The document discusses inbound marketing methodology. It outlines key ingredients like defining buyer personas, identifying marketing triggers, creating a keyword list, and outlining a content strategy. It also discusses extending reach through social media, offering premium content to attract visitors, using calls-to-action and landing pages, nurturing and segmenting leads, and keeping in touch with customers.

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Hatch Norfolk – February 24, 2015
INBOUND MARKETING

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4. @ArtilleryMarketSource: http://www.stateofinboundmarketing.com/

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Source: http://www.stateofinboundmarketing.com/

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Source: http://www.stateofinboundmarketing.com/

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Inbound Marketing Methodology
h/t HubSpot

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Inbound Marketing Methodology

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Key Ingredients
1. Define your buyer
personas
2. Identify your marketing
triggers
3. Create a list of keywords
4. Outline your content
strategy
5. Extend your reach with
social media

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Define your buyer personas
Fictional representation of
your ideal customers
Within your target market
there are likely numerous
types of buyers
Buyers in each of these
roles have very different
interests, priorities and
goals

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Buyer persona triggers
Identify the events and pain points that cause them to search
for information about your product, service or industry
Deep Dive: The Buyer Persona Institute
http://www.buyerpersona.com/

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Create a list of keywords
Determine what long-tail
keywords prospects use
when searching for a
solution that you provide
Create a list of key terms
and phrases to create
content about
Deep Dive: Backlinko Keyword Research: The Definitive Guide
http://backlinko.com/keyword-research

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Outline your content strategy
Deep Dive: The Advanced Content Marketing Guide
http://www.quicksprout.com/the-advanced-guide-to-content-marketing/
Blogging

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Extend your reach with social media

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Inbound Marketing Methodology

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What Does Costco
Have in Common with
Inbound Marketing?

17. FREE SAMPLES

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Offer Premium Content
In-depth information that
your prospects find helpful
eBooks, webinars, tip
sheets, buying guides,
research reports
But… put it behind a
landing page

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Start with a Call-to-Action
Website button,
image, text link
Encourages action by
clicking
Takes visitor to a
landing page

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Landing Pages
Remove site navigation
Tell them how they will
benefit from offer
Fewer form fields the better
(but get email address)
Include key visual
Redirect to Thank You page
with download link
Deep Dive: The Smart Marketer’s Landing Page Conversion Course
http://unbounce.com/

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Inbound Marketing Methodology

22. UP TO 95% OF QUALIFIED PROSPECTS ON
YOUR WEBSITE ARE THERE TO RESEARCH
AND ARE NOT YET READY TO TALK WITH A
SALES REP
BUT, AS MANY AS 70% WILL EVENTUALLY
BUY FROM YOU OR ONE OF YOUR
COMPETITORS
Brian Carroll, Lead Generation for the Complex Sale

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Segment Your Leads

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Nurture Your Leads
Deep Dive: An Introduction to Lead Nurturing (HubSpot)

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Inbound Marketing Methodology

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Keep in touch with customers
Show appreciation
Keep using content to make
them successful
Offer customer specials
Ask for feedback and
referrals

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Deep Dive: Inbound Marketing
Free Inbound Marketing Certification from HubSpot
http://academy.hubspot.com/inbound-certification