This is the era of Smarketing (where we integrate Inbound Marketing to Sales). So it is very important for us to introduce inbound marketing to our strategies. Almost every company includes blogs in posts, but not all blogs are capable of generating leads. After this presentation, you will be in a better position to tell what is going wrong with your blog posts.

1. INBOUND MARKETING
STRATEGY
SIDDHARTH BHATTACHARJEE

2. OUR MAIN AGENDA
• UNLIKE CONVENTIONAL MARKETING, INBOUND MARKETING IS CUSTOMER-
CENTRIC.
• CONSIDER IT LIKE A DOCTOR-PATIENT RELATIONSHIP. ADVANTAGE OF
THINKING LIKE THIS IS THAT WE DO NOT NEGOTIATE WITH THE DOCTORS WITH
THE PRICING OF THE MEDICINES.
• IT IS ALSO LIKE A SAVINGS ACCOUNT. WE NEED TO HAVE A TARGET IN MIND
AND WORK TOWARDS THAT TARGET BY INVESTING “CONTENT” EVERY DAY.

3. WHY INBOUND MARKETING
With the advent of internet, the prospects today have way more options
than they used to have 20 years back. So sales reps acting as
gatekeepers to information is not going to work anymore. We need to
provide all the information a person is looking for to earn their TRUST
and convert them into customers.
IMAGE CREDIT TO HUBSPOT

4. UNDERSTANDING INBOUND MARKETING

5. ATTRACT PHASE
• WHEN A PERSON FACING ANY ISSUE, COMES TO OUR WEBSITE (OR BLOG) FOR
SOLUTIONS AND FIND THE DEFINITION OF THEIR ISSUE IN OUR BLOGS, THEY ARE
IN THE ATTRACT PHASE.
• IN THE ATTRACT PHASE, WE USE BLOGS TO SPEAK ABOUT DIFFERENT PROBLEMS
WHICH OUR BUYERS MIGHT FACE IN THEIR EVERYDAY JOB ROLE

6. CONVERT PHASE
• THIS IS THE PHASE WHERE WE GIVE SOLUTIONS TO THE PROBLEMS OF OUR
VISITORS.
• POINT TO NOTE HERE IS THAT WE ARE NOT SPEAKING ABOUT OUR SERVICES
AND PRODUCTS. REMEMBER INBOUND MARKETING IS ABOUT OUR CUSTOMERS,
NOT ABOUT US.
• HERE WE CAN ALSO USE CALL-TO-ACTIONS AND LANDING PAGES, WHERE WE
GET THE DETAILS OF OUR CUSTOMERS. GIVE THEM OFFERS LIKE IF THEY FILL
OUT A FORM, THEY WILL GET FREE EBOOKS OR VIDEOS, WHICH WILL SPEAK
ABOUT THEIR SOLUTIONS.
• IN THIS STAGE, WE GET THE LEADS. WE CALL THESE MQL.

7. CLOSE PHASE
• IN THIS PHASE, WE CAN TALK ABOUT OUR SERVICES AND PRODUCTS.
• HOW THESE WILL BE BENEFICIAL TO THE BUYERS.
• HERE WE CAN INCLUDE COMPARISONS, PRICING ETC.
• REMEMBER WE DO NOT WANT TO BE PUSHY. WE DO NOT WANT TO SOUND
DESPERATE. ITS BETTER TO HAVE NO CUSTOMERS THAN A BAD CUSTOMER.

8. DELIGHT PHASE
• ONE OF THE MOST IMPORTANT PHASES.
• OUR CUSTOMERS CAN BE OUR BEST PROMOTERS.
• WE NEED TO HAVE SURVEYS, SOCIAL MONITORING TO SEE IF OUR EXISTING
CLIENTS ARE HAPPY.
• OUR CURRENT CLIENTS CAN HELP US ACQUIRE NEW ONES.

9. BEST INBOUND PRACTICES
• USE BUYER PERSONAS- SEMI-FICTIONAL REPRESENTATIONS OF YOUR IDEAL
CUSTOMERS (TAKING INTO ACCOUNT HIS CHOICES, BEHAVIOR ETC.)- GET INFO
FROM ACTUAL RESEARCH, NOT ASSUMPTIONS
• USE BUYER JOURNEY - AWARENESS STAGE, CONSIDERATION STAGE, DECISION
STAGE
• CREATE REMARKABLE CONTENT - CONTENT + CONTEXT
• LEVERAGING YOUR CONTENT - MAKING SURE YOUR CONTENT REACHES THE
CORRECT AUDIENCE.

10. BUYER PERSONAS

11. BUYER PERSONA….
• WE MUST KNOW OUR BUYERS.
• ONCE WE KNOW OUR BUYERS, WE CAN TAILOR OUR CONTENT.
• THE CONTENT INTENDED FOR DIRECTOR OF HR CANNOT BE USED FOR CTO.
ONCE WE SEGMENT OUR CONTENT AND CAMPAIGNS, WE WILL DEFINITELY SEE
MUCH MORE RESPONSE.

12. BUYER JOURNEY

13. BUYER JOURNEY
• MOST IMPORTANT FACTOR. WHEN A VISITOR COMES TO OUR BLOG LOOKING
FOR THE DEFINITION OF THEIR ISSUES AND IDENTIFICATION OF THE SAME, THEY
ARE IN THE AWARENESS STAGE. THE CONTENT FOR THIS STAGE, SHOULD SPEAK
ABOUT THE PROBLEMS.
• WHEN HE HAS GOT THE SOLUTIONS TO HIS ISSUES AND HAS FILLED IN OUR
LANDING PAGE FORM TO DOWNLOAD THE EBOOKS OR WATCH VIDEOS ETC., HE
IS IN THE CONSIDERATION PAGE. TILL NOW OUR CONTENT SHOULDN’T SPEAK
ABOUT OUR SERVICES AND PRODUCT.
• WHEN HE HAS DECIDED TO USE CERTAIN SERVICES OR PRODUCTS, ONLY THEN
WE SHOULD SPEAK ABOUT OUR SERVICES AND PRODUCTS. THIS IS THE DECISION
STAGE.

14. ATTRACT PHASE

15. PREPARATION OF CONTENT

16. PREPARATION OF CONTENT…

17. PLANNING AND CREATING

18. CONTENT CREATION

19. ANALYZE

20. TITLE FOR BLOGS

21. CONVERT

22. THE CONVERSION PROCESS

23. CALL-TO-ACTION

24. LANDING PAGES
 LANDING PAGES ARE THE PAGES WHERE WE
COLLECT THE LEADS.
 THESE LEADS ARE THE MARKETING
QUALIFIED LEADS.
 REMEMBER TO ASK ONLY AS MANY
QUESTIONS AS THE CONTENT DESERVES
 IT IS SEEN THAT MORE NUMBER OF
LANDING PAGES RESULT IN MORE LEADS

25. LANDING PAGES…

26. THANK YOU PAGES
 ONCE A PERSON FILLS UP THE LANDING PAGE,
HE MUST GET A THANK YOU PAGE.
 A THANK YOU PAGE IS MORE BENEFICIAL
THAN A THANK YOU MESSAGE.
 WE CAN ALSO INCLUDE LINKS TO DIFFERENT
OTHER POSTS
 SOMETIMES MAY BE ANOTHER CALL-TO-
ACTION (BUT IT MIGHT BE TOO AGGRESSIVE).

27. THANK YOU !!!!
NEXT SLIDE WITH BE FOR EMAIL
MARKETING…