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Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02
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Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02

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  • 1. (Introducing the Inbound Marketing Multiplier)HOW TO AMPLIFY YOUR IMPACTMachineBuilding a BetteRInboundMaRketing
  • 2. INBOUND MARKETINGis a powerful tactic, butbottom-line results don’t comefrom inbound marketing alone.
  • 3. BuyeRs aRechanging.
  • 4. They’re in control of educatingthemselves on their problemsand potential solutions—andthey want to keep it that way.SUNDAY NEWS
  • 5. INBOUNDMARKETINGistheprocessofhelpingpotentialcustomersfindyourcompany—oftenbeforetheyareevenlookingtomakeapurchase—andthenturningthatearlyawarenessintobrandpreferenceand,ultimately,intoleadsandrevenue.
  • 6. It’s about creating INTERESTING,INFORMATIVE,ANDEVENENTERTAININGCONTENT optimized and distributedacross online channels so it can be found by—andhopefully engage—prospective buyers.
  • 7. HEREARESOMETACTICSFORINBOUNDMARKETINGSUCCESS:Marketing Tacticswww.google.com/search/inbound_marketing/tactics/Search Engine OptimizationSearch Engine MarketingSocial Media MarketingContent MarketingConversion OptimizationSocial Media Marketing
  • 8. WHITE PAPERSSOCIALNETWORKINGARTICLESBLOGSLANDING PAGEOPTIMIZATIONSEARCH ENGINEOPTIMIZATION (SEO)AND THESE ARE THE BUILDING BLOCKS:
  • 9. THERE ARE A LOT OFbenefits of inboundmaRketing, like…
  • 10. Increasedbrandawareness.93% of buying cycles start witha search online, so if your company shows up high in thesearch results, you’ll get “free” brand awareness.93%Brand Awarenesswww.google.com/search/increase_brand_awareness/
  • 11. 88% of clicks come from organicsearch. The remaining12% of clicks go to paid keywords (payperclick).88%12%Brand Awarenesswww.google.com/search/increase_brand_awareness/PAY PER CLICKORGANIC SEARCH
  • 12. IncReased bRandpRefeRenceMANY BUYERS CORRELATE HIGH ORGANIC SEARCHRANKINGS WITH TRUST AND BRAND LEADERSHIP.
  • 13. PEOPLE ARE ALSO MORE LIKELY TO TRUSTAND BUY FROM A COMPANY THEY HAVEA RELATIONSHIP WITH. WHEN PEOPLEENGAGE WITH YOUR CONTENT,THEY FEEL LIKEthey have aRelationship.
  • 14. MORE LEADS FOR LESS BUDGET: Great content paysdividends for a very long time, an effect that multiplies asyou create more and more content.
  • 15. MOSTLY WHAT WE LOVE IS THAT IT’S ABOUT APPLYINGMORE BRAINS,NOT MORE BUDGET.
  • 16. Your aim is too wideProspects don’t know you existProspects don’t understandwhat you doYou aren’t reaching thedecision makersYou can’t break through yourcompetitions noiseThere isn’t any noise becauseyou’re in the wrong channelBUTIT’SNOTAMAGICBULLET,ANDYOUCANGOWRONGWHEN:
  • 17. Inbound marketing is like anair war. Carpet-bombing isefficient, but makes it hard tohit specific targets.So what you need are groundwar tactics (think marinesandsnipers)totargetspecificobjectives and hold territory.IT’SHARDTOTARGETSPECIFICAUDIENCESWITHINBOUNDMARKETING.
  • 18. Youwaitforbuyerstotakeactionwhentheyfeelready.Butsometimesyouneedsomeonetoact.Pragmatistsandlateadopterswhodon’tactivelyseekoutalternativesandnewsolutionsmayneedapush,notapull,totakeaction.INBOUND MARKETING DOESN’T DRIVE PEOPLE TO ACTION.
  • 19. So whatcan you do?
  • 20. COMBINE OUTBOUND AND INBOUND.
  • 21. There are three essential ingredients to add to your inboundstrategy (A.K.A.THEINBOUNDMARKETINGMULTIPLIER):A CORPORATECOMMUNICATIONSSTRATEGYAN OUTBOUNDMARKETING STRATEGYA NURTURINGOR MARKETINGAUTOMATIONSTRATEGY
  • 22. WHYDOTHESETHINGSAMPLIFYINBOUNDMARKETING?Becauseallbuyersareunique.Andtheyengagewithdifferenttypesofcontentatdifferentstagesofthebuyingcycle.
  • 23. YOURSTRATEGYMUSTENGAGEINALLTHESEWAYS IF YOU WANT TO HAVE A WELL-OILEDMachine.InboundMaRketing
  • 24. OUTBOUND STRATEGY: ONLINE CAMPAIGNSBanner and displayVirtual eventsWebinarsSponsored newsletterand emails
  • 25. OUTBOUND STRATEGY: OFFLINE CAMPAIGNSTrade/road showsDirect mailTV & radio advertisingOut-of-home advertisingPrint advertising
  • 26. OUTBOUND STRATEGY: FIELD EVENTSTargeted eventsAppointment settingList purchasesTelemarketing
  • 27. CORPORATE COMMUNICATIONS STRATEGYBrandingAnalyst relationsProduct launchesPrograms to upsell to and retaincustomersCommunications (both internaland external)
  • 28. WhatIsMarketingAutomation?It’sautomatingtheroutineandrepeatabletasksassociatedwithleadmanagement,leadnurturing,leadscoring,andcreatingandmaintainingamarketingleaddatabase.MARKETINGAUTOMATIONSTRATEGY
  • 29. MARKETINGAUTOMATIONSTRATEGYRaises open and click ratesEnables A/B testingImproves conversion ratesShortens sales cyclesLets sales know when theirprospects are engaging onlineAutomates repetitive tasksDelivers sophisticatedreporting and analyticsWins more deals and generateshigher revenue per deal
  • 30. THEKEYIncorporate inbound marketing into alarger group of marketing tactics toamplify your impact.
  • 31. DIVE IN DEEPER WITH THESE GREAT INBOUND MARKETING RESOURCESAmplify Your Impact: http://bit.ly/AcBZIxThe CMO Guide to Inbound Marketing: http://bit.ly/zfGk2rModern B2B Marketing Blog http://bit.ly/wA1fjtCreated By
  • 32. PRINTABLEFoundation of Inbound Marketing: Content• Articles• Blog Posts• Books/eBooks• Brochures• Case Studies• Demos• Email• Free Trials• Images• Information Guides• Live Streamed Events• Manuals• Microsites/Web Pages• Online Courses• Podcasts/Videocasts• Presentations• Press Releases• Product Data Sheets• Reference Guides• Resource Libraries• RSS/XML Feeds• Surveys• Radio/TV/Web TV• Videos• Webinars/Webcasts• White Papers• Widgets• WorkbookTHE BIG LIST:
  • 33. “Creating the Proper Program Mix” ChecklistINBOUND MARKETING:Online Campaigns Offline CampaignsSEO: Search engine optimization is how you increase the likelihood of rankinghigh in the search engine results.BLOGGING: A great way to build your brand, establish thought leadership,and engage prospects over time by getting them to subscribe to your postsand by pointing them to other content of interest.SOCIAL MEDIA: Sites and networks such as LinkedIn, Twitter, Facebook, andmore niche-oriented venues are conduits to prospective buyers, and placesyou can make them aware of your expertise and content.FORUMS AND ONLINE COMMUNITIES: Participating in online discussions isa way to find out what issues are top of mind for prospects, while alsopositioning you as a valuable information resource.WHITE PAPERS AND EBOOKS: White papers are typically 4-8 pages inlength, and explore a business issue, helping readers understand bestpractices and options. While typically longer than white papers, eBooks alsoexplore business issues but often in a more conversational and visuallyappealing manner.VIDEOS: Snack-sized content in a visual format helps you engage busyprospects who may not have time to read your white paper or eBook.BANNER AND DISPLAY: An advertisement appearing on a website.VIRTUAL EVENTS: A tradeshow, conference, or meeting online.WEBINARS: A presentation or workshop delivered over the web toeducate prospective buyers.BANNER AND DISPLAY: An advertisement appearing on a website.VIRTUAL EVENTS: A tradeshow, conference, or meeting online.WEBINARS: A presentation or workshop delivered over the web toeducate prospective buyers.SPONSORED NEWSLETTER AND EMAILS: Allows you access to atarget audience who might not otherwise be reached.TRADESHOWS: In-person exhibits that offer the chance to display yoursolution and interact one-on-one with prospects.DIRECT MAIL: Advertising sent to a prospect’s home through a mailservice.TV & RADIO ADVERTISING: Using the radio or TV to deliver a scriptedmessage to attract new clients.OUT-OF-HOME ADVERTISING: Advertising that appears when you are intransit, or at an activity outside of your home, in order to drive awarenessor encourage a specific call-to-action.PRINT ADVERTISING: From flyers to newspapers and magazine ads,print advertising includes all advertising found in printed media.OUTBOUND MARKETING:
  • 34. Field MarketingTARGETED EVENTS (E.G., DINNERS, SPORTING EVENTS): A directselling opportunity to a specific audience.APPOINTMENT SETTING: Making calls to qualify leads and schedulecalls between them and sales reps.LIST PURCHASES: Paying for a highly targeted list of individuals based ona range of criteria, such as titles, industry, and solutions used, to be usedin marketing campaigns.TELEMARKETING: Using the phone to make your sales pitch in an effort todrive prospects farther down the sales funnel.LEAD NURTURING: The process of building relationships with qualifiedprospects regardless of their timing to buy, with the goal of earning theirbusiness when they are ready.LEAD SCORING: A shared sales and marketing methodology for rankingleads in order to determine their sales-readiness.REVENUE PERFORMANCE MANAGEMENT: Optimizing interactions withbuyers across the revenue cycle to accelerate predictable revenue growth.CLOSED LOOP REPORTING: A way to measure the impact ofmarketing activities on revenues.COMMUNICATIONS: The internal and external messages that a companydevelops and disseminates.ANALYST AND PUBLIC RELATIONS: Engaging relevant analysts and mediacontacts to keep them informed of your company’s positioning and offerings.GUERILLA MARKETING: A form of marketing that tries to generatebrand awareness at a low cost by using atypical methods like graffiti,flash mobs. and poster campaigning.OUTBOUND MARKETING: (CONTINUE)CORPORATE MARKETING:MARKETING AUTOMATION:METRICS THAT MATTER:

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