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Inbound marketing strategy
The document outlines how to create an effective marketing strategy focusing on both inbound and outbound marketing approaches. It emphasizes defining buyer personas and understanding the buyer's journey to attract, convert, and nurture leads into customers. Key strategies include content generation, social media sharing, lead nurturing tactics, and measuring ROI across various marketing channels.
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Inbound marketing strategy
- 1. How to createa marketing strategy that converts By Meritxell Garcia
- 2. INDEX • Why awebsite? • What are our options • How does Inbound marketing work? • Take me to that journey • SoG strategy • What we need
- 3. Hope is nota strategy What do we want?
- 4. • Build brandawareness • Create brand engagement • Establish thought leadership • Generate high lead volume • Close deals • Nurture customer relationships – repeat purchase Define goals Generate revenue! Generate recurring revenue!
- 5. Outbound Marketing How dowe do it? Inbound Marketing (Interruption) (Permission) Cold calling Direct email (Spam) TV Advertising Radio Advertising Paid search SEO Content marketing (Blogging) Social media Podcasting RSS
- 7. Inbound Marketing Inbound marketingis the process of attracting targeted audience by providing them helpful content. • 86% of people skip television ads • 44% of direct mail is never opened • 67% of B2C companies and 41% of B2B companies have acquired a customer through Facebook. • 57% of businesses have acquired a customer through their company blog. Source: HubSpot blog
- 8. Outbound Marketing InboundMarketing
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- 10. Requirements Define Buyers persona Abuyer persona is a semi-fictional representation of our ideal customer based on market research and real data about our existing customers Define Buyer’s Journey The buyers Journey is used to describe the stages of buyer persona in the Buying process It is the active research process someone goes through leading up to making a purchase
- 11. Define Buyer’s Journey ABuyer’s Journey is divided into 3 stages Awareness Consideration Decision The persona is experiencing a real problem The persona is clear about his or her problem also has an idea about the solution The persona decides the solution
- 12. At every stepof the journey we step in the following process: Awareness Attract Consideration Convert Decision Close Delight stranger visitor lead customer promoter Return stranger
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- 15. Take me tothat Journey
- 16. • 31 yearold lady • English speaking • Restorative (problem solver) • Works in Digital • Interested in Marketing, Social media and Consumer behaviour analysis • * Likes the occasional drink Define Buyers persona Define Buyer’s Journey • She has been prompted with a problem at work: How to sell the company’s product • She does research to find a solution (restorative nature)
- 17. Awareness stranger visitor • Meri hasheard of inbound marketing as a possible solution for B2B companies without astronomical budgets • Searches the term “Inbound marketing for B2B” on Google • SERPS serve “ How to build a B2B inbound marketing machine” as one of the first 3 options • Meri clicks on the article, link to blog post at“newbreedmarketing.com
- 21. • 20 pagesof premium content • Solves some of her doubt • FREE • Makes Meri happy
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- 23. No way! I wantmore!
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- 25. Wait…what! even moreFREE stuff Lead nurturing B2B lead nurturing focuses on educating qualified sales leads who are not yet ready to buy. 2 days later…
- 26. What has beenMeri’s buyer’s journey Awareness Attract Blog post FREE guide to inbound marketing FREE Social Prospecting workbook Consideration Convert FREE inbound marketing cheat sheet Decision Close ? Return Lead nurturing SEO
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- 29. 1.How will weattract new visitors? 1. Focus on content creation and invest in our blog- The more we create the more organic traffic we will generate 2. Deploy infographics – Infographics get shared more often than most types of content. This makes them ideal candidates for traffic generation campaigns that make use of content marketing. For instance on Pinterest, Facebook and Twitter 3.Share slide shares and other presentations – Posting information of Slideshare will help us increase both brand awareness and website traffic through exposure to potential customers 4. Add social sharing buttons on our site- People won’t just copy and paste content on their facebook, we need to make it easy for them to promote us 5. Write guest posts for top industry sites- it’s great for traffic and authority
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- 34. 2.How will weturn visitors into leads? 1. Offer good quality premium content ready for download • Whitepapers • Ebooks • How to guides • Checklists • 3 series video 2. Sign up to our newsletter 3. Sign up to our blog
- 35. 3.How will weturn leads into prospects? 1. Establish an automated email system 2. Contact the prospect within reasonable time 3. Offer immediate value • Webinar • Case study • FAQ sheet • Brochure • Cheat sheet 4. Give clear CTA, eg download, sign up, call 5. Offer the opportunity to have a consultation 6. Track, track,track…and optimize
- 36. Lead nurturing- emailmarketing process
- 37. Social Media Marketing EmailMarketingContent Marketing • It establishes us as thought leaders • It attracts people with real interest in our brand • It helps grow a long-term audience • Low cost • It accounts for a huge portion of referral traffic to our site (distributes content) • It increases brand awareness • It shows that our brand is active-legitimates the brand • Low cost • It targets people who have actively opted in • It allows segmentation • It can be tracked easily • Low cost Channels of interaction
- 38. How will wetrack ROI? Content Marketing • Total visits • Unique visits • impressions • Downloads • Time on site • Bounce rate • Conversions: subscribers, leads • Inbound links Social Media Marketing • Engagement: likes, comments, shares, mentions • Reach • Fans, followers • Increase traffic to website • Sales from social media
- 39. Email Marketing • Openrate • Click rate • Conversion rate • Conversion Value • Total cost • Total value