Turning Clicks Into Customers

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Turning Clicks Into Customers - Inbound Marketing and Content

Turning Clicks Into Customers - Inbound Marketing and Content

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  • So here are some stats I pulled together on InboundCertainly as a marketer you can no longer dismiss Inbound as a black art practised and handled by your Web team.You need to take an integrated approach to Inbound and Outbound marketing.That last fact from Sirius Decisions is the important one to focus onWhat are they doing before this?Online researchpeer groups And NOT (unless you are very lucky) responding to random acts of outbound communication
  • Need to regain control of that 50% to 70%find out where our buyers hang-out, their watering holes so to speak and place content that is relevant to themguide them through the journey –serving up relevant content that is appropriate to them and appropriate to what stage of the journey they are.content plays a fundamental role herelets look at a way you categorise your content to help.
  • First –understand who are buyers aretypical pains, drivers and motivationsA formal way of doing this - Build BuyingPersonas. Here is one for a Manager level in Marketing. Ficticius name and phototo really help us visualise. Here is Mandy Lewisyou may find you need a handful of these
  • Next we look at the content requirements at each buying stagefor the personaRemember early stage is all about empathy and thought leadership -later stages are about product/service. - looked at drivers/motivation at each stage- questions they may need answeringvalue proposition at each stage.what they are most likely to respond to.An in depth discussion with Sales really helps here as well as discussions with existing customers
  • So now we can start cataloguing our content.three main axisrepresented by this cube- buying stage. - Persona. - type of contentSo content for Mandy is contained in this blue slice of our catalogue.We can see if we have enough contentOr have a enough content for nurture at that stageLastly keep it up to date - refreshed

Transcript

  • 1. Turning Clicks Into Customers Inbound Marketing and Content
  • 2. “A skilfully executed inbound marketing campaign is 10 times more effective at conversion than traditional outbound methods” Source: Gartner “Compared to Outbound only and aligned Inbound and Outbound approach can result in 40-60% more enquiries, 53% fewer Leads to Close one deal, 40-70% lower cost per lead and 60% more marketing sourced pipelimne” Source: Sirius Decisions “60% of companies have adopted some element of the inbound marketing methodology into their overall strategy” Source: Hubspot Why should I care about Inbound? “As much as 50-70% of the buying cycle is now complete before engagement with sales occurs” Source: Sirius Decisions 78% of B2B buyers start their research with search Source: Demand Gen Report “B2B companies that blog generate 67% more leads per month than those who do not blog” Source: Social Media B2B
  • 3. Why should I care about Inbound?  As a marketer you can no longer dismiss Inbound as a black art practised and handled by your web team  Need to take an integrated approach to Inbound and Outbound marketing  If 50-70% of the buying cycle is now completed before any engagement with sales occurs, you must regain control of this percentage group
  • 4. Inbound Building Blocks: Buyers Journey Customer Buying Experience
  • 5. Inbound Building Blocks: Buyers Journey  Find out where your buyers ‘hang-out’ and place content that is relevant to them  Guide them through the journey by serving up content that is appropriate to their stage of the journey  Let’s look at a way you categorise your content to help…
  • 6. Inbound Building Blocks: Buying Personas  First understand who the buyers are and their typical pains, drivers and motivations  A formal way of doing this is building Buying Personas, as demonstrated in the next slide  This is a fictitious persona for Mandy Lewis, a manager level marketer…
  • 7. Inbound Building Blocks: Buying Personas
  • 8. Inbound Building Blocks: Buying Personas  Next we look at the content requirements at each buying stage for the persona  Remember early stage is all about empathy and thought leadership - later stages are about product/service  Consider: - Drivers/motivation at each stage - Questions they may need answering - Value proposition at each stage - What they are most likely to respond to  In depth discussions with Sales really helps here, as well as discussions with existing customers
  • 9. Inbound Building Blocks: Buying Personas
  • 10. Inbound Building Blocks: Content Catalogue  So now we can start cataloguing our content  There are three main axes represented by the cube on the following slide: - Buying stage - Persona - Type of content
  • 11. Inbound Building Blocks: Content Catalogue Webinars White Papers Case Studies Videos Customer Justify Learn Interest Evaluate
  • 12. Inbound Building Blocks: Content Catalogue  So content for Mandy is contained in the blue slice of our catalogue  We can see if we have enough content for nurture at that stage  Lastly, keep it up to date and refreshed
  • 13. Takeaways