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The Online Marketing Revolution - How inbound marketing works for B2B companies

The Online Marketing Revolution - How inbound marketing works for B2B companies



See a live presentation of these slides here. http://info.relaunchuoff.com/introduction-to-inbound-marketing

See a live presentation of these slides here. http://info.relaunchuoff.com/introduction-to-inbound-marketing



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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 The Online Marketing Revolution - How inbound marketing works for B2B companies Presentation Transcript

  • 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 • Describe who can benefit most from using it • Share industry statistics regarding inbound performance • List the steps for getting started
  • 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 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
  • 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
  • Who is it not for? • Companies that want to… – Keep investing their money in traditional marketing practices – Stay virtually the same size indefinately
  • 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
  • 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 their head” Think about how and where they would look for help
  • • 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
  • 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
  • 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
  • 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, useful, focused on buyer personas!
  • Decision Making Offers • The bottom of the funnel, evaluation • Examples • Trial period • Demonstration of system • Free consultation • Assessments • Samples
  • 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
  • Component Three • Convert leads through the funnel stages
  • Conversion Paths •Blog •Offers Top •Offers •SM interaction Middle •Consultation •Trial Period Bottom Length of Typical Buying Cycle
  • 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 complete
  • How Many Landing Pages?
  • 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
  • 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
  • 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
  • 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 success
  • 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