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How to Get Started With Inbound Marketing
 

How to Get Started With Inbound Marketing

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A quick introduction to inbound marketing. The presentation introduces the concept of inbound marketing, gives an example of an inbound lead that ends up buying, and drills into key inbound tactics -- ...

A quick introduction to inbound marketing. The presentation introduces the concept of inbound marketing, gives an example of an inbound lead that ends up buying, and drills into key inbound tactics -- blogging, social media, landing pages, calls-to-action and lead nurturing.

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  • How many of you have made a purchase recently -- heard a radio add gone out and bought it.-- tv add-- print add-- direct mail
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How to Get Started With Inbound Marketing How to Get Started With Inbound Marketing Presentation Transcript

  • How to get started with inbound marketing. Rick Burnes (@rickburnes)
  • 1 2 3 4 What is inbound marketing? Example: How inbound marketing works. Inbound marketing tactics (attract, convert, close) Q&A
  • 1 What is inbound marketing?
  • The old marketing playbook is 86% 91% skip TV ads unsubscribe from email BROKEN. 44% of direct mail is never opened 200M on the Do Not Call list
  • Because the customer is in control.
  • TRADITIONAL INBOUND vs. Cold Calling Print Advertising Cold Emails (SPAM) Interruption SEO Blogging Social Media Attraction
  • Build Marketing Magnets Blogs Interactive Tools Photos & Infographics Videos & Podcasts Presentations & eBooks
  • Inbound is good karma.
  • And it’s cheaper.
  • Quality content is an annuity. Blog Paid Month 1 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 Month 2 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 12 old posts Total Views: 8,400 Total Budget: $1200 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 Month 3 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 24 old posts Total Views: 10,600 Total Budget: $1200 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200
  • Quality content is an annuity. Blog Paid Month 1 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 Month 2 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 12 old posts Total Views: 8,400 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 Month 3 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 24 old posts Total Views: 10,600 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200
  • 2 An Inbound Marketing Example
  • Paulo is in the market for metal stamps. He’s curious about pricing.
  • He finds a helpful article from the Kenmode company.
  • He reads the article, then clicks on the call to action at the end.
  • He submits his contact info so he can download the eBook.
  • A few days later he comes back and spends 30 minutes on the site learning about metal stamping and Kenmode’s products.
  • Paulo Turner Kenmode collects Paulo’s information in its marketing contact database, and uses it to personalize their: • • • • Website Email to Paulo Social media monitoring Sales outreach
  • While Paulo’s still on the site, Laura, Kenmode’s sales rep, reaches out to him with a phone call. Paulo signs a contract with Laura a few days later.
  • Buy Lists Email Them 25% Unsubscribe Buy More Lists Email Them
  • 3 How to get started with Inbound Marketing
  • Start with your buyer persona. Who are you trying to attract?
  • Tips for your buyer persona 1. 2. 3. 4. 5. 6. Formalize your persona profile in internal documents Follow your customers home Collect assets and documents they use Conduct win/loss interviews Conduct user testing Keep updating the profile
  • Where is your problem?
  • Where is your problem? 1000 20% 200 10% 20
  • Where is your problem? 1000 20% 200 10% 20
  • Build Traffic With Content
  • Web pages are lottery tickets.
  • To print tickets, write blog posts.
  • Publish your blog in HubSpot.
  • “This won’t work in my industry!” 189% increase in traffic. 700% increase in search traffic. 13x increase in traffic.
  • “I don’t have anything to write about!” Masonry Products • How to build an outdoor fireplace on a budget. • Planning an outdoor fireplace. Five common mistakes to avoid. Fuel Additives • Diesel Truck Performance: Conventional Wisdom Examined • Engine Oil Treatment What One Can and Cannot Do Financial Services • Single Euro Payments Area: What You Need to Know • Legal Remedies for Oppressed Shareholders Bottom line: Blog about the questions your prospects ask.
  • Five Quick Blogging Tips 1. Commit to 2 or 3 posts/week. 2. Put it on your company domain (e.g., hubspot.com). 3. Allow readers to subscribe via email. 4. Constantly experiment and measure content. 5. Be patient. It will take at least three months to get traction.
  • How can you build traffic with social media? Listen and share.
  • Monitor social media in HubSpot.
  • Five Quick Social Media Tips 1. Automatically publish your blog posts to your social channels. 2. Monitor the keywords that your prospects are searching for. 3. Your audience will vary by channel; use different channels differently. 4. Focus on building your reach; make it easy for people to follow you. 5. Become an expert headline writer.
  • Optimize your website. Are your pages using the right keywords? Is it easy to share your content? Is it accessible on mobile devices?
  • Use Marketing Grader for Tips Free assessment tool at: marketing.grader.com
  • Where is your problem? 10,000 1% 100 10% 20
  • Where is your problem? 10,000 1% 100 10% 20
  • How do you generate leads?
  • Experiment With Different Offers
  • Create a Give-Get With Landing Pages
  • Mo Landing Pages, Mo Leads
  • Build Landing Pages in HubSpot
  • Test Variants of Landing Pages & CTAs
  • Where is your problem? 10,000 20% 2,000 1% 20
  • Where is your problem? 10,000 20% 2,000 1% 20
  • Inbound sales is like sales at (It’s driven by context.)
  • My wife’s Amazon My Amazon
  • Personalize & Automate Email
  • Personalize Your Website
  • Track prospects’ social activity.
  • Use the activity to drive sales. Paulo Turner
  • No Context Context
  • 4 Final Thought
  • There’s a ton here. How can any normal person be expected to master it?
  • Questions? Check my Twitter feed for the slides: @rickburnes Free tools to help with inbound marketing and sales: marketing.grader.com www.getsignals.com