Building an inbound marketing architecture

Building an inbound marketing architectureLearn how to synchronize search, social and content forlead generation and customer conversion Sponsored by:July 26, 2012

Introductions Kaci Bower Senior Research Analyst MECLABS / MarketingSherpa @kacibower #sherpawebinar

Join the conversation on Twitter #sherpawebinar

A research-based webinar

MarketingSherpa Benchmark Research Library• The collective wisdom of more than 48,000 marketers• Nearly 5,000 pages of analytical commentary and marketer insights• More than 6,000 charts and data tables to validate what’s working – and what’s not – in marketing today #sherpawebinar

Agenda• What is inbound marketing, and why does it matter so much today?• How does an inbound marketing architecture drive traffic to a point of convergence and conversion?• How do you launch an inbound marketing architecture with a plan and purpose? #sherpawebinar

What is InboundMarketing? #sherpawebinar

In its simplest terms…Inbound marketing isabout a lead findingyou, not you finding a lead. #sherpawebinar

The Internet has changed buyers’ behaviors and expectations.#sherpawebinar

Buying Process 1.0 Buying Process 2.0How customers used to shop How customers shop todaySales enters buying process Sales enters buying process laterearly on onSales answers questions Customers find answers to most questions before engaging SalesDifficult for customers to Endless research options via searchresearch choices and social mediaMarketing has minor role, Marketing plays pivotal role acrossrestricted to early awareness stages with content delivery viaand consideration phases search and social channels #sherpawebinar

“To be successful and grow your business and revenues, youmust match the way you market your products with the wayyour prospects learn about and shop for your products.” Brian Halligan, Co-author of Inbound Marketing, CEO, HubSpot #sherpawebinar

Inbound marketing uses organic search, social media, and content marketing to draw prospects in to a point of conversion. #sherpawebinar

Poll Question-Which of these is your most significant lead source?• Blogs/Content/Whitepapers• Email• Organic search (SEO)• Paid search (PPC)• Social Media #sherpawebinar

Inbound tops the list of B2C and B2Blead sources rising in importance 96% Which sources of leads 92% 87% have become more 81% 79% 80% important to you over 67% 70% the last 12 months? 59% 47% B2B 35% B2C 25% 25% 17% 13% 13% Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar

Inbound also converts leads into customers 29% Organic search 30% Email marketing 28% Which of the following campaigns 22% sources generate traffic with the highest 10% Paid search 14% conversion rates on your site? 4% Social media sites 7% B2B 5% Other referring sites B2C 8% Social media ad 1% placements 3% Source: ©2012 MarketingSherpa Lead Generation Benchmark Survey Methodology: Fielded January 2012, N=1,915 #sherpawebinar

Inbound leads cost 66% less than outbound leadsOutbound: Inbound:Average cost/lead: $146 Average cost/lead: $50 Source: ©2011 MarketingSherpa Search Marketing Benchmark Survey Methodology: Fielded April 2011, N=1,530 #sherpawebinar

76% of marketers agree that More marketersleveraging Inbound value the integration Marketing is of these inbound essential… marketing tactics – than actually do it …but only 47% are doing this Source: ©2011 MarketingSherpa Social Marketing Benchmark Survey Methodology: Fielded February 2011, N=3,342 #sherpawebinar

We know Inbound works… So how can you do it well?#sherpawebinar

• SEO, social and content are each proven performers when separately implemented. • But, when strategicallySynchronize these synchronized into a methodical strategy, the result tactics into a is significantly reduced systematic costs, increased sales, and architecture improved ROI. • Synchronizing these tactics requires an architecture to systematically channel traffic to points of customer conversion. #sherpawebinar

Without an architecture, leads are lost before reaching a conversion point #sherpawebinar

With a hub-and-spoke architecture, leads converge oncustomer conversion points• The Inbound Marketing architecture has three levels: 1. Foundation – organic search (SEO) 2. Spoke sites – social media 3. Hub sites – website and blog• Objective is to systematically drive traffic from search and social media to specific conversion points #sherpawebinar

Case study

Case Study: Background ID: Firefish Software, a recruiting software company Location: MarketingSherpa Case Study Library Number: #CS32198Research Notes: Problem: Capture the attention of their market despite a lower marketing budget than their competition Approach: • Put entire marketing budget into a comprehensive inbound marketing strategy • Coordinate different inbound channels • Avoid costs of attending tradeshows through virtual social media interaction #sherpawebinar

Step 1: Focus on multiple inbound channelsAim:• Create quality content that Firefish clients would find valuable Methods: "If we do a webinar with a client, I will then take my prep notes for • Tackled several inbound channels at that (webinar) and turn that into a once blog post. We have to be really • Focused on fact that web traffic smart about our resources right only came from social media, other now because we don’t have a really sites and organic search huge team.“ • Worked to get “the maximum - Ailsa Partridge, Online Marketing Executive, Firefish mileage” out of any content they created #sherpawebinar

Step 2: Develop thought leadershipAim:• Guest blog and post content to other relevant online communities Methods: • Offered blog exchanges • Got involved in conversations in external communities, like LinkedIn • Continually weigh pros and cons of doing this, e.g. time invested vs. results #sherpawebinar

Step 3: Interact with tradeshows virtuallyAim:• Interact with tradeshow participants without actually attending and paying for these events Methods: • Took advantage of conferences that are also online • Uncovered the main points of each speaker and wrote blog posts by lunch or break at the event • Created whitepaper summarizing a conference and posted next day to generate more discussion • Promoted these posts through Twitter to drive engagement with event attendees, a captive and interested audience #sherpawebinar

Results 94% customer retention Key performance metrics YoY Change Leads generated + 190% Website traffic + 335% 1.5:1 demo-to-customer conversion rate "The Internet is democratizing the marketplace for many industries. It’s no longer about who ! has the biggest budget to spend on expensive advertising campaigns. Instead, potential clients are making decisions based on the quality and authenticity of information they are finding online.” – Ailsa Partridge, Online Marketing Executive, Firefish #sherpawebinar

Level 1 – Organic search (SEO)Attract timely and relevant search traffic

Level 1 – Organic search (SEO) Everything begins with a search• Goal of SEO is to help search engines, in response to a search query, find and rank your Web content higher than competing sites• Timely and relevant content influences search results and pulls leads in to conversion points #sherpawebinar

KEY POINT:Ranking high in search engineresults today is necessary, notoptional. #sherpawebinar

Search users click on organic searchresults 70% of the time Other Which search result 5% link did you click on first? Paid search 25% Organic search 70% #sherpawebinar

36% 59% of all organic clicks go to the top 3 organicClickthrough Rate search results 13% 10% 8% 6% 4% 4% 4% 3% 2% 1 2 3 4 5 6 7 8 9 10 Search Rank PositionSource: Clickthrough rates of Google US SERPS based on Optify data #sherpawebinar

Keyword research OptimizedConversions content and How does pages organic search drive traffic and Links conversions? and Traffic Social signals Better search results #sherpawebinar

Where does content fit in?

Content sits at theSearch intersection of search and Social social.1. Understand what your prospects and customers need to know2. Produce optimize content based on relevant keywords3. Deliver and socialize optimized content through social networks #sherpawebinar

KEY POINT:Focus on aligning content withyour goals, audience andopportunities – and let that drivethe design and topic. #sherpawebinar

Target content to stages in customer engagement cycleCustomer Engagement Cycle Stage Content Goal • Raise general awareness of your brandAwareness • Increase website trafficConsideration • Encourage consideration of and activeInquiry interest in your products and services • Get prospects to choose you overPurchase competitorsRetention • Retain customers Setting even basic, high-level goals will provide a compass to keep you on track when youre planning and publishing content. #sherpawebinar

Example: Think like your ideal customerCustomer Engagement Cycle Stage Questions AskedAwareness How can I find the best deals on footwear?Consideration What do I need to consider when purchasing women’s running shoes?Inquiry What types of running shoes does this company offer?Purchase Why is it better to purchase from this company over another?Retention What would make me purchase from this company again? #sherpawebinar

Inventory existing content for repurposingExisting content Repurpose existing content asNews releases  Rewrite in conversational tone and post on blogVideo of CEO annual meeting  Post video on YouTubespeech  Convert audio to MP3 for downloadable podcast  Transcribe speech and post on blogCustomer case studies  Create PowerPoint and post on SlideShare  Record PowerPoint with voiceover as video and post on YouTube  Post video (YouTube embed code) on blogPowerPoint presentations  Record with voiceover as video and post on YouTube  Convert audio to MP3 for downloadable podcast  Rewrite in conversational tone and post on blogSelf-published articles  Rewrite in conversational tone and post as a blog series  Record audio to MP3 for downloadable podcastOutdated blog posts  Rewrite with updated titles, references, etc. and post on blog #sherpawebinar

Level 2 – Social networksBuild and engage social networks

Level 2: Spoke sites – social networksFor community building and engagement Social networks: Bring together like-minded people Provide a platform to share and influence opinions Give companies a great way to listen and monitor Offer people and companies a place to congregate and converse • Posts link to blog and website content – and conversion points #sherpawebinar

51% 56% ImprovingIncreasing brand website awareness traffic or reputation Top social marketing priorities for CMOs address traffic and awareness, but also 50% 45% leads and customers. Achieving or Converting increasing social media measurable followers into lead paying generation customers Source: ©2011 MarketingSherpa Social Marketing Benchmark Survey Methodology: Fielded Feb ruary 2011, N=3,342 #sherpawebinar

B2B marketers are not only on LinkedIn and Twitter 74% Facebook 93% 76% Twitter 74% • To be effective, it is YouTube or other video sharing 59% important to develop a 62% plan and a purpose for 58% Blog 57% each site LinkedIn 75% • Example: 39% 15% Facebook – consumer Flickr or other photo sharing Businesses-B2B 18% Consumers-B2C engagement and educationDelicious or other social bookmarking 11% LinkedIn group – channel 12% partner ID and Slideshare or other presentation 19% development, thought sharing 6% leadership Scribd or other document sharing 5% Twitter – customer service 3% desk Source: ©2011 MarketingSherpa Social Marketing Benchmark Survey Methodology: Fielded February 2011, N=3,342 #sherpawebinar

KEY POINTS:• More than half of active Twitter users follow companies, brands or products on social networks.• 79% of US Twitter followers are more likely to recommend brands they follow.• 67% of US Twitter users are more likely to buy brands they follow.Source: Edison Research, 2010 #sherpawebinar

Tactical plan for increasing reach on social networks What we are currently doing What we plan to do Interact with your target audience wherever they are Use your existing web presence to promote your social networks Content is king on social media too – so treat it like royalty. Entice your target audience with compelling offers. Make social sharing a mandatory part of email campaigns. Mobilize and localize your social networks. Test and optimize your social networks for continuous improvement. #sherpawebinar

Regularly follow discussion 46% forums linked to their industry LinkedIn 35% Regularly follow blogs 31% B2B decision-makers use linked to their industry a number of online “social” resources to Podcasts 24% gather purchase information. Facebook 13%Source: TriComB2B adn the University of Dayton School of Business Administration, "The Considered PurchaseDecision: What Matters, What Doesnt And What It Means For B2B Marketing and Sales," Sep 14, 2011 #sherpawebinar

Position yourself as a thought leader in your field • Utilize Q&A forums, like LinkedIn or Quora, to develop Where? thought leadership. • Go where people are looking for help and resources in Who? your industry, and offer your guidance and expertise. • Set aside time every week to sift through questions When? related to your industry. • Thoughtfully and thoroughly answer and address as How? many questions and concerns as you can. • Avoid sales pitches and just provide information while What? making sure your company and product affiliation is front and center. #sherpawebinar

Level 2: Spoke sites – multimedia sitesFor content aggregation and sharing • Multimedia – videos, images, presentations – is a driver of social media popularity and adoption • Multimedia content produces highly favorable search rankings Search engine crawlers find multimedia content linked to social networks, blogs and websites #sherpawebinar

“Video is just onepart of a marketingplan. It fits certainmessages and peoplebetter than others.” --Steve Garfield, Video Blogger and Author of Get Seen #sherpawebinar

Case study

Case Study: Background ID: Orabrush, a breath-freshening tongue cleaner Location: MarketingSherpa Case Study Library Number: #HOW31864Research Notes: Problem: Product wouldn’t successfully sell through traditional channels, despite years of trying Approach: • Develop an inbound marketing strategy from scratch through experimentation, hard work and innovative marketing • Build the YouTube channel into a full-blown inbound marketing hub • Turn video viewers into customers right from their profiles #sherpawebinar

Step 1: Create an effective YouTube pageAim:• Research successful YouTube channels and create a page combining the best tactics Methods: • Moved beyond standard YouTube channel page templates • Made channel page double as a landing page with strong call-to-action • Encouraged people to follow brand in social networks #sherpawebinar

Step 2: Create more than one type of videoAim:• Feature three types of videos – each with a specific purpose Methods: • Conversion videos designed to educate and encourage conversions • Engagement videos designed to engage and entertain YouTube audience • Videos of unsolicited customer reviews #sherpawebinar

Step 3: Commit to consistency to ensure successAim:• Consistently create content to engage and retain fans Methods: • Developed a publishing calendar planned months in advance • Published one video a week, every week, as older videos are not promoted as often • Stuck to a strict budget #sherpawebinar

Step 4: Boost performance by purchasing adsAim:• Attract visitors with ads, and then stretch ad clicks with viral content Methods: • Purchased ads in YouTubes "The real key is making sure you Promoted Videos program have enough virality and enough • Relied on interesting content engagement and interest that you to convince viewers to can stretch those clicks.“ subscribe and share with - Jeffrey Harmon, CMO, Orabrush friends #sherpawebinar

Step 5: Engage fans and peersAim:• Meet social network expectation to interact Methods: • Tried to respond to as many comments as possible, despite volume • Mined comments for video ideas, making sure to credit source of inspiration • Interacted with fellow peers #sherpawebinar

Results Sales volume in stores is comparable to sales of premium toothbrushes Since launch of Key performance metrics first video Subscribers 184K Video views 47M Landing page conversion rates 10x increase ! YouTube is Orabrushs primary marketing channel and represents 80% of its marketing. #sherpawebinar

Level 3– Hub sitesPoint and convert traffic

Level 3: Hub sites – blogs and websitesFor traffic convergence and conversion • Websites are the hub of the marketing strategy • Blogs are the hub of the social media strategy • Work together as a point of lead convergence and conversion • Landing page optimization crucial to rate of customer conversions Incremental gains produce significant financial impact #sherpawebinar

Blog frequency impacts customeracquisition 92% 78% Percent of 66% 70% blog users 56% who acquired a 43% customer through their blog Less than Monthly Weekly 2 - 3 times Daily Multiple monthly per week times a daySource: State of Inbound Marketing Report, HubSpot, March 2012 #sherpawebinar

Percentage of total lead volume generated per inbound tactic Organic search 29% B2C 19% B2B Content marketing 10% B2C 15% B2B Social media 13% B2C 9% B2B Website optimization 15% B2C 16% B2B Total lead volume contribution by inbound 67% B2C 59% B2B Source: ©2012 MarketingSherpa Lead Generation Benchmark Survey Methodology: Fielded January 2012, N=1,915 #sherpawebinar

Roll out the framework – with a plan and purpose.

• Number of sites not important – a plan and a purpose for each is• Master each site before rolling out the next #sherpawebinar

Takeaways• Get leads to find and choose you using an inbound marketing architecture• Attract them with timely and relevant search results• Build and engage them with social networks• Create and share compelling content• Bring them to points of traffic convergence and conversion #sherpawebinar

More Leads. More Revenue. Less Work. • Deliver more high-quality leads to Sales • Align Sales and Marketing efforts • Accelerate predictable revenue Salesforce AppExchange #28 Most Promising #1 Fastest Growing Private Marketing Solution Forthcoming Book toBest Marketing Automation Company in America Silicon Valley Company Winner be Published by Wiley & Best Chatter Solution w w w. m a r ke t o . c o m

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Building an inbound marketing architecture

by MarketingSherpa on Jul 26, 2012

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