Branding in the inbound age

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  • About Me:Been working at HS for 1.5 years, as an IMC. Onboarded 150+ customers to HubSpot and Inbound Marketing.I’m not here to sell anyone HubSpot, but I am here to preach the inbound message.
  • What is outbound.
  • When I lived in NYC after college, worked in financial district
  • If I’m going to buy a men’s suit…
  • Making marketing decisions without reliable metrics is like playing pin the tail on the donkey.
  • When was the last major purchasing decision someone made without using the internet?
  • Conference Executive Board: Marketing Leadership Council Research, Sales Leadership Council Research
  • Buyer’s Journey Graphic #1 - PPT No Background – editable grouped in PPT

Transcript

  • 1. Branding in the Inbound Age Marc Gabriel Amigone Inbound Marketing Consultant @MarcAmigone inboundbuddha.com
  • 2. Objectives for today’s session: Learn what Inbound Marketing Is Why it’s critical to the growth of your business How it works What you can do implement an inbound strategy
  • 3. 1 What is Inbound Marketing?
  • 4. WHAT IS INBOUND MARKETING?
  • 5. GETTING THE RIGHT MESSAGE, TO THE RIGHT PERSON, AT THE RIGHT TIME
  • 6. 2 Why Inbound Marketing?
  • 7. MEASURABILIT Y
  • 8. Inbound Methodology
  • 9. Inbound Methodology
  • 10. Website Visits 0 200 400 600 800 1000 1200 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Website Visits by Source Offline Sources Other Campaigns Social Media Referrals Paid Search Organic Search Email Marketing Direct Traffic
  • 11. Inbound Methodology
  • 12. Leads Generated by Marketing 0 100 200 300 400 500 600 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Leads Generated by Source Offline Sources Other Campaigns Social Media Referrals Paid Search Organic Search Email Marketing Direct Traffic
  • 13. Inbound Methodology
  • 14. New Customers by Source 0 10 20 30 40 50 60 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Marketing-Generated Customers by Source Offline Sources Other Campaigns Social Media Referrals Paid Search Organic Search Email Marketing Direct Traffic
  • 15. EFFECTIVENE SS
  • 16. DON’T GET TUNED OUT
  • 17. CONSUMERS HAVE ALL THE POWER
  • 18. 57% of a prospect’s buying decision is complete before that prospect’s first contact with a supplier
  • 19. HELP BUYER’S MAKE A MORE INFORMED DECISION AS AN EXTENSION OF YOUR BRAND
  • 20. 3How can you build your brand using inbound marketing?
  • 21. Be helpful every step along the way
  • 22. Inbound Methodology
  • 23. Build a Keyword Map Start Blogging Around Those Keywords Publish that Content on Social Media Networks Seek to Answer People’s Questions Every Step of the Way Be Helpful Be Remarkable Attract Stage Marketing Tactics
  • 24. Inbound Methodology
  • 25. Install Calls-to-Action Throughout Your Website Have those Calls-to-Action Direct People to Landing Pages Where They Can Fill Out Forms in Exchange for Helpful Marketing Content Use that Marketing Content to Help Facilitate the Sales Process Convert Stage Marketing Tactics
  • 26. Inbound Methodology
  • 27. Share the Information You’ve Collected so Far with Your Sales Team (or yourself) Segment Your Contacts Database Send Targeted Emails to Each Segment to Help Them Move to the Next Stage of the Buyer’s Journey Comes back to “Getting the Right Message, to the Right People, at the Right Time” Close Stage Marketing Tactics
  • 28. Look at the buyer’s journey
  • 29. Break it up in stages
  • 30. Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision. Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches/methods to solving their defined problem or opportunity. Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame and give a name to their problem. The Buyers Journey
  • 31. The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase. The Buyers Journey
  • 32. The Buyers Journey Prospect has now researching and understanding all of the available approaches/methods to solving their defined problem or opportunity. Prospect is doing educational research to more clearly understand, frame and give a name to their problem. Free Whitepaper Free Guides & Tip- Sheets Free eBooks Free Checklists Free Videos Free Kits (combo of above) Free Webinars Case Studies Free Sample Product Spec Sheets Catalogs Free Trials Demos Free Consultations Estimates or Quotes Coupons Prospect is compiling a list of all available vendors and products in their given solution strategy. Is researching to ultimately make a final purchase decision.
  • 33. Where is Your Prospect in this Process?
  • 34. 4 What Can You Do Today to Implement an Inbound Marketing Strategy?
  • 35. DEVELOP BUYER PERSONAS
  • 36. What is a Buyer Persona? Semi- fictional representations of your ideal customer based on real data and select, educated speculation about customer demographics, behavior patterns, motivations, and goals.
  • 37. Marketing Mary • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices
  • 38. How to Develop Your Buyer Personas Research your current customers Talk to Your Salespeople Talk to Anyone Facing Customers within Your Company Interview Your Customers
  • 39. Job and demographic information 5 Chapters to building buyer personas 1 2 3 4 What does a day in their life look like What are their challenges or pain points Where do they go for information 5 Common objections to products or services
  • 40. Click to add description here Click to add description here Click to add description here Click to add description here Click to add description here Click to add description here Click to add description here Click to add description here
  • 41. ESTABLISH YOUR STARTING POINT
  • 42. Where Do You Need to Start?
  • 43. 1 How much traffic does your website attract in a given month? 2 How much of that traffic are you converting to leads, or how many inbound leads or inquiries does your website collect in a given month? 3 How many of those leads do you close? Questions to ask
  • 44. Inbound Methodology
  • 45. Establish which keywords are important your buyer personas Optimize your website for those keywords Start blogging Engage with your buyer personas on social media Attract Stage Next Steps
  • 46. Inbound Methodology
  • 47. Provide a tangible next step Offer some downloadable content or a consultation Anticipate a question and answer it with content Give them a Call-to-Action (even if it’s just an opportunity to have a more in-depth conversation) Convert Stage Next Steps
  • 48. Inbound Methodology
  • 49. Devise a system for closing inbound leads Answer questions Provide more insight Be helpful first, closing second Facilitate that next step Close Stage Next Steps
  • 50. 5 In Conclusion
  • 51. Forget B2B, B2C
  • 52. Embrace B2H
  • 53. Meet your prospects where they are
  • 54. QUESTIONS?
  • 55. THANK YOU.