Inbound Marketing Blueprint


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Inbound Marketing Blueprint

  1. 1. ABOUT THE AUTHORKeisha salmon has close to 10 years of crafting messages and developingcontent across multiple channels, including press releases, blogging, Twitter,Facebook, whitepapers, infographics, slide decks, landing pages, etc.Keisha is experienced in demand generation, lead nurturing, tracking andmeasurement. She has expertise in development and execution of a visitorconversion plan and search engine optimization.Keisha has always been passionate and excited about working in a dynamic,high growth, start-up environment.• Well versed in inbound marketing program management and developmentwith successful contribution to business growth through valuable contentmarketing initiatives.• Experienced with email campaigns, search/display marketing, social mediastrategies, execution and analyzing the success of programs via googleanalytics.• Strong online network and knowhow to leverage digital media for effectivemessaging• Ability to write effective interesting content quickly and consistently• Additional inbound marketing tactics including HubSpot software• Google analytics & search engine marketing – SEO/pay per click (PPC)
  2. 2. INBOUND EXPERIENCE8.59.589 9.5 10Blogging Landing Page Email SEO Social Media Analytic024681012Inbound Marketing MethodsExperience Level
  3. 3. WHAT IS INBOUND MARKETING?Inbound marketing focuses on driving traffic to websites, convertingthat traffic to leads, and turning those leads into sales. Inbound is along-term process used to establish expertise in your particularfield, improving brand visibility, developing a lasting relationship withcustomers and engaging leads and turning them into customers.
  4. 4. INBOUND MARKETINGPROCESS• Develop your buyer persona.• Build a marketing offer.• Place offer on optimized website via landingpage.• Prepare email lists for nurturing.• Create and curate content based on persona.• Blog and engage appropriate social mediachannels.• Know what to measure.• Analyze and repeat.
  5. 5. BUYER PERSONAThe buyer persona is seen as caricature of yourideal customer. Personas are used to give youdirection in the type of content you should becreating to engage your target audience.Establishing a clear persona gives you insight tothe needs and interest of your audience, whereyou can reach them, and what type of contentthey want to receive.
  6. 6. MARKETING OFFERA marketing offer is tailored content beingoffered on your website to visitors inexchange for their contact info.Considering the type of content to offerdepends on your particular persona andwhat stage they are in the buying process.There should be different types of contentbeing provided on the website to reach allpersonas no matter where they are in thesales funnel.
  7. 7. ADVERTISE OFFERNow that time has been taken to create targeted marketing offer that will appeal to your buyerpersona at specific stages of the your sales funnel, we now have to create the environment whereyour target audience can gain access to this content. This is where your website becomes thecenter of attention.When it comes to inbound marketing, we focus more on landing pages rather than your website asa whole. A landing page is a web page on your site that features a description and an image of theoffer and a form for visitors to fill out to receive the resource, without the distraction ofheaders, footers and your site navigation. Your landing page should clearly describe what you areoffering and why it is valuable. Each marketing offer should have it’s own unique landing page.The next pages will discuss how to drive traffic to your landing pages via email, blogging and socialmedia. However, for direct traffic, having an identifier on your site that leads to a landing page isanother effective way of converting a higher percentage of visitors into leads.These identifiers are known as call to action buttons. The goal of a call to action is to drive traffic toa landing page. Therefore, the more call to actions spread across your web pages, the better.Consider placing call to action buttons on the homepage and the most frequently visited pages.
  8. 8. LEAD NURTURINGLead nurturing, marketing automation or workflows, are known as a series oftimes emails that are sent to a visitor after they have filled out the form on yourlanding page to get your offer.The purpose of a lead nurturing program is further educate your leads aboutyour company and product or service. Lead nurturing prequalifies early stageleads before handing them over to sales.Leads take time to develop and move down the sales funnel at differentspeeds. Therefore the nurturing process should include customized emailsbases on the activity taken by the leads on your site.Email is a valuable tool for educating leads and helping your business stay top-of mind when they are ready to buy.
  9. 9. BLOGGINGBlogging is the most important weapon in your inboundmarketing arsenal. Blogging increases the reach of youroptimized content and supports the lead nurturingefforts.Continuously publishing useful, relevant, interestingand sharable content that is geared towards yourpersona will help your site rank better in search enginesand increase traffic.With the increase in traffic, your landing pages havemore opportunities to convert visitors into leads andpotential customers.
  10. 10. SOCIAL MEDIANow that you have created interesting, optimizedand sharable content via the landing pages andblogs, having social media profiles further helpsto promote these contents to a broader, yettargeted audience.Sharing targeted offers on social media helps toencourage others to share the content with theircommunities, creating a viral effect that drivesmore traffic and leads back to your business.Don’t forget to use #hashtags.
  11. 11. MEASURE & ANALYZERevisiting the entire campaign and analyze how welleach element performs, may be one of the mostimportant parts of an inbound marketing campaign.The metrics from each element tells a different story.Knowing how to interpret the data gives you insightto the success or failure of each element.With that knowledge you can better prepare andimprove upon the next campaign.Landing page analytics to acknowledge:• Views• Submissions• Conversion rate• New leads• New customers
  12. 12. “”ENGAGE YOUR AUDIENCE, THEN LEADTHEM DOWN YOUR SALES PATH- Keisha SalmonInbound Marketing Blueprint