Marketers (and humans) are always looking for the silver bullet that solves everything. Weight loss, vacuum cleaners, or software… we all want a quick fix. Here at StoryTeller, we are firm believers in the power of the inbound marketing process. We have seen it work time and time again for companies. And while inbound marketing is an amazing process, with incredible successes, that doesn’t mean that you get to flip a switch and you will automatically start seeing the leads roll in. We’ve seen lots companies that struggle to get the machine working in their favor and a lot of them make similar mistakes that cost them time, money and leads.

1. Tuesday, June 28th | 1:30 - 2:00 PM CDT
# S T M C W E B I N A R
The Costly Mistakes Companies Make
When Implementing Inbound Marketing

2. Share Via Twitter
# S T M C W E B I N A R
Follow Us
@ S T O RY T E L L E R M N

3. # S T M C W E B I N A R

4. Webinar Recording
# S T M C W E B I N A R

5. Meet the Presenters
Kathy Heil
Co-Owner/Partner
StoryTeller
@KathleenHeil
Brittany Laeger
Marketing Manager
StoryTeller
@bmiyo

6. The Outlook
✓ Introduction to Inbound
✓ Not Defining Qualified Customers
✓ Failing to Create Targeted Content
✓ Letting the Conversation Drop
✓ Operating Without Trackable Goals
# S T M C W E B I N A R

7. # S T M C W E B I N A R

8. # S T M C W E B I N A R
Inbound Marketing Then:
The Wild West

9. # S T M C W E B I N A R
Inbound Marketing Then
The Wild West
Inbound Marketing Now:
A Blazing Metropolis

11. # S T M C W E B I N A R
We just don’t
have enough
time!
I need this to
start working
right NOW!
Our website
just doesn't
seem to
rank on
Google…
It’s impossibleto get ourcontent approved.
We tried it
and it didn’t
see better
results.

12. # S T M C W E B I N A R
You are not alone.
We hear this from marketers all the time.

13. # S T M C W E B I N A R
So… how do
I make sense
of it all?

14. 1. Not Defining Qualified Customers
Who is researching your product?
What is their buying process?
Important Lead/Customer Metrics
# S T M C W E B I N A R

15. # S T M C W E B I N A R
Cathy Caregiver
✓ Working mom in her late 40’s
✓ Cares for her immediate family including
herself and 3 teenagers
✓ Starting to manage the health of her parents
✓ Worries about managing schedules, missing
important doctor visits, keeping everyone
healthy
✓ Wants quick access to accurate, trustworthy
information
✓ Too busy to attend classes and extra activities
Natalie New Mom
✓ In her mid 20’s—currently working, but planing
to stay home after the baby is born
✓ Expecting her first child in the next 4 months
✓ Cares for herself, her husband and the
coming baby
✓ Worries about everything she needs to know
to prepare for this change in family life
✓ Wants in-depth information that helps address
all of looming questions
✓ Very open to attend preparation classes

16. PRO TIP:
It’s important to find the person who is
researching for your product. In some
industries (especially B2B) the influencer
and the decision maker might not be the
same.

17. # S T M C W E B I N A R
Understand the
Buyer’s Journey

18. Awareness
Interest
Consideration
Purchase Decision
Action
Missed
Engagement
Opportunity
When Most Prospects
Finally Reach Out

19. # S T M C W E B I N A R
What questions
are my customers
asking?

20. 2. Failing to Create Targeted Content
Start Small
Prioritize Keywords
Contact vs. Content
# S T M C W E B I N A R

21. # S T M C W E B I N A R
Start Small
• News ≠ Blog
• Choose a Cadence that Works
• Quality Over Quantity
• Identify Subject Matter Enthusiasts
• Use Keyword Research to Drive Strategy

22. Understanding Keywords
Most companies focus all their effort and
budget on the top keywords, with the most
competition, but they forget about the
wealth of organic ranking opportunities
available through an integrated content
strategy.

23. # S T M C W E B I N A R
Choose Your
Battles

24. Monthly
Searches Difficulty
Message
Match Strategy
External Factors Internal Factors

25. # S T M C W E B I N A R
Organic
Opportunity

26. # S T M C W E B I N A R
Do Your Research
• HubSpot
• Google Suggest
• SERPs.com
• Wordstream
• SEMRush
• SpyFu
• Ubersuggest
• Buzzsumo
• Google Keyword
Tool
Keyword
^

27. PRO TIP:
Contact and content are not the same
thing. Give your customers many chances
to engage with your company.

28. 3. Letting the Conversion Stop
Leverage Automation
Keep a Clean Database
Align Content to the Buyer Journey
# S T M C W E B I N A R

29. # S T M C W E B I N A R
Leverage Content
Automation

30. Blog Posts & Videos
Tools, Kits, Webinars
Pricing Sheet
Contact Form
Proposal

31. # S T M C W E B I N A R
Keep Your
Database
Clean

32. 4. Operating Without Trackable Goals
Create SMART Goals
Create a Path to Meet Your Goals
Create a Quarterly Strategy
# S T M C W E B I N A R

33. # S T M C W E B I N A R
Do Your Research
• Cost Per Lead
• Cost Per Customer
• Lifetime Value
• Conversion Rates
• Traffic Metrics
• Average Buying
Cycle
Conversion
^

34. # S T M C W E B I N A R
SMART Goals
• Specific
• Measurable
• Achievable
• Relevant
• Time-Bound

35. # S T M C W E B I N A R
Create a Path to
Meet Your Goals

36. # S T M C W E B I N A R
Create a
Quarterly Strategy

37. The Overview
✓ Not Defining Qualified Customers
✓ Failing to Create Targeted Content
✓ Letting the Conversation Drop
✓ Operating Without Trackable Goals
# S T M C W E B I N A R

38. # S T M C W E B I N A R
Free Marketing
Assessment
Send us an email and we’ll schedule a time
with one of our Inbound Marketing Strategist
to do a 30-minute Marketing Assessment.
Email: brittany@storytellermn.com

39. Thank you!
brittany@storytellermn.com
# S T M C W E B I N A R

40. Questions?
?# S T M C W E B I N A R

41. Tuesday, June 28th | 1:30 - 2:00 PM CDT
# S T M C W E B I N A R
The Costly Mistakes Companies Make
When Implementing Inbound Marketing