Why and How to Leverage Inbound Marketing for CCI Systems

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How to use Inbound marketing for real business results.

How to use Inbound marketing for real business results.

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  • 1. Inbound MarketingFor Real Results Don Stanley 3Rhino Media www.3rhinomedia.com don@3rhinomedia.com 608 561 7097 DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 2. Think Magnets not Sledgehammers Why interruption marketing doesn’t work DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 3. 3 Simple Steps to the Sales Funnel DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 4. 3 Simple Steps to the Sales Funnel DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 5. 3 Simple Steps to the Sales Funnel DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 6. What is InBound? Inbound marketing is marketing thats useful. It means acquiring customers by attracting and nurturing prospects with exceptional content, data and customer service, not interrupting them with spam. It means pulling prospects in with a magnet, not beating them over the head with a sledgehammer. DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 7. Nothing is Free • Inbound is just a tool, and only as good as the person using it. • Inbound marketing will not work overnight. (Usually great results are seen between the 3-12 month time period) • Inbound marketing requires time. (I tell everyone, the first 2 months require about 10 hours of dedication a week, and then goes down with time.) • Inbound marketing is a culture. To have success, you must stay at it and be consistent. • It’s amazing, but it’s NOT a magic pill. DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 8. Why InBound?62%Companies that focus oninbound tactics have a 62%lower cost-per-lead thancompanies that focus onoutbound tactics. DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 9. Why InBound?62% | 60%Companies that focus on of Sales Cycle completedinbound tactics have a 62% BEFORE a customer reaches outlower cost-per-lead than to you to make a purchase.companies that focus onoutbound tactics. DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 10. How doesMarketing Doesn’t Work Ostrich it work? DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 11. A quick case study: River Pools and SpasOctober 27, 2007 DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 12. Thinking Moneyball 15% DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 13. Moneyball: #s that Matter 15% Typical closing rate DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 14. A quick case study: River Pools DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 15. Thinking Moneyball 15%|30 Typical closing Pages read rate DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 16. Thinking Moneyball15%|30 = 80%Typical closing Pages read River Pools New rate closing rate DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 17. Value of a Single Post? DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 18. Value of a Single Post? $1.2M DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 19. Value of a Single Post? $1.2MValue of a Three Posts? DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 20. Value of a Single Post? $1.2MValue of a Three Posts? $2.5M DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 21. Where to Start? 1: Get Found Attract visitors to your website (prospects to the top of your funnel). Theyre the most important inbound marketing tactics because theyre like a buildings foundation: Here are 4 of the most important 1. Blogging 2. Search Engine Optimization 3. Social Media 4. Content Marketing DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 22. DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 23. DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 24. DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 25. Pre: 5-10 leads per monthNow: 400 leads per month DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 26. Guys,Had a refreshing and revolutionary experience yesterday. It wasa script of how it’s supposed to happen. Lead comes in fromsomeone in New Zealand. I follow up with one email then hecalls me. He’s been working with someone he didn’t trust, wentto Google then downloaded and read our entire buyersguide, educated himself. He already was convinced I was theexpert and he wanted to work with me by the time I picked upthe phone, I didn’t have to sell myself at all. The funnel workedexactly like it is supposed to. With very little effort, we justnarrowed down the models that will work for his budget and I willbe sending out a quote tomorrow. He has the funds, knows whathe needs, knows what refurbished means etc. Unless somethingcrazy happens I expect to have the deal signed early nextweek. The snowball is cresting the hill.Best Regards,Chris SharrockProduct Manager X-ray, Cath-Angio, C-armsBLOCK IMAGING INTERNATIONAL, INC.
  • 27. Step 1: Get Found Attract visitors to your website (prospects to the top of your funnel). Theyre the most important inbound marketing tactics because theyre like a buildings foundation: Here are 4 of the most important 1. Blogging 2. Search Engine Optimization 3. Social Media 4. Content Marketing DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 28. Step 1: Get Found 1:Blogging A blog is the single best way to attract new visitors to your website. Companies that blog get 55% more leads than those who dont. In order to get found by prospective customers, you need to have content that attracts them. Your blog is the home of this magnetic content. DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 29. Step 1: Get Found 1:Blogging A blog is the single best way to attract new visitors to your website. Companies that blog get 55% more leads than those who dont. In order to get found by prospective customers, you need to have content that attracts them. Your blog is the home of this magnetic content. 2: Search Engine Optimization Customers begin their buying process online, usually at a search engine. So you need to make sure youre listed prominently when they search. To get there, you need to carefully, analytically pick keywords, optimize your pages, create content and build links. DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 30. Step 1: Get Found 3: Social Media Business isn’t B2B or B2C it’s P2P. Social let’s us return to the marketplace model that has existed for millennia DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 31. Step 1: Get Found 3: Social Media Business isn’t B2B or B2C it’s P2P. Social let’s us return to the marketplace model that has existed for millennia 4: Content Marketing Content marketing is another Get Found tactic. Like blogging, it means publishing content that will attract people to your website. Unlike blogging, Content Marketing is not restricted to a specific channel — its the general idea of using content to attract people to your site. It can also include videos, whitepapers, webinars, and other content. DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 32. Step 2: Converting Leads Convert tactics help you take the visitors you attracted to your site with blogging, social media, and search engine optimization and convert them into into paying customers. You can generate a lot of activity on your website without convert tactics, but you wont generate any revenue. Here are some of the most important convert tactics: 1. Calls to Action (CTA) DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 33. Step 2: Converting Leads Convert tactics help you take the visitors you attracted to your site with blogging, social media, and search engine optimization and convert them into into paying customers. You can generate a lot of activity on your website without convert tactics, but you wont generate any revenue. Here are some of the most important convert tactics: 1. Calls to Action (CTA) 2. Landing Pages DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 34. Step 2: Converting Leads Convert tactics help you take the visitors you attracted to your site with blogging, social media, and search engine optimization and convert them into into paying customers. You can generate a lot of activity on your website without convert tactics, but you wont generate any revenue. Here are some of the most important convert tactics: 1. Calls to Action (CTA) 2. Landing Pages 3. Email Marketing DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 35. Step 2: Converting Leads Convert tactics help you take the visitors you attracted to your site with blogging, social media, and search engine optimization and convert them into into paying customers. You can generate a lot of activity on your website without convert tactics, but you wont generate any revenue. Here are some of the most important convert tactics: 1. Calls to Action (CTA) 2. Landing Pages 3. Email Marketing 4. Lead Nurturing DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 36. Step 2: Converting Leads Convert tactics help you take the visitors you attracted to your site with blogging, social media, and search engine optimization and convert them into into paying customers. You can generate a lot of activity on your website without convert tactics, but you wont generate any revenue. Here are some of the most important convert tactics: 1. Calls to Action (CTA) 2. Landing Pages 3. Email Marketing 4. Lead Nurturing 5. Marketing Automation DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 37. Step 3: Analyze Tactics Analysis is the critical third category of inbound marketing tactics. Once you start attracting people to your site with blogging, social media and SEO, once you start converting those new website visitors into leads and customers, you need to begin analyzing your sales and marketing funnel and figure out ways to make it more efficient. You need to focus on 1. Key Metrics 2. Methods of Analysis 3. Goal Setting DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 38. Step 3: Key Metrics 1. Website Visitors: top of the funnel metric DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 39. Step 3: Key Metrics 1. Website Visitors: top of the funnel metric 2. Leads: middle of the funnel. They took action DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 40. Step 3: Key Metrics 1. Website Visitors: top of the funnel metric 2. Leads: middle of the funnel. They took action 3. Customers: Bottom of the funnel. Your goal! DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 41. Step 3: Key Metrics 1. Website Visitors: top of the funnel metric 2. Leads: middle of the funnel. They took action 3. Customers: Bottom of the funnel. Your goal! 4. Conversion Rates: % of those moving in the funnel DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 42. Step 3: Key Metrics 1. Website Visitors: top of the funnel metric 2. Leads: middle of the funnel. They took action 3. Customers: Bottom of the funnel. Your goal! 4. Conversion Rates: % of those moving in the funnel 5. Benchmarks: goals DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 43. Step 3: Key Metrics 1. Website Visitors: top of the funnel metric 2. Leads: middle of the funnel. They took action 3. Customers: Bottom of the funnel. Your goal! 4. Conversion Rates: % of those moving in the funnel 5. Benchmarks: goals 6. Content Performance: How each item performed DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 44. Where to Start? 1: Get Found Attract visitors to your website (prospects to the top of your funnel). Theyre the most important inbound marketing tactics because theyre like a buildings foundation: Here are 4 of the most important 1. Blogging 2. Search Engine Optimization 3. Social Media 4. Content Marketing DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 45. Step 3: Methods of Analysis 1. How do your website visitor numbers compare to your peers? 2. Are you getting as many leads are you competitors? 3. Are you happy with your lead volume, but not your sales numbers? DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 46. Quick Review: It’s about Sales Right? DON STANLEY | @3rhinomedia | 3rhinomedia.com
  • 47. Question/Next Steps Don Stanley 3Rhino Media www.3rhinomedia.com don@3rhinomedia.com 608 561 7097 DON STANLEY | @3rhinomedia | 3rhinomedia.com