Increasing Lead Generation with Inbound Marketing
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Inbound marketing focuses on attracting and converting potential customers by creating and sharing relevant content. Content is the heart of inbound marketing and comes in different forms depending on where a potential customer is in the sales funnel - from awareness to interest to purchase decision. Top of funnel content like blogs and social media build awareness while middle funnel content like eBooks and webinars provide more information to interested leads. Bottom funnel content such as free trials and samples are geared towards ready buyers. Research shows that relevant content is effective for generating leads and building relationships with potential customers at each stage of the sales funnel.
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Increasing Lead Generation with Inbound Marketing
- 1. Increasing Lead Generation with Inbound Marketing Prepared by eSocial Strategies
- 2. Camberley Woods Founder of eSocial Strategies esocialstrategies.com @go_social
- 3. Things I Love: • Watermelon • Naptime • 70 degree weather
- 7. Desire- Person begins to move from “nice to have” to “must have” mentality Action- Person puts desire into action and makes a purchase decision THE SALES FUNNEL Awareness & Interest- Person gains awareness of brand and begins to express interest
- 8. The HEART of inbound marketing is content
- 9. This leads to an action Interest is sparked by content WHY IS CONTENT IMPORTANT? image from http://usf.usfca.edu/usfmagazine/fall09/f3_womenscience_4.html
- 10. CTAs are your #1 player! Sign Up for a FREE 14-Day Trial
- 11. Your content will depending on the sales funnel! change
- 12. TOP OF THE FUNNEL CONTENT Purpose is to drive visits to your website (awareness stage) This content builds your “foundation” • Blog articles • Social Media • Downloadable content
- 14. EXAMPLE: DOWNLOAD • Total Visits: 10,604 • Total Leads: 4,889 • First Time Leads: 2,634 • Visit to Lead: 46.1%
- 15. MIDDLE OF THE FUNNEL CONTENT Directed towards leads that are aware of your product/services and want to know more (evaluation stage) Share with them your expertise • Webinars • eBooks • Presentations
- 16. EXAMPLE: eBook Total Visits: 6,137 Total Leads: 4,346 First Time Leads: 164 Visit to Lead: 70.82%
- 17. Geared towards those who are ready to buy (purchase stage) Audience-sensitive; can scare off anyone not in this stage • Free trials • Demos • Discounts BOTTOM OF THE FUNNEL CONTENT
- 18. EXAMPLE: FREE SAMPLE Total Visits: 2,166 Total Leads: 441 First Time Leads: 68 Visit to Lead: 20.36%
- 19. Don’t believe it? Well, it’s been PROVEN
- 20. 68% of consumers are likely to spend time reading content from a brand they are interested in. –The CMA B2B companies that blog generate 67% more leads per month than those who do not blog. -Social Media B2B Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate -Hubspot
- 21. Oh, you want more? 80% of business decision-makers (and 70% of consumers) prefer to get company information in a series of articles versus an advertisement. -Content Marketing Institute 90% of consumers find custom content useful, and 78% believe that organizations behind the content are interested in building good relationships. -TMG Custom Media
- 22. Now it’s your turn
- 23. example Scarlet Oak Cabins Background o Private luxury cabins with views located in North Georgia o Accommodations include hot tubs, pool tables, all wood interiors, granite countertops and Internet 1 Example 1
- 24. 1 example Example 2 Background o Sells organic, all-natural health and beauty products o Love to share expertise on natural living o Mothers are a big target market for this brand LovEco Market
- 25. 1 Example 3 Background o An online marketing company that offers services such as advertising, email, social media and inbound marketing. Site Marketing
- 26. 1 Example 4 Background o Online shop selling paper crafting, stamping, and scrapbooking supplies. eMerry Moments
- 27. Questions? You can download this presentation at- http://go.esocialstrategies.com/SIG-lead-generation Visit our blog for more information and downloads- www.blog.esocialstrategies.com
Editor's Notes
- Inbound marketing earns the attention of customers,makes the company easy to be found and draws customers to the website by producing interesting content.David Meerman Scott recommends that marketers "earn their way in" (via publishing helpful information on a blog etc.) in contrast to outbound marketing where they "buy, beg, or bug their way in" (via paid advertisements, issuing press releases, or paying commissioned sales people, respectively)-Wikipedia
- Discuss how inbound marketing turns strangers into customers, and customers into promoters of the business. Emphasis: CTAs - http://blog.hubspot.com/horrifying-display-advertising-stats - http://academy.hubspot.com/blog/?Tag=Calls+to+Action
- http://blog.hubspot.com/blog/tabid/6307/bid/34158/How-Inbound-Marketing-Aligns-With-the-New-Purchase-Loop.aspx
- “Sharing is caring and inbound marketing is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more.”“By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive. Now that’s marketing people can love.” -Hubspot
- Content sparks interest which leads to action (as the sales funnel tells us)Call-to-actions are the catalyst to an action– image from http://usf.usfca.edu/usfmagazine/fall09/f3_womenscience_4.html
- Have each phase fade in at different times. Talk about how content will vary for each part of the sales funnel. So, in order to have content for each persona to nurture leads in each stage in the sales cycle, you'll need to identify 3 of your best generally targeted offers for each stage: 1) your best top-of-the-funnel offer (which caters to leads in the awareness stage ), 2) your best middle-of-the-funnel offer (which caters to leads in the evaluation stage ), and 3) your best bottom-of-the-funnel offer (which caters to leads in the purchase stage ).
- Image- http://www.impactbnd.com/the-importance-of-creating-attractive-top-of-the-funnel-content/
- FADE IN A “NOTICE THE CTA BUTTON”
- Delivered: 18,671 1,457507
- So, in order to have content for each persona to nurture leads in each stage in the sales cycle, you'll need to identify 3 of your best generally targeted offers for each stage: 1) your best top-of-the-funnel offer (which caters to leads in the awareness stage ), 2) your best middle-of-the-funnel offer (which caters to leads in the evaluation stage ), and 3) your best bottom-of-the-funnel offer (which caters to leads in the purchase stage ).
- For this particular client, we vary the messaging on the landing page and tailor it towards student, professor, health care professional.
- Delivered: 22,805 (Combined with Vocabulary Workshop 6-8 Campaign)Opened: 3,089 | 13.5%Clicked: 932 | 4.1%Leads: 377https://app.hubspot.com/content/95641/details/28604668?#/performance4/1/2013-
- Maybe mention that we can give them more stats if they’d like. There are tons. http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/279437/55-Shareable-Stats-on-Content-Marketing-Trends-and-Tactics
- Give envelopes to tables with a mock company, target audience, and services offered and they will create a content lead generation strategy
- Cedar Creek Cabin Rentals
- Ticketpeak
- Something like this- http://www.acherryontop.com/