Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02

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Howtobuildabetterinboundmarketingmachine 120322005728-phpapp02

  1. 1. (Introducing the Inbound Marketing Multiplier)HOW TO AMPLIFY YOUR IMPACTMachineBuilding a BetteRInboundMaRketing
  2. 2. INBOUND MARKETINGis a powerful tactic, butbottom-line results don’t comefrom inbound marketing alone.
  3. 3. BuyeRs aRechanging.
  4. 4. They’re in control of educatingthemselves on their problemsand potential solutions—andthey want to keep it that way.SUNDAY NEWS
  5. 5. INBOUNDMARKETINGistheprocessofhelpingpotentialcustomersfindyourcompany—oftenbeforetheyareevenlookingtomakeapurchase—andthenturningthatearlyawarenessintobrandpreferenceand,ultimately,intoleadsandrevenue.
  6. 6. It’s about creating INTERESTING,INFORMATIVE,ANDEVENENTERTAININGCONTENT optimized and distributedacross online channels so it can be found by—andhopefully engage—prospective buyers.
  7. 7. HEREARESOMETACTICSFORINBOUNDMARKETINGSUCCESS:Marketing Tacticswww.google.com/search/inbound_marketing/tactics/Search Engine OptimizationSearch Engine MarketingSocial Media MarketingContent MarketingConversion OptimizationSocial Media Marketing
  8. 8. WHITE PAPERSSOCIALNETWORKINGARTICLESBLOGSLANDING PAGEOPTIMIZATIONSEARCH ENGINEOPTIMIZATION (SEO)AND THESE ARE THE BUILDING BLOCKS:
  9. 9. THERE ARE A LOT OFbenefits of inboundmaRketing, like…
  10. 10. Increasedbrandawareness.93% of buying cycles start witha search online, so if your company shows up high in thesearch results, you’ll get “free” brand awareness.93%Brand Awarenesswww.google.com/search/increase_brand_awareness/
  11. 11. 88% of clicks come from organicsearch. The remaining12% of clicks go to paid keywords (payperclick).88%12%Brand Awarenesswww.google.com/search/increase_brand_awareness/PAY PER CLICKORGANIC SEARCH
  12. 12. IncReased bRandpRefeRenceMANY BUYERS CORRELATE HIGH ORGANIC SEARCHRANKINGS WITH TRUST AND BRAND LEADERSHIP.
  13. 13. PEOPLE ARE ALSO MORE LIKELY TO TRUSTAND BUY FROM A COMPANY THEY HAVEA RELATIONSHIP WITH. WHEN PEOPLEENGAGE WITH YOUR CONTENT,THEY FEEL LIKEthey have aRelationship.
  14. 14. MORE LEADS FOR LESS BUDGET: Great content paysdividends for a very long time, an effect that multiplies asyou create more and more content.
  15. 15. MOSTLY WHAT WE LOVE IS THAT IT’S ABOUT APPLYINGMORE BRAINS,NOT MORE BUDGET.
  16. 16. Your aim is too wideProspects don’t know you existProspects don’t understandwhat you doYou aren’t reaching thedecision makersYou can’t break through yourcompetitions noiseThere isn’t any noise becauseyou’re in the wrong channelBUTIT’SNOTAMAGICBULLET,ANDYOUCANGOWRONGWHEN:
  17. 17. Inbound marketing is like anair war. Carpet-bombing isefficient, but makes it hard tohit specific targets.So what you need are groundwar tactics (think marinesandsnipers)totargetspecificobjectives and hold territory.IT’SHARDTOTARGETSPECIFICAUDIENCESWITHINBOUNDMARKETING.
  18. 18. Youwaitforbuyerstotakeactionwhentheyfeelready.Butsometimesyouneedsomeonetoact.Pragmatistsandlateadopterswhodon’tactivelyseekoutalternativesandnewsolutionsmayneedapush,notapull,totakeaction.INBOUND MARKETING DOESN’T DRIVE PEOPLE TO ACTION.
  19. 19. So whatcan you do?
  20. 20. COMBINE OUTBOUND AND INBOUND.
  21. 21. There are three essential ingredients to add to your inboundstrategy (A.K.A.THEINBOUNDMARKETINGMULTIPLIER):A CORPORATECOMMUNICATIONSSTRATEGYAN OUTBOUNDMARKETING STRATEGYA NURTURINGOR MARKETINGAUTOMATIONSTRATEGY
  22. 22. WHYDOTHESETHINGSAMPLIFYINBOUNDMARKETING?Becauseallbuyersareunique.Andtheyengagewithdifferenttypesofcontentatdifferentstagesofthebuyingcycle.
  23. 23. YOURSTRATEGYMUSTENGAGEINALLTHESEWAYS IF YOU WANT TO HAVE A WELL-OILEDMachine.InboundMaRketing
  24. 24. OUTBOUND STRATEGY: ONLINE CAMPAIGNSBanner and displayVirtual eventsWebinarsSponsored newsletterand emails
  25. 25. OUTBOUND STRATEGY: OFFLINE CAMPAIGNSTrade/road showsDirect mailTV & radio advertisingOut-of-home advertisingPrint advertising
  26. 26. OUTBOUND STRATEGY: FIELD EVENTSTargeted eventsAppointment settingList purchasesTelemarketing
  27. 27. CORPORATE COMMUNICATIONS STRATEGYBrandingAnalyst relationsProduct launchesPrograms to upsell to and retaincustomersCommunications (both internaland external)
  28. 28. WhatIsMarketingAutomation?It’sautomatingtheroutineandrepeatabletasksassociatedwithleadmanagement,leadnurturing,leadscoring,andcreatingandmaintainingamarketingleaddatabase.MARKETINGAUTOMATIONSTRATEGY
  29. 29. MARKETINGAUTOMATIONSTRATEGYRaises open and click ratesEnables A/B testingImproves conversion ratesShortens sales cyclesLets sales know when theirprospects are engaging onlineAutomates repetitive tasksDelivers sophisticatedreporting and analyticsWins more deals and generateshigher revenue per deal
  30. 30. THEKEYIncorporate inbound marketing into alarger group of marketing tactics toamplify your impact.
  31. 31. DIVE IN DEEPER WITH THESE GREAT INBOUND MARKETING RESOURCESAmplify Your Impact: http://bit.ly/AcBZIxThe CMO Guide to Inbound Marketing: http://bit.ly/zfGk2rModern B2B Marketing Blog http://bit.ly/wA1fjtCreated By
  32. 32. PRINTABLEFoundation of Inbound Marketing: Content• Articles• Blog Posts• Books/eBooks• Brochures• Case Studies• Demos• Email• Free Trials• Images• Information Guides• Live Streamed Events• Manuals• Microsites/Web Pages• Online Courses• Podcasts/Videocasts• Presentations• Press Releases• Product Data Sheets• Reference Guides• Resource Libraries• RSS/XML Feeds• Surveys• Radio/TV/Web TV• Videos• Webinars/Webcasts• White Papers• Widgets• WorkbookTHE BIG LIST:
  33. 33. “Creating the Proper Program Mix” ChecklistINBOUND MARKETING:Online Campaigns Offline CampaignsSEO: Search engine optimization is how you increase the likelihood of rankinghigh in the search engine results.BLOGGING: A great way to build your brand, establish thought leadership,and engage prospects over time by getting them to subscribe to your postsand by pointing them to other content of interest.SOCIAL MEDIA: Sites and networks such as LinkedIn, Twitter, Facebook, andmore niche-oriented venues are conduits to prospective buyers, and placesyou can make them aware of your expertise and content.FORUMS AND ONLINE COMMUNITIES: Participating in online discussions isa way to find out what issues are top of mind for prospects, while alsopositioning you as a valuable information resource.WHITE PAPERS AND EBOOKS: White papers are typically 4-8 pages inlength, and explore a business issue, helping readers understand bestpractices and options. While typically longer than white papers, eBooks alsoexplore business issues but often in a more conversational and visuallyappealing manner.VIDEOS: Snack-sized content in a visual format helps you engage busyprospects who may not have time to read your white paper or eBook.BANNER AND DISPLAY: An advertisement appearing on a website.VIRTUAL EVENTS: A tradeshow, conference, or meeting online.WEBINARS: A presentation or workshop delivered over the web toeducate prospective buyers.BANNER AND DISPLAY: An advertisement appearing on a website.VIRTUAL EVENTS: A tradeshow, conference, or meeting online.WEBINARS: A presentation or workshop delivered over the web toeducate prospective buyers.SPONSORED NEWSLETTER AND EMAILS: Allows you access to atarget audience who might not otherwise be reached.TRADESHOWS: In-person exhibits that offer the chance to display yoursolution and interact one-on-one with prospects.DIRECT MAIL: Advertising sent to a prospect’s home through a mailservice.TV & RADIO ADVERTISING: Using the radio or TV to deliver a scriptedmessage to attract new clients.OUT-OF-HOME ADVERTISING: Advertising that appears when you are intransit, or at an activity outside of your home, in order to drive awarenessor encourage a specific call-to-action.PRINT ADVERTISING: From flyers to newspapers and magazine ads,print advertising includes all advertising found in printed media.OUTBOUND MARKETING:
  34. 34. Field MarketingTARGETED EVENTS (E.G., DINNERS, SPORTING EVENTS): A directselling opportunity to a specific audience.APPOINTMENT SETTING: Making calls to qualify leads and schedulecalls between them and sales reps.LIST PURCHASES: Paying for a highly targeted list of individuals based ona range of criteria, such as titles, industry, and solutions used, to be usedin marketing campaigns.TELEMARKETING: Using the phone to make your sales pitch in an effort todrive prospects farther down the sales funnel.LEAD NURTURING: The process of building relationships with qualifiedprospects regardless of their timing to buy, with the goal of earning theirbusiness when they are ready.LEAD SCORING: A shared sales and marketing methodology for rankingleads in order to determine their sales-readiness.REVENUE PERFORMANCE MANAGEMENT: Optimizing interactions withbuyers across the revenue cycle to accelerate predictable revenue growth.CLOSED LOOP REPORTING: A way to measure the impact ofmarketing activities on revenues.COMMUNICATIONS: The internal and external messages that a companydevelops and disseminates.ANALYST AND PUBLIC RELATIONS: Engaging relevant analysts and mediacontacts to keep them informed of your company’s positioning and offerings.GUERILLA MARKETING: A form of marketing that tries to generatebrand awareness at a low cost by using atypical methods like graffiti,flash mobs. and poster campaigning.OUTBOUND MARKETING: (CONTINUE)CORPORATE MARKETING:MARKETING AUTOMATION:METRICS THAT MATTER:

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