The Online Marketing Revolution
How Inbound Marketing Works for B2B Companies
Objectives
By the end of this presentation you will be able to…
• Describe the 4 basic elements of inbound marketing
• Des...
Inbound Marketing From 10,000 Feet
Attract Nurture Convert Delight
Tools
Website
Blog
Social Media
Landing
pages
Quality
Content
Offers
Email
Strategies
Search Engine
Optimization
Buying Fu...
Who is it for?
• Companies that want to…
– Generate the leads via the internet
– Sell nationally
– Get measurable results ...
Who is it not for?
• Companies that want to…
– Keep investing their money in traditional marketing practices
– Stay virtua...
Successful Marketing is Long-Term
“The Ultimate Sales Machine” by Chet Holmes
Buying Now
3%
Not
Thinking
About It
31%
Open...
Component One
•Attract the people who are your target market
ATTRACT
Buyer
Personas
SEO
Social
Media
Get found by those seeking
the help you provide
Create personas to get
“inside the...
• 3-5
• Simple phraseWords
• Low
• Medium
• High
Competition
• None to
thousandsMonthly
Searches
Long-Tailed Keywords
Low ...
On-Page Optimization
On-Page
SEO
Keywords
Title
Tags
Keyword
Density
H1 Tags
Description
Keyword
Placement
Optimize pages ...
Off-Page Optimization
Off
Page
SEO
Keyword
Performance
Social
Bookmarking
Back links
from Other
Websites
Index with
Search...
Social Media Traffic
Increased Click-Thrus
Engage
people
Build
connections
Pick the best
SM for your
business
Assess Performance
• Use Google Analytics
Component Two
• Nurture the relationship
Buying Stages and Funnel
Buyer’s Funnel In Action
Blogging
Content
offers
Drip email
marketing
Nurturing
Blogging
• Focused on information (top) level of funnel
• Critical tool for attracting
Content Offers
• Focused on top and middle level of funnel
• Critical tool for demonstrating your value
Must be relevant, ...
Decision Making Offers
• The bottom of the funnel, evaluation
• Examples
• Trial period
• Demonstration of system
• Free c...
Drip Email Marketing
• All levels of the funnel
• Customized messages through list segmentation
• Simplified through autom...
Component Three
• Convert leads through the funnel stages
Conversion Paths
•Blog
•Offers
Top
•Offers
•SM
interaction
Middle •Consultation
•Trial Period
Bottom
Length of Typical Buy...
Calls To Action
• Don’t let
readers figure
out what to
do on their
own
• Make the
best choice
very clear
Landing Pages
• Strengthens
ability to
convert by
removing
distractions
• Offer the
next activity
when the
first is
comple...
How Many Landing Pages?
Sign-up Forms
• Most any contact management form allows you to embed
sign up forms
• Constant Contact, Aweber, Mail Chimp,...
SMART goal of $75,000 additional
revenue in 8 months.
This requires an increase of 4
sales per month averaging $2,500.
The...
Targeted Website
Traffic
•SEO
•Social Media
Support Buying
Process
•Blogging
•Content Offers
•Drip Email Marketing
Convert...
Momentum
5 years
2 year
1 year
1 month
Component Four
• Delight current and past clients
Don’t Forget to Delight
• Post event support virtually
• Maintain relationship and
influence
• Continue enabling client su...
Tips for Getting Started
1. Get my ebook, “The Essentials to Internet
Marketing”
2. Define your most important persona
3. ...
The Online Marketing Revolution - How inbound marketing works for B2B companies
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  • What is it about inbound marketing that is of interest for your business?
  • Do this as a person, or through the internet. Through the internet you can break time and geographic boundaries.
  • Types of personas in relationship to position within organization.
  • Show seo quake tool
  • Show Hubspot grader tool
  • Go to Google Analytics
  • Have the suggest other kinds of downloads.
  • Explain how drip marketing matches up with length of buying cycle.
  • The Online Marketing Revolution - How inbound marketing works for B2B companies

    1. 1. The Online Marketing Revolution How Inbound Marketing Works for B2B Companies
    2. 2. Objectives By the end of this presentation you will be able to… • Describe the 4 basic elements of inbound marketing • Describe who can benefit most from using it • Share industry statistics regarding inbound performance • List the steps for getting started
    3. 3. Inbound Marketing From 10,000 Feet Attract Nurture Convert Delight
    4. 4. Tools Website Blog Social Media Landing pages Quality Content Offers Email Strategies Search Engine Optimization Buying Funnel Conversion Paths Calls to Action Lead Nurturing List Segmentation Smarketing (sales and marketing) Measures Buyer Personas SMART Goals A/B testing Analytics Lead Intelligence Reporting Inbound Marketing From 10 Feet
    5. 5. Who is it for? • Companies that want to… – Generate the leads via the internet – Sell nationally – Get measurable results with internet marketing – Demonstrate thought leadership – Invest now for a profitable future
    6. 6. Who is it not for? • Companies that want to… – Keep investing their money in traditional marketing practices – Stay virtually the same size indefinately
    7. 7. Successful Marketing is Long-Term “The Ultimate Sales Machine” by Chet Holmes Buying Now 3% Not Thinking About It 31% Open to It 6% Don't Think They Are Interested 30% Know They Aren't Interested 30% Your Target Market
    8. 8. Component One •Attract the people who are your target market
    9. 9. ATTRACT Buyer Personas SEO Social Media Get found by those seeking the help you provide Create personas to get “inside their head” Think about how and where they would look for help
    10. 10. • 3-5 • Simple phraseWords • Low • Medium • High Competition • None to thousandsMonthly Searches Long-Tailed Keywords Low Competition Decent Traffic On-Page Optimization Research: Google Adwords Keyword Tool, Hubspot’s Keyword Tools
    11. 11. On-Page Optimization On-Page SEO Keywords Title Tags Keyword Density H1 Tags Description Keyword Placement Optimize pages you want to make sure are found One long-tailed keyword per page Make it reader friendly first, then SEO friendly
    12. 12. Off-Page Optimization Off Page SEO Keyword Performance Social Bookmarking Back links from Other Websites Index with Search Engines Google Plus Page Takes time to build Work with a professional SEO company The more pages the better Own your domain name at least 5 years
    13. 13. Social Media Traffic Increased Click-Thrus Engage people Build connections Pick the best SM for your business
    14. 14. Assess Performance • Use Google Analytics
    15. 15. Component Two • Nurture the relationship
    16. 16. Buying Stages and Funnel
    17. 17. Buyer’s Funnel In Action Blogging Content offers Drip email marketing Nurturing
    18. 18. Blogging • Focused on information (top) level of funnel • Critical tool for attracting
    19. 19. Content Offers • Focused on top and middle level of funnel • Critical tool for demonstrating your value Must be relevant, useful, focused on buyer personas!
    20. 20. Decision Making Offers • The bottom of the funnel, evaluation • Examples • Trial period • Demonstration of system • Free consultation • Assessments • Samples
    21. 21. Drip Email Marketing • All levels of the funnel • Customized messages through list segmentation • Simplified through automation • Supports length of buying cycle Hi Steve, Thanks for downloading The Top Ten Most Effective Actions of a Supervisor. You can access your copy anytime, right here. Keep in mind that this ebook is only part one of an entire series, so stay tuned for more content on supervisory leadership. Have your own thoughts about frontline leadership? Contribute the discusson on Twitter by using the hashtag #frontline. If you decide you want to learn more about training opportunities for supervisory leadership, you can do that from this page as well. Have a happy day and enjoy! Mary James
    22. 22. Component Three • Convert leads through the funnel stages
    23. 23. Conversion Paths •Blog •Offers Top •Offers •SM interaction Middle •Consultation •Trial Period Bottom Length of Typical Buying Cycle
    24. 24. Calls To Action • Don’t let readers figure out what to do on their own • Make the best choice very clear
    25. 25. Landing Pages • Strengthens ability to convert by removing distractions • Offer the next activity when the first is complete
    26. 26. How Many Landing Pages?
    27. 27. Sign-up Forms • Most any contact management form allows you to embed sign up forms • Constant Contact, Aweber, Mail Chimp, etc… • Advance lead intelligence systems incorporate smart forms • Hubspot, LeadFusion, InfusionSoft • Lead intelligence let’s you take action with perfect timing and background information
    28. 28. SMART goal of $75,000 additional revenue in 8 months. This requires an increase of 4 sales per month averaging $2,500. The sales has a historic 40% lead- to-customer rate, meaning they need 9 additional qualified leads a month. The website needs 300 targeted visitors a month and a visitor-to- lead conversion rate of 3%. Example
    29. 29. Targeted Website Traffic •SEO •Social Media Support Buying Process •Blogging •Content Offers •Drip Email Marketing Convert •Conversion Path •Landing Pages •Smart Forms Continual Analysis The Improvements Never Stop
    30. 30. Momentum 5 years 2 year 1 year 1 month
    31. 31. Component Four • Delight current and past clients
    32. 32. Don’t Forget to Delight • Post event support virtually • Maintain relationship and influence • Continue enabling client success
    33. 33. Tips for Getting Started 1. Get my ebook, “The Essentials to Internet Marketing” 2. Define your most important persona 3. Research Keywords 4. Start blogging 5. Create one top, middle, and bottom offer 6. Integrate contact management system 7. Establish email automation 8. Shape and grow your social media
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