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Increased sales growth from digital leads how to make inbound marketing work for you.

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  • 1. Increased sales growth from Digital leadsHow to make Inbound Marketing work for you. February 2013
  • 2. Copyright © 2013 by COO’EE New Zealand Limited. All rights reserved.No part of this ebook may be reproduced, stored in a retrieval system, or transmitted by anmeans, electronic, mechanical, photocopying, recording, scanning, or otherwise, withoutwritten permission by the author.Requests to the author should be addressed to: COO’EE New Zealand Limited, Private Bag 92172, Auckland 1142, New Zealand; Telephone: 00 64 9 306 0820; Facsimile: 00 64 9 3779905; Email: marcom@cooee.co.nzLimit of Liability/Disclaimer of Warranty: While the author has used their best efforts inpreparing this eBook, the author makes no representations or warranties with respect to theaccuracy or completeness of the contents of this eBook and specifically disclaim any impliedwarranties of merchantability or fitness for a particular purpose. No warranty may be created orextended by sales representatives or written sales materials. The advice and strategiescontained within this eBook may not be suitable for your situation. You should consult with theauthor directly for advice and a recommendation that is specifically tailored to your particularneeds. The author shall have neither liability nor responsibility to any person or entity, withrespect to information contained in this eBook, for any loss of profit or any other commercialdamages, including but not limited to special, incidental, consequential or other damages.
  • 3. COO’EE is an Integrated Marketing and AdvertisingAgency run by John Dawson.At COO’EE we like to make the most of both marketing worlds;weaving the traditional with the digital to developmarketing solutions that are truly integrated and thereforemore powerful.For a marketer like yourself, there is nothing better thanseeing your brand awareness and sales increase. With some innovation,a little elbow grease, and the right mentor (insert COO’EE here),you will experience more of this.We hope you enjoy our eBook and get increased clarity or reassurance from it. Ifyou decide you need a little extra help building your own Inbound Marketing Strategyour Digital specialists are ready to help. www.cooee.co.nz Digital Marketing B Specialists
  • 4. 2 Table of ContentsIntroduction 3–7What is Inbound Marketing? 8–9Inbound Marketing vs Outbound Marketing 10 – 12Driving Traffic to Your Website 13 – 28- Search Engine Marketing (SEM)- Thought Leadership- Social MediaCapturing Leads 29 – 35Conclusion 36 – 40 www.cooee.co.nz Digital Marketing B Specialists
  • 5. 3 IntroductionLET’S GET STARTED! www.cooee.co.nz Digital Marketing B Specialists
  • 6. 4Developing a successful Inbound Marketing strategy begins with understandingwhat influences a search result, how a person searches online, what factorsinfluence and drive website traffic and how to capture and convert this traffic torelevant leads for your business.Remember, if you do not have an ecommerce website then a successful leadconversion is the visitor’s action to make contact with your company, this beingeither a phone call, email enquiry, newsletter sign up, request for more information,any action that captures you useful information about this lead. From there it is theresponsibility of your sales team to convert this lead. www.cooee.co.nz Digital Marketing B Specialists
  • 7. 5 1. What you are found for in a search engine needs to match what your website offers i.e. don’t tailor your ad to catch traffic looking for iPhones if you only sell Androids. A consistent message throughout all your online publications and real estate is essential.For this to happen, 2. Once you have the lead and they are intwo things need conversation with you, you need toto match. make sure that the service you offer them in person, matches what is on your website. Otherwise, not only are you likely to lose the sale, you lose the future sale and that person can turn others away from your product or service. www.cooee.co.nz Digital Marketing B Specialists
  • 8. 6This might all seem like a given, but so many companies do it wrong. They tailor theirwebsites and marketing to what is ‘popular’ to generate more leads however at thetime when it counts the most, they can’t deliver.A perfect example – Recently we had a colleague looking for a product and found thata leading electrical store were advertising this product on their website. They calledto find out how many they had in stock, one store told them it was old stock and theydid not sell it anymore, another store told them they had three in stock but two weredemo models and one was a return. Not only did they not really stock the productanymore, but one had even been returned. www.cooee.co.nz Digital Marketing B Specialists
  • 9. 7Immediately we thought the following;• What a waste of time. We can’t imagine how annoying it would have been if they hadn’t called and went into the shop instead.• Their products can’t be any good if people are returning them.• Our colleague won’t use their website again because they can’t trust they have what they say they have.They lost this first sale, they will lose any continued sales and we won’trecommend this site to others. Logically we know that not all of their productswill be bad, or unavailable, but why take the risk? www.cooee.co.nz Digital Marketing B Specialists
  • 10. 8What is Inbound Marketing? www.cooee.co.nz Digital Marketing B Specialists
  • 11. 9Inbound Marketing focuses on driving relevant traffic to your website, convertingthat traffic to leads, and finally, turning those leads into sales. As opposed to thetraditional disruption based methods of Outbound Marketing (i.e. billboards, TV,posters etc), Inbound Marketing is permission based; customers choose to interactwith you, your marketing and your services.The focus of Inbound Marketing is to attract customers by providing usefulinformation, building trust, demonstrating success, demonstrating the ability toprovide results and being visible when your customer is ready to buy.Its critical to the success of yourinbound marketing efforts tounderstand, that you are marketing toprospects who are "already" activelysearching for, and ready to buy yourgood and services. www.cooee.co.nz Digital Marketing B Specialists
  • 12. 9 www.cooee.co.nz Digital MarketingB Specialists
  • 13. 10 Inbound Marketing Vs Outbound Marketing www.cooee.co.nz Digital MarketingB Specialists
  • 14. 11 Outbound Marketing pushes marketing messages at their target audiences. Inbound Marketing pulls their audience in through value relationships. Imagine a customer who comes to you wanting what you do, instead of having to convince them of your value. www.cooee.co.nz Digital MarketingB Specialists
  • 15. 12 Types of Outbound Types of Inbound Marketing Marketing Radio Cold Calling Enewsletters SEM Web Podcasts SEOTelevision Trade ShowsNewspapers Print Directories White Papers Blogs eBooks Social MediaMagazines Direct MailBrochures Sales Promotion Promo videos Webinars OnlineBillboards Flyers Forums directories www.cooee.co.nz Digital Marketing B Specialists
  • 16. 13Driving Traffic to Your Website www.cooee.co.nz Digital Marketing B Specialists
  • 17. 14Inbound Marketing is all about generating traffic to your website, capturing leads and converting these leads to sales.The first place to start is directing traffic to your site. There are three primary waysof doing this. 1 Search Engine Marketing (SEM) 2 Thought Leadership 3 Social Media www.cooee.co.nz Digital Marketing B Specialists
  • 18. 151 Search Engine Marketing (SEM) www.cooee.co.nz Digital Marketing B Specialists
  • 19. 16 Definition: A form of online marketing that drives traffic to a website by increasing its visibility in search engines.There are two main forms of Search Engine Marketing;(1) SEO – Search Engine Optimisation which produces ‘organic’ search results. ‘Organic’ search results are ‘un-paid’ results that come up when someone searches for a particular keyword or phrase.(2) Paid search – Pay Per Click (PPC) is a method of online advertising where you pay for each click on your advertisement. www.cooee.co.nz Digital Marketing B Specialists
  • 20. 17With all search marketing For example: Bob needs a builder incampaigns it is important to Auckland. Bob will probably search forunderstand what your customers the following keywords;are searching for, how they’re First he will try the obvious; Builderssearching for it and how you can Auckland or builders in Auckland.tailor your website and ad copy to Secondly, if he doesn’t find what he isreflect what is relevant to them. after he might change his search to;The most important thing here is Home builders , or Home builders inkeywords and keyword phrases. Auckland.When a person searches in a If he decides to dig deeper he might startsearch engine they typically use to tailor his search further to somethingone or more keywords which like; Registered Master home buildersdefine what service or product Auckland.they are looking for or whatproblem they are trying to solve. www.cooee.co.nz Digital Marketing B Specialists
  • 21. 18This last search is what is called a ‘long tail search’ meaning a number ofkeywords strung together into a phrase for the purpose of finding highly specificresults. Long tail phrases deliver less results but they’re highly specific results sotend to generate more qualified leads. Because they’re so tailored, they cost lessas there are less people bidding on that exact phrase. You want to make sure youhave a mix of both in your pay per click campaign and in your on page SEO. www.cooee.co.nz Digital Marketing B Specialists
  • 22. 192 Thought Leadership www.cooee.co.nz Digital Marketing B Specialists
  • 23. 20A Thought Leader is an individual or company that teams, clients, or prospects,intermediaries (and even competitors) recognise as one of the foremost authorities inselected areas of specialisation, resulting in it being the go-to individual ororganisation for such expertise.Thought Leadership is demonstrated through a range of mediums;• Blogging/Guest blogging• Webinars• How to videos• eBooks• White Papers• Forum participation• Keynote speaking• Networking – social and physical www.cooee.co.nz Digital Marketing B Specialists
  • 24. 21 The important common element in all of these Know mediums is knowledge about what you’re talking about and about what you do. You have to create a voice of authority that convincesYour people that you are the best person to talk to about ‘this’ topic. Stuff www.cooee.co.nz Digital Marketing B Specialists
  • 25. 223 Social Media www.cooee.co.nz Digital Marketing B Specialists
  • 26. 23Where is the value in using social media for a business? There are a number ofreasons social media can be useful for a business.(1) Successful Social Media business pages are pages that engage the audience by finding common interests. Successful pages listen and understand what their audience want and need and play to this. www.cooee.co.nz Digital Marketing B Specialists
  • 27. 24(2) Social Media pages are great for reinforcing your branding and your ‘why’. Why you do what you do. It gives the business the opportunity to engage, share and build trust with the ultimate goal to be to encourage social recommendations. Peer recommendations are one of the most effective sales converters and in an increasingly social online environment, social recommendations are gold. Who would you trust? The salesman who tells you the Samsung TV is better than the LG TV or your friend who tells you to by the LG? www.cooee.co.nz Digital Marketing B Specialists
  • 28. 25(3) Personal brands – Employee personal brands are as important as the company’s social presence. Why? Because employees have the power to act as brand ambassadors and influencers in their own peer groups. The old saying, ‘two heads are better than one’ applies here so long as the brand message is consistently represented across all mediums. People are social and respond better to other people than organisations. Personal brands give your customers a person to connect with while promoting the company brand at the same time. You’ve all come across it, the prospect that vehemently sticks with their preferred supplier even when you could offer them a better deal. Why does this happen? Loyalty is NEVER developed just because a company makes good products, it’s because everybody in the company believes in what they do and can’t wait to tell others about it. Companies don’t create loyalty, the PEOPLE in them do. www.cooee.co.nz Digital Marketing B Specialists
  • 29. Thought leadership 26 SEOBlog Traffic Value add Trust builder Voice B2B Networking Prospect researchLinkedin Thought leadership Company news and updates www.cooee.co.nz Digital MarketingB Specialists
  • 30. 27 Customer service queries Sales and promotions f Branding and trust builder Database gathering Public relations Customer service queries Sales and promotions t Public relations News and updates www.cooee.co.nz Digital MarketingB Specialists
  • 31. 28 Google + SEO Linkedin + Blog Traffic Youtube Facebook Pinterest Foursquare www.cooee.co.nz Digital MarketingB Specialists
  • 32. 29 Capturing leads www.cooee.co.nz Digital MarketingB Specialists
  • 33. 30So you’ve now got traffic coming to your website but you’re not getting theinquiries you wanted?Lead conversion is critical in an inbound marketing strategy but ifyou’re not getting the inquires then something is wrong. You need to findout what the problem is. www.cooee.co.nz Digital Marketing B Specialists
  • 34. 31 Two common problems faced are;(1) That your messages don’t match – whatever drove the traffic to your site in the first place doesn’t match what they find when they get there.(2) Poor calls to action – even if both messages are accurate, if your visitor cannot find your contact information or has to work hard to find it then you’re wasting precious leads. Visitors are impatient, it needs to by easy. www.cooee.co.nz Digital Marketing B Specialists
  • 35. 32You need to start testing your website to find out what does and doesn’t work.Start with your homepage. A great way to test your homepage is to set up a newone and split test it against your existing one. Make sure the new one has a clearmessage and call to action. Testing different options like this can help you find outwhat is more effective in either generating inquiries or moving the user throughonto more pages within your website. www.cooee.co.nz Digital Marketing B Specialists
  • 36. 33Find out where your leads are coming from. Check out these sources and see iftheir message matches what they see when they click through to your website.For example; you may be promoting a complimentary offer on your Facebook pagebut when your visitor clicks through to your website they can’t find any informationreferring to this offer.You can still run this promotion, just make sure that the link through to yourwebsite sends them to a page that has some relevant information about the offer.This doesn’t mean you need to build a brand new page within your website – justedit the content on the page you are sending them to. OFFER www.cooee.co.nz Digital Marketing B Specialists
  • 37. 34 We canTesting is important for a site that is totallynot successfully converting leads crack this.but it can be a difficult process todiagnose the problem. You need tobe patient and you’re likely to hit afew dead ends but persistence paysoff. Once you figure out what worksfor your audience and your site thenthe hard work is done and you willhave a winning formula forconverting inbound leads. www.cooee.co.nz Digital Marketing B Specialists
  • 38. 35 FYI3 billion Google searches are performed every day.To put this into perspective there are 7 billion people on planet Earth. All you need to do is dangle the bait. OFFER www.cooee.co.nz Digital Marketing B Specialists
  • 39. 36 Conclusion The End! www.cooee.co.nz Digital MarketingB Specialists
  • 40. 37The way in which people respond to marketing is changing and it’s changing fast.There will always be a place for push media but it will become less and less aboutconvincing viewers to purchase and more and more about directing them to onlinereal estate where visitors can review products and services.At the very least, integration is unavoidable and even though we realise there willalways be a place for traditional media to inform customers that certain productsand services exist, it won’t be long until that media is enhanced by digital,interactive and responsive media. For example billboards in the near future willstop being just a static image and will soon become digitised with the ability tosync with passersby through their mobile phones so that their messages can betailored to the individual person. There are already digital billboards that use facial recognition to tailor their message to women or men. Click here to read more. www.cooee.co.nz Digital Marketing B Specialists
  • 41. 38You might think it’s crazy but it won’t be long until billboards start talking to youpersonally.We predict marketing will eventually come full circle again where push mediaregains popularity as the integration of technology software means that you cansee a digital billboard for toothpaste, tap your phone up to it, get a message saying‘buy now’ and you will be able to use your phone to buy the product there andthen and have it delivered to your home but for the meantime the customers haveand will continue to have, more control over where, what and how they make theirbuying decision. And we’re not the only one to think this. www.cooee.co.nz Digital Marketing B Specialists
  • 42. 39With a world’s worth of information at the buyers fingertips and the ability tomake a purchasing decision from the comfort of the home couch there’s nodenying the need to evolve your marketing strategy. It might sound scary, but takecomfort in this golden nugget……….. Inbound marketing is all about attracting customers who already need your services. The sales process is in fact easier than ever before because you no longer have to convince them they need you, they’re telling you they do. www.cooee.co.nz Digital Marketing B Specialists
  • 43. 40Don’t feel you can reach your Inbound Marketing potential on your own? Noworries, we’re here to help. Whether you’re stuck, don’t have time or justneed help getting started, we’ll get you on the right track!You can contact us by: +64 9 306 0820 www.cooee.co.nz www.facebook.com/cooeenz www.linkedin.com/company/cooee-nz www.twitter.com/cooeenz www.pinterest.com/cooeenz B www.cooee.co.nz/our-blogs Digital Marketing Specialists

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