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Inbound lead generation with our digital market services
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Inbound lead generation with our digital market services

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  • The 5 Steps of Inbound Marketing (http://socialmediatoday.com/digitalsherpa/1631581/infographic-5-steps-inbound-marketing)
  • This is called “content marketing” because it is based on using content as a way to attract visitors and increase inbound traffic to your site: <br /> Blog posts, <br /> White papers, <br /> eBooks, <br /> Infographics, <br /> Videos,. <br />
  • With advanced search marketing techniques and keyword optimization designed to target your desired audience, you ensure that your content is found by web users who are actively searching for the information you provide <br /> Sharing your posts on social media and utilizing the relevant hashtags as well as mentioning relevant industry leaders and opinion makers, are also effective tactics to drive traffic to your content <br /> By building up your social presence and expanding your social networks to include the connections of all your employees, you make it possible for everyone in your company to function as an extension of your marketing and sales team without interrupting their workflow and become advocates for your business <br />
  • Through carefully designed landing pages, you allow website visitors to share their contact information with you <br /> You also become better informed about the type of content they are interested in <br /> Calls to action enable you to tell your visitors what you want them to do and to direct them to the landing pages you have created <br /> As you build your list of people who are interested in your content, you can continue to nurture these new relationships through social media and email marketing until the leads you have generated through inbound are ready to buy. <br />
  • Inbound marketing allows you to tailor your offers and landing pages to people at all stages of the buying process <br /> This means that you empower your sales team to spend their valuable sales time on talking to people who are ready to buy i.e. at the bottom of the sales funnel) <br /> For leads who are at an earlier stage in the sales cycle, you can automate communication and continue nurturing these prospective clients until they are ready to make the purchasing decision. <br />
  • The final step in any successful inbound marketing campaign is to monitor and analyze your results in order to make adjustments to your marketing strategy <br /> Knowing whether the sales funnel you have established allows people to flow from the top to bottom, quickly, efficiently and without complications is one of the most important aspects of a successful inbound marketing campaign <br /> This is why proper monitoring and analysis will help you identify the areas where you might need to adjust your offers and content <br />

Inbound lead generation with our digital market services Inbound lead generation with our digital market services Presentation Transcript

  • Why go digital? Marketing Services Overview
  • whether you see it or not, marketing has already been disrupte
  • The Changing Marketing Landscape THEN… NOW…
  • The OLD Rules of Marketing & PR • The old model followed a linear path from first “contact” with the brand, to the purchase decision; • Marketing was based on campaigns with limited life; • Only way to get column inches and air time was through legacy media; • Companies had to have significant news before they could write a press release; • Advertising and PR were separate disciplines run by different people;
  • The NEW Rules of Marketing & PR • Customers are now smarter, and the path is more complicated (no longer linear) • You are what you publish; • People want authenticity, not spin; • People want participation, not propaganda; • PR is not about your boss seeing your company on TV, but about your buyers seeing your company on the Web;
  • The Millennial Marketing Cycle Earned media (everybody else) Social Networks Authority sites & Influencers Search Engines News outlets Own media (your platform) Content Product or Service Blog Social FEEDBACK & DATA CONTENT CREATION PAID MEDIA #Videos #Blog posts #Ebooks #Webinars #Infographics #Audio #PPC #Offline #Social #Display #Affiliate partners SOCIAL SHARING TRAFFIC TRAFFIC CONSUMERS
  • people’s behaviors have changed… They are tuning out traditional marketing tactics. Source: 2013 State of Inboun Marketing Report (European Edition)
  • Lead sources & cost implications Source: 2013 State of Inboun Marketing Report (European Edition) • SEO, blogs deliver lower average cost per lead • Inbound marketing tops European marketers’ lead sources
  • people’s behaviors have changed… Source: 2013 State of Inboun Marketing Report (European Edition) • Facebook & LinkedIn are the top social channels for acquiring customers in Europe • SEO produces solid annual lead conversions in Europe
  • Awareness (TOP) Prospect knows there’s a problem that needs to be solved Consideration (MIDDLE) Prospect recognizes a need for a solution like yours Purchase (BOTTOM) Prospect seeks solution to their need; ready to buy VAGUE NOTION OF ‘POSSIBLE’ SOLUTION INTERESTED IN A SOLUTION RESEARCHING VENDORS EVALUATING PRODUCTS NARROWING FIELD REFERENCE CHECK NEGOTIATING PURCHASE SUBSCRIBE | OPEN | VIEW | SHARE FOLLOW | DOWNLOAD | PARTICIPATE | INQUIRE ENGAGE PIPELINE STAGE BUYER’SOBJECTIVE KEY OUTCOMES DEMOS eNEWSLETTER Q&A WEBINARS ARTICLES STEP-BY-STEP EBOOKS DEMO VIDEOS FAQ SHEETS DATA SHEETS ANALYST REPORTS ROI CALCULATORS FEATURE GUIDES Q&A EBOOKS TREND REPORTS STEP-BY-STEP WEBINARS         CASE STUDIES CUSTOMER TESTIMONIALS PRICE GUIDES CHECKLISTS Mastering Visitor Flow & Conversions
  • definition Inbound marketing is an integrated, data- driven approach to digital lead generation that attracts individuals to your brand and converts them into lasting customers who willingly promote your business.
  • methodolo gy Strangers • Blog • Search • Social Media Visitors • Forms • Calls-to-Action • Landing Pages Leads • Email • Signals • Workflows Customers • Events • Social Inbox • Smart Content Promoters • Open Source • Learning • Support attract conver t close delight Leads come to you, and you have the power to turn strangers into customers and promoters of your business.
  • Source: SocialmediaToday The 5 key steps for inbound success 1. Attract your potential customers by creating unique and informative content specifically tailored for their persona on various online platforms 2. Make it easy for potential customers to find you by being active on major social networks and optimize your website for industry related key words 3. Capitalize on every interaction a visitor has with your website by making sure that all of your content includes a landing page or a call to action 4. Tailor your content, landing pages and call to actions to your audience in order to receive more leads from qualified customers 5. Pay constant attention to which tactics are working, which ones are not, and adjust your future efforts accordingly in order to ensure best results
  • STEP 1: Create a compelling online presence • In order for visitors to find you, you must first create an appealing and multifunctional website • Your website needs to be populated with valuable content which will attract potential customers by providing them with useful information. • Blog posts, • White papers & eBooks, • Infographics, • Videos
  • STEP 2: Get found by the people who need you • Make sure that your content is found by web users who are actively searching for the information you provide, by using advanced search marketing techniques and keyword optimization • Share your posts on social media and use relevant hashtags and mentions • Build up your social presence and turn employees, partners and clients into advocates for your business • SEO is improving the structure, content, and authority of a website, to increase the number and quality of visits via organic means. 19.9% 37.4% 48.5% 52.4% 56.7% 68.9% 0.0% 10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0% Online Media Buys PR Email/In-Store Marketing Return on investment (ROI) from Leads Generated Clicks by clicks…
  • STEP 3: Turn visitors into leads and nurture them • Create carefully designed landing pages, that allow website visitors to share their contact information with you • Calls to action enable you to tell your visitors what you want them to do and to direct them to the landing pages you have created • Continue to nurture these new relationships through social media and email marketing until the leads you have generated through inbound are ready to buy.
  • STEP 4: Convert the qualified leads to customers • Inbound marketing allows you to tailor your offers and landing pages to people at all stages of the buying process • Empower your sales team to spend their valuable sales time focusing on the bottom of the sales funnel i.e. to people who are ready to buy • For leads who are at an earlier stage in the sales cycle, you can automate communication
  • STEP 5: Analyze and adjust your marketing style • Monitor and analyze your results in order to make adjustments to your marketing strategy • Allowing people to flow through your sales funnel, quickly, efficiently and without complications is a cornerstone of inbound marketing success • Proper monitoring and analysis will help you identify the areas where you might need to adjust your offers and content
  • the inbound cycle Growth Create blog content, search engine optimize (SEO) your content and promote it on social media sites Place calls-to-action throughout your website to drive visitors to landing pages with forms. Visitors will fill out the forms to get whatever you’re offering and become leads Send your leads automated emails to drive them along your buying cycle. Provide your sales team with lead intelligence so they can make more effective sales calls. Analyze the success of your marketing campaigns, and determine which areas need further optimizations for future success.
  • And context… • There are so many channels, and there is a different tool for each channel. • Trying to manage a campaign across all these different platforms can take up a lot of time and resources – how to make inbound work successfully? and that lowers effectiveness. This is where we come
  • Integrated Service Bundles • Marketing Analysis and Strategic Action Plan to improve marketing ROI. • Social Media Analysis and Strategic Action Plan to increase reach and leads. • Website analysis and Strategic Action Plan to increase traffic and leads. • Blogging - strategy, training or implementation to increase traffic and leads. • Content creation: web, ebooks, press releases to increase leads and customers. • Offer campaigns & lead conversion landing pages to increase leads. • Email marketing to improve sales conversion rates. • Social Media Marketing (set up, design, optimisation, building reach, engagement and promotion) - free up your time. • Paid Search help increase traffic and leads. • Marketing automation and workflows to customise your visitors' experience to their specific need to increase sales conversion rates.
  • Consulting Services Deliverables • 2 Marketing/Brainstorming/Coaching Calls per month (1 hour each) Details • Every call has an agenda that is sent out before the call: • Action items from previous call • Recommendations and next steps for the next call • Every call ends with a written re-cap of what the next steps are and will include links to topical resources as necessary. • Ex. We discussed writing your first blog article. The next step would be to get your thoughts on paper and find an image. Resources might include a link to an example blog article or a "best practices" blog article to help you get going. Price • EUR 500 per month • Billed up front monthly • No long-term contract required • *If you're trying to move more quickly, we also offer a weekly coaching package for EUR1,000/month. This package is best for marketers or teams, not CEOs or owners.