Inbound marketing blueprint


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Inbound marketing blueprint

  1. 1. An Inbound Marketing Blueprint
  2. 2. Three Ways to Get Found Online Search Social Website Engine Media Link
  3. 3. Internet Marketing Conversions A website visitor becomes a lead by clicking through Website a call to action and Visitor A lead becomes a completing a form on a customer after purchasing landing page to receive your product or service. your content offer This typically occurs after Lead the lead has progressed through your lead nurturing sequence, where he or she has been Customer provided with the right content as they progress through their buying cycle
  4. 4. Step 1: Keyword Strategy Brainstorm 3-6 word • Develop an initial list of keyword phrases for phrases that buyers each of your lines of business use to describe your • Solicit input from customer, employees, products and services vendors and prospects Research your • Find alternate keyword phrases and add keyword phrases using them to your list of targeted keywords tools like HubSpot or • Review each phrase for the amount of search Google Adwords traffic and the difficulty in getting ranked Keyword Tools Use your targeted keyword phrases to • Match keyword phrases to content optimize your website • Track your rankings for each keyword phrase and to brainstorm over time content topics
  5. 5. Step 2: Search Engine Optimization On-Page SEO – estimated to • Use keyword phrases in page titles, headers, meta descriptions and account for 25% content of Google • Best practice: optimize no more than ranking two keyword phrases per page algorithm Off-Page SEO (links from • No quick fix – best tactic is to create good content and publish it frequently credible sites) – • Link building – leverage relationships estimated to with vendors, bloggers and customers account for 75% for links of algorithm
  6. 6. Step 3: Create Blogs and Other Content • Consider re-purposing existing content into blog Start with a posts, whitepapers, eBooks, videos, etc. content audit • Develop marketing personas for your various buyers and create content for those personas Develop an • Keep on track with an editorial calendar • Publish weekly blogs at a minimum – 2 or 3 per week editorial calendar is ideal • Decider whether to blog internally, outsource or a combination of the two Create Content • Use keyword phrases in your titles and within your content – best practice is once every 2-3 paragraphs
  7. 7. Step 4: Promote Content and Participate in Social Media • 10 posts promoting others content (Trusted Advisor) Use the 10:4:1 • 4 posts promoting your blog Rule • 1 post promoting a landing page or other sales item • Include social media “follow” buttons on your website and e-mail signatures Build your • Participate in conversations with your network followers and influencers • Go-giver principle Let others • Monitor social media for mentions of your company or industry promote you • Leverage relationships for “favors”
  8. 8. Step 5: Convert Site Traffic into Leads • Create content offers for each of the 3 stages Create content of the buying process offers • Consider creating content offers for each of your lines of business • A button or link on your web page that directs Create a call-to- a user to a landing page action • Display it prominently above the fold • Typically starts with a verb Put your content • Landing pages compel the user to complete a form to receive your content offer behind a landing • Converts a visitor into a lead and bring them page into your marketing process
  9. 9. Step 6: Nurture Leads with E-Mail Marketing Lead nurturing provides content • Develop lead nurturing campaigns for each to your leads as of your content offers they progress • Match the content offer with the stages of the buying process (see following slide) through their buying cycle • Best practice is not to send e-mails to people Use permission- that don’t know you or your company • Keep relevant information in front of your based e-mail potential buyers marketing • Keep in mind the WIIFM principle – What’s in it for me?
  10. 10. Match Content Offers With the Stages of the Business to Business Buying Process Prospect knows there is Prospect recognizes a Prospect seeks a a problem that needs to need for a solution like solution to their need – be solved yours they are ready to buy Free Whitepaper Free Webinars Free Trials Free Guides and Tip Sheets Case Studies Consultations Free eBooks Free Samples Demos Free Checklists FAQ Sheets Estimates and Quotes Free Videos Catalogs Coupons
  11. 11. Step 7: Expand Your Reach with Mobile Marketing Make sure • Javascript determines the size of the your website monitor accessing your site and provides is configured the appropriate version • Consider a specialized mobile site that is for mobile specifically designed for mobile devices devices • QR codes are becoming more prevalent Consider every day mobile • Can be used in your offline marketing materials, company vehicles and marketing company buildings
  12. 12. Step 8: Analyze and Iterate Make sure • HubSpot provides analytics on web traffic, you have call-to-actions and landing pages, social access to the media and leads and prospects • Google Analytics provides free website proper analysis analytic tools Do more of • Use A/B testing to optimize website conversions what works • Tie analytics into sales – closed-loop and less of marketing • Monitor bounce rates and other web what doesn’t statistics to optimize usability