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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    Buyer Personas, Attracting Visitors & Converting Leads Buyer Personas, Attracting Visitors & Converting Leads Presentation Transcript

    • EXPERT INBOUND MARKETING TIPS: How to Attract Visitors & Generate Leads.
    • #BDNMaineWhatsNEXT
    • Sarah Bedrick Helped thousands of customers transform their companies with inbound marketing. @sbedrick
    • Spent every summer until I was 18 on Little Sebago Lake.
    • A TRANSFORMATION HAS OCCURRED.
    • THE INTERNET IS THE LARGEST SOURCE OF INFORMATION WE’VE EVER SEEN.
    • FACT: The Internet has shaped the way we share, connect, engage & buy. #BDNMaineWhatsNEXT
    • THE PROBLEM….?
    • MANY BUSINESSES HAVE NOT ADAPATED TO THE CHANGE.
    • Traditional marketing mediums.
    • Traditional marketing mediums.
    • Traditional marketing mediums.
    • Traditional marketing mediums.
    • Traditional marketing mediums.
    • TO BE SUCCESSFUL LONG-TERM, COMPANIES MUST ADAPT.
    • WHAT IS INBOUND MARKETING & WHY USE IT? 1
    • Inbound marketing is a fundamental shift in the way we connect and engage with potential customers. #BDNMaineWhatsNEXT
    • “60% of companies have adopted some element of the inbound marketing methodology into their overall strategy. #BDNMaineWhatsNEXT ”
    • “53% of CEOs/CMOs increased their 2013 inbound marketing budgets. #BDNMaineWhatsNEXT ”
    • Inbound marketers plan to hire an average of 9.3 people this year. -- 125% more growth than teams not executing inbound marketing #BDNMaineWhatsNEXT “ ”
    • How does one do inbound marketing?
    • Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
    • Better way to connect with prospects.
    • Financially a great approach.
    • Make marketing that people love.
    • INTRODUCTION TO BUYER PERSONAS2
    • Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
    • BUYER PERSONAS are semi- fictional characters marketers create through research. They represent your ideal customer & help to refine marketing activities.
    • BUYER PERSONAS are semi- fictional characters marketers create through research. They represent your ideal customer & help to refine marketing activities.
    • Every future marketing action you take will be dictated by your BUYER PERSONA.
    • 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.
    • Download the Persona Worksheet
    • 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:
    • Example Buyer Persona
    • MAJOR TAKEAWAY: #BDNMaineWhatsNEXT To be successful long-term, research and develop your company’s buyer personas.
    • HOW TO ATTRACT VISITORS.3
    • Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
    • WAYS TO ATTRACT VISITORS: • Blog • Paid Search • On-page SEO • Off-page SEO • Social Media • Press Releases • Guest Posts
    • “82% of marketers who blog daily acquired a customer using their blog, and 57% of marketers who blog monthly acquired a customer. #BDNMaineWhatsNEXT ”
    • SUPER CHARGE… WITH BLOGGING
    • WHAT IS A BLOG?
    • WHAT IS A BLOG? Container for marketing content.
    • Why blog, again?
    • • Enhances our company’s brand • Improves on-page SEO • Attracts inbound link • Gets our content shared socially Picture BENEFITS OF BLOGGING:
    • HOW DO WE GET THE MOST OUT OF OUR BLOGGING STRATEGY?
    • FOLLOW BEST PRACTICES
    • Best practices are you GPS to success.
    • Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
    • Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
    • “Blog as often as you want people to pay attention to you.”
    • Write consistently. (AT LEAST 2X PER WEEK)
    • Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
    • 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.
    • 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
    • Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
    • 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:
    • “SEARCH ENGINES DON’T BUY YOUR PRODUCTS/SERVICES, CONSUMERS DO. #BDNMaineWhatsNEXT
    • 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.
    • Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
    • PROPER FORMATTING TO MAKE IT IRRESISTIBLE.
    • What do you think about this post?
    • 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
    • DON’T EXPECT OVERNIGHT SUCCESS #BDNMaineWhatsNEXT
    • To attract visitors, follow best practices when creating blog content. MAJOR TAKEAWAY:
    • HOW TO CONVERT LEADS.4
    • Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
    • Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads. #BDNMaineWhatsNEXT “ ”
    • CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
    • Google “How to create a Facebook business page”
    • Google “How to create a Facebook business page”
    • Google “How to create a Facebook business page”
    • Read the blog post – and get to the bottom:
    • Great relevant call-to-action at the bottom:
    • CONVERSION PROCESS 1 Call-to-Action
    • A call-to-action is a button that directs traffic to a landing page.
    • Great relevant call-to-action at the bottom:
    • Land on the landing page:
    • CONVERSION PROCESS 2 Landing Page
    • The sole purpose of a landing page is to generate leads.
    • Land on the landing page:
    • Taken to a thank you page.
    • CONVERSION PROCESS 3 Thank You Page
    • The sole purpose of a thank you page is to follow- up with your new lead.
    • CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
    • FOLLOW BEST PRACTICES
    • CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page 2% Click- Through 20% View to Submit
    • Make them action-oriented. 5 BEST PRACTICES FOR CALLS-TO-ACTION Download the Free Ballroom Dancing Guide ACTION-ORIENTED VERB
    • 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
    • Make them action-oriented. Include keywords consistent with landing page and offer Make them attention-grabbing 5 BEST PRACTICES FOR CALLS-TO-ACTION
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • To generate leads, follow best practices when creating conversion paths. MAJOR TAKEAWAY:
    • Q&A.5
    • 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:
    • QUESTIONS?
    • THANK YOU.