2. Three Ways to Get Found Online
Search Social Website
Engine Media Link
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3. Internet Marketing Conversions
A website visitor becomes
a lead by clicking through Website
a call to action and Visitor A lead becomes a
completing a form on a customer after purchasing
landing page to receive your product or service.
your content offer This typically occurs after
Lead the lead has progressed
through your lead
nurturing sequence, where
he or she has been
Customer provided with the right
content as they progress
through their buying cycle
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4. Step 1: Keyword Strategy
Brainstorm 3-6 word • Develop an initial list of keyword phrases for
phrases that buyers each of your lines of business
use to describe your • Solicit input from customer, employees,
products and services vendors and prospects
Research your
• Find alternate keyword phrases and add
keyword phrases using them to your list of targeted keywords
tools like HubSpot or
• Review each phrase for the amount of search
Google Adwords
traffic and the difficulty in getting ranked
Keyword Tools
Use your targeted
keyword phrases to • Match keyword phrases to content
optimize your website • Track your rankings for each keyword phrase
and to brainstorm over time
content topics
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5. Step 2: Search Engine Optimization
On-Page SEO –
estimated to • Use keyword phrases in page titles,
headers, meta descriptions and
account for 25% content
of Google • Best practice: optimize no more than
ranking two keyword phrases per page
algorithm
Off-Page SEO
(links from • No quick fix – best tactic is to create
good content and publish it frequently
credible sites) –
• Link building – leverage relationships
estimated to with vendors, bloggers and customers
account for 75% for links
of algorithm
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6. Step 3: Create Blogs and Other Content
• Consider re-purposing existing content into blog
Start with a posts, whitepapers, eBooks, videos, etc.
content audit • Develop marketing personas for your various buyers
and create content for those personas
Develop an • Keep on track with an editorial calendar
• Publish weekly blogs at a minimum – 2 or 3 per week
editorial calendar is ideal
• Decider whether to blog internally, outsource or a
combination of the two
Create Content • Use keyword phrases in your titles and within your
content – best practice is once every 2-3 paragraphs
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7. Step 4: Promote Content and Participate in Social
Media
• 10 posts promoting others content (Trusted
Advisor)
Use the 10:4:1 • 4 posts promoting your blog
Rule • 1 post promoting a landing page or other sales
item
• Include social media “follow” buttons on your
website and e-mail signatures
Build your • Participate in conversations with your
network followers and influencers
• Go-giver principle
Let others • Monitor social media for mentions of your
company or industry
promote you • Leverage relationships for “favors”
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8. Step 5: Convert Site Traffic into Leads
• Create content offers for each of the 3 stages
Create content of the buying process
offers • Consider creating content offers for each of
your lines of business
• A button or link on your web page that directs
Create a call-to- a user to a landing page
action • Display it prominently above the fold
• Typically starts with a verb
Put your content • Landing pages compel the user to complete a
form to receive your content offer
behind a landing • Converts a visitor into a lead and bring them
page into your marketing process
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9. Step 6: Nurture Leads with E-Mail Marketing
Lead nurturing
provides content • Develop lead nurturing campaigns for each
to your leads as of your content offers
they progress • Match the content offer with the stages of
the buying process (see following slide)
through their
buying cycle
• Best practice is not to send e-mails to people
Use permission- that don’t know you or your company
• Keep relevant information in front of your
based e-mail potential buyers
marketing • Keep in mind the WIIFM principle – What’s in
it for me?
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10. Match Content Offers With the Stages of the
Business to Business Buying Process
Prospect knows there is Prospect recognizes a Prospect seeks a
a problem that needs to need for a solution like solution to their need –
be solved yours they are ready to buy
Free Whitepaper Free Webinars Free Trials
Free Guides and Tip Sheets Case Studies Consultations
Free eBooks Free Samples Demos
Free Checklists FAQ Sheets Estimates and Quotes
Free Videos Catalogs Coupons
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11. Step 7: Expand Your Reach with Mobile Marketing
Make sure
• Javascript determines the size of the
your website monitor accessing your site and provides
is configured the appropriate version
• Consider a specialized mobile site that is
for mobile specifically designed for mobile devices
devices
• QR codes are becoming more prevalent
Consider every day
mobile • Can be used in your offline marketing
materials, company vehicles and
marketing company buildings
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12. Step 8: Analyze and Iterate
Make sure
• HubSpot provides analytics on web traffic,
you have call-to-actions and landing pages, social
access to the media and leads and prospects
• Google Analytics provides free website
proper analysis
analytic tools
Do more of • Use A/B testing to optimize website
conversions
what works • Tie analytics into sales – closed-loop
and less of marketing
• Monitor bounce rates and other web
what doesn’t statistics to optimize usability
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