Inbound Marketing - A Practical Introduction


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A practical introduction to Inbound Marketing - and Dating.

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  • Hi, my name is Nicole. Will you marry me?
  • If walking up to a girl or guy in a bar and asking them to marry you doesn’t work – why do we think the same approach will work when it comes to getting prospects to buy your products or services?Yet – this is essentially what we do. You see it every day in print advertising and direct mail. Hi – I’m a plumber – the best plumber in town - buy from me.
  • We call this process, the Marketing Hourglass – which is essentially the blueprint for Inbound Marketing. And really, when it comes right down to it, Inbound Marketing is just like dating. Before you buy a product or service, you have to first:KNOW the product exists (you meet in the bar)LIKE the company or product (you discover you both like iguanas and World of Warcraft)TRUST that the product will do what it promises, or that the company will in business for a while (or that your girlfriend won’t leave you for the next guy who smiles at her in the bar)Only then will you consider buying the product (or marrying the girl).
  • Chocolate bar vs. 10,000 oil rig platform
  • But what most companies do is skip the whole dating phase (Like, Trust and Try) and try to get their customers to go right from KNOWING THEM to BUYING from them
  • So let’s back up a little bit – how did this all come about? Why do we need inbound marketing today?
  • But while this was a blissful existence for marketers – this Outbound Marketing - what many of us still think IS marketing today – like:TV, Radio and Print advertisingDirect MailBillboardsCold CallingSimply isn’t working anymore.
  • LISTEN OVER SAY: Previously, marketing was all about figuring out a clever message – and all the control was in the hands of advertisers and marketers. Today, it’s more about listening to your audience, figuring out what they need, and providing not only the information they need, but the….PROOF OVER PROMISE: People today are more savvy, and can be put off by the more blatant marketing messages. Is a new kind of pen ink really going to revolutionize the world? Your messages should be focused on tangible information – with proof to back it upPUBLISH OVER PROSPECT: Here is the really great news. The days of dialing for dollars are over. By publishing a steady stream of educational content, you get prospects to know, like and trust you over time. So when they’re ready to buy – they contact you. FARM OVER HUNT: With the new rules of marketing you plant the seeds – you keep distributing different types of educational content and eventually your suspects will become prospects and your prospects will convert to leads and clients or students. INSIGHT OVER INFORMATION: In today’s new rules of marketing, your prospects are faced with an overwhelming amount of information. If you can dig through all that information and be the one source that pulls out the nuggets of insight they need – organizes and filters through the information for them…
  • The solution to navigating these new rules of marketing – is Inbound and Content Marketing
  • The reason I outlined the marriage example and the marketing hourglass – is because Inbound Marketing is intimately linked to the buying process – it’s all about how to get people to find you, move them through the buying process, and convert them into customers.
  • Outbound marketing is expensive – advertising simply costs money. Inbound marketing has a high upfront cost in terms of time – but a much lower cost per lead.Inbound marketing-focused companies have a 60% lower cost-per-lead than outbound marketing-focused companies.
  • It’s not enough today to just have a website – You have to build a total online presence. This diagram represents what every business should aspire to, but for today, we will focus specifically on the tools you will need for Inbound Marketing.
  • This is all about getting the right tools in place.
  • This is all about getting the right tools in place.
  • This is all about getting the right tools in place.
  • Research shows that companies that blog attract 55% more web site visitors than companies that don’t blog.
  • Even if you’re not ready to “go deep” into Facebook or YouTube, it’s important to initially claim all of this real estate. In the beginning, it’s not as much about “tweeting” & “Facebooking” 24/7 (although it’s of course important to build your followers for credibility), it’s about giving your prospects, customers and partners one more way to find you. Did you know that YouTube is the number 2 search engine after Google?Did you know that Facebook pages can appear higher in the Google search rankings than your website?All of these pages are places to amplify your content
  • This is all about getting the right tools in place.
  • This is all about getting the right tools in place.
  • If your prospects can’t find you, then your inbound marketing strategy will stop before it gets started. Analyzing your keywords is an important first step in finding out how your prospects talk about you, and what your prospects and customers search for. This information will drive the type of content your should create, and the terminology you should use in that content.SEO:On-site, you need to optimize your website overall (this is an entire subject unto itself, and was introduced at our last Think360 session). A couple of important points:- The
  • Google decides whether your content will rank well in search engines. As we talked about at our last Think360 seminar, today, search engine optimized content gives your content its best chance of ranking well in Google.
  • This is where that Marketing Hourglass we talked about earlier comes in – it provides a great guide and reference tool for the types of content you need to create
  • This is where that Marketing Hourglass we talked about earlier comes in – it provides a great guide and reference tool for the types of content you need to create
  • One of the biggest roadblocks for most businesses is the daunting task of creating ongoing content – what do we write about?Creatingongoin
  • There is a fine line between self-adulation (the promotion of accomplishments) and self-promotion (the promotion of ideas). – Nathan Hangen of Copyblogger Focus on the latter, not the former People want to consume helpful content, not information about you.
  • Share links to your content on social media sites and throughout appropriate online social networks.Benefits of regularly promoting and amplifying your content:Links back to your website – SEO!Building your following and network on social media sitesSharing of your content outside of your networkDownloads of your value content – leads that you can nurture!
  • Key to inbound marketing is first, getting leads by:Calls to action on all content: Provide free content, but then show your visitors what you want them to do through a call to actionYour calls to action drive to a landing page – where you ask for a prospect’s contact information in exchange for their valuable contact information
  • Once you’ve collected your leads, the second key to Inbound Marketing is nurturing your leads and converting them into customers. Qualify your leads – you don’t want to waste your time with leads who are at the top of the funnel and just looking around – put processes in place to determine which leads are at the bottom of the funnel and spend your time and energy on them.
  • Use Inbound Marketing to move leads through your qualification process Are they at the top, bottom or middle of the funnel?
  • Image: Be sure to measure your different landing pages and their rates of conversion. Conversion is the percentage of visitors who converted into leads. Keep track of your conversion rates & analytics to determine which calls to action are working.
  • Marketing analytics are an important part of your inbound marketing programs. Track the sources of your traffic to understand which channels send the best traffic and leads. Monitor these analytics daily and evaluate which techniques are working and which aren’t. Use this data to modify your inbound marketing campaigns to do more of what works and less of what doesn’t.
  • Inbound Marketing - A Practical Introduction

    1. 1. Inbound MarketingA practical introduction togetting leads – and dating
    2. 2. Hi, My Name is Nicole. I’m Really Great. Will You Marry Me?
    3. 3. Why not? • You just learned I exist • You don’t know if you like me • You don’t know if you can trust me • You might want to “try me out” first (I mean dating!)
    4. 4. But…this is how mostcompanies sell…. AB Plumbing Photo Here are all the reasons we are great Website Phone Number Email
    5. 5. The Problem?No matter what you buy (orwho you marry) everyone goesthrough the same process.
    6. 6. Marketing Hourglass – The Buying Process Know • Who and how, ads, referrals, networking Like • Website, blog content, social media, Trust • SEO, webinars, marketing materials, white papers Try • Workshops, evaluations, demo, DIY training, starter Buy • Service team, new customer kit Repeat • Post project review, cross selling, customer events Refer • Champion events, partner intros, peer2peer © Duct Tape Marketing – all rights reserved
    7. 7. Every buyer goes through thisprocess regardless of the typeof product or serviceProcess is faster for low costitems – slower for higherpriced items © Duct Tape Marketing – all rights reserved
    8. 8. Problem: Most Companies Skip the Dating Phase •Who and how Know •Ads •Referrals •Web site/blog Like •Reception •Newsletter •Search Trust •Expert content •Sales presentation •Webinar Try •Evaluation •Nurturing •Service team Buy •New customer kit •Finance/delivery •Post project survey Repeat •Cross selling •Quarterly events •Results reviews Refer •Partner intros •Peer2peer events © Duct Tape Marketing – all rights reserved
    9. 9. The Result? • Less response – fewer leads • More cold calling • More time selling (because they have to start the sales process right from the beginning)
    10. 10. Imagine… How much easier would it be if your prospects took themselves through your sales process and then contacted you when they were ready to buy?
    11. 11. It Is Possible Inbound & ContentMarketingInbound Marketing helps you “date your prospects”: -by using educational content to:• Get prospects to KNOW you• Move them through the buying process to LIKE, TRUST and TRY you, then,• Contact you when they are ready to BUY
    12. 12. Why Do you Need InboundMarketing? Because…..The Rules of Marketing areChanging have Changed
    13. 13. Outbound Marketing“The way it was”• Marketers were in complete control• We loved interrupting you• You couldn’t talk back! From infographic by Voltier Digital – full infographic at: rising-infographic/
    14. 14. Outbound Marketing Tactics 800-555-1234 Annoying Salesperson
    15. 15. Why outbound marketing is nolonger working Photo and stats from HubSpot
    16. 16. What Caused the Change? Image courtesy of HubSpot
    17. 17. What Caused the Change?
    18. 18. Therealities of marketing today
    19. 19. From infographic by Voltier Digital – full infographic at:
    20. 20. How Marketing has Changed:Listen over sayProof over promisePublish over prospectFarm over huntInsight over information
    21. 21. The Solution?Inbound Marketing
    22. 22. What is Inbound Marketing? The process of: - Getting prospects who are looking for your product or service to find you - Using educational content to move them through the lead qualification and conversion process - And giving them ways to contact you when they are ready to buy.
    23. 23. What is Content Marketing? The process of getting prospects who are looking for your product or service to find you, using educational content to move them through the lead qualification and conversion process, and giving them ways to contact you when they are ready to buy.
    24. 24. What does this mean?• Your prospects can find you when they are looking for your service • Your prospects can get the information they’re looking for once they’ve found you • Your prospects can educate themselves – and then contact YOU when they’re ready to buy – either now or in the future • Prospects are already interested, more qualified and more likely to buy.
    25. 25. Inbound Marketing& the Buying ProcessPublish educational content toget prospects to KNOW, LIKE,& TRUST you – so they willbe much more likely to BUY –our ultimate goal.
    26. 26. Benefits of Inbound Marketing: It’s Less Expensive: Purchasing media space for Outbound Marketing spots is expensive. The cost of Inbound Marketing is more time than money. Budget (outbound) Brains (Inbound) Flickr: Joakim JardenbergFlickr: Andrew Magill Photos courtesy of HubSpot
    27. 27. Benefits of Inbound Marketing Source: survey of hundreds of businesses:
    28. 28. Benefits of Inbound Marketing It’s Educational:Consumers today are more savvy and don’t respond the same way to advertising/sales messages. With Inbound Marketing you take an educational approach, and provide consumers with the information they want, when they want it.
    29. 29. Benefits of Inbound Marketing It’s Non-Intrusive:There is a backlash against intrusive marketing methods, and as a result it is becoming more difficult to get outbound marketing messages out.With TiVO and PVRs, we fast forward through commercials on TV, we add our phone numbers to “do not call” lists to prevent telemarketers from getting through, we throw out direct mail, and we leave websites with pop-up ads.
    30. 30. Benefits of Inbound Marketing It Reduces the Need to Cold Call and Sell: Inbound marketing is about enabling prospects to find youwhen they are ready to buy, and putting processes in place to take them through the lead qualification and conversion process onlineThis eliminates the need for cold calling in many cases – and reducing the time spent selling.
    31. 31. 7 Steps to Inbound Marketing Success 1. Build Your Inbound Marketing Toolkit 2. Get Found 3. Create Compelling Content 4. Amplify Your Content 5. Convert Visitors to Leads 6. Convert Leads to Customers 7. Analyze & Adjust
    32. 32. Step 1Build Your Inbound Marketing Toolkit A website is no longer enough – you need a Total Online Presence
    33. 33. Step 1Build Your Inbound Marketing Toolkit1. Website2. Blog3. Social Media Pages4. Email Marketing Tool5. Social Media or Inbound Management Tool6. Listening Station
    34. 34. Step 1 Website1. Built on a CMS 1. Easily updated 2. Easily optimized for SEO2. Recommend WordPress or similar
    35. 35. Step 1 Blog1. Integrated with your website2. Include social share functionality3. Include “relatable” functionality4. Ability to optimize and tag each post5. Recommend Wordpress or similar
    36. 36. Blogging: A Great Way to Get StartedSource: Data from over 1,500 small businesses -
    37. 37. Step 1 Social Media Pages Claim all of your real estate - It’s not about “tweeting” &“Facebooking” 24x7 - It’s about your prospects finding you - Yes – your customers ARE on social media
    38. 38. Step 1 Email Marketing Tool1. Easy to create emails and newsletters2. Integrated with your website & social media3. Manage your lists & unsubscribes4. Track opens and shares
    39. 39. Step 1Social Media Management or Inbound Marketing Tool1. Send out content to multiple social media sites from one location2. Monitor social media pages3. Track and monitor link clicks
    40. 40. Step 1 Listening Station1. Monitor content from competitors, blogs, news feeds, magazines, associations2. Great source of content3. Recommend Google Alerts, Google Reader, HootSuite or Similar
    41. 41. Step 2 Get Found1. Keyword Analysis 1. Know what your prospects are looking for 2. Insight into the content you should create2. SEO 1. On-site optimization – CONTENT! 2. Off-site optimization – CONTENT!
    42. 42. Google is Judge, Jury &
    43. 43. Step 3: Create Compelling Content for All Stages of the Buying Cycle Know • Articles, News Releases, Advertising • Website Content, Blog Posts, Social Media Posts, eBooks, Infographics, Like Newsletter • Marketing Kit, Case Studies, Video Testimonials, Webinars, Whitepapers, Trust Industry Studies • Workshops, Online Demos, eBooks, evaluations, demo, DIY training, Try starter • New Customer Kit, User Guide, Cheat Sheets, Quick Start Guides, Online Buy Training and Webinars • Project Reviews, Case Studies (cross sell), Customer Webinars, Repeat Newsletters, Customer Survey Results Refer • Partner Events, Newsletters, Social Media, Partner Kits
    44. 44. Step 3: Create Compelling Content for All Stages of the Buying CycleTwo major types of content for inbound marketing:1. Major Value Piece  Content that prospects will exchange their contact information for  Examples: eBooks, guides, webinars Ongoing Content  Regular, free content that you push out on an ongoing basis
    45. 45. Step 3 Take the Fear out of Content CreationIf you don’t have a plan, content creation can be scary!1. Create an editorial calendar  Think about your business in terms of chapters in a book December January February Monthly Topic Marketing Strategy Online Marketing Social Media Total Online Presence 7 Steps to Social Media Success Main Monthly Piece Strategy eBook Webinar eBook Weekly Posts Week 1 Ideal Customer Content Platform Listening Station Week 2 Core Difference Organic SEO Pages Week 3 Talking Logo PPC Advertising Building Followers Week 4 Tagline Analytics Management Tools Creating content is much less scary when you know ahead of time what you’re going to write about
    46. 46. Remember: It’s Not About You, EVER!
    47. 47. Step 4: Amplify Your Content1. Publish your content to your website, blog or landing page2. Amplify or promote your content to: 1. Social Media Sites 2. Bookmarking Sites 3. Article Sites 4. News Release Sites 5. Email
    48. 48. Step 5: Convert Visitors to Leads1. Calls to Action on All Content2. Use Landing Pages with Forms
    49. 49. Landing pages anatomy • Headline • Image/video • Bullet benefits • Capture • Call to action • Trust
    50. 50. Step 6: Convert Leads to Customers1. Put processes in place to qualify your leads – Top, Middle or Bottom of the funnel 1. Download certain items = more qualified 2. Include a key qualification step – like an audit form 3. Focus your time on qualified, bottom-of-the-funnel leads
    51. 51. Step 6: Convert Leads to Customers2. Use Inbound Marketing to move leads through yourqualification process: 1. High level content for people just curious about a topic (Introduction to Inbound Marketing Guide) 2. Mid level content for those now looking for a vendor (Inbound Marketing Webinar) 3. Bottom level content for those ready to buy (Inbound Marketing ROI Calculator)
    52. 52. Step 7: Analyze and Refine1. Track your Conversion Rate: Image courtesy of HubSpot
    53. 53. Step 7: Analyze and Refine2. Monitor your analytics Image courtesy of HubSpot
    54. 54. Research toolbox Keyword Research • • • Competitive Research • Trend Research •
    55. 55. New! Total Online PresenceProgram overview:• 6 live lessons• Complete online portal• Resources/action plans• Real time updates• Group, Coaching, and Total Consulting and Set-Up Options Get Your Free eBook & Webinar View Program Information
    56. 56. New! Total Online Presence+ HubSpot Inbound Marketing Software• 6 live lessons - Complete online portal• Group, Coaching, and Total Consulting and Set-Up Options• HubSpot Inbound Marketing Software Get Your Free eBook & Webinar View Program Information
    57. 57. About Nicole Croizier • Owner of Corner Your Market, a Vancouver based marketing consulting firm focused on helping owners of smaller but growing businesses install complete marketing systems from the ground up • Authorized Duct Tape Marketing Consultant • HubSpot Inbound Marketing Certified Partner • 12 years in corporate marketing – tech &