Buyer Personas, Attracting Visitors & Converting Leads

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A quick explanation of what inbound marketing is, why we need it and how it can transform your company. Then a dive in to buyer personas, attracting visitors and converting leads.

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Buyer Personas, Attracting Visitors & Converting Leads

  1. 1. EXPERT INBOUND MARKETING TIPS: How to Attract Visitors & Generate Leads.
  2. 2. #BDNMaineWhatsNEXT
  3. 3. Sarah Bedrick Helped thousands of customers transform their companies with inbound marketing. @sbedrick
  4. 4. Spent every summer until I was 18 on Little Sebago Lake.
  5. 5. A TRANSFORMATION HAS OCCURRED.
  6. 6. THE INTERNET IS THE LARGEST SOURCE OF INFORMATION WE’VE EVER SEEN.
  7. 7. FACT: The Internet has shaped the way we share, connect, engage & buy. #BDNMaineWhatsNEXT
  8. 8. THE PROBLEM….?
  9. 9. MANY BUSINESSES HAVE NOT ADAPATED TO THE CHANGE.
  10. 10. Traditional marketing mediums.
  11. 11. Traditional marketing mediums.
  12. 12. Traditional marketing mediums.
  13. 13. Traditional marketing mediums.
  14. 14. Traditional marketing mediums.
  15. 15. TO BE SUCCESSFUL LONG-TERM, COMPANIES MUST ADAPT.
  16. 16. WHAT IS INBOUND MARKETING & WHY USE IT? 1
  17. 17. Inbound marketing is a fundamental shift in the way we connect and engage with potential customers. #BDNMaineWhatsNEXT
  18. 18. “60% of companies have adopted some element of the inbound marketing methodology into their overall strategy. #BDNMaineWhatsNEXT ”
  19. 19. “53% of CEOs/CMOs increased their 2013 inbound marketing budgets. #BDNMaineWhatsNEXT ”
  20. 20. Inbound marketers plan to hire an average of 9.3 people this year. -- 125% more growth than teams not executing inbound marketing #BDNMaineWhatsNEXT “ ”
  21. 21. How does one do inbound marketing?
  22. 22. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
  23. 23. Better way to connect with prospects.
  24. 24. Financially a great approach.
  25. 25. Make marketing that people love.
  26. 26. INTRODUCTION TO BUYER PERSONAS2
  27. 27. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
  28. 28. BUYER PERSONAS are semi- fictional characters marketers create through research. They represent your ideal customer & help to refine marketing activities.
  29. 29. BUYER PERSONAS are semi- fictional characters marketers create through research. They represent your ideal customer & help to refine marketing activities.
  30. 30. Every future marketing action you take will be dictated by your BUYER PERSONA.
  31. 31. EVERYTHING. • Blog posts • Offers • Calls-to-Action • Landing pages • Thank you pages • Lead nurturing • Automation • Sales techniques • Product/service development • Everything MUST SPEAK TO YOUR BUYER PERSONA.
  32. 32. Download the Persona Worksheet
  33. 33. 1 Research your current customers 2 Interview your current customers 3 Work through worksheet with the sales team 4 Use lead tracking data HOW TO RESEARCH YOUR BUYER PERSONAS:
  34. 34. Example Buyer Persona
  35. 35. MAJOR TAKEAWAY: #BDNMaineWhatsNEXT To be successful long-term, research and develop your company’s buyer personas.
  36. 36. HOW TO ATTRACT VISITORS.3
  37. 37. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
  38. 38. WAYS TO ATTRACT VISITORS: • Blog • Paid Search • On-page SEO • Off-page SEO • Social Media • Press Releases • Guest Posts
  39. 39. “82% of marketers who blog daily acquired a customer using their blog, and 57% of marketers who blog monthly acquired a customer. #BDNMaineWhatsNEXT ”
  40. 40. SUPER CHARGE… WITH BLOGGING
  41. 41. WHAT IS A BLOG?
  42. 42. WHAT IS A BLOG? Container for marketing content.
  43. 43. Why blog, again?
  44. 44. • Enhances our company’s brand • Improves on-page SEO • Attracts inbound link • Gets our content shared socially Picture BENEFITS OF BLOGGING:
  45. 45. HOW DO WE GET THE MOST OUT OF OUR BLOGGING STRATEGY?
  46. 46. FOLLOW BEST PRACTICES
  47. 47. Best practices are you GPS to success.
  48. 48. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
  49. 49. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
  50. 50. “Blog as often as you want people to pay attention to you.”
  51. 51. Write consistently. (AT LEAST 2X PER WEEK)
  52. 52. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
  53. 53. GOAL IS TO EDUCATE AND BUILD TRUST.GOAL IS TO EDUCATE & BUILD TRUST. • It’s about the customer, not the business. • People don’t need to be told how awesome you are—let them come to this conclusion themselves.
  54. 54. 1 Write helpful articles (e.g. “how to” or “10 steps to”) 2 Gain your readers’ trust—become a reliable source of valuable content. BEST PRACTICES TO EDUCATE
  55. 55. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
  56. 56. 1 The blog post title 2 Naturally, throughout the body of your text 3 Image Alt tag 4 Meta description ADD THE LONG-TAIL KEYWORD PHRASE TO:
  57. 57. “SEARCH ENGINES DON’T BUY YOUR PRODUCTS/SERVICES, CONSUMERS DO. #BDNMaineWhatsNEXT
  58. 58. Add keywords to blog title Naturally throughout body and header text 1 1 2 2 3 3 4 4 Image Alt tag In the meta description ADD KEYWORDS TO A FEW KEY PLACES.
  59. 59. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
  60. 60. PROPER FORMATTING TO MAKE IT IRRESISTIBLE.
  61. 61. What do you think about this post?
  62. 62. PROPER FORMATTING IS KEY! Article length: At least 600 words Whitespace & Images Bolding (in a way that makes sense for users) Subheads, numbers, bullets 1 2 3 4 1 2 3 4
  63. 63. DON’T EXPECT OVERNIGHT SUCCESS #BDNMaineWhatsNEXT
  64. 64. To attract visitors, follow best practices when creating blog content. MAJOR TAKEAWAY:
  65. 65. HOW TO CONVERT LEADS.4
  66. 66. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
  67. 67. Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads. #BDNMaineWhatsNEXT “ ”
  68. 68. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
  69. 69. Google “How to create a Facebook business page”
  70. 70. Google “How to create a Facebook business page”
  71. 71. Google “How to create a Facebook business page”
  72. 72. Read the blog post – and get to the bottom:
  73. 73. Great relevant call-to-action at the bottom:
  74. 74. CONVERSION PROCESS 1 Call-to-Action
  75. 75. A call-to-action is a button that directs traffic to a landing page.
  76. 76. Great relevant call-to-action at the bottom:
  77. 77. Land on the landing page:
  78. 78. CONVERSION PROCESS 2 Landing Page
  79. 79. The sole purpose of a landing page is to generate leads.
  80. 80. Land on the landing page:
  81. 81. Taken to a thank you page.
  82. 82. CONVERSION PROCESS 3 Thank You Page
  83. 83. The sole purpose of a thank you page is to follow- up with your new lead.
  84. 84. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
  85. 85. FOLLOW BEST PRACTICES
  86. 86. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page 2% Click- Through 20% View to Submit
  87. 87. Make them action-oriented. 5 BEST PRACTICES FOR CALLS-TO-ACTION Download the Free Ballroom Dancing Guide ACTION-ORIENTED VERB
  88. 88. Make them action-oriented. Include keywords consistent with landing page and offer 5 BEST PRACTICES FOR CALLS-TO-ACTION Download the Free Ballroom Dancing Guide KEYWORDS DETAILING THE OFFER
  89. 89. Make them action-oriented. Include keywords consistent with landing page and offer Make them attention-grabbing 5 BEST PRACTICES FOR CALLS-TO-ACTION
  90. 90. Make them action-oriented. Include keywords consistent with landing page and offer Make them attention-grabbing Place them on appropriate pages 5 BEST PRACTICES FOR CALLS-TO-ACTION Download the Free Ballroom Dancing Guide
  91. 91. Make them action-oriented. Include keywords consistent with landing page and offer Make them attention-grabbing Place them on appropriate pages Test, analyze, test, analyze 5 BEST PRACTICES FOR CALLS-TO-ACTION
  92. 92. Make them action-oriented. Include keywords consistent with landing page and offer Make them attention-grabbing Place them on appropriate pages Test, analyze, test, analyze 5 BEST PRACTICES FOR CALLS-TO-ACTION 2% Click-Through Rate
  93. 93. Write clear, concise, compelling headlines Explain the value of the offer in a compelling way in 2-3 sentences, 5 max. Explain a few benefits of the offer to the website visitor using 3-5 bullet points Place content above the fold Include a relevant image Perform the “blink test” Include Social Media Share icons 10 BEST PRACTICES FOR LANDING PAGES Create a form with 3-7 (15 max) relevant fields No menu navigation or links Redirect to a Thank You Page
  94. 94. Write clear, concise, compelling headlines Explain the value of the offer in a compelling way in 2-3 sentences, 5 max. Explain a few benefits of the offer to the website visitor using 3-5 bullet points Place content above the fold Include a relevant image Perform the “blink test” Include Social Media Share icons 10 BEST PRACTICES FOR LANDING PAGES Create a form with 3-7 (15 max) relevant fields No menu navigation or links Redirect to a Thank You Page 20% View to Submission Rate
  95. 95. Return the navigation Deliver on the promised offer Provide additional direction Move leads further into the funnel Get social 5 BEST PRACTICES FOR THANK YOU PAGES
  96. 96. To generate leads, follow best practices when creating conversion paths. MAJOR TAKEAWAY:
  97. 97. Q&A.5
  98. 98. 1 Persona Development Worksheet & Everything a Marketer Needs to Create & Research Buyer Personas. 2 11 Step Blogging Guide 3 20 Ways to Brainstorm new Blog Content 4 Lead Generation Checklist 5 Become Inbound Marketing Certified HELPFUL RESOURCES:
  99. 99. QUESTIONS?
  100. 100. THANK YOU.

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