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Inbound Marketing Week: How to boost traffic, leads, & sales with content marketing
The document discusses strategies for enhancing traffic, leads, and sales through content marketing, emphasizing the importance of adapting to changing consumer behaviors. It outlines the differences between inbound and outbound marketing, advocating for a balanced approach that combines both methods to attract ideal customers and convert leads effectively. Additionally, it highlights the significance of understanding target audiences and maintaining ongoing customer engagement to drive long-term success.
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Similar to Inbound Marketing Week: How to boost traffic, leads, & sales with content marketing
Inbound Marketing Week: How to boost traffic, leads, & sales with content marketing
- 1. How to BoostTraffic, Leads, & Sales with Content Marketing How your company can market & sell more for less.
- 2. Brendon Dennewill Partner &Co-Founder brendon@denamico.com @BrendonDenamico Kristin Dennewill Partner & Co-Founder kristin@denamico.com @KristinLD Donna Arriaga Sr. Content & Social Media Strategist donna@denamico.com @DonnaArriaga denamico We are a team of professionals specialized in inbound and content marketing. We help businesses increase the quantity and quality of leads, by creating and sharing relevant content, in order to ensure maximum ROI. presenters Lindsey Graff Inbound Marketing Consultant lindsey@denamico.com @lindseymgraff
- 3. Agenda Today’s Schedule Welcome &Introduction Buyers Have Changed How Your Business Can Adjust Inbound Marketing vs Outbound Marketing Inbound/Outbound Self Check Developing a Goal-driven Marketing Strategy What You Need to Make it All Work
- 4. 44% of directmail is never opened. 86% of people skip through television commercials 84% of 24-34 year olds have clicked out of a website due to an “irrelevant or intrusive ad.” Buyers Have Changed source: Mashable 70+% of the buying process is completed before sales is ever involved
- 5. How have wechanged as Consumers? Buyers Have Changed ● Research Online prior to talking to any vendors ● We’re more focused on finding the best solution for our problem
- 6. What has beenthe effect of this change? Buyers Have Changed ● We’re far more informed when we eventually speak to a vendor ● The sales process is easier for the vendor ● The sales cycle is shorter
- 7. Getting found should beyour #1 priority Content is king More marketing can be done for less money when you earn space online How to Adjust source: Mashable Purpose is key when developing a marketing strategy - track success so you plan smartly
- 8. How to Adjust ●Reassess your LTV (LifeTime customer Value) ● Reassess your CAC (Customer Acquisition Cost) ● Ensure you’re listening to your audience ● Create the experience they want on your website ● Speak to your website visitors (and not at them) ● Clarify your short-term sales objectives and your longer term goals.
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- 11. “Push” vs “Pull” Interruptionvs Permission Bought vs Earned Outbound vs Inbound Old marketing vs new marketing
- 12. What is outboundmarketing? Traditional marketing activities that demand attention from prospects instead of earning it. TV/Radio Advertisements Telemarketing/Cold-calling Paid/Rented Email Lists Tradeshows Newspaper Advertising Press Releases Most Social Media Ads Direct Mail Billboards/Outdoor Ads Print Ads Search Spam Video Ads Banner & Display Ads Pop-ups & Pop-unders
- 13. What is inboundmarketing? Search Engine Optimization Search Engine Marketing Opt-in Email Lists Authoring Books/Print Media Supporting/Sponsoring Events Thought Leadership Community Building Influencer Outreach Blogging Public Speaking Earned Social Media Content Creation Video Content Press and Public Relations Marketing activities that bring visitors in and keep them coming back for more.
- 14. What is inboundmarketing? Content Creation & Distribution Lifecycle Marketing Personalization Multi-channel Integration Make marketing people love!
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- 17. Outbound vs Inbound Yet,outbound tactics are not dead.
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- 19. Outbound vs Inbound Thesmartest companies use both methods:
- 20. Re-fill your coffee,grab a snack, use the restroom Break Feel free to ask us questions!
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- 22. What is inboundmarketing? Inbound Marketing Methodology
- 23. What is inboundmarketing? Marketing Automation: An explanation in plain English
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- 25. Developing a Strategy Wedon’t want to attract just any traffic to our site. We want the right traffic. We want the people who are most likely to become leads and, ultimately, happy customers.
- 26. Developing a Strategy Whoare the “right” people? The “right” people are your ideal customers, also known as buyer personas. ● Professional/personal details ● Demographics ● Communication preferences ● Goals, challenges, pain points ● Common objections to products and services
- 27. Developing a Strategy Howto Attract Ideal Buyers Inbound Approach ● Blogging ● Keywords ● Social Media
- 28. Developing a Strategy Howto Attract Ideal Buyers Add Outbound to the mix… When you’re ramping up inbound efforts and when you need to aggressively step-up top-of-funnel efforts. ● Social Media Advertising ● Radio, TV and Print Ads ● Banner Ads ● Press Releases
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- 30. Developing a Strategy ConvertingVisitors to Leads Inbound Approach ● Calls-to-Action (CTAs) ● Landing Pages ● Forms
- 31. Developing a Strategy ConvertingVisitors to Leads Add Outbound to the mix… When you need to boost lead-generation efforts. ● Social Media Ads ● Banner Ads ● Trade Show Booths
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- 33. Developing a Strategy You’veattracted the right visitors and converted the right leads. Now you need to transform those leads into customers.
- 34. Developing a Strategy ClosingSales Inbound Approach ● Email ● Workflows ● CRM ● Closed Loop Reporting
- 35. Developing a Strategy ClosingSales Add Outbound to the mix… When you need to boost bottom-of-funnel sales. ● Cold Calling ● Sales Emails ● Radio, TV and Print Ads
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- 37. Developing a Strategy Justbecause someone has already written you a check doesn’t mean you can forget about them! Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the organizations and products they love.
- 38. Developing a Strategy DelightingCustomers Inbound Approach ● Surveys ● Smart CTAs ● Hyper-Personalization ● Social Monitoring
- 39. Making it AllWork The right target audience The right org culture Internal capacity Time & consistency The right tool box
- 40. Making it AllWork The right target audience ● They actively research before they make a buying decision ● They read online reviews for products/services from businesses like yours ● They use social media to discuss topics related to your business or industry
- 41. Making it AllWork The right org culture ● Customer-centric approach ● Open to change ● Value cross-departmental communication ● Encourage personal branding
- 42. Making it AllWork Capacity ● Inbound requires a wide range of skills ● Need at least one internal marketing person or dedicated agency ● Can outsource strategy or outsource complete department
- 43. Making it AllWork Time & consistency ● Can take 12+ months to start generating leads ● Consistency is key ● Need quality and quantity ● Most importantly...patience
- 44. Making it AllWork Build the best toolbox: ● Best tools are highly integrated ● Must be easy for most employees to use ● Start small and build based on results
- 45. Resources Inbound Marketing ResourcePack You'll have access to a re-usable buyer persona template, an inbound campaign checklist, and the cheat sheet for calculating six critical business performance metrics. We've also included a curated reading list with insider tips on creating a powerful inbound company culture, combining inbound and outbound marketing, and more! info.denamico.com/inbound-resource-pack
- 46. Brendon Dennewill brendon@denamico.com @BrendonDenamico Kristin Dennewill kristin@denamico.com @KristinLD DonnaArriaga donna@denamico.com @DonnaArriaga Lindsey Graff lindsey@denamico.com @lindseymgraff Feel free to ask us questions or follow up with us via email or on Twitter!