What is inbound marketing for cisco & cci

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Presented to CCI Systems and Cisco on February

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What is inbound marketing for cisco & cci

  1. 1. Inbound MarketingFor Real Business Results with CCI Don Stanley 3Rhino Media www.3rhinomedia.com don@3rhinomedia.com 608 561 7097 DON STANLEY | @3rhinomedia | 3rhinomedia.com
  2. 2. Think Magnets not SledgehammersInterruption marketing doesn’t work any more DON STANLEY | @3rhinomedia | 3rhinomedia.com
  3. 3. First Ask the Critical Questions • What is an average sale worth to you? • Can you say your website has generated a single lead and sale? • How many leads and sales might you be missing out on? • In an ideal world, how much does your website and digital marketing do for you? • Are you willing to work and invest to create results? DON STANLEY | @3rhinomedia | 3rhinomedia.com
  4. 4. 3 Simple Steps to the Sales Funnel DON STANLEY | @3rhinomedia | 3rhinomedia.com
  5. 5. 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 as you get proficient with inbound.) • Inbound marketing is a culture. To have success, you must stay at it and be consistent and have buy-in. • It’s amazing, but it’s NOT a magic pill. DON STANLEY | @3rhinomedia | 3rhinomedia.com
  6. 6. Why InBound?62%Companies that focus oninbound tactics have a 62%lower cost-per-lead thancompanies that focus onoutbound tactics. (source:HubSpot ) DON STANLEY | @3rhinomedia | 3rhinomedia.com
  7. 7. 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 acompanies that focus on purchase.(Forrester Research)outbound tactics. (source:HubSpot ) DON STANLEY | @3rhinomedia | 3rhinomedia.com
  8. 8. How doesMarketing Doesn’t Work Ostrich it work? DON STANLEY | @3rhinomedia | 3rhinomedia.com
  9. 9. A quick case study: River Pools and SpasOctober 27, 2007 DON STANLEY | @3rhinomedia | 3rhinomedia.com
  10. 10. Moneyball: #s that Matter 15% Typical closing rate DON STANLEY | @3rhinomedia | 3rhinomedia.com
  11. 11. A quick case study: River Pools DON STANLEY | @3rhinomedia | 3rhinomedia.com
  12. 12. Thinking Moneyball 15%|30 Typical closing Pages read rate DON STANLEY | @3rhinomedia | 3rhinomedia.com
  13. 13. Thinking Moneyball15%|30 = 80%Typical closing Pages read River Pools New rate closing rate DON STANLEY | @3rhinomedia | 3rhinomedia.com
  14. 14. Value of a Single Post? DON STANLEY | @3rhinomedia | 3rhinomedia.com
  15. 15. Value of a Single Post? $1.7M DON STANLEY | @3rhinomedia | 3rhinomedia.com
  16. 16. Value of a Single Post? $1.7MValue of a Two Posts? DON STANLEY | @3rhinomedia | 3rhinomedia.com
  17. 17. Value of a Single Post? $1.7MValue of a Two Posts? $2.3M DON STANLEY | @3rhinomedia | 3rhinomedia.com
  18. 18. 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
  19. 19. DON STANLEY | @3rhinomedia | 3rhinomedia.com
  20. 20. DON STANLEY | @3rhinomedia | 3rhinomedia.com
  21. 21. Pre: 5-10 leads per month Now: 400 leads per month Pre: 4000 organic visits/monthNow: 10000 organic visits/month DON STANLEY | @3rhinomedia | 3rhinomedia.com
  22. 22. 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 buyers guide,educated himself. He already was convinced I was the expertand he wanted to work with me by the time I picked up thephone, 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.
  23. 23. 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 (55% more leads for companies that blog) 2. Search Engine Optimization 3. Social Media 4. Content Marketing DON STANLEY | @3rhinomedia | 3rhinomedia.com
  24. 24. 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
  25. 25. 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
  26. 26. Step 3-1: 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
  27. 27. 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
  28. 28. Where to Start? 1: Get Found Totals for Jan 1, 2013 – Jan 7, 2013 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 MarketingTotals for Jan 1, 2011 – Jan 7, 2013 DON STANLEY | @3rhinomedia | 3rhinomedia.com
  29. 29. 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
  30. 30. Step 3: Methods of AnalysisPerson’s Name 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
  31. 31. First Ask the Critical Questions • What is an average sale worth to you? • Can you say your website has generated a single lead and sale? • How many leads and sales might you be missing out on? • In an ideal world, how much does your website and digital marketing do for you? • Are you willing to work and invest to create results? DON STANLEY | @3rhinomedia | 3rhinomedia.com
  32. 32. Question? Don Stanley 3Rhino Media www.3rhinomedia.com don@3rhinomedia.com 608 561 7097 DON STANLEY | @3rhinomedia | 3rhinomedia.com

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