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Tiffany Sauder - Inbound Marketing Lessons for Growth
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Tiffany Sauder - Inbound Marketing Lessons for Growth

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Go Inbound Marketing 2013 - Learn from real-world case studies how to better implement an inbound marketing strategy in your company.

Go Inbound Marketing 2013 - Learn from real-world case studies how to better implement an inbound marketing strategy in your company.

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    Tiffany Sauder - Inbound Marketing Lessons for Growth Tiffany Sauder - Inbound Marketing Lessons for Growth Presentation Transcript

    • L @TiffanySauderINBOUND MARKETING LESSONSFOR BUSINESS GROWTHTiffany Sauder, President of Element ThreeL @TiffanySauder
    • L @TiffanySauderInbound Marketing
    • L @TiffanySauder
    • L @TiffanySauderFORSALESOLD
    • L @TiffanySauder
    • L @TiffanySauder30
    • L @TiffanySauder
    • L @TiffanySauder
    • L @TiffanySauderA Business Story About Inbound MarketingBUSINESS FIRST
    • L @TiffanySauder1. Implement a better inbound marketing strategy.2. Make inbound marketing a culture.3. Get results faster.Learn how to...
    • L @TiffanySauderthe ELEMENT THREE storyLet’s start with where we started.
    • L @TiffanySauderThe Recession(circa 2008...)
    • L @TiffanySauderAnd, started askingthe right questions.(Can we calculate ROI?)
    • L @TiffanySauderWhat I learned about ROI...1. Everyone talked about it, but few would invest in it.2. Internal processes prevented anyone from knowing which client had closed and where they originated.
    • L @TiffanySauderChanging the game.xx x x x xxo ooo oo oo ooo
    • L @TiffanySauderthe TURNING POINT
    • L @TiffanySauderHow much should I invest?
    • L @TiffanySauderHow much should I invest?Is it evolutionary or revolutionary?
    • L @TiffanySauderHow much should I invest?Is it evolutionary or revolutionary?Will there actually be a ROI?
    • L @TiffanySauderHow much should I invest?Is it evolutionary or revolutionary?Will there actually be a ROI?How long will it take to seeresults?
    • L @TiffanySauderHow much should I invest?Is it evolutionary or revolutionary?Will there actually be a ROI?How long will it take to seeresults?Does this work?
    • L @TiffanySauderHow much should I invest?Is it evolutionary or revolutionary?Will there actually be a ROI?How long will it take to seeresults?Does this work?Do I have anythingrelevant to say?
    • L @TiffanySauderHow much should I invest?Is it evolutionary or revolutionary?Will there actually be a ROI?How long will it take to seeresults?Does this work?Do I seriously have toblog that much?Do I have anythingrelevant to say?
    • L @TiffanySauderHow much should I invest?Is it evolutionary or revolutionary?Will there actually be a ROI?How long will it take to seeresults?Does this work?Do I seriously have toblog that much?Will the teamfollow me?Do I have anythingrelevant to say?
    • L @TiffanySauderHow much should I invest?Is it evolutionary or revolutionary?Will there actually be a ROI?How long will it take to seeresults?Does this work?Do I seriously have toblog that much?Will the teamfollow me?Do I have anythingrelevant to say?HOLY CRAP!
    • L @TiffanySauderHow much should I invest?Is it evolutionary or revolutionary?Will there actually be a ROI?How long will it take to seeresults?Does this work?Do I seriously have toblog that much?Will the teamfollow me?Do I have anythingrelevant to say?(We’ve never done this before!)HOLY CRAP!
    • L @TiffanySauder1. Inbound Marketing is a culture, not a strategy.2. You better know who you are.3. Treat your website like your best paid sales person.4. Feed the content beast.5. Get comfortable with change and patience.5 Lessons
    • L @TiffanySauderLESSON 01:Inbound marketing isa culture not a strategy.
    • L @TiffanySauderINBOUNDMARKETING
    • L @TiffanySauder“People want to have their voices heard. Whenyou give them that and respect what they haveto say, they are more engaged, and that makesthem more productive.— Traci Fenton, Founder of Worldblu
    • L @TiffanySauder“I’d rather be first than perfect.— Howard Schultz, CEO of Starbucks
    • L @TiffanySauder“Be something specific, instead of nothingin particular.
    • L @TiffanySauderSigns You Don’t (Yet) Have anEffective Inbound Culture:5TAKEAWAY:
    • L @TiffanySauder01: Approvals take 10 years becauseso many people have to sign-off.
    • L @TiffanySauder02: You think what you do is proprietary.(and you’re not Bush’s Baked Beans orCoca-Cola)
    • L @TiffanySauder03: No one’s willing to helpwith content.
    • L @TiffanySauder04: Your company still blocksFacebook, Twitter, and othersocial media sites.
    • L @TiffanySauder05: Everyone sees it as themarketing department’s job.
    • L @TiffanySauderLESSON 02:You better know who you are.
    • L @TiffanySauderVS
    • L @TiffanySauder1. Know your personality.2. Know what you’re great at and how ithelps others.Rules To Live By:
    • L @TiffanySauderWHAT THEY THOUGHT THEY OFFEREDAccounting & financial supportPosh retirement livingLuxury RVsInspection services for manufacturersCNC machines + engineeringWHAT THEY ACTUALLY OFFEREDA crystal ball to CEOs of growing businessesExcitement for the futureAccess to an elite lifestylePeace of mind that someone’s got your backCertainty that your capital budget will get results
    • L @TiffanySauderTAKEAWAYS:1. Brand is a reflection of your business strategy, not simplyyour company’s marketing strategy.2. It’s not about what you DO; it’s about what CUSTOMERS GET.3. Don’t forget that you’re selling to people - not robots.
    • L @TiffanySauderLESSON 03:Treat your website like yourbest paid sales person.
    • L @TiffanySauder
    • L @TiffanySauderCHANGEOF CLOTHES
    • L @TiffanySauderWHY?
    • L @TiffanySauderof the sale is overbefore a sales persongets involved.70%“— 2012 Study by SiriusDecisions
    • L @TiffanySauderof B2B buyers use searchto begin the buyingprocess.“— 2012 Study by SiriusDecisions93%
    • L @TiffanySauderof B2B buyers say whenthey’re ready to buy,they’ll find you.“— 2012 Study by SiriusDecisions90%
    • L @TiffanySauderEXCUSES
    • L @TiffanySauderJune  2011,  Launch  New  Website  $40,000  August  2012,  Launch  New  Inbound-­‐y  Website  $60,000  
    • L @TiffanySauderTAKEAWAYS:SAMENeed to look coolNever satisfiedExpect them to generate qualified leadsHave to work to be #1Represent the brandNeither will work for $25,000/ yearDIFFERENTJeremy has to sleep - and my website works for me 24/7My website can’t close a deal
    • L @TiffanySauderLESSON 04:Feed the content beast.
    • L @TiffanySauder
    • L @TiffanySauderTIPS & TRICKS:• Give people a day(s) of the month they need to post.• Have a central blog administrator that reviews every blog and optimizes it.• Have a 1 month back-log.• Use an editorial calendar and write around a central topic.• Only have those who want to participate blog.• Don’t post more than 1 blog per day.• Don’t forget about human interest blogs.• Share the impact and results!
    • L @TiffanySauderELEMENT THREEQ1 2013 BLOG REVIEW:• Wrote 46 blog posts.• Web traffic is up 498% over prior year.• Web traffic reached new all-time high.• Generated 87 leads.• Resulted in 2 new customers.
    • L @TiffanySauderJune  2011,  Launch  New  Website  $40,000  August  2012,  Launch  New  Inbound-­‐y  Website  $60,000  January  2013,  Begin  publishing  16  blogs  per  month  
    • L @TiffanySauderLESSON 05:Get comfortable with changeand patience.
    • L @TiffanySauderEXCITEMENTRESULTS6 months?12 months?18 months?
    • L @TiffanySauderImpact of Monthly Blog Articleson Inbound Leads12001000800600400200NONE 1 - 2 3 - 5 6 - 8 9 - 15 OVER 15MONTHLY BLOG POSTSNEWINDEXLEADSSource: Hubspot Benchmark Study
    • L @TiffanySauderImpact of Number of Landing Pageson Lead Generation6005004003002001001 - 5 6 - 10 11 - 15 16 - 20 21 - 40 OVER 40LANDING PAGESNEWINDEXLEADSSource: Hubspot Benchmark Study
    • L @TiffanySauderImpact of Website Contenton Inbound Leads1,6001,4001,2001,0008006004002001 - 50 51 - 100 101 - 200 201 - 300 301 - 500 501 - 1000 OVER 1000 WEBSITE PAGESNEWINDEXLEADSSource: Hubspot Benchmark Study
    • L @TiffanySauderTAKEAWAY:• Every 6 months, it seems to take a little bit more content to make thesame impact.• Don’t get fixated on perfection.• Takes longer than you think it’s going to for results to begin to appear.• Develop approval processes for your content - consider legal, internalstakeholders and brand managers.• Embrace that this is a risk - just like 1,000 other things in your business.
    • L @TiffanySauderliving INBOUND MARKETING
    • L @TiffanySauderElement Three is a business story.We live inbound marketing every day,and it’s paid off.
    • L @TiffanySauder201120102009200820072006 2012Inbound MarketingAdoption
    • L @TiffanySauderTHANK YOU.Join the conversation @ElementThreewww.ElementThree.com L @TiffanySauder