Learn key strategy, website and content set-up tips and tactics for a successful inbound marketing campaign and launch!

1. Presented By:
Daniel Paul
Managing Director, Pyxl Boulder
Getting Started with
Inbound Marketing

2. 2
Agenda
-- A quick overview
-- Steps to success
1. Strategy
2. Website
3. Content
4. Demand Generation / Lead Nurturing
5. Analytics

3. 3
What is Inbound
Again?
-- Inbound marketing is about
creating and sharing relevant,
targeted content online and
with a specific audience. With
inbound marketing, you seek to
attract qualified prospects with
content that they actually want to
see, where and when they want
to see it.

4. 4
Why Does
Inbound Work?
-- Gone are the days of traditional,
interruptive marketing.
-- Inbound marketing resonates with
your audience.
-- Only 2% of customers buy on their
first website visit (Signal Research).

5. 5
How Does
Inbound Work?
-- Successful inbound marketing
campaigns begin with a strategy
-- You need a detailed well-
informed plan of attack
-- Can’t just set it and forget it
-- Inbound marketing resonates with
your audience.

6. 6
Step 1:
Strategy
-- 46% of marketing and sales
professionals cite “lack of an
effective strategy” as their most
challenging obstacle to inbound
marketing success.

7. 7
Strategy
Components
-- Identify your audience
-- Analyze your digital presence
-- Conduct a content audit
-- Define demand generation
lead nurturing tactics
-- Set a reporting schedule

8. 8
User Behavior
Now What?
-- So, your strategy’s all set… now
what?

9. 9
Step 2:
Website
-- In the strategy phase, you analyzed
your digital presence - is your
website inbound-ready?
-- Is your website mobile- and
tablet-friendly?
-- Mobile usage has surpassed
desktop usage (comScore).

10. 10
Website
Necessities
-- Modern, mobile-friendly design
-- Clear navigation user
experience
-- Relevant, search engine
optimized content
-- Blog
-- Calls-to-action

11. 11
Ask Yourself
-- What do you want your website
visitors to know?
-- Where do you want your website
visitors to go?
?

12. 12
Design With
Users In mind
-- In the spirit of inbound, think about
what you can do for your users.

13. 13
Step 3:
Content
-- In the strategy phase, you conducted
a content audit
-- What do you already have?
-- What else do you need to produce?
Content
@

14. 14
Get Writing
-- Different types of content
-- Different stages of the buyer’s journey
-- Relevant, educational, helpful

15. 15
Website Content
-- Ensure your content is optimized
for search and serves a purpose
on your website. mywebsite.com

16. 16
Step 4:
Demand
Generation /
Lead Nurturing
-- Email marketing automated
workflows
-- Premium content
-- Blog
-- SEO
-- Social media
-- PR
-- PPC

17. 17
Set-up
-- Email landing page templates
-- Marketing automation software
-- Social media accounts on relevant
platforms

18. 18
Ready, Set, Go!
-- Once set-up is complete, you’re
ready to go
-- Launch time!

19. 19
Step 5: Analytics
-- Key metrics to measure:
-- Website traffic statistics
-- Leads/conversions
-- Open/click rate (email)
-- Keyword ranking
-- Cost per click/cost per conversion
(PPC)
-- Reach and engagement (social
media)

20. 20
Did you know?
-- Only 53% are measuring ROI on
inbound marketing initiatives (HubSpot).

21. 21
-- Your road to inbound marketing
success:
-- Strategy
-- Website
-- Content
-- Demand Generation/Lead Nurturing
-- Analytics
Remember...

22. 22
Questions?

23. 23
Thank you!
As HubSpot Platinum Partners, we're all
about inbound marketing and would love to
help you get started.
Daniel Paul
pyxl.it/buildyourinboundstrategy
dpaul@thinkpyxl.com
We are passionate about driving results for our
clients. Get in touch today to learn more about
Pyxl's digital expertise.