How To Do Inbound Marketing The Right Way - with Owen Fuller
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Owen Fuller, Chief Qwizard at Qzzr discusses how to do inbound marketing the right way. This presentation was given on a Stukent Expert Session online webinar for thousands of students across the world.
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How To Do Inbound Marketing The Right Way - with Owen Fuller
- 1. How To Do Inbound Marketing Right Owen Fuller Chief Qwizard @Qzzr_ Founder @FitInbound @owenfuller
- 2. What is Inbound Marketing? (HubSpot.com)
- 3. Why Inbound Marketing? • Consumers have taken control (TV to DVR) • Technology is the next phase of our evolution • Hammer vs. Magnet • Brains vs. Money • Rent vs. Own
- 4. Make the Cash Register Ring Marcus Sheridan, River Pools & Spas •Cut budget from $250K/mo. in marketing to $25k/mo. •Moved from outbound to blogs and videos •Was radically transparent – listing prices and praising competitors •Answered every question people ask in his blogs •Revenue surpassed earlier levels achieved with the $250K spend (NY Times)
- 5. How to Begin • Know your business strategy – Broad aspirations – Where you play – How you win • Goals • Plans • Challenges • Consequences
- 6. Inbound Marketing Calculator • New monthly revenue target – Average revenue per buyer X new buyers • Number of new monthly buyers needed – Close ratio • Number of leads needed – Conversion ratio • Number of website visitors needed • Email owen.fuller@fitmarketing.com for excel version of calculator
- 7. Document Buyer Personas • Background • Demographics • Problems • Tech profile • How to help • Real quotes • Common objections • Elevator pitch [name] [demographic] [problems]
- 8. Website Checklist • Tells your true story • Easy to use • Easy to manage • Purpose on every page • Clear calls to action • Loads quickly • Social integration • SEO optimized • Mobile optimized • Analytics set up right • Never finished
- 13. Attracting Website Visitors • Search marketing • Influencer outreach • Blogging • Social media marketing • Video marketing • World-class content
- 14. Search Marketing
- 20. Pro Tips – Influencer Outreach
- 21. Blogging
- 27. Video
- 31. Pro Tips – Video
- 36. Pro Tips – Quizzes
- 37. Converting Visitors to Leads • Offers & CTAs • Landing pages • Email marketing • Marketing automation • Conversion rate optimization
- 38. Offers & CTAs
- 39. Problems with Most Sites • Focus solely on the sale • Only offer value for those who are ready to buy • No clear calls to action
- 40. Create clear paths for all buyers Want something from someone? Offer them value first. Focus on them. – The Sales Whisperer
- 41. How? Create the right offers and position them the right way: – Step 1: Know your buyers – Step 2: Understand their buying cycle – Step 3: Match offers to buying cycle – Step 4: Link Offers/CTAs to landing pages – Step 5: Capture Leads
- 42. Step 1: Know your buyers • Who are my buyers? • What problem(s) are they are trying to solve? • What pressures or obstacles are they facing? • What are their interests? • What is their decision making process? – What is their role or position? – What questions do they have? – What are they comparing? • Where are they looking for info?
- 44. Step 2: Understand their buying cycle • Awareness - realizes they have a need or need to solve a problem (looking for information/education) • Consideration - defined their problem and are looking for a solution (looking for options) • Decision - defined their solution strategy and are looking to buy (comparing options; ready to pull the trigger)
- 45. Step 3: Match offers to buying cycle
- 47. Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc. • Beginner’s Guide to Buying Gym Equipment [Ebook] • New or Used: When to Stretch Your Gym Equipment Budget & When to Splurge [Infographic] • Gym Equipment Budget Template [Excel spreadsheet] • Purchasing Timeline for Gym Equipment: What Should You Buy First? [PowerPoint worksheet] • Request a quote • Phone assessment of equipment needs Jimmy Gym Owner
- 48. Step 4: Link Offers/CTAs to landing pages • Position offer on a landing page • Determine appropriate form fields to require
- 50. Landing Pages
- 55. Email Marketing
- 59. Pro Tips – Email Marketing
- 65. Pro Tips – Marketing Automation
- 69. Pro Tips – Conversion Rate Optimization
- 70. Measurement • Connect efforts to business goals • Leading KPIs & Lagging KPIs • Use the NPS for rapid buyer feedback – “On a scale of 0-10, how likely are you to refer a friend or colleague to __” – Why?
- 73. How To Do Inbound Marketing Right Owen Fuller Chief Qwizard @Qzzr_ Founder @FitInbound @owenfuller
Editor's Notes
- Fitmarketing.com | LinkedIn | Email: owen.fuller@fitmarketing.com. Personal Introduction (Alaska, Czech, Utah – Child # 11, new baby boy – Started Fit in 2009, one of the fastest growing in Utah, partnered with Dave Bascom of SEO.com, inbound marketing)
- Brian Halligan – CEO HubSpot
- Truth of you translated into the language of your audience
- CTA
- CTA
- CTA
- You need to care about and focus on providing value and offers for people who are not prepared to buy just yet, but who may with some additional nurturing and content
- Think about and research your buyers from before they even know you exist; sometimes you hear terms like buyer personas, or customer profiles Where are they looking for info – search, social, pinterest, referral
- As you are working to understand the buying cycle, you need to think about what the questions or inquiries your potential buyers will make at each of these stages Let’s say I work in an office and I’m starting to notice we’ve got some computer trouble, our computers are running slow, or our server is having issues. Why is my computer behaving this way? What does this mean? I’m doing research Consideration – our computers are slow because they have a bunch of files they don’t need, it’s running these different programs. We need an IT guy – now do we hire in-house, or do we hire a company/outside tech What is the cost comparison. What are our future needs. What is a checklist of things to consider? Decision – we are going to hire a company. In this case, you want to be the company that provided the offers and captured information from them to help them come to their solution and hopefully hire your company
- There are tons of different kinds of offers you can create. It depends on your product or service and your buyer personas which offers are the best for you/your company. It also depends on what content is included in the offering that makes the format applicable to different buying cycle stages.
- This is a template that demonstrates how you can layout visually the appropriate offers for each of your buyer personas at each phase of the buying cycle. The one extra column you would probably want to add is to indicate where our personas are going to come into contact with our offer - search, PPC, social media, on our website, etc.
- To capture a lead you need to really give people a reason to give you info to get it - make it compelling. A lot of times you have to do just as much selling to get people to give you their info as you do to get their credit card info
- We could spend a few hours talking about great landing pages, but we’ll go through some examples that will illustrate good examples while we focus on the offers
- Unbounce – example of awareness
- Unbounce – example of consideration
- Does the email have a goal? (email is action-oriented and should be trying to achieve a specific goal) Did the email achieve its goal? Is the "from" name a real person or brand? (email should come from a real person or brand, not: sales@, marketing@, etc.) Does the email have a compelling, action-oriented subject line? (subject line includes a verb or action-oriented statement) Can you understand the offer or email topic in under 45 characters? (you should understand the email and offer in less than 10 seconds) Does the email include at leaste one call to action (CTA)? Does the email include social media sharing icons? Has a plain text version of the email been created? Does the email include at least two links? Is there anchor text link in the first two sentences? Do the links in the email have tracking URLs associated with each link? Does the email show up properly on mobile devices? Does the email comply with the CAN-SPAM Law? (email must include the company name, address, and an unsubscribe link)
- Does the email have a goal? (email is action-oriented and should be trying to achieve a specific goal) Did the email achieve its goal? Is the "from" name a real person or brand? (email should come from a real person or brand, not: sales@, marketing@, etc.) Does the email have a compelling, action-oriented subject line? (subject line includes a verb or action-oriented statement) Can you understand the offer or email topic in under 45 characters? (you should understand the email and offer in less than 10 seconds) Does the email include at leaste one call to action (CTA)? Does the email include social media sharing icons? Has a plain text version of the email been created? Does the email include at least two links? Is there anchor text link in the first two sentences? Do the links in the email have tracking URLs associated with each link? Does the email show up properly on mobile devices? Does the email comply with the CAN-SPAM Law? (email must include the company name, address, and an unsubscribe link)
- Does the email have a goal? (email is action-oriented and should be trying to achieve a specific goal) Did the email achieve its goal? Is the "from" name a real person or brand? (email should come from a real person or brand, not: sales@, marketing@, etc.) Does the email have a compelling, action-oriented subject line? (subject line includes a verb or action-oriented statement) Can you understand the offer or email topic in under 45 characters? (you should understand the email and offer in less than 10 seconds) Does the email include at leaste one call to action (CTA)? Does the email include social media sharing icons? Has a plain text version of the email been created? Does the email include at least two links? Is there anchor text link in the first two sentences? Do the links in the email have tracking URLs associated with each link? Does the email show up properly on mobile devices? Does the email comply with the CAN-SPAM Law? (email must include the company name, address, and an unsubscribe link)
- Fitmarketing.com | LinkedIn | Email: owen.fuller@fitmarketing.com. Personal Introduction (Alaska, Czech, Utah – Child # 11, new baby boy – Started Fit in 2009, one of the fastest growing in Utah, partnered with Dave Bascom of SEO.com, inbound marketing)