Inbound marketing is one of the most effective marketing strategies to increase leads to your business. Instead of using traditional marketing tactics such as purchasing ad space, buying email lists, and attending trade shows, inbound marketing focuses on creating quality content targeted to your buyer personas. By aligning the content you publish with your audiences interests you can attract, convert and retain new customers! Learn how to create your buyer personas, develop quality content in the right place at the right time, and use your website, social media and other tools to grow your business.

1. GROW
YOUR
BUSINESS
WITH INBOUND
MARKETING
Buyer
Personas
Content
Strategy
Convert
New Customers
Retain
New
Customers
Attract New
Customers
SEO
Paid
Search
Social
Media
Email
Blog
Web

2. What Is Inbound Marketing?
a holistic, data driven approach to
marketing that attracts individuals
to your brand and converts them
into lasting customers

3. What Makes Inbound MarketingDifferent?
Cold Calling
Emails
Interruptive Ads
Marketer – Centric
Traditional
SEO
Blogging
Attraction
Customer – Centric
Inbound
VS

4. When You Use Inbound
Marketing Customers Come
To You

5. INBOUND MARKETING IS EFFECTIVE
*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 is About 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 publishing the 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-Channel Marketing
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
GET LEADS
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 to Define Your Buyer Personas
RetainAttract
Convert

11. What Are Buyer Personas?
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 Your Buyer 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 Buyer Personas
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 Buyer Personas
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 Buyer Personas
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 Resources Manager
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 Resources Manager
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 provide easy 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
Providing Customers 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
A Blog Post
Automation
Offer &
Landing Page
Set
Goals
Identify
Audience
Report
Track
URLs
Paid
Search
Keywords
Social
Media

21. ATTRACT CONVERT RETAIN GROWTH
INBOUND MARKETING
Know Your Audience. Create Valuable Content.

22. QUESTIONS
??
!

23. …
Today’s slides and our Inbound Marketing Checklist can be
found at: mcallistermarketing.com/smc2015

24. FOLLOWUS
FACEBOOK
facebook.com/mcallistermarketing
TWITTER
twitter.com/mcallistermktg
LINKEDIN
linkedin.com/company/mcallister-marketing

25. THANK YOU
…