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02.從SEO到Content的企業Inbound Marketing之道_HubSpot Bryan
The document discusses the evolution of inbound marketing as a strategy essential for businesses, emphasizing the shift from traditional methods to content-driven approaches. It outlines the stages of the inbound methodology, detailing how to convert strangers into advocates through various online tactics such as SEO, blogging, and email marketing. The ultimate goal is to achieve predictable growth in leads and customers by understanding and optimizing the customer journey.
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02.從SEO到Content的企業Inbound Marketing之道_HubSpot Bryan
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- 2. From SEO to Inbound AnIntroduction to Inbound Marketing Presented by Bryan Cawse Partnership Manager - Asia
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- 4. 2018: Everyone knows theyneed a growth strategy rooted in the online world.
- 5. The Old Playbookis Broken 83% skip ads 91% unsubscribe from email 20% of EDMs are never opened 18,281
- 6. What Is TheAnswer?
- 7. >> >> >>>>Strangers Visitors Leads Customers Promoters ATTRACT CONVERT CLOSE DELIGHT The Inbound Methodology Attracting the right visitors Creating a way to convert leads and close customers so that they become promoters of your brand
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- 9. Convert Leads Close Customers AttractVisitors Top of the funnel: Any marketing activity that increase brand awareness & traffic
- 10. Convert Leads Close Customers AttractVisitors Such as: • SEO • Blogging • Social Media • Paid Ads
- 11. Convert Leads Close Customers AttractVisitors Middle of the funnel: How you take anonymous traffic and turn them into leads
- 12. Convert Leads Close Customers AttractVisitors Such as: • Call-to-Actions • Landing Pages • Forms
- 13. • Free White-papers •Free Guides & Tips • Free eBooks • Free Checklists • Free Videos • Free Kits AWARENESS STAGE • Free Webinars • Case Studies • Product Spec • Free Events CONSIDERATION STAGE • Free Trials • Demos • Free Consultations • Estimates or Quotes • Free Samples & Discounts DECISION STAGE AUDIENCE? What converts best for your
- 14. Convert Leads Close Customers AttractVisitors Bottom of the funnel: How you turn those leads into happy and profitable customers
- 15. Convert Leads Close Customers AttractVisitors Such as: • Email Marketing • Marketing Automation • Lead Scoring
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- 17. Inbound Marketing Attracting customersby offering them value at every step of their journey
- 18. The goal: Predictable growthin leads and customers
- 19. Do you understand yourcustomer’s journey? ??? ??? ??? ??? ??? ???
- 20. (Most companies don’t eventhink about this) ??? ??? ??? ??? ??? ???
- 21. Let’s assume it’s somethinglike this: Gets posted overseas Finds relocation service Researches about living in Taiwan Looks into school options Asks other expats for advice Books appointments at schools
- 22. Not in controlof lead volume? Marketing heavily biased to end of journey? Gets posted overseas Finds relocation service Researches about living in Taiwan Looks into school options Asks other expats for advice Books appointments at schools
- 23. Predictable marketing: Control everystage of the journey Gets posted overseas Finds relocation service Researches about living in Taiwan Looks into school options Asks other expats for advice Books appointments at schools
- 24. What does allof this look like in practice?
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- 32. Eton House Search forthis right now to see this in action
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- 36. Why SEO isNot Enough Content is more powerful than keywords Not every visitor is ready to buy Prospects want value 1 2 3
- 37. 3x more likelyto see positive ROI Inbound delivers 54% more leads Inbound leads cost 49% less than outbound 1 2 3 Why Inbound is The Answer
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