Buyer Personas, Attracting Visitors & Converting Leads
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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.

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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  • 1. EXPERT INBOUND MARKETING TIPS: How to Attract Visitors & Generate Leads.
  • 2. #BDNMaineWhatsNEXT
  • 3. Sarah Bedrick Helped thousands of customers transform their companies with inbound marketing. @sbedrick
  • 4. Spent every summer until I was 18 on Little Sebago Lake.
  • 5. A TRANSFORMATION HAS OCCURRED.
  • 6. THE INTERNET IS THE LARGEST SOURCE OF INFORMATION WE’VE EVER SEEN.
  • 7. FACT: The Internet has shaped the way we share, connect, engage & buy. #BDNMaineWhatsNEXT
  • 8. THE PROBLEM….?
  • 9. MANY BUSINESSES HAVE NOT ADAPATED TO THE CHANGE.
  • 10. Traditional marketing mediums.
  • 11. Traditional marketing mediums.
  • 12. Traditional marketing mediums.
  • 13. Traditional marketing mediums.
  • 14. Traditional marketing mediums.
  • 15. TO BE SUCCESSFUL LONG-TERM, COMPANIES MUST ADAPT.
  • 16. WHAT IS INBOUND MARKETING & WHY USE IT? 1
  • 17. Inbound marketing is a fundamental shift in the way we connect and engage with potential customers. #BDNMaineWhatsNEXT
  • 18. “60% of companies have adopted some element of the inbound marketing methodology into their overall strategy. #BDNMaineWhatsNEXT ”
  • 19. “53% of CEOs/CMOs increased their 2013 inbound marketing budgets. #BDNMaineWhatsNEXT ”
  • 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. How does one do inbound marketing?
  • 22. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
  • 23. Better way to connect with prospects.
  • 24. Financially a great approach.
  • 25. Make marketing that people love.
  • 26. INTRODUCTION TO BUYER PERSONAS2
  • 27. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
  • 28. BUYER PERSONAS are semi- fictional characters marketers create through research. They represent your ideal customer & help to refine marketing activities.
  • 29. BUYER PERSONAS are semi- fictional characters marketers create through research. They represent your ideal customer & help to refine marketing activities.
  • 30. Every future marketing action you take will be dictated by your BUYER PERSONA.
  • 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. Download the Persona Worksheet
  • 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. Example Buyer Persona
  • 35. MAJOR TAKEAWAY: #BDNMaineWhatsNEXT To be successful long-term, research and develop your company’s buyer personas.
  • 36. HOW TO ATTRACT VISITORS.3
  • 37. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
  • 38. WAYS TO ATTRACT VISITORS: • Blog • Paid Search • On-page SEO • Off-page SEO • Social Media • Press Releases • Guest Posts
  • 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. SUPER CHARGE… WITH BLOGGING
  • 41. WHAT IS A BLOG?
  • 42. WHAT IS A BLOG? Container for marketing content.
  • 43. Why blog, again?
  • 44. • Enhances our company’s brand • Improves on-page SEO • Attracts inbound link • Gets our content shared socially Picture BENEFITS OF BLOGGING:
  • 45. HOW DO WE GET THE MOST OUT OF OUR BLOGGING STRATEGY?
  • 46. FOLLOW BEST PRACTICES
  • 47. Best practices are you GPS to success.
  • 48. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
  • 49. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
  • 50. “Blog as often as you want people to pay attention to you.”
  • 51. Write consistently. (AT LEAST 2X PER WEEK)
  • 52. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
  • 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. 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. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
  • 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. “SEARCH ENGINES DON’T BUY YOUR PRODUCTS/SERVICES, CONSUMERS DO. #BDNMaineWhatsNEXT
  • 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. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
  • 60. PROPER FORMATTING TO MAKE IT IRRESISTIBLE.
  • 61. What do you think about this post?
  • 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. DON’T EXPECT OVERNIGHT SUCCESS #BDNMaineWhatsNEXT
  • 64. To attract visitors, follow best practices when creating blog content. MAJOR TAKEAWAY:
  • 65. HOW TO CONVERT LEADS.4
  • 66. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
  • 67. Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads. #BDNMaineWhatsNEXT “ ”
  • 68. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
  • 69. Google “How to create a Facebook business page”
  • 70. Google “How to create a Facebook business page”
  • 71. Google “How to create a Facebook business page”
  • 72. Read the blog post – and get to the bottom:
  • 73. Great relevant call-to-action at the bottom:
  • 74. CONVERSION PROCESS 1 Call-to-Action
  • 75. A call-to-action is a button that directs traffic to a landing page.
  • 76. Great relevant call-to-action at the bottom:
  • 77. Land on the landing page:
  • 78. CONVERSION PROCESS 2 Landing Page
  • 79. The sole purpose of a landing page is to generate leads.
  • 80. Land on the landing page:
  • 81. Taken to a thank you page.
  • 82. CONVERSION PROCESS 3 Thank You Page
  • 83. The sole purpose of a thank you page is to follow- up with your new lead.
  • 84. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
  • 85. FOLLOW BEST PRACTICES
  • 86. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page 2% Click- Through 20% View to Submit
  • 87. Make them action-oriented. 5 BEST PRACTICES FOR CALLS-TO-ACTION Download the Free Ballroom Dancing Guide ACTION-ORIENTED VERB
  • 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. Make them action-oriented. Include keywords consistent with landing page and offer Make them attention-grabbing 5 BEST PRACTICES FOR CALLS-TO-ACTION
  • 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. 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. 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. 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. 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. 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. To generate leads, follow best practices when creating conversion paths. MAJOR TAKEAWAY:
  • 97. Q&A.5
  • 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. QUESTIONS?
  • 100. THANK YOU.