As part of global inbound marketing week 2015, Katapult hosted a free business event at the University of Derby. Titled 'Marketing with a magnet (not with a sledgehammer) the event covered why outbound marketing techniques are no longer effective, and why inbound marketing is the way forward.
Our Digital Marketing Director, Martin Broadhurst was the speaker at the event. He shared insights on how to use inbound marketing techniques to draw buyers toward your digital channels where they can learn more about what you offer on their own terms.
3. 1 What is outbound marketing?
2 What is inbound marketing?
3 The philosophy of inbound
4 The methodology of inbound
5 The tools of inbound
6 Additional resource
Agenda
#IMW15
13. of consumers need to hear
company claims63% 3-5x before they’ll actually
believe them!
Consumers are accustomed to false claims
and deceit in advertising, so even when
clever ads are seen by consumers, they’re
thought to be dishonest.
16. Consumers gained access to tools
and information that enabled them
to dodge interruptive brand
messages and instead seek out
information when they’re ready.
Technology has empowered the consumer
17. Caller id
PVRs
The do not call list
Spam software
Broadband internet
Smartphones
Social media
This
Changed
Everything.
#IMW15
21. Instead of buying ads, buying email
lists, or cold calling, inbound
marketing focuses on creating
educational content that pulls people
toward your website where they can
learn more about what you sell on
their own accord.
#IMW15
22. Inbound is an approach to marketing that reaches
today’s consumer.
Understand what
content pulls your
buyers through the
sales funnel, and use
that context to
personalize your
marketing at scale.
Get found by qualified
leads online with
content (website
pages, blog articles,
social messages)
optimized for search
and social media.
#IMW15
25. Pre-internet.
• Buyer: relatively uninformed.
• Buyer journey: linear.
• Marketing playbook:
interrupt (cold calls and
advertising).
Think about it.
Today.
• Buyer: well-informed.
• Buyer journey: fluid and
random. Starts with google.
• Marketing playbook: thought
leadership through content
creation.
#IMW15
26. By aligning the content you publish
with your customer’s interests, you can
earn permission to market to prospects
that you can convert into leads, close
into customers, and delight to the point
they come promoters of your brand.
Earning your buyers’ trust
#IMW15
31. Top line goal:
£12,000 in new business
Average order value:
£2,000
Current lead to customer conversion:
10%. Example: 100 leads = 10 customers
Current website visitor to lead conversion
1.5% Example: 1000 hits = 15 leads
Monthly
Targets
4000
visitors
60
leads
6
customers
Align activity to your business goals and
objectives
34. Sample Sally
• The following slides are based on the buyer persona for a fictional software
company and are purely illustrative.
BACKGROUND
• Head of Human Resources
• Worked at the same company for 10 years; worked her way
up from HR Associate
• Married with 2 children (10 and 8)
DEMOGRAPHICS
• Skews female
• Age 30-45
• Dual HH Income: £100,000
• Suburban
IDENTIFIERS
• Calm demeanor
• Probably has an assistant screening calls
• Asks to receive collateral mailed/printed
35. Sample Sally
GOALS
Keep employees happy and turnover low
Support legal and finance teams
CHALLENGES
Getting everything done with a small staff
Rolling out changes to the entire company
HOW WE HELP
Make it easy to manage all employee data in one place
Integrate with legal and finance teams’ systems
36. Sample Sally
REAL QUOTES
“It’s been difficult getting company-wide adoption of new
technologies in the past.”
“I don’t have time to train new employees on a million
different databases and platforms.”
“I’ve had to deal with so many painful integrations with
other departments’ databases and software.”
COMMON OBJECTIONS
I’m worried I’ll lose data transitioning to a new system.
I don’t want to have to train the entire company on how to
use a new system.
37. Sample Sally
MARKETING MESSAGING
Integrated HR Database Management
ELEVATOR PITCH
We give you an intuitive database that integrates with your
existing software and platforms, and lifetime training to
help new employees get up to speed quickly.
39. Along the top are the four actions (Get found, engage, convert
analyse) companies must take in order to obtain visitors, leads, and
customers.
The inbound methodology
#IMW15
40. Tools to attract strangers to your site
include:
• Blogging
• Social media
• Keyword optimization
• Site pages
Step 1: Get Found
Attract strangers and turn them into website visitors.
41. We’re going to take a
moment to emphasise
the importance of
blogging because it’s that
important ...
#IMW15
42. Companies blog because
it’s one of the most
effective ways to attract
potential customers to
your site.
#IMW15
43. The average company that
blogs generates:
Seriously. Blogging works.
Source: HubSpot
55% 97% 434%
more indexed
pages
more website
visitors
more inbound
links
#IMW15
44. Companies that blog generate 126%
more leads than those that don’t.
0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
Blog No blog
AverageMonthlyLeadGrowth
Source: HubSpotSurvey N = 2,300
46. Blogging Do’s and Don’ts
Do
Add a keyword to every blog title
Add an image to every blog
Add a call-to-action to every post
Keep your buyer persona in mind when
writing
Share your articles across your social
media accounts a few times
Make sure your blog subscribers
receive an email update
Don’t
Write short, low quality articles
Write exclusively about company news
Keep telling people how brilliant your
products and services are
Copy and paste other people’s articles
47.
48.
49. Blogging isn’t the only
tool that effectively
attracts customers to
you, though.
#IMW15
50. You must share remarkable
content and valuable
information on the social
web, engage with your
prospects, and put a human
face on your brand.
You need to be active on social media
too…
53. Consider your goals
Goals =Traffic, leads and sales
Social is a good source of leads
Regularly share links to landing pages
54. Don’t be boring…Visual engages
Posts with visuals receive 94% more page visits and engagement.
Visual data is processed much faster by the brain than text is.
More than 75% of brand posts shared on Facebook are photos.
55. You need to carefully, analytically pick
keywords, optimize your pages,
create content, and build links around
the terms your ideal buyers are
searching for.
You should create content around
targeted keywords as well.
#IMW15
56. Search engines and users like
frequently updated websites, so you
need to transform your site into a
beacon of helpful, fresh, and
optimized pages to appeal to your
ideal buyers without having to rely
on IT.
Keep your website fresh
60. Align to your buyer personas:
• Pain points
• Solutions
• Evidence
• The Sell
61. Calls-to-action (CTAs) are buttons or links that encourage your visitors to
take action, like “download a whitepaper” or “attend a webinar.” If you
don’t have CTAs or if they aren’t enticing enough, you won’t generate
leads.
Entice your visitors to claim an offer
with calls-to-action.
62.
63. When a website visitor clicks on a
CTA, they should then be sent to a
landing page where the offer in the
call-to-action is fulfilled, and where
the prospect submits information
that your sales team can use to begin
a conversation with them.
Drive visitors to landing pages where
they can become leads.
#IMW15
64. Landing page best practices
Do
Use clear, compelling headings
Explain the value of the offer to your
persona
Include images
Include social sharing links
Capture details using a form
Don’t
Include navigation away from the page
Write in large paragraphs of text
Add too many fields on your form
Use jargon or generic ‘submit’ buttons
#IMW15
67. Keep track of the leads you're
converting in a centralized marketing
database so you can make sense out
of every interaction you’ve had with
your contacts – be it through email, a
landing page, or social media.
Utilise your CRM and collect data to hone your
activities
68. What tools do you use to
turn leads into
customers?
#IMW15
69. Tools to convert leads into customers
include:
• MarketingAutomation
• Email marketing
Step 3: Convert
Close leads into customers through lead nurturing.
70. What if a visitor clicks on your CTA
and fills out a form on a landing page
to download a whitepaper, but still
isn’t ready to become a customer?
Nurture them with a series of emails
focused on useful, relevant content
until they’re ready.
Send targeted emails to leads to
pull them through the sales
funnel.
72. If a visitor downloaded a whitepaper
from you in the past, you might want
to send that lead a series of related
emails. But if they follow you on
twitter and visited certain pages on
your website, you might want to
tailor the messaging.
Go beyond email by using automation informed by
context and lifecycle.
73. The Do’s and Don’ts of marketing
automation
Do
Understand that marketing
automation is a technology, not a
strategy
Take advantage of automation
technology to build lead nurturing
workflows
Automate email communications
especially from your sales team
Make sure you’re collecting enough of
the right data to make automation
really work for you
Don’t
Overlook all the things that can be
automated and what you can gain
from an automation process
Don’t automate the wrong things
Don’t send generic email
communications
Forget to align your automation
strategy to your persona
#IMW15
74. Tools to analyse results include
• Analytics
• CRM
• Closed loop reporting
Step 4: Analyse
Measure and improve
75. Know which marketing efforts are
bringing in the best leads and
whether your sales team is focused
on the most qualified leads by
integrating with your customer
relationship management (CRM)
system.
Links marketing with sales. /
Sales & marketing alignment
Close the loop by integrating your marketing tools
with your CRM.
76. Treat people like people and earn
trust by using smart content and
personalisation tokens to create a
tailored experience based on
prospects’ needs across all of your
marketing channels – from CTAs to
email to landing pages.
Keep the cycle going by continually
nurturing with personalised content.
77. To recap…
Here’s how the inbound
methodology and tools all
come together.
#IMW15
78. 1) GET FOUND:
TRAFFIC GENERATION
2) ENGAGE: GET LEADS
3) CONVERT: GET CUSTOMERS
4) ANALYSE: OPTIMISE
Create blog content, search engine optimize (SEO) that
content, and promote it on social media sites.
Place calls-to-action throughout your website, blog, social
accounts, and email to drive visitors to landing pages with
forms.
Send leads targeted, automated emails to drive them through your buying
cycle. Provide your sales team with lead intelligence for more effective
sales calls.
Analyse the success of your marketing campaigns, and determine which areas
need further optimisation or personalisation for future success.
79. Does it work? Absolutely.
300% increase
in organic
traffic
100% social
audience
growth
2500%YOY
social traffic
increase
100% increase
in leads
For IMW 2014, in our inbound marketing masterclass session, we looked at the specific tools and tactics that you use to deliver successful inbound marketing campaigns that drive traffic, generate leads and increase sales.
In the 12 months since then, while delivering successful inbound marketing campaigns for our own clients, we've realised many businesses are still behind and using outdated tactics. Well, it’s time to change.
Today, rather than focusing on the “how”, we’re focusing on the “why”
Heads and tails game
1. Too many media messages
In 1920, there was 1 radio station. In 2011, there were 14,700.
In 1946, America had 12 broadcasting TV stations. In 2011, there were over 1,700.
In 1998 (over 15 years ago!), the average consumer saw or heard 1 million marketing messages – almost 3,000 per day.
In 2014, there are 1,500 stories competing to show up in your personal Facebook News Feed at any given moment.
Neilson Trust in Advertising 2013 report
21/25 people said they trust recommendations from a friend or family member
14/25 said they trust radio advertising, billboards and outdoor advertising
Consumers are accustomed to false claims and deceit in advertising, so even when clever ads are seen by consumers, they’re thought to be dishonest.
Neilson Trust in Advertising 2013 report
21/25 people said they trust recommendations from a friend or family member
14/25 said they trust radio advertising, billboards and outdoor advertising
Consider Nike. The brand dropped mass media spend in the U.S. by 40% while expecting to grow the company by $9 billion in three years.
How are they doing this? By investing in technologies like the Fuelband and the Nike+ platform which draws users to its digital platform and encourages social interaction.
Is it worth it? Well, by 2013 the Nike+ platform had 18m users and 15000 daily active users. At the end of last year there were 28m Nike+ photos on Instagram.
55% more website visitors.
97% more inbound links.
434% more indexed pages.
Point out good elements – header, keywords, social sharing links, subscribe, image, CTAs
Break up copy, useful info, good copy length, clear CTA
http://www.hubspot.com/products/social-inbox
http://www.hubspot.com/products/social-inbox
http://www.hubspot.com/products/social-inbox
http://www.hubspot.com/products/social-inbox
http://www.hubspot.com/products/seo
http://www.hubspot.com/products/sites
http://www.hubspot.com/products/calls-to-action/
http://www.hubspot.com/products/calls-to-action/
http://www.hubspot.com/products/landing-pages/
Headline is clear and concise, and value of offer is explained to persona, also using bullet points to make info digestible
BUT
- Too many form fields, no image, no social media sharing icons, not removed navigation
Good landing page – clear compelling header, spell out benefits, use bullet points and images to make it easily digestible
Not too many form fields, social sharing links, no navigation to confuse
Talk about number of keywords positions on first page of google
Mention example of customer typing in keyword, downloading case study pack, clicking every email, requesting sales consultation