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@ArtilleryMarket
Hatch Norfolk – February 24, 2015
INBOUND MARKETING
@ArtilleryMarket
@ArtilleryMarket
@ArtilleryMarketSource: http://www.stateofinboundmarketing.com/
@ArtilleryMarket
Source: http://www.stateofinboundmarketing.com/
@ArtilleryMarket
Source: http://www.stateofinboundmarketing.com/
@ArtilleryMarket
Inbound Marketing Methodology
h/t HubSpot
@ArtilleryMarket
Inbound Marketing Methodology
@ArtilleryMarket
Key Ingredients
1. Define your buyer
personas

2. Identify your marketing
triggers

3. Create a list of ke...
@ArtilleryMarket
Define your buyer personas
Fictional representation of
your ideal customers

Within your target market
the...
@ArtilleryMarket
Buyer persona triggers
Identify the events and pain points that cause them to search
for information abou...
@ArtilleryMarket
Create a list of keywords
Determine what long-tail
keywords prospects use
when searching for a
solution t...
@ArtilleryMarket
Outline your content strategy
Deep Dive: The Advanced Content Marketing Guide
http://www.quicksprout.com/...
@ArtilleryMarket
Extend your reach with social media
@ArtilleryMarket
Inbound Marketing Methodology
@ArtilleryMarket
What Does Costco
Have in Common with
Inbound Marketing?
FREE SAMPLES
@ArtilleryMarket
Offer Premium Content
In-depth information that
your prospects find helpful 

eBooks, webinars, tip
sheets...
@ArtilleryMarket
Start with a Call-to-Action
Website button,
image, text link

Encourages action by
clicking

Takes visito...
@ArtilleryMarket
Landing Pages
Remove site navigation

Tell them how they will
benefit from offer

Fewer form fields the bett...
@ArtilleryMarket
Inbound Marketing Methodology
UP TO 95% OF QUALIFIED PROSPECTS ON
YOUR WEBSITE ARE THERE TO RESEARCH
AND ARE NOT YET READY TO TALK WITH A
SALES REP
BUT,...
@ArtilleryMarket
Segment Your Leads
@ArtilleryMarket
Nurture Your Leads
Deep Dive: An Introduction to Lead Nurturing (HubSpot)
@ArtilleryMarket
Inbound Marketing Methodology
@ArtilleryMarket
Keep in touch with customers
Show appreciation

Keep using content to make
them successful

Offer customer...
@ArtilleryMarket
Deep Dive: Inbound Marketing
Free Inbound Marketing Certification from HubSpot
http://academy.hubspot.com/...
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The Inbound Marketing Methodology

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Presentation to Hatch Norfolk startup community about inbound marketing.

Published in: Business

The Inbound Marketing Methodology

  1. 1. @ArtilleryMarket Hatch Norfolk – February 24, 2015 INBOUND MARKETING
  2. 2. @ArtilleryMarket
  3. 3. @ArtilleryMarket
  4. 4. @ArtilleryMarketSource: http://www.stateofinboundmarketing.com/
  5. 5. @ArtilleryMarket Source: http://www.stateofinboundmarketing.com/
  6. 6. @ArtilleryMarket Source: http://www.stateofinboundmarketing.com/
  7. 7. @ArtilleryMarket Inbound Marketing Methodology h/t HubSpot
  8. 8. @ArtilleryMarket Inbound Marketing Methodology
  9. 9. @ArtilleryMarket Key Ingredients 1. Define your buyer personas 2. Identify your marketing triggers 3. Create a list of keywords 4. Outline your content strategy 5. Extend your reach with social media
  10. 10. @ArtilleryMarket Define your buyer personas Fictional representation of your ideal customers Within your target market there are likely numerous types of buyers Buyers in each of these roles have very different interests, priorities and goals
  11. 11. @ArtilleryMarket Buyer persona triggers Identify the events and pain points that cause them to search for information about your product, service or industry Deep Dive: The Buyer Persona Institute http://www.buyerpersona.com/
  12. 12. @ArtilleryMarket Create a list of keywords Determine what long-tail keywords prospects use when searching for a solution that you provide Create a list of key terms and phrases to create content about Deep Dive: Backlinko Keyword Research: The Definitive Guide http://backlinko.com/keyword-research
  13. 13. @ArtilleryMarket Outline your content strategy Deep Dive: The Advanced Content Marketing Guide http://www.quicksprout.com/the-advanced-guide-to-content-marketing/ Blogging
  14. 14. @ArtilleryMarket Extend your reach with social media
  15. 15. @ArtilleryMarket Inbound Marketing Methodology
  16. 16. @ArtilleryMarket What Does Costco Have in Common with Inbound Marketing?
  17. 17. FREE SAMPLES
  18. 18. @ArtilleryMarket Offer Premium Content In-depth information that your prospects find helpful eBooks, webinars, tip sheets, buying guides, research reports But… put it behind a landing page
  19. 19. @ArtilleryMarket Start with a Call-to-Action Website button, image, text link Encourages action by clicking Takes visitor to a landing page
  20. 20. @ArtilleryMarket Landing Pages Remove site navigation Tell them how they will benefit from offer Fewer form fields the better (but get email address) Include key visual Redirect to Thank You page with download link Deep Dive: The Smart Marketer’s Landing Page Conversion Course http://unbounce.com/
  21. 21. @ArtilleryMarket Inbound Marketing Methodology
  22. 22. UP TO 95% OF QUALIFIED PROSPECTS ON YOUR WEBSITE ARE THERE TO RESEARCH AND ARE NOT YET READY TO TALK WITH A SALES REP BUT, AS MANY AS 70% WILL EVENTUALLY BUY FROM YOU OR ONE OF YOUR COMPETITORS Brian Carroll, Lead Generation for the Complex Sale
  23. 23. @ArtilleryMarket Segment Your Leads
  24. 24. @ArtilleryMarket Nurture Your Leads Deep Dive: An Introduction to Lead Nurturing (HubSpot)
  25. 25. @ArtilleryMarket Inbound Marketing Methodology
  26. 26. @ArtilleryMarket Keep in touch with customers Show appreciation Keep using content to make them successful Offer customer specials Ask for feedback and referrals
  27. 27. @ArtilleryMarket Deep Dive: Inbound Marketing Free Inbound Marketing Certification from HubSpot http://academy.hubspot.com/inbound-certification

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