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Growing Your Business with Inbound Marketing - Tracy McAllister
The document explains inbound marketing as a data-driven approach that attracts potential customers to a brand through relevant content across multiple channels. It emphasizes the importance of creating buyer personas to tailor marketing strategies and addresses customer needs effectively. By utilizing various content forms and analyzing campaign success, businesses can enhance customer acquisition, retention, and conversion rates.
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Growing Your Business with Inbound Marketing - Tracy McAllister
- 1. GROW YOUR BUSINESS WITH INBOUND MARKETING Buyer Personas Content Strategy Convert New Customers Retain New Customers AttractNew Customers SEO Paid Search Social Media Email Blog Web
- 2. What Is InboundMarketing? a holistic, data driven approach to marketing that attracts individuals to your brand and converts them into lasting customers
- 3. What Makes InboundMarketingDifferent? Cold Calling Emails Interruptive Ads Marketer – Centric Traditional SEO Blogging Attraction Customer – Centric Inbound VS
- 4. When You UseInbound Marketing Customers Come To You
- 5. INBOUND MARKETING ISEFFECTIVE *State of Inbound Marketing, Hubspot 2012 54% More leads are generated with Inbound than Outbound 61% Inbound leads cost 61% less than Outbound
- 6. Inbound Marketing isAbout Content The right content in the right place at the right time Blogs Interactive Tools Photos & Info Graphics Videos & Podcasts Presentations & eBooks
- 7. And Context By publishingthe right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive. Content TimePlace
- 8. Inbound Marketing is Multi-ChannelMarketing Website Content Keyword Search / SEO Blog Social Media Marketing Automation Email Marketing Landing Pages Calls to ActionInbound Marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
- 9. INBOUND FUNNEL GET TRAFFIC GETLEADS GET CUSTOMERS Create blog content, search engine optimize (SEO) your content, and promote it on social media sites. ANALYZE Place calls-to-action throughout your website to drive visitors to landing pages with forms. Send your leads automated emails to drive them along your buying cycle. Analyze the success of your marketing campaigns, and determine which areas need further optimizations for future success.
- 10. Who? You Need toDefine Your Buyer Personas RetainAttract Convert
- 11. What Are BuyerPersonas? Buyer personas are fictional representation of your ideal customers. They are based on data about your customer demographics and online behaviour, along with educated speculation about their personal histories, motivations and concerns.
- 12. Who Are YourBuyer Personas? Looking for products that will reduce time, sees herself as a engaged Mom but feels guilty about working too much Active senior who does not see herself as a old, cautious about purchasing online Extremely busy and only looks at products or services that provide a ROI Sarah Margaret John CEO of a Software Company Cautious and Skeptical Senior Busy Working Mom
- 13. Developing Your BuyerPersonas Background • Basic details about persona’s role • Key information about the persona’s company • Relevant background info, like education or hobbies Demographics • Gender • Age Range • Household Income • Urbanicity
- 14. Developing Your BuyerPersonas Goals • Primary Goal • Secondary Goal Challenges • Primary Challenge • Secondary Challenge How You Help • How do you solve your persona challenges • How do you help your persona achieve goals
- 15. Developing Your BuyerPersonas Common Objections • Identify the most common objections your persona will raise during the sales process. Marketing Message • How should you describe your solution to your persona? Elevator Pitch • Make describing your solution simple and consistent.
- 16. SALLY JONES Human ResourcesManager Sally has worked at the same company for 10 years; and has worked her way up in the company. She has a calm demeanor, and is very loyal and hard working. Demographics: Gender: Income: Marital Status: Age: Children: Female 43 $140,000 Married 2 Kids 8 & 10
- 17. SALLY JONES Human ResourcesManager Sally is looking for an easy to use system that will allow her to manage her data in one place. Goals & Challenges: Sally’s goals are to keep employees happy and turnover low. She suppports the finance and legal teams. She has challenges getting everything done with a small staff and rolling out changes to the entire company. Objections: Sally is worried she will lose date transitioning to a new system. She also doesn’t want to have to train the entire company on how to use the new system.
- 18. MARKETING MESSAGE We provideeasy to use Integrated HR Database Management Solutions 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.
- 19. INBOUND MARKETING APPROACH ProvidingCustomers with a Solution to Their Problem at Every Point of the Sales Funnel ATTRACT CONVERT RETAIN Blog & Content Social Media Keywords SEO Landing Pages Forms Call to Actions Lead Nurturing Social Media Email Automation Customer Service Content
- 20. INBOUND MARKETING CAMPAIGN Write ABlog Post Automation Offer & Landing Page Set Goals Identify Audience Report Track URLs Paid Search Keywords Social Media
- 21. ATTRACT CONVERT RETAINGROWTH INBOUND MARKETING Know Your Audience. Create Valuable Content.
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- 23. … Today’s slides andour Inbound Marketing Checklist can be found at: mcallistermarketing.com/smc2015
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