Ultimate Beginners Guide To Inbound Marketing

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Do you want to generate more visitors, leads and sales for your business? That’s a dumb question, of course you do! …

Do you want to generate more visitors, leads and sales for your business? That’s a dumb question, of course you do!

The purpose of this SlideShare is to provide you with an easy-to-understand overview of inbound marketing.

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  • 1. ULTIMATE BEGINNERS GUIDE TO INBOUND MARKETING An easy-to-understand overview of inbound marketing. Pocket Your Shop briandownard.com
  • 2. ULTIMATE BEGINNERS GUIDE TO INBOUND MARKETING by Brian Downard Brian is an inbound marketing professional with over 5 years of experience in online marketing, including: strategy, social media, SEO, blogging, content marketing, website development, graphic design, analytics and more. In 2011 Brian co-founded Pocket Your Shop, a full-service inbound marketing agency located in Southern California. Connect On LinkedIn > brian@pocketyourshop.com
  • 3. WHAT YOU WILL LEARN 1. How Marketing Has Changed 2. What Is Inbound Marketing? 3. Why Is It Important? 4. Inbound Methodology & Tools 5. Tips, Tricks & Best Practices
  • 4. SECTION 01 HOW MARKETING HAS CHANGED
  • 5. TRADITIONAL MARKETING IS BROKEN 86% 91% skip television ads unsubscribe from email 44% 200M+ of direct mail is never opened on the Do Not Call list
  • 6. CONSUMER BEHAVIORS HAVE CHANGED, THEY ARE GOOD AT TUNING OUT MARKETING !
  • 7. BUT DON’T WORRY it’s not all bad news.
  • 8. 90% OF INTERNET USERS BROWSE OR RESEARCH PRODUCTS ONLINE 50% INTEND ON PURCHASING A PRODUCT OR SERVICE - Forrester Research - eMarketer
  • 9. YOU DON’T FIND CUSTOMERS ANYMORE !
  • 10. YOU DON’T FIND CUSTOMERS ANYMORE ! THEY FIND YOU
  • 11. THE WORLD HAS CHANGED… YOUR MARKETING NEEDS TO CHANGE
  • 12. IF YOU WANT TO ATTRACT CUSTOMERS YOU NEED TO GIVE THEM SOMETHING THEY WILL LOVE
  • 13. SO HOW DO WE ACCOMPLISH THIS?
  • 14. U SO HOW DO WE ACCOMPLISH THIS? WITH INBOUND U MARKETING
  • 15. SECTION 02 WHAT IS INBOUND MARKETING?
  • 16. in·bound mar·ket·ing ! A holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customers.
  • 17. INBOUND MARKETING IS ABOUT ATTRACTING, NOT INTRUDING BUILDING TRUST, NOT SKEPTICISM BEING LOVED, NOT IGNORED
  • 18. TRADITIONAL MARKETING IS LIKE BEING A CHEETAH HUNTING IN THE JUNGLE (SOME CHEETAHS ARE LAZY)
  • 19. THE INTERNET HAS CREATED A DIGITAL WATERING HOLE GO WHERE YOUR CUSTOMERS ARE, STOP HUNTING IN THE JUNGLE
  • 20. PEOPLE WANT ACCESS TO GREAT INSIGHT, PEOPLE & RECOGNITION BEFORE PRODUCTS & SERVICES
  • 21. OLD NEW OUTBOUND INBOUND Direct mail Prints ads Cold email (spam) Cold calling TV & radio ads Banner ads Trade shows VS. Social media SEO & blogging Content marketing Lead nurturing Landing pages Email marketing Analytics
  • 22. INBOUND MARKETING IS
  • 23. INBOUND MARKETING IS CONTENT
  • 24. INBOUND MARKETING IS CONTENT & CONTEXT
  • 25. BUILD YOUR MARKETING ASSETS (CONTENT) Presentations & Ebooks Blogging Videos & Podcasts Visual Content
  • 26. RIGHT CONTENT, RIGHT PLACE, RIGHT TIME (CONTEXT) Customer Personas Segmented Email Lists Personalized Messaging
  • 27. CONTENT + CONTEXT ! = ! MARKETING PEOPLE LOVE
  • 28. SECTION 03 WHY IS INBOUND MARKETING IMPORTANT?
  • 29. WE CONDUCT 131 BILLION SEARCHES PER MONTH ON THE WEB Per Minute………. 2,900,000 Per Hour………… 175,000,000 Per Day………..… 4,000,000,000
  • 30. 70% OF LINKS SEARCH USERS CLICK ARE ORGANIC - NOT PAID Paid 25% 5% 70% Organic Other
  • 31. 60% OF ALL SEARCH ENGINE CLICKS GO TO TOP 3 LINKS SHARE OF CLICKS 27 20 13 10 1 2 3 4 9 5 7 6 5 7 RANKING ON SEARCH ENGINE PAGE 3 8 4 9 3 10
  • 32. 54% more leads are generated by inbound than outbound. 61% lower cost per lead when using inbound marketing.
  • 33. INBOUND CONSISTENTLY YIELDS LOWER COST LEADS Average Cost Per Lead Outbound vs. Inbound 400 $373 300 $364 $332 200 $143 $134 100 2010 2011 } $135 2012 61% lower cost per lead
  • 34. SECTION 04 INBOUND METHODOLOGY & TOOLS
  • 35. METHODOLOGY Use inbound marketing to generate visitors, turn them into leads, convert them into customers and create life-long fans. Find Visitors Convert Leads Customers Keep Fans
  • 36. STRANGERS YOU CAN ALSO VISUALIZE INBOUND MARKETING AS A FUNNEL VISITORS LEADS CUSTOMERS FANS
  • 37. STEP 1 GET FOUND & GENERATE VISITORS Find Visitors Convert Leads Customers Keep Fans
  • 38. STEP 1 GET FOUND & GENERATE VISITORS Find Visitors Local Search Keywords & SEO Customer Personas Social Media Blogging Websites
  • 39. GET FOUND & GENERATE VISITORS ! Local Search Search engines automatically populate local business in search results, this helps you get found by people who are searching for businesses just like yours in your local community. RESOURCES: Google Places Bing Places for Business Yahoo Local Listings Yellow Pages Super Pages Yelp
  • 40. GET FOUND & GENERATE VISITORS ! Keywords & SEO Short or long phrases people use when searching online. Using these pre-determined keywords on your social networks, blog, content and website will help you get found by more people, drive new traffic and increase your search engine ranking. RESOURCES: Google Keywords Planner Hubspot Marketing Grader Quick Sprout SEO Open Site Explorer Uber Suggest
  • 41. GET FOUND & GENERATE VISITORS ! Customer Personas Buyer personas are fictional representations of your ideal prospect that help create more targeted marketing. They are based on real data, behaviors, and demographics. Where do they spend their time online? What language do they use when searching online?
  • 42. GET FOUND & GENERATE VISITORS ! Social Media Grow, interact and engage with multiple online audiences that help your business improve visibility, promote your content, generate leads and create brand advocates that help promote your business. RESOURCES: Facebook LinkedIn Google+ Pinterest Twitter Industry specific networks
  • 43. GET FOUND & GENERATE VISITORS ! Blogging Drive more traffic, build online marketing assets and establish thought leadership by crafting insightful articles that solve your target audiences problems and helps them reach their goals. We recommend using Wordpress unless you have a really good reason not to.
  • 44. GET FOUND & GENERATE VISITORS ! Websites The is your digital store front, this is the place where it’s okay to promote your products, services and business. Use your website as a place to educate leads and host your content. Remember to focus on value, not features and be sure you’re not forgetting about mobile visitors. RESOURCES: Wordpress Wix Weebly SquareSpace
  • 45. STEP 2 TURN YOUR VISITORS INTO LEADS Find Visitors Convert Leads Customers Keep Fans
  • 46. STEP 2 TURN YOUR VISITORS INTO LEADS Find Visitors Leads Content Offers Calls-To-Action (CTA) Forms Landing Pages
  • 47. TURN YOUR VISITORS INTO LEADS ! Content Offers The best way to start generating leads is to create content offers, this content should provide leads with real value. Content can come in the form of ebooks, presentations, webinars or videos. You use this content to trade visitors for their contact information in order to generate leads. RESOURCES: Keynote or Powerpoint Pages or Word ISSUU JooMag
  • 48. TURN YOUR VISITORS INTO LEADS ! Calls-To-Action (CTA) These are images that act like “road signs” for your blog and website visitors that entices them to check out your content offers. While they can be used anywhere, you’ll find they are most effective at the bottom of relevant blog posts and website pages. RESOURCES: Keynote or Powerpoint Vertical Response Button Builder Button Optimizer Photoshop
  • 49. TURN YOUR VISITORS INTO LEADS ! Forms It’s likely visitors will not purchase from you the first time they visit your website or blog. Use forms to capture quick contact information about your visitors, most time a simple email address will do. Make sure it’s a worthwhile offer and they know exactly what they are signing up for. RESOURCES: JotForm Form Stack Email Me Form
  • 50. TURN YOUR VISITORS INTO LEADS ! Landing Pages Don’t let your visitors leave your website empty handed. Using landing pages you can capture lead information in exchange for a content offer you have. This helps you gather more lead information over time and segment leads based on which content they are interested in. RESOURCES: Lander App Unbounce Ion Interactive Instapage Page WizLander JotForm
  • 51. STEP 3 CONVERT LEADS INTO CUSTOMERS Find Visitors Convert Leads Customers Keep Fans
  • 52. STEP 3 CONVERT LEADS INTO CUSTOMERS Convert Leads Customers Product Content Case Studies Social Proof Email Marketing Lead Management
  • 53. CONVERT LEADS INTO CUSTOMERS ! Product Content Creating content that educates your leads about your products will help them make buying decisions. Not only does this generate qualified leads for your business, it helps leads become more ready to buy.
  • 54. CONVERT LEADS INTO CUSTOMERS ! Case Studies Proving your product works with numbers and graphs will make leads more comfortable converting. If numbers are not applicable, use a before/after, problem/solution approach for your case studies.
  • 55. CONVERT LEADS INTO CUSTOMERS ! Social Proof Social proof, also known as social influence, is a psychological phenomenon where people assume the actions of others. Use testimonials and numbers to demonstrate the value others find in your products and services to help leads convert.
  • 56. CONVERT LEADS INTO CUSTOMERS ! Email Marketing In sales, timing can be a big problem. Use email marketing to nurture your leads by consistently sending them useful content. Be sure that you are segmenting email lists based on lead behavior, interest and their place in your marketing funnel. Take advantage of automated emails to save your business time and resources. RESOURCES: MailChimp GetResponse Constant Contact iContact
  • 57. CONVERT LEADS INTO CUSTOMERS ! Lead Management Sometimes called CRM software, this tool will help your sales team stay on top of your qualified leads, track where they are in the sales process, know which have gone cold and much more. RESOURCES: Base CRM Insightly Zoho CRM Free CRM
  • 58. STEP 4 KEEP CUSTOMERS & CREATE FANS Find Visitors Convert Leads Customers Keep Fans
  • 59. STEP 4 KEEP CUSTOMERS & CREATE FANS Keep Customers Fans Online Reviews Social Media Value Add Content Analytics
  • 60. KEEP CUSTOMERS & CREATE FANS ! Online Reviews Generating online reviews is the new word of mouth. As you learned, your customers find you, not the other way around. This means you want customers to be saying good things about you around the internet. RESOURCES: Google Places Yelp Angie’s List Facebook TripAdvisor
  • 61. KEEP CUSTOMERS & CREATE FANS ! Social Media Social media is not only a great place to find leads, it can also be used to engage influencers and brand advocates. Use these people to help spread your content to a wider audience and generate more leads. RESOURCES: Facebook LinkedIn Google+ Pinterest Twitter Industry specific networks
  • 62. KEEP CUSTOMERS & CREATE FANS ! Value Add Content Content can be used for more than just generating and converting leads. Give customers added value by teaching them how to get the most out of your products and services. This type of content also gives you the chance to up-sell and re-convert old customers.
  • 63. KEEP CUSTOMERS & CREATE FANS ! Analytics Understanding which aspects of your marketing are working and which are not is crucial if you want to be sure you are using all of your resources efficiently. Analytics help you learn, make changes and grow. RESOURCES: Google Analytics KISS Metrics Piwik StatCounter
  • 64. STEP 5 CLOSING THE LOOP Find Visitors Convert Leads Customers Keep Fans YOUR FANS HELP GENERATE NEW VISITORS
  • 65. SECTION 05 TIPS, TRICKS & BEST PRACTICES
  • 66. #01 FOCUS ON HELPING YOUR AUDIENCE REACH GOALS AND SOLVE PROBLEMS
  • 67. #02 DO A CONTENT AUDIT AND SEE WHAT RESOURCES YOU ALREADY HAVE THAT CAN BE REPURPOSED
  • 68. #03 KEEP A BACKLOG OF CONTENT AND KEYWORDS IDEAS THAT YOU CAN REFER BACK TO AT ANY TIME
  • 69. #04 INCLUDE ALL RELEVANT SHORT & LONG PHRASE KEYWORDS WHEN CREATING CONTENT TO OPTIMIZE FOR SEARCH ENGINES
  • 70. #05 YOUR CONTENT SHOULD HAVE KILLER HEADLINES AND FOLLOW A PROBLEM/SOLUTION, DESIRE, ACTION APPROACH
  • 71. #06 CREATE CONTENT FOR LEADS IN DIFFERENT STAGES OF THE BUYING PROCESS AND HELP THEM MAKE BUYING DECISIONS
  • 72. #07 CONTENT PROMOTION IS JUST AS IMPORTANT AS CREATION, IF YOU SPEND 10 HOURS MAKING A PIECE OF CONTENT, SPEND 10 HOURS PROMOTING IT
  • 73. #08 USE SEGMENTED EMAIL AND LEADS LISTS TO PERSONALIZE MESSAGING AND SEND TARGETED OFERS
  • 74. #09 FIND TOOLS TO HELP AUTOMATE PARTS OF YOUR MARKETING LIKE SOCIAL MEDIA & EMAIL MARKETING
  • 75. #10 FOCUS ON IMPORTANT METRICS SUCH AS COST PER LEAD ACQUISITION & COST PER CUSTOMER ACQUISITION
  • 76. FINAL THOUGHTS
  • 77. “ THE BEST TIME TO PLANT A TREE WAS 20 YEARS AGO, THE SECOND BEST TIME IS NOW. - Old Chinese Proverb “
  • 78. TO SUCCEED AT INBOUND ! 1. UNDERSTAND YOUR AUDIENCE 2. ALIGN CONTENT WITH THEIR INTERESTS 3. PROMOTE VALUE, EMBRACE TRANSPARENCY 4. LEVERAGE BRAND ADVOCATES
  • 79. NOW YOU’VE GOT THE TOOLS YOU NEED ! BUILD YOUR INBOUND MARKETING MACHINE
  • 80. THANKS FOR READING! ! IF YOU ENJOYED THIS CONTENT, HELP US SPREAD THE WORD BY SHARING IT ON YOUR FAVORITE SOCIAL NETWORK.
  • 81. TURN THESE TIPS INTO ACTION
  • 82. REQUEST A FREE INBOUND MARKETING CONSULTATION FROM POCKET YOUR SHOP ! ! www.pocketyourshop.com Brought To You By Pocket Your Shop briandownard.com