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Building Your Own Inbound Marketing Roadmap
By Kathleen Booth
@workmommywork
#IMW15
Kathleen Booth
CEO
Quintain Marketing
@workmommywork
2
About the Presenter
#IMW15
Audience personas
Keyword research
What should it include?
3
A blogging strategy
INBOUND MARKETING STRATEGY
A good inbound...
What are the keys to success?
4
INBOUND MARKETING STRATEGY
The most successful inbound strategies have the following in co...
Audience Personas
5
►Fictional representation of an ideal
customer
►Most companies have more than one
►Detailed profile co...
Audience Persona Example
6
Marketing Mary
Title: Director of Marketing
Goal: Wants to please her boss, demonstrate the ROI...
Keyword Research & SEO
7
HIGH COST &
COMPETITION
LOW PROBABILITY
OF CONVERSION
LOW COST
& RISK
HIGH PROBABILITY
OF CONVERS...
Blogging Strategy
8
Cost and price questions
Comparisons and versus questionsvs.
Problems and issues
“Best of” questions
R...
Blogging + Long Tail SEO
9
The Buyer’s Journey
10#IMW15
Top, Middle and Bottom of the Funnel Strategy
11#IMW15
Content Promotion
12#IMW15
Lead Nurturing
13
BUYING STAGE
TRACK A
TRACK B
TRACK C
NEW
LEADS
BUYING STAGE
MILESTONES
SALES READY
MILESTONES
#IMW15
Lead Scoring
14#IMW15
►Job title
►Geographic location
►Annual revenues
►Lead behavior (downloads, visits, etc.)
►Other?
Ho...
Service Level Agreement - Marketing
15
Inbound Funnel Analysis Current Funnel
Desired Customers
at Current
Conversion Rate...
100%
90%
Service Level Agreement - Sales
16
BETTER
ODDS
MORE
VALUE
If leads are responded to in
fewer than five minutes,
t...
Questions?
17#IMW15
Find helpful resources and register for office hours at
www.quintainmarketing.com/IMW15
(866) 788-3226 info@quintainmarketing.com www.quintainmarketing.com
Contact Us
1819 Bay Ridge
Ave. Suite 240
Annapolis, MD...
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Building an Inbound Marketing Roadmap

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Presented as part of Quintain Marketing's Mid-Atlantic Inbound Summit during the

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Building an Inbound Marketing Roadmap

  1. 1. Building Your Own Inbound Marketing Roadmap By Kathleen Booth @workmommywork #IMW15
  2. 2. Kathleen Booth CEO Quintain Marketing @workmommywork 2 About the Presenter #IMW15
  3. 3. Audience personas Keyword research What should it include? 3 A blogging strategy INBOUND MARKETING STRATEGY A good inbound marketing strategy should include: Top, middle & bottom of the funnel strategy Content promotion Lead nurturing Lead scoring A service level agreement #IMW15
  4. 4. What are the keys to success? 4 INBOUND MARKETING STRATEGY The most successful inbound strategies have the following in common: ►Top to bottom buy in and participation ►Personality and a point of view ►Long term commitment ►Consistency ►Honesty #IMW15
  5. 5. Audience Personas 5 ►Fictional representation of an ideal customer ►Most companies have more than one ►Detailed profile covering demographics and psychographics Think about your favorite customer. What makes them so great?
  6. 6. Audience Persona Example 6 Marketing Mary Title: Director of Marketing Goal: Wants to please her boss, demonstrate the ROI of corporate marketing activities and improve efficiency of marketing Challenges: Lacks time and a focused strategy, can’t demonstrate clear ROI Wants a long range plan and key performance indicators Very busy but inquisitive and interested in staying on top of the latest trends #IMW15
  7. 7. Keyword Research & SEO 7 HIGH COST & COMPETITION LOW PROBABILITY OF CONVERSION LOW COST & RISK HIGH PROBABILITY OF CONVERSION 1 Word Phrases “television” 2 - 3 Word Phrases “flat screen television” More Descriptive Phrases “42 inch LG flat screen television” Key Phrase Curve LONG TAIL SEO
  8. 8. Blogging Strategy 8 Cost and price questions Comparisons and versus questionsvs. Problems and issues “Best of” questions Review-based questions #IMW15
  9. 9. Blogging + Long Tail SEO 9
  10. 10. The Buyer’s Journey 10#IMW15
  11. 11. Top, Middle and Bottom of the Funnel Strategy 11#IMW15
  12. 12. Content Promotion 12#IMW15
  13. 13. Lead Nurturing 13 BUYING STAGE TRACK A TRACK B TRACK C NEW LEADS BUYING STAGE MILESTONES SALES READY MILESTONES #IMW15
  14. 14. Lead Scoring 14#IMW15 ►Job title ►Geographic location ►Annual revenues ►Lead behavior (downloads, visits, etc.) ►Other? How will you determine which leads are marketing qualified? How will you gather this information?
  15. 15. Service Level Agreement - Marketing 15 Inbound Funnel Analysis Current Funnel Desired Customers at Current Conversion Rates Desired Customers at Benchmark Conversion Rates Traffic/month 1000 4000 1333 Leads/month 20 80 40 Customers/month (inbound only) 1 4 4 Visitor:Lead conversion 2% 2% 3% Lead:Customer conversion 5% 5% 10% #IMW15
  16. 16. 100% 90% Service Level Agreement - Sales 16 BETTER ODDS MORE VALUE If leads are responded to in fewer than five minutes, the odds of contacting them are 100x higher than waiting 30 minutes. By making between six and nine follow up attempts, you get 90%+ value out of the lead. #IMW15
  17. 17. Questions? 17#IMW15 Find helpful resources and register for office hours at www.quintainmarketing.com/IMW15
  18. 18. (866) 788-3226 info@quintainmarketing.com www.quintainmarketing.com Contact Us 1819 Bay Ridge Ave. Suite 240 Annapolis, MD 21403 Phone Email Website 18 (443) 973-6087 Fax

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