Inbound: Marketing People Will Love

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INBOUND MARKETING PRESENTATION
Presented by Chrissanne Long
Maximize Digital Media
5/16/2014

INBOUND METHODOLOGY
THE INBOUND METHODOLOGY

BASICS OF INBOUND MARKETING
!  Different people = Different
marketing strategies.
!  Defined goals make
measuring outcomes
possible.
!  Align content with
customers’ interests.
!  Create content that will
continue to bring relevant
traffic.

“SOLVE FOR PEOPLE ”
-DHARMESH SHAH
They are more than a
“Target audience” Your
prospects are people,
create marketing people
will love.

ATTRACTING VISITORS: BLOGGING
Blogging is the single best way to
attract new visitors to your
website. In order to get found by
the right prospective customers,
you must create educational
content that speaks to your ideal
buyers and answers their
questions.

ATTRACTING VISITORS: SOCIAL MEDIA
You must share remarkable
content and valuable information
on the social web, engage with
your prospects and put a human
face on your brand. Interact on
the networks where your ideal
buyers spend their time.

ATTRACTING VISITORS: KEYWORDS
Your customers begin their buying
process online, usually by using a
search engine. You must appear
prominently for the “keywords”
they search. This process requires
strategically selecting keywords,
optimizing your pages, creating
content and building links around
the terms for which your ideal
buyers are searching.

ATTRACTING VISITORS: PAGES
You must optimize your website
and its content to appeal to and
speak with your ideal buyers.
Transform your website into a
resource of helpful content, to
entice the right strangers to visit
your pages, connect with your
brand and digest your information
to help them make their buying
decisions.

WHAT’S IN YOUR TOOLKIT?

TOOL # 1 – CALLS-TO-ACTION
!  Calls-to-action are buttons or links
that encourage your visitors to
take action, like “Download a
Whitepaper,” “Schedule a
Consultation,” “View our Exclusive
Report.”
!  Without compelling calls-to-action,
your website will not generate
leads.
!  Use calls-to-action to move people
through your campaign sales
funnel.

CALLS-TO-ACTION

TOOL # 2 - LANDING PAGES
When a website visitor clicks on a
call to action, he should be sent to
a landing page. A landing page is
where the offer in the call-to-
action is fulfilled, and where the
prospect submits information that
your sales team can use to begin a
conversation with them. When
website visitors fill out forms on
landing pages, they become leads.

ANATOMY OF AN EFFECTIVE
LANDING PAGE
!  Limited navigation
!  Details that can be quickly
scanned
!  An image that supports the topic
!  Lead capture form (shorter for
better conversion) “above the
fold.”
!  Links for sharing via social media
!  One single call-to-action
Every marketing
campaign should
come paired with a
customized landing
page

TOOL # 3 - EMAIL
What do you do if a visitor clicks on
your call to action, fills out a
landing page, or downloads your
whitepaper, but still isn’t ready to
become a customer? A series of
emails focused on useful, relevant
content can build trust with a
prospect and help them become
more ready to buy.

MARKETING AUTOMATION
!  This process involves creating email marketing
and lead nurturing tailored to the needs and
lifecycle stage of each lead.
For example, if a visitor downloaded a whitepaper on a certain
topic from you in the past, you might want to send that lead a
series of related emails. But after they have visited certain pages
on your website, you might want to change the messaging to
reflect those different interests.

!  Building content people
love is not an impossible
feat. Identifying what
people want is half the
battle. Creating offers
that deliver is the other
half. And the best part?
You get to measure the
results! E-books, case studies, white
papers and infographics are
some examples of premium
content.
TOOL # 4 - PREMIUM CONTENT OFFERS

The beauty of online
marketing is that every
action your visitors take is
tracked and stored
somewhere. Rather than
relying on your gut to
decide how well your ideas
are working, marketers can
now use data to glean true
insight into their ROI .
TOOL # 5 - ANALYTICS
Chief marketing officers plan to
increase their spending on marketing
analytics 60% by 2015.

HOW WE CAN HELP
!  Website Design & Development
!  Full Inbound Marketing
!  Search Engine Optimization (Local, Regional, National)
!  Local Business Listing Optimization
!  Full Social Media Marketing & Management
!  Social Media Advertising
!  Email Marketing and Automation
!  Video Marketing
!  Mobile Marketing (SMS, Mobile Website, Mobile Apps)
!  Strategic Content Generation
!  Training & Consulting

TOOLS AND RESOURCES
!  Google Webmaster Tools & Analytics
!  Majestic SEO (majesticseo.com)
!  Open Site Explorer by Moz (opensitexplorer.com)
!  SEO Moz (moz.org) Local SEO Resources
!  Statstool.com analyze your website
!  Social Media Experts
!  Amy Porterfield, Mari Smith, Jon Loomer, Gary
Vaynerchuk
!  URL Shortener for Tracking clicks: BudURL (Pro)
– recommended for advanced users.

MORE TOOLS & RESOURCES
http://MaximizeDigitalMedia.com/

FREE REPORTS
We’re always adding more!

AN INVITATION
!  Visit our website for our online
Lead Generation Report
http://lkld.co/GetLeadsOnline
!  Ready to talk? Let’s schedule a
FREE consultation!
http://lkld.co/MDMConsultation

Inbound: Marketing People Will Love

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