Shifting SEO Into
Meaningful Marketing
By Tanner Petroff
For
Now We Know the SEO Basics
Where Does SEO Fall in Line?
This is Inbound Marketing
 Inbound Marketing is a combination of online

marketing strategies designed to increase revenu...
Start by Defining Buyer Personas
 Fictional characters to represent your ideal buyer
 You probably have more than one bu...
How to Create Buyer Personas
 Use this guide
 http://blog.hubspot.com/blog/tabid/6307/bid/33491/

Everything-Marketers-N...
Buyer Personas Define Your Marketing
 Speak their language to turn this:
Buyer Personas Define Your Marketing
 Into this:
Attract Visitors
 SEO, Social Media and Blogging
Create Content that Attracts
 Create interesting content to attract visitors
 Blog posts, Infographics, Ebooks, Videos
Convert Visitors to Leads
 Target content to personas in the buying process
 Top of funnel - Awareness
 Middle of funne...
Calls to Action (CTAs)
 CTAs consist of images and buttons when they

guide website visitors to a landing page
 Use CTAs...
Ask for Contact Information
 Premium content offers
 Valuable information in exchange for contact info

 Ask for email ...
Landing Pages
 Pages designed to convert visitors to leads
 Anatomy of a Landing Page
 No navigation
 Simple descripti...
Example of a Great Landing Page
Closing Leads into Sales
 Now you’ve got traffic & leads. It’s time to turn

those leads into dollars!
Score Your Leads
 Marketing Qualified Lead (MQL)
 Top of Funnel – Subscribers
 Send newsletters & promotions
 Middle o...
Delight your Customers
 Keep them coming back for more!
 Make them so happy that they can’t help but refer

everyone the...
How Can I Tell If I’m Delighting My Customers?
 Find your Net Promoter Score (NPS)
 NPS is a simple way to tell if your ...
Net Promoter Score
 Find your Net Promoter Score by subtracting the

percentage of detractors from the percentage of
prom...
Summary
 Define your buyer personas & market to them
 Attract visitors using SEO, blogs and social media
 Convert visit...
Questions?
 Don’t be shy!
 This presentation is on SlideShare
 http://www.slideshare.net/tannerpetroff/john-w-

hansen-...
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John W Hansen Inbound Presentation

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John W Hansen Inbound Presentation

  1. 1. Shifting SEO Into Meaningful Marketing By Tanner Petroff For
  2. 2. Now We Know the SEO Basics
  3. 3. Where Does SEO Fall in Line?
  4. 4. This is Inbound Marketing  Inbound Marketing is a combination of online marketing strategies designed to increase revenue
  5. 5. Start by Defining Buyer Personas  Fictional characters to represent your ideal buyer  You probably have more than one buyer persona!
  6. 6. How to Create Buyer Personas  Use this guide  http://blog.hubspot.com/blog/tabid/6307/bid/33491/ Everything-Marketers-Need-to-Research-CreateDetailed-Buyer-Personas-Template.aspx
  7. 7. Buyer Personas Define Your Marketing  Speak their language to turn this:
  8. 8. Buyer Personas Define Your Marketing  Into this:
  9. 9. Attract Visitors  SEO, Social Media and Blogging
  10. 10. Create Content that Attracts  Create interesting content to attract visitors  Blog posts, Infographics, Ebooks, Videos
  11. 11. Convert Visitors to Leads  Target content to personas in the buying process  Top of funnel - Awareness  Middle of funnel - Evaluation  Bottom of funnel - Purchase
  12. 12. Calls to Action (CTAs)  CTAs consist of images and buttons when they guide website visitors to a landing page  Use CTAs to guide visitors to landing pages  Place CTAs at the end of blog posts and throughout website wherever relevant  Speak to your buyer personas with your CTAs!
  13. 13. Ask for Contact Information  Premium content offers  Valuable information in exchange for contact info  Ask for email addresses for top of the funnel offers  Ask for phone numbers at the bottom of the funnel
  14. 14. Landing Pages  Pages designed to convert visitors to leads  Anatomy of a Landing Page  No navigation  Simple description  Clear reason for downloading/consuming content  Contrasting ‘Download’ or ‘Request’ button
  15. 15. Example of a Great Landing Page
  16. 16. Closing Leads into Sales  Now you’ve got traffic & leads. It’s time to turn those leads into dollars!
  17. 17. Score Your Leads  Marketing Qualified Lead (MQL)  Top of Funnel – Subscribers  Send newsletters & promotions  Middle of Funnel – Opportunity  Send newsletters, promotions & other offers  Sales Qualified Lead (SQL)  Bottom of Funnel – Sales Leads  Phone call  If they’re not ready to purchase, put them back in with MQLs until they’re ready to purchase
  18. 18. Delight your Customers  Keep them coming back for more!  Make them so happy that they can’t help but refer everyone they know to you!
  19. 19. How Can I Tell If I’m Delighting My Customers?  Find your Net Promoter Score (NPS)  NPS is a simple way to tell if your customers like you, with this one question survey:  How likely is it that you would recommend our/my services to a friend or colleague?
  20. 20. Net Promoter Score  Find your Net Promoter Score by subtracting the percentage of detractors from the percentage of promoters  55% Promoters – 25% Detractors = 30 NPS  Always work to improve your NPS
  21. 21. Summary  Define your buyer personas & market to them  Attract visitors using SEO, blogs and social media  Convert visitors to leads with landing pages and calls to action  Close leads into sales doing what you do best  Delight your customers to get referrals and get the most out of your work
  22. 22. Questions?  Don’t be shy!  This presentation is on SlideShare  http://www.slideshare.net/tannerpetroff/john-w- hansen-inbound-presentation  I’ll send out a copy to anyone who may want it  Let’s go through a real world example and audit one of your websites!
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