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EXPERT INBOUND
MARKETING TIPS:
How to Attract
Visitors &
Generate Leads.
#BDNMaineWhatsNEXT
Sarah
Bedrick
Helped thousands
of customers
transform their
companies with
inbound marketing.
@sbedrick
Spent every summer
until I was 18 on
Little Sebago Lake.
A TRANSFORMATION
HAS OCCURRED.
THE INTERNET
IS THE LARGEST
SOURCE OF
INFORMATION
WE’VE EVER
SEEN.
FACT:
The Internet has shaped
the way we share,
connect, engage & buy.
#BDNMaineWhatsNEXT
THE PROBLEM….?
MANY
BUSINESSES
HAVE NOT
ADAPATED
TO THE
CHANGE.
Traditional marketing mediums.
Traditional marketing mediums.
Traditional marketing mediums.
Traditional marketing mediums.
Traditional marketing mediums.
TO BE
SUCCESSFUL
LONG-TERM,
COMPANIES
MUST ADAPT.
WHAT IS
INBOUND MARKETING &
WHY USE IT?
1
Inbound marketing is a
fundamental shift in the
way we connect and
engage with potential
customers.
#BDNMaineWhatsNEXT
“60%
of companies have adopted
some element of the inbound
marketing methodology into
their overall strategy.
#BDNMaineWhatsNEXT
”
“53%
of CEOs/CMOs increased their
2013 inbound marketing budgets.
#BDNMaineWhatsNEXT
”
Inbound marketers plan to hire an
average of 9.3 people this year.
-- 125% more growth than teams
not executing inbound marketing
#BDNMaineWhatsNEXT
“
”
How does one
do inbound marketing?
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
INBOUND MARKETING METHODOLOGY
Better way to connect with prospects.
Financially a great approach.
Make marketing that people love.
INTRODUCTION
TO BUYER PERSONAS2
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
INBOUND MARKETING METHODOLOGY
BUYER
PERSONAS
are semi- fictional
characters marketers
create through research.
They represent your ideal
customer & help to refine
marketing activities.
BUYER
PERSONAS
are semi- fictional
characters marketers
create through research.
They represent your ideal
customer & help to refine
marketing activities.
Every future marketing
action you take will be
dictated by your
BUYER
PERSONA.
EVERYTHING.
• Blog posts
• Offers
• Calls-to-Action
• Landing pages
• Thank you pages
• Lead nurturing
• Automation
• Sales techniques
• Product/service
development
• Everything
MUST SPEAK
TO YOUR
BUYER PERSONA.
Download the Persona Worksheet
1 Research your current customers
2 Interview your current customers
3 Work through worksheet with the sales team
4 Use lead tracking data
HOW TO RESEARCH
YOUR BUYER PERSONAS:
Example Buyer Persona
MAJOR TAKEAWAY:
#BDNMaineWhatsNEXT
To be successful long-term,
research and develop
your company’s buyer personas.
HOW TO
ATTRACT VISITORS.3
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
INBOUND MARKETING METHODOLOGY
WAYS TO
ATTRACT VISITORS:
• Blog
• Paid Search
• On-page SEO
• Off-page SEO
• Social Media
• Press Releases
• Guest Posts
“82%
of marketers who blog daily
acquired a customer using their
blog, and 57% of marketers who
blog monthly acquired a
customer.
#BDNMaineWhatsNEXT
”
SUPER CHARGE…
WITH BLOGGING
WHAT IS A
BLOG?
WHAT IS A
BLOG?
Container for marketing content.
Why blog, again?
• Enhances our
company’s brand
• Improves on-page
SEO
• Attracts inbound link
• Gets our content
shared socially
Picture
BENEFITS
OF BLOGGING:
HOW DO WE GET
THE MOST OUT OF
OUR BLOGGING STRATEGY?
FOLLOW
BEST
PRACTICES
Best practices are you GPS to success.
Write consistently.
BEST PRACTICES FOR BLOGGING
Become a thought-leader
Use keywords.
Use irresistible formatting.
Write consistently.
BEST PRACTICES FOR BLOGGING
Become a thought-leader
Use keywords.
Use irresistible formatting.
“Blog as often
as you want
people to pay
attention to
you.”
Write
consistently.
(AT LEAST 2X PER WEEK)
Write consistently.
BEST PRACTICES FOR BLOGGING
Become a thought-leader
Use keywords.
Use irresistible formatting.
GOAL IS TO EDUCATE AND BUILD TRUST.GOAL IS TO EDUCATE & BUILD TRUST.
• It’s about the customer,
not the business.
• People don’t need to be
told how awesome you
are—let them come to
this conclusion
themselves.
1 Write helpful articles (e.g. “how to” or “10
steps to”)
2 Gain your readers’ trust—become a reliable
source of valuable content.
BEST PRACTICES TO EDUCATE
Write consistently.
BEST PRACTICES FOR BLOGGING
Become a thought-leader
Use keywords.
Use irresistible formatting.
1 The blog post title
2 Naturally, throughout the body of your text
3 Image Alt tag
4 Meta description
ADD THE LONG-TAIL KEYWORD PHRASE TO:
“SEARCH ENGINES DON’T BUY YOUR PRODUCTS/SERVICES, CONSUMERS DO.
#BDNMaineWhatsNEXT
Add keywords to
blog title
Naturally throughout
body and header text
1 1
2
2
3
3
4
4
Image Alt tag
In the meta description
ADD KEYWORDS TO A FEW KEY PLACES.
Write consistently.
BEST PRACTICES FOR BLOGGING
Become a thought-leader
Use keywords.
Use irresistible formatting.
PROPER FORMATTING TO MAKE IT
IRRESISTIBLE.
What do you think about this post?
PROPER FORMATTING IS KEY!
Article length:
At least 600 words
Whitespace & Images
Bolding (in a way that
makes sense for users)
Subheads, numbers,
bullets
1
2
3
4
1
2
3
4
DON’T EXPECT
OVERNIGHT SUCCESS
#BDNMaineWhatsNEXT
To attract visitors,
follow best practices
when creating blog content.
MAJOR TAKEAWAY:
HOW TO
CONVERT LEADS.4
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
INBOUND MARKETING METHODOLOGY
Inbound marketing delivers
54% more leads into the
marketing funnel than traditional
outbound leads.
#BDNMaineWhatsNEXT
“
”
CONVERSION PROCESS
1 Call-to-Action
2 Landing Page
3 Thank You Page
Google “How to create a Facebook business page”
Google “How to create a Facebook business page”
Google “How to create a Facebook business page”
Read the blog post – and get to the bottom:
Great relevant call-to-action at the bottom:
CONVERSION PROCESS
1 Call-to-Action
A call-to-action is a
button that directs
traffic to a landing
page.
Great relevant call-to-action at the bottom:
Land on the landing page:
CONVERSION PROCESS
2 Landing Page
The sole
purpose of a
landing page is
to generate
leads.
Land on the landing page:
Taken to a thank you page.
CONVERSION PROCESS
3 Thank You Page
The sole purpose
of a thank you
page is to follow-
up with your new
lead.
CONVERSION PROCESS
1 Call-to-Action
2 Landing Page
3 Thank You Page
FOLLOW
BEST
PRACTICES
CONVERSION PROCESS
1 Call-to-Action
2 Landing Page
3 Thank You Page
2% Click-
Through
20% View
to Submit
Make them action-oriented.
5 BEST PRACTICES FOR CALLS-TO-ACTION
Download the Free Ballroom Dancing Guide
ACTION-ORIENTED
VERB
Make them action-oriented.
Include keywords consistent with landing page and offer
5 BEST PRACTICES FOR CALLS-TO-ACTION
Download the Free Ballroom Dancing Guide
KEYWORDS DETAILING
THE OFFER
Make them action-oriented.
Include keywords consistent with landing page and offer
Make them attention-grabbing
5 BEST PRACTICES FOR CALLS-TO-ACTION
Make them action-oriented.
Include keywords consistent with landing page and offer
Make them attention-grabbing
Place them on appropriate pages
5 BEST PRACTICES FOR CALLS-TO-ACTION
Download the Free Ballroom Dancing Guide
Make them action-oriented.
Include keywords consistent with landing page and offer
Make them attention-grabbing
Place them on appropriate pages
Test, analyze, test, analyze
5 BEST PRACTICES FOR CALLS-TO-ACTION
Make them action-oriented.
Include keywords consistent with landing page and offer
Make them attention-grabbing
Place them on appropriate pages
Test, analyze, test, analyze
5 BEST PRACTICES FOR CALLS-TO-ACTION
2% Click-Through Rate
Write clear, concise, compelling headlines
Explain the value of the offer in a compelling way in 2-3 sentences, 5 max.
Explain a few benefits of the offer to the website visitor using 3-5 bullet
points
Place content above the fold
Include a relevant image
Perform the “blink test”
Include Social Media Share icons
10 BEST PRACTICES FOR LANDING PAGES
Create a form with 3-7 (15 max) relevant fields
No menu navigation or links
Redirect to a Thank You Page
Write clear, concise, compelling headlines
Explain the value of the offer in a compelling way in 2-3 sentences, 5 max.
Explain a few benefits of the offer to the website visitor using 3-5 bullet
points
Place content above the fold
Include a relevant image
Perform the “blink test”
Include Social Media Share icons
10 BEST PRACTICES FOR LANDING PAGES
Create a form with 3-7 (15 max) relevant fields
No menu navigation or links
Redirect to a Thank You Page
20% View to Submission Rate
Return the navigation
Deliver on the promised offer
Provide additional direction
Move leads further into the funnel
Get social
5 BEST PRACTICES FOR THANK YOU PAGES
To generate leads,
follow best practices when creating
conversion paths.
MAJOR TAKEAWAY:
Q&A.5
1 Persona Development Worksheet & Everything a
Marketer Needs to Create & Research Buyer Personas.
2 11 Step Blogging Guide
3 20 Ways to Brainstorm new Blog Content
4 Lead Generation Checklist
5 Become Inbound Marketing Certified
HELPFUL RESOURCES:
QUESTIONS?
THANK YOU.

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