inform

Inspire

Reassure
NURTURING LEADS WITH CONTENT

!

Lead nurturing builds relationships
with people regardless of where
they are in the sales...
NURTURING LEADS WITH CONTENT

!

Provide content that will be useful
to them even if they never buy
from you.
NURTURING LEADS WITH CONTENT

!

Most people do this manually
through a follow-up email.
NURTURING LEADS WITH CONTENT

!

Move along the sales cycle with
Marketing Automation.
NURTURING LEADS WITH CONTENT

!

Marketing Automation sends
scheduled, pre-made email
campaigns to segmented leads.
NURTURING LEADS WITH CONTENT

!

The campaign flows are based
on a user’s interaction with
the content.
NURTURING LEADS WITH CONTENT

!

If you tried to do that manually,
you might hurt yourself.
NURTURING LEADS WITH CONTENT

!

But that’s not all…
Smart Calls to Action.
NURTURING LEADS WITH CONTENT

!

Your website and its content 

can change based on a user’s
interactions.
NURTURING LEADS WITH CONTENT

!

Marketing Automation may
seem a little creepy, but think
of it as a way to give people
mo...
ALL TOGETHER NOW
A visitor comes
to your website

Sees content
she finds
compelling and
fills out a form

Visitor is added
to the CRM and
m...
Depending on
visitors behavior,
is assigned a
segment

Marketing
automation system
begins email
campaign based
on segment
...
Visitor
interactions
are tracked

Sales team knows
what the lead is
interested in, and
what they’re not.
OK, MAYBE IT IS A LITTLE CREEPY.
CLOSING THOUGHTS
SHIFT THE WAY YOU THINK ABOUT THE WEB.
“89% of US internet users search online before they make a
purchase, even when the purchase is made at a local business.”
...
YOUR WEBSITE IS THE MOST ACCESSIBLE PART
OF YOUR BUSINESS.
INBOUND CAN BE AS SIMPLE AS A BLOG,
OR AS ELABORATE AS MARKETING AUTOMATION.
INBOUND MARKETING IS EFFECTIVE FOR MARKETERS,
AND ADDS VALUE TO THE AUDIENCES.
BE HELPFUL, ADD VALUE, AND GAIN CUSTOMERS.
QUESTIONS?
Thank you.
Inbound Marketing… or, How to Get People to Your Website and Convert Them into Leads
Inbound Marketing… or, How to Get People to Your Website and Convert Them into Leads
Inbound Marketing… or, How to Get People to Your Website and Convert Them into Leads
Inbound Marketing… or, How to Get People to Your Website and Convert Them into Leads
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Inbound Marketing… or, How to Get People to Your Website and Convert Them into Leads

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Inbound marketing is all the rage in business circles these days, but what is it? And how do you do it?

A great inbound marketing program earns the attention of customers, draws them to your company website – and most importantly, converts them into sales. A successful program combines tactics like website design and user interface, content marketing, social media, email marketing, customer relationship management and search engine optimization.

Learn more about Atomicdust by visiting http://www.atomicdust.com

Published in: Marketing, Business, Technology
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Inbound Marketing… or, How to Get People to Your Website and Convert Them into Leads

  1. 1. THINGS WE’VE LEARNED SO FAR: INBOUND MARKETING
  2. 2. Inbound Marketing on the web means driving visitors to a conversion-focused website, turning those visitors to leads, and nurturing those leads with content.
  3. 3. INBOUND ISN’T CHEAP OR EASY.
  4. 4. BUT IT IS STRATEGIC, EFFECTIVE AND MEASURABLE.
  5. 5. THE WEB HAS CHANGED
  6. 6. THE WEBSITE IS NOT A FUNCTION OF I.T.
  7. 7. IT’S PART OF A BRAND’S CULTURE
  8. 8. MARKETING + SALES ARE MORE INTEGRATED
  9. 9. WEBSITES ARE NEVER FINISHED
  10. 10. INBOUND MARKETING ON THE WEB
  11. 11. BRAND / POSITIONING CONTACTS WEBSITE CRM CONTENT MARKETING AUTOMATION SOCIAL MEDIA
  12. 12. Inbound Marketing on the web means driving visitors to a conversion-focused website, turning those visitors to leads, and nurturing those leads with content.
  13. 13. DRIVING VISITORS TO A CONVERSION-FOCUSED WEBSITE ! How do I drive visitors to the website?
  14. 14. DRIVING VISITORS TO A CONVERSION-FOCUSED WEBSITE ! Build a site that solves their problems. Optimize, and 
 keep writing.
  15. 15. DRIVING TRAFFIC TO YOUR WEBSITE? ! ! SEO Content Marketing Social Media Social Advertising Email Newsletters
  16. 16. SEO PEOPLE ASK GOOGLE QUESTIONS IT IS NOT A TRICK VALUE = RELEVANT + FREQUENT
  17. 17. SEO IS A LIFESTYLE
  18. 18. CONTENT MARKETING 80% HELPFUL / 20% SALES WRITING IS HARD WHAT DO I WRITE ABOUT? 2000 WORDS PER MONTH
  19. 19. SOCIAL MEDIA & SOCIAL ADVERTISING
  20. 20. EMAIL NEWSLETTERS RSS MONTHLY / QUARTERLY
  21. 21. GET PEOPLE TO SUBSCRIBE TO YOUR THINKING.
  22. 22. Inbound Marketing on the web means driving visitors to a conversion-focused website, turning those visitors to leads, and nurturing those leads with content.
  23. 23. WHAT IS A CONVERSION-FOCUSED WEBSITE? ! ! Positioning Design Calls to Action Landing Pages Content Management Content SEO
  24. 24. Inbound Marketing on the web means visitors to a conversion-focused website, turning those visitors to leads, and nurturing those leads with content.
  25. 25. TURNING VISITORS TO LEADS ! How do I turn visitors to leads?
  26. 26. TURNING VISITORS TO LEADS ! Ask them to do something. Make it easy, not scary.
  27. 27. TURNING VISITORS TO LEADS ! Most first time visitors aren’t ready to buy anything.
  28. 28. TURNING VISITORS TO LEADS ! “Contact Us” pages are too much commitment.
  29. 29. TURNING VISITORS TO LEADS ! Ask yourself why anyone would come back?
  30. 30. TURNING VISITORS TO LEADS ! You’re asking for permission to stay in front of them.
  31. 31. TURNING VISITORS TO LEADS ! You work hard on your content, but it’s worth it, right?
  32. 32. TURNING VISITORS TO LEADS ! Form submissions should segment and create new leads 
 in your CRM.
  33. 33. Inbound Marketing on the web means visitors to a conversion-focused website, turning those visitors to leads, and nurturing those leads with content.
  34. 34. NURTURING LEADS WITH CONTENT ! Inform Inspire Reassure
  35. 35. NURTURING LEADS WITH CONTENT ! Lead nurturing builds relationships with people regardless of where they are in the sales cycle.
  36. 36. NURTURING LEADS WITH CONTENT ! Provide content that will be useful to them even if they never buy from you.
  37. 37. NURTURING LEADS WITH CONTENT ! Most people do this manually through a follow-up email.
  38. 38. NURTURING LEADS WITH CONTENT ! Move along the sales cycle with Marketing Automation.
  39. 39. NURTURING LEADS WITH CONTENT ! Marketing Automation sends scheduled, pre-made email campaigns to segmented leads.
  40. 40. NURTURING LEADS WITH CONTENT ! The campaign flows are based on a user’s interaction with the content.
  41. 41. NURTURING LEADS WITH CONTENT ! If you tried to do that manually, you might hurt yourself.
  42. 42. NURTURING LEADS WITH CONTENT ! But that’s not all… Smart Calls to Action.
  43. 43. NURTURING LEADS WITH CONTENT ! Your website and its content 
 can change based on a user’s interactions.
  44. 44. NURTURING LEADS WITH CONTENT ! Marketing Automation may seem a little creepy, but think of it as a way to give people more of what they want, and less of what they don’t.
  45. 45. ALL TOGETHER NOW
  46. 46. A visitor comes to your website Sees content she finds compelling and fills out a form Visitor is added to the CRM and marked as lead
  47. 47. Depending on visitors behavior, is assigned a segment Marketing automation system begins email campaign based on segment Website can change Calls to Action based on the visitor’s activity
  48. 48. Visitor interactions are tracked Sales team knows what the lead is interested in, and what they’re not.
  49. 49. OK, MAYBE IT IS A LITTLE CREEPY.
  50. 50. CLOSING THOUGHTS
  51. 51. SHIFT THE WAY YOU THINK ABOUT THE WEB.
  52. 52. “89% of US internet users search online before they make a purchase, even when the purchase is made at a local business.” - HubSpot
  53. 53. YOUR WEBSITE IS THE MOST ACCESSIBLE PART OF YOUR BUSINESS.
  54. 54. INBOUND CAN BE AS SIMPLE AS A BLOG, OR AS ELABORATE AS MARKETING AUTOMATION.
  55. 55. INBOUND MARKETING IS EFFECTIVE FOR MARKETERS, AND ADDS VALUE TO THE AUDIENCES.
  56. 56. BE HELPFUL, ADD VALUE, AND GAIN CUSTOMERS.
  57. 57. QUESTIONS?
  58. 58. Thank you.

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