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ULTIMATE BEGINNERS GUIDE TO

INBOUND MARKETING
An easy-to-understand overview of inbound marketing.

Pocket Your Shop

briandownard.com
ULTIMATE BEGINNERS GUIDE TO
INBOUND MARKETING

by Brian Downard
Brian is an inbound marketing professional with over 5
years of experience in online marketing, including:
strategy, social media, SEO, blogging, content marketing,
website development, graphic design, analytics and more.
In 2011 Brian co-founded Pocket Your Shop, a full-service
inbound marketing agency located in Southern California.

Connect On LinkedIn >
brian@pocketyourshop.com
WHAT YOU WILL LEARN
1. How Marketing Has Changed
2. What Is Inbound Marketing?
3. Why Is It Important?
4. Inbound Methodology & Tools
5. Tips, Tricks & Best Practices
SECTION 01

HOW MARKETING HAS CHANGED
TRADITIONAL MARKETING IS

BROKEN

86%

91%

skip television ads

unsubscribe from email

44%

200M+

of direct mail is never opened

on the Do Not Call list
CONSUMER BEHAVIORS HAVE
CHANGED, THEY ARE GOOD AT
TUNING OUT MARKETING
!
BUT DON’T WORRY
it’s not all bad news.
90%

OF INTERNET USERS BROWSE OR
RESEARCH PRODUCTS ONLINE

50%

INTEND ON PURCHASING A
PRODUCT OR SERVICE

- Forrester Research

- eMarketer
YOU DON’T FIND
CUSTOMERS ANYMORE
!
YOU DON’T FIND
CUSTOMERS ANYMORE
!

THEY FIND YOU
THE WORLD HAS
CHANGED…
YOUR MARKETING
NEEDS TO CHANGE
IF YOU WANT TO ATTRACT
CUSTOMERS YOU NEED TO GIVE
THEM SOMETHING THEY WILL LOVE
SO HOW DO WE
ACCOMPLISH THIS?
U
SO HOW DO WE
ACCOMPLISH THIS?
WITH

INBOUND

U

MARKETING
SECTION 02

WHAT IS INBOUND MARKETING?
in·bound mar·ket·ing
!

A holistic, data-driven approach to marketing that
attracts individuals to your brand and converts
them into lasting customers.
INBOUND MARKETING IS ABOUT
ATTRACTING, NOT INTRUDING
BUILDING TRUST, NOT SKEPTICISM
BEING LOVED, NOT IGNORED
TRADITIONAL MARKETING IS
LIKE BEING A CHEETAH HUNTING
IN THE JUNGLE

(SOME CHEETAHS ARE LAZY)
THE INTERNET HAS CREATED A
DIGITAL WATERING HOLE

GO WHERE YOUR CUSTOMERS ARE,
STOP HUNTING IN THE JUNGLE
PEOPLE WANT ACCESS TO GREAT
INSIGHT, PEOPLE & RECOGNITION
BEFORE PRODUCTS & SERVICES
OLD

NEW

OUTBOUND

INBOUND

Direct mail
Prints ads
Cold email (spam)
Cold calling
TV & radio ads
Banner ads
Trade shows

VS.

Social media
SEO & blogging
Content marketing
Lead nurturing
Landing pages
Email marketing
Analytics
INBOUND MARKETING IS
INBOUND MARKETING IS

CONTENT
INBOUND MARKETING IS

CONTENT

&

CONTEXT
BUILD YOUR MARKETING ASSETS
(CONTENT)

Presentations & Ebooks

Blogging

Videos & Podcasts

Visual Content
RIGHT CONTENT, RIGHT PLACE, RIGHT TIME
(CONTEXT)

Customer Personas

Segmented Email Lists

Personalized Messaging
CONTENT + CONTEXT
!

=
!

MARKETING PEOPLE LOVE
SECTION 03

WHY IS INBOUND
MARKETING IMPORTANT?
WE CONDUCT 131 BILLION SEARCHES
PER MONTH ON THE WEB

Per Minute………. 2,900,000
Per Hour………… 175,000,000
Per Day………..… 4,000,000,000
70% OF LINKS SEARCH USERS CLICK
ARE ORGANIC - NOT PAID
Paid
25%

5%
70%

Organic

Other
60% OF ALL SEARCH ENGINE CLICKS
GO TO TOP 3 LINKS

SHARE OF CLICKS

27
20
13
10

1

2

3

4

9

5

7

6

5
7

RANKING ON SEARCH ENGINE PAGE

3
8

4
9

3
10
54%

more leads are generated
by inbound than outbound.

61%

lower cost per lead when
using inbound marketing.
INBOUND CONSISTENTLY YIELDS
LOWER COST LEADS
Average Cost Per Lead Outbound vs. Inbound
400

$373
300

$364

$332

200

$143

$134

100

2010

2011

}

$135

2012

61% lower
cost per lead
SECTION 04

INBOUND METHODOLOGY & TOOLS
METHODOLOGY
Use inbound marketing to generate visitors,
turn them into leads, convert them into
customers and create life-long fans.

Find
Visitors

Convert
Leads

Customers

Keep
Fans
STRANGERS

YOU CAN ALSO
VISUALIZE INBOUND
MARKETING AS A
FUNNEL

VISITORS

LEADS

CUSTOMERS

FANS
STEP 1

GET FOUND & GENERATE VISITORS

Find
Visitors

Convert
Leads

Customers

Keep
Fans
STEP 1

GET FOUND & GENERATE VISITORS

Find
Visitors

Local Search
Keywords & SEO
Customer Personas
Social Media
Blogging
Websites
GET FOUND & GENERATE VISITORS

!

Local Search
Search engines automatically populate local business in search results,
this helps you get found by people who are searching for businesses just
like yours in your local community.

RESOURCES:

Google Places
Bing Places for Business
Yahoo Local Listings
Yellow Pages
Super Pages
Yelp
GET FOUND & GENERATE VISITORS

!

Keywords & SEO
Short or long phrases people use when searching online. Using these
pre-determined keywords on your social networks, blog, content and
website will help you get found by more people, drive new traffic and
increase your search engine ranking.

RESOURCES:

Google Keywords Planner
Hubspot Marketing Grader
Quick Sprout SEO
Open Site Explorer
Uber Suggest
GET FOUND & GENERATE VISITORS

!

Customer Personas
Buyer personas are fictional representations of your ideal prospect that
help create more targeted marketing. They are based on real data,
behaviors, and demographics. Where do they spend their time online?
What language do they use when searching online?
GET FOUND & GENERATE VISITORS

!

Social Media
Grow, interact and engage with multiple online audiences that help your
business improve visibility, promote your content, generate leads and
create brand advocates that help promote your business.

RESOURCES:

Facebook
LinkedIn
Google+
Pinterest
Twitter
Industry specific networks
GET FOUND & GENERATE VISITORS

!

Blogging
Drive more traffic, build online marketing assets and establish thought
leadership by crafting insightful articles that solve your target audiences
problems and helps them reach their goals. We recommend using
Wordpress unless you have a really good reason not to.
GET FOUND & GENERATE VISITORS

!

Websites
The is your digital store front, this is the place where it’s okay to promote
your products, services and business. Use your website as a place to
educate leads and host your content. Remember to focus on value, not
features and be sure you’re not forgetting about mobile visitors.

RESOURCES:

Wordpress
Wix
Weebly
SquareSpace
STEP 2

TURN YOUR VISITORS INTO LEADS

Find
Visitors

Convert
Leads

Customers

Keep
Fans
STEP 2

TURN YOUR VISITORS INTO LEADS

Find
Visitors

Leads

Content Offers
Calls-To-Action (CTA)
Forms
Landing Pages
TURN YOUR VISITORS INTO LEADS

!

Content Offers
The best way to start generating leads is to create content offers, this
content should provide leads with real value. Content can come in the
form of ebooks, presentations, webinars or videos. You use this content
to trade visitors for their contact information in order to generate leads.

RESOURCES:

Keynote or Powerpoint
Pages or Word
ISSUU
JooMag
TURN YOUR VISITORS INTO LEADS

!

Calls-To-Action (CTA)
These are images that act like “road signs” for your blog and website
visitors that entices them to check out your content offers. While they
can be used anywhere, you’ll find they are most effective at the bottom
of relevant blog posts and website pages.

RESOURCES:

Keynote or Powerpoint
Vertical Response Button Builder
Button Optimizer
Photoshop
TURN YOUR VISITORS INTO LEADS

!

Forms
It’s likely visitors will not purchase from you the first time they visit your
website or blog. Use forms to capture quick contact information about
your visitors, most time a simple email address will do. Make sure it’s a
worthwhile offer and they know exactly what they are signing up for.

RESOURCES:

JotForm
Form Stack
Email Me Form
TURN YOUR VISITORS INTO LEADS

!

Landing Pages
Don’t let your visitors leave your website empty handed. Using landing
pages you can capture lead information in exchange for a content offer
you have. This helps you gather more lead information over time and
segment leads based on which content they are interested in.

RESOURCES:

Lander App
Unbounce
Ion Interactive
Instapage
Page WizLander
JotForm
STEP 3

CONVERT LEADS INTO CUSTOMERS

Find
Visitors

Convert
Leads

Customers

Keep
Fans
STEP 3

CONVERT LEADS INTO CUSTOMERS

Convert
Leads

Customers

Product Content
Case Studies
Social Proof
Email Marketing
Lead Management
CONVERT LEADS INTO CUSTOMERS

!

Product Content
Creating content that educates your leads about your products will help
them make buying decisions. Not only does this generate qualified leads
for your business, it helps leads become more ready to buy.
CONVERT LEADS INTO CUSTOMERS

!

Case Studies
Proving your product works with numbers and graphs will make leads
more comfortable converting. If numbers are not applicable, use a
before/after, problem/solution approach for your case studies.
CONVERT LEADS INTO CUSTOMERS

!

Social Proof
Social proof, also known as social influence, is a psychological
phenomenon where people assume the actions of others.
Use testimonials and numbers to demonstrate the value others
find in your products and services to help leads convert.
CONVERT LEADS INTO CUSTOMERS

!

Email Marketing
In sales, timing can be a big problem. Use email marketing to nurture
your leads by consistently sending them useful content. Be sure that you
are segmenting email lists based on lead behavior, interest and their
place in your marketing funnel. Take advantage of automated emails to
save your business time and resources.
RESOURCES:

MailChimp
GetResponse
Constant Contact
iContact
CONVERT LEADS INTO CUSTOMERS

!

Lead Management
Sometimes called CRM software, this tool will help your sales team stay
on top of your qualified leads, track where they are in the sales process,
know which have gone cold and much more.

RESOURCES:

Base CRM
Insightly
Zoho CRM
Free CRM
STEP 4

KEEP CUSTOMERS & CREATE FANS

Find
Visitors

Convert
Leads

Customers

Keep
Fans
STEP 4

KEEP CUSTOMERS & CREATE FANS

Keep
Customers

Fans

Online Reviews
Social Media
Value Add Content
Analytics
KEEP CUSTOMERS & CREATE FANS

!

Online Reviews
Generating online reviews is the new word of mouth. As you learned,
your customers find you, not the other way around. This means you want
customers to be saying good things about you around the internet.

RESOURCES:

Google Places
Yelp
Angie’s List
Facebook
TripAdvisor
KEEP CUSTOMERS & CREATE FANS

!

Social Media
Social media is not only a great place to find leads, it can also be used
to engage influencers and brand advocates. Use these people to help
spread your content to a wider audience and generate more leads.

RESOURCES:

Facebook
LinkedIn
Google+
Pinterest
Twitter
Industry specific networks
KEEP CUSTOMERS & CREATE FANS

!

Value Add Content
Content can be used for more than just generating and converting
leads. Give customers added value by teaching them how to get the
most out of your products and services. This type of content also gives
you the chance to up-sell and re-convert old customers.
KEEP CUSTOMERS & CREATE FANS

!

Analytics
Understanding which aspects of your marketing are working and which
are not is crucial if you want to be sure you are using all of your
resources efficiently. Analytics help you learn, make changes and grow.

RESOURCES:

Google Analytics
KISS Metrics
Piwik
StatCounter
STEP 5

CLOSING THE LOOP

Find
Visitors

Convert
Leads

Customers

Keep
Fans

YOUR FANS HELP GENERATE NEW VISITORS
SECTION 05

TIPS, TRICKS & BEST PRACTICES
#01

FOCUS ON HELPING YOUR
AUDIENCE REACH GOALS AND
SOLVE PROBLEMS
#02

DO A CONTENT AUDIT AND SEE
WHAT RESOURCES YOU ALREADY
HAVE THAT CAN BE REPURPOSED
#03

KEEP A BACKLOG OF CONTENT
AND KEYWORDS IDEAS THAT YOU
CAN REFER BACK TO AT ANY TIME
#04

INCLUDE ALL RELEVANT SHORT &
LONG PHRASE KEYWORDS WHEN
CREATING CONTENT TO
OPTIMIZE FOR SEARCH ENGINES
#05

YOUR CONTENT SHOULD HAVE
KILLER HEADLINES AND FOLLOW
A PROBLEM/SOLUTION, DESIRE,
ACTION APPROACH
#06

CREATE CONTENT FOR LEADS IN
DIFFERENT STAGES OF THE
BUYING PROCESS AND HELP
THEM MAKE BUYING DECISIONS
#07

CONTENT PROMOTION IS JUST
AS IMPORTANT AS CREATION, IF
YOU SPEND 10 HOURS MAKING A
PIECE OF CONTENT, SPEND 10
HOURS PROMOTING IT
#08

USE SEGMENTED EMAIL AND LEADS
LISTS TO PERSONALIZE MESSAGING
AND SEND TARGETED OFERS
#09

FIND TOOLS TO HELP AUTOMATE
PARTS OF YOUR MARKETING LIKE
SOCIAL MEDIA & EMAIL MARKETING
#10

FOCUS ON IMPORTANT
METRICS SUCH AS COST PER
LEAD ACQUISITION & COST
PER CUSTOMER ACQUISITION
FINAL THOUGHTS
“

THE BEST TIME TO PLANT A TREE
WAS 20 YEARS AGO, THE
SECOND BEST TIME IS NOW.
- Old Chinese Proverb

“
TO SUCCEED AT INBOUND
!

1. UNDERSTAND YOUR AUDIENCE
2. ALIGN CONTENT WITH THEIR INTERESTS
3. PROMOTE VALUE, EMBRACE TRANSPARENCY
4. LEVERAGE BRAND ADVOCATES
NOW YOU’VE GOT THE
TOOLS YOU NEED
!

BUILD YOUR INBOUND
MARKETING MACHINE
THANKS FOR READING!
!

IF YOU ENJOYED THIS CONTENT, HELP US SPREAD THE WORD
BY SHARING IT ON YOUR FAVORITE SOCIAL NETWORK.
TURN THESE TIPS INTO ACTION
REQUEST A FREE INBOUND
MARKETING CONSULTATION FROM
POCKET YOUR SHOP
!
!

www.pocketyourshop.com

Brought To You By

Pocket Your Shop

briandownard.com

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Ultimate Beginners Guide To Inbound Marketing

  • 1. ULTIMATE BEGINNERS GUIDE TO INBOUND MARKETING An easy-to-understand overview of inbound marketing. Pocket Your Shop briandownard.com
  • 2. ULTIMATE BEGINNERS GUIDE TO INBOUND MARKETING by Brian Downard Brian is an inbound marketing professional with over 5 years of experience in online marketing, including: strategy, social media, SEO, blogging, content marketing, website development, graphic design, analytics and more. In 2011 Brian co-founded Pocket Your Shop, a full-service inbound marketing agency located in Southern California. Connect On LinkedIn > brian@pocketyourshop.com
  • 3. WHAT YOU WILL LEARN 1. How Marketing Has Changed 2. What Is Inbound Marketing? 3. Why Is It Important? 4. Inbound Methodology & Tools 5. Tips, Tricks & Best Practices
  • 5. TRADITIONAL MARKETING IS BROKEN 86% 91% skip television ads unsubscribe from email 44% 200M+ of direct mail is never opened on the Do Not Call list
  • 6. CONSUMER BEHAVIORS HAVE CHANGED, THEY ARE GOOD AT TUNING OUT MARKETING !
  • 7. BUT DON’T WORRY it’s not all bad news.
  • 8. 90% OF INTERNET USERS BROWSE OR RESEARCH PRODUCTS ONLINE 50% INTEND ON PURCHASING A PRODUCT OR SERVICE - Forrester Research - eMarketer
  • 10. YOU DON’T FIND CUSTOMERS ANYMORE ! THEY FIND YOU
  • 11. THE WORLD HAS CHANGED… YOUR MARKETING NEEDS TO CHANGE
  • 12. IF YOU WANT TO ATTRACT CUSTOMERS YOU NEED TO GIVE THEM SOMETHING THEY WILL LOVE
  • 13. SO HOW DO WE ACCOMPLISH THIS?
  • 14. U SO HOW DO WE ACCOMPLISH THIS? WITH INBOUND U MARKETING
  • 15. SECTION 02 WHAT IS INBOUND MARKETING?
  • 16. in·bound mar·ket·ing ! A holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customers.
  • 17. INBOUND MARKETING IS ABOUT ATTRACTING, NOT INTRUDING BUILDING TRUST, NOT SKEPTICISM BEING LOVED, NOT IGNORED
  • 18. TRADITIONAL MARKETING IS LIKE BEING A CHEETAH HUNTING IN THE JUNGLE (SOME CHEETAHS ARE LAZY)
  • 19. THE INTERNET HAS CREATED A DIGITAL WATERING HOLE GO WHERE YOUR CUSTOMERS ARE, STOP HUNTING IN THE JUNGLE
  • 20. PEOPLE WANT ACCESS TO GREAT INSIGHT, PEOPLE & RECOGNITION BEFORE PRODUCTS & SERVICES
  • 21. OLD NEW OUTBOUND INBOUND Direct mail Prints ads Cold email (spam) Cold calling TV & radio ads Banner ads Trade shows VS. Social media SEO & blogging Content marketing Lead nurturing Landing pages Email marketing Analytics
  • 25. BUILD YOUR MARKETING ASSETS (CONTENT) Presentations & Ebooks Blogging Videos & Podcasts Visual Content
  • 26. RIGHT CONTENT, RIGHT PLACE, RIGHT TIME (CONTEXT) Customer Personas Segmented Email Lists Personalized Messaging
  • 28. SECTION 03 WHY IS INBOUND MARKETING IMPORTANT?
  • 29. WE CONDUCT 131 BILLION SEARCHES PER MONTH ON THE WEB Per Minute………. 2,900,000 Per Hour………… 175,000,000 Per Day………..… 4,000,000,000
  • 30. 70% OF LINKS SEARCH USERS CLICK ARE ORGANIC - NOT PAID Paid 25% 5% 70% Organic Other
  • 31. 60% OF ALL SEARCH ENGINE CLICKS GO TO TOP 3 LINKS SHARE OF CLICKS 27 20 13 10 1 2 3 4 9 5 7 6 5 7 RANKING ON SEARCH ENGINE PAGE 3 8 4 9 3 10
  • 32. 54% more leads are generated by inbound than outbound. 61% lower cost per lead when using inbound marketing.
  • 33. INBOUND CONSISTENTLY YIELDS LOWER COST LEADS Average Cost Per Lead Outbound vs. Inbound 400 $373 300 $364 $332 200 $143 $134 100 2010 2011 } $135 2012 61% lower cost per lead
  • 35. METHODOLOGY Use inbound marketing to generate visitors, turn them into leads, convert them into customers and create life-long fans. Find Visitors Convert Leads Customers Keep Fans
  • 36. STRANGERS YOU CAN ALSO VISUALIZE INBOUND MARKETING AS A FUNNEL VISITORS LEADS CUSTOMERS FANS
  • 37. STEP 1 GET FOUND & GENERATE VISITORS Find Visitors Convert Leads Customers Keep Fans
  • 38. STEP 1 GET FOUND & GENERATE VISITORS Find Visitors Local Search Keywords & SEO Customer Personas Social Media Blogging Websites
  • 39. GET FOUND & GENERATE VISITORS ! Local Search Search engines automatically populate local business in search results, this helps you get found by people who are searching for businesses just like yours in your local community. RESOURCES: Google Places Bing Places for Business Yahoo Local Listings Yellow Pages Super Pages Yelp
  • 40. GET FOUND & GENERATE VISITORS ! Keywords & SEO Short or long phrases people use when searching online. Using these pre-determined keywords on your social networks, blog, content and website will help you get found by more people, drive new traffic and increase your search engine ranking. RESOURCES: Google Keywords Planner Hubspot Marketing Grader Quick Sprout SEO Open Site Explorer Uber Suggest
  • 41. GET FOUND & GENERATE VISITORS ! Customer Personas Buyer personas are fictional representations of your ideal prospect that help create more targeted marketing. They are based on real data, behaviors, and demographics. Where do they spend their time online? What language do they use when searching online?
  • 42. GET FOUND & GENERATE VISITORS ! Social Media Grow, interact and engage with multiple online audiences that help your business improve visibility, promote your content, generate leads and create brand advocates that help promote your business. RESOURCES: Facebook LinkedIn Google+ Pinterest Twitter Industry specific networks
  • 43. GET FOUND & GENERATE VISITORS ! Blogging Drive more traffic, build online marketing assets and establish thought leadership by crafting insightful articles that solve your target audiences problems and helps them reach their goals. We recommend using Wordpress unless you have a really good reason not to.
  • 44. GET FOUND & GENERATE VISITORS ! Websites The is your digital store front, this is the place where it’s okay to promote your products, services and business. Use your website as a place to educate leads and host your content. Remember to focus on value, not features and be sure you’re not forgetting about mobile visitors. RESOURCES: Wordpress Wix Weebly SquareSpace
  • 45. STEP 2 TURN YOUR VISITORS INTO LEADS Find Visitors Convert Leads Customers Keep Fans
  • 46. STEP 2 TURN YOUR VISITORS INTO LEADS Find Visitors Leads Content Offers Calls-To-Action (CTA) Forms Landing Pages
  • 47. TURN YOUR VISITORS INTO LEADS ! Content Offers The best way to start generating leads is to create content offers, this content should provide leads with real value. Content can come in the form of ebooks, presentations, webinars or videos. You use this content to trade visitors for their contact information in order to generate leads. RESOURCES: Keynote or Powerpoint Pages or Word ISSUU JooMag
  • 48. TURN YOUR VISITORS INTO LEADS ! Calls-To-Action (CTA) These are images that act like “road signs” for your blog and website visitors that entices them to check out your content offers. While they can be used anywhere, you’ll find they are most effective at the bottom of relevant blog posts and website pages. RESOURCES: Keynote or Powerpoint Vertical Response Button Builder Button Optimizer Photoshop
  • 49. TURN YOUR VISITORS INTO LEADS ! Forms It’s likely visitors will not purchase from you the first time they visit your website or blog. Use forms to capture quick contact information about your visitors, most time a simple email address will do. Make sure it’s a worthwhile offer and they know exactly what they are signing up for. RESOURCES: JotForm Form Stack Email Me Form
  • 50. TURN YOUR VISITORS INTO LEADS ! Landing Pages Don’t let your visitors leave your website empty handed. Using landing pages you can capture lead information in exchange for a content offer you have. This helps you gather more lead information over time and segment leads based on which content they are interested in. RESOURCES: Lander App Unbounce Ion Interactive Instapage Page WizLander JotForm
  • 51. STEP 3 CONVERT LEADS INTO CUSTOMERS Find Visitors Convert Leads Customers Keep Fans
  • 52. STEP 3 CONVERT LEADS INTO CUSTOMERS Convert Leads Customers Product Content Case Studies Social Proof Email Marketing Lead Management
  • 53. CONVERT LEADS INTO CUSTOMERS ! Product Content Creating content that educates your leads about your products will help them make buying decisions. Not only does this generate qualified leads for your business, it helps leads become more ready to buy.
  • 54. CONVERT LEADS INTO CUSTOMERS ! Case Studies Proving your product works with numbers and graphs will make leads more comfortable converting. If numbers are not applicable, use a before/after, problem/solution approach for your case studies.
  • 55. CONVERT LEADS INTO CUSTOMERS ! Social Proof Social proof, also known as social influence, is a psychological phenomenon where people assume the actions of others. Use testimonials and numbers to demonstrate the value others find in your products and services to help leads convert.
  • 56. CONVERT LEADS INTO CUSTOMERS ! Email Marketing In sales, timing can be a big problem. Use email marketing to nurture your leads by consistently sending them useful content. Be sure that you are segmenting email lists based on lead behavior, interest and their place in your marketing funnel. Take advantage of automated emails to save your business time and resources. RESOURCES: MailChimp GetResponse Constant Contact iContact
  • 57. CONVERT LEADS INTO CUSTOMERS ! Lead Management Sometimes called CRM software, this tool will help your sales team stay on top of your qualified leads, track where they are in the sales process, know which have gone cold and much more. RESOURCES: Base CRM Insightly Zoho CRM Free CRM
  • 58. STEP 4 KEEP CUSTOMERS & CREATE FANS Find Visitors Convert Leads Customers Keep Fans
  • 59. STEP 4 KEEP CUSTOMERS & CREATE FANS Keep Customers Fans Online Reviews Social Media Value Add Content Analytics
  • 60. KEEP CUSTOMERS & CREATE FANS ! Online Reviews Generating online reviews is the new word of mouth. As you learned, your customers find you, not the other way around. This means you want customers to be saying good things about you around the internet. RESOURCES: Google Places Yelp Angie’s List Facebook TripAdvisor
  • 61. KEEP CUSTOMERS & CREATE FANS ! Social Media Social media is not only a great place to find leads, it can also be used to engage influencers and brand advocates. Use these people to help spread your content to a wider audience and generate more leads. RESOURCES: Facebook LinkedIn Google+ Pinterest Twitter Industry specific networks
  • 62. KEEP CUSTOMERS & CREATE FANS ! Value Add Content Content can be used for more than just generating and converting leads. Give customers added value by teaching them how to get the most out of your products and services. This type of content also gives you the chance to up-sell and re-convert old customers.
  • 63. KEEP CUSTOMERS & CREATE FANS ! Analytics Understanding which aspects of your marketing are working and which are not is crucial if you want to be sure you are using all of your resources efficiently. Analytics help you learn, make changes and grow. RESOURCES: Google Analytics KISS Metrics Piwik StatCounter
  • 64. STEP 5 CLOSING THE LOOP Find Visitors Convert Leads Customers Keep Fans YOUR FANS HELP GENERATE NEW VISITORS
  • 65. SECTION 05 TIPS, TRICKS & BEST PRACTICES
  • 66. #01 FOCUS ON HELPING YOUR AUDIENCE REACH GOALS AND SOLVE PROBLEMS
  • 67. #02 DO A CONTENT AUDIT AND SEE WHAT RESOURCES YOU ALREADY HAVE THAT CAN BE REPURPOSED
  • 68. #03 KEEP A BACKLOG OF CONTENT AND KEYWORDS IDEAS THAT YOU CAN REFER BACK TO AT ANY TIME
  • 69. #04 INCLUDE ALL RELEVANT SHORT & LONG PHRASE KEYWORDS WHEN CREATING CONTENT TO OPTIMIZE FOR SEARCH ENGINES
  • 70. #05 YOUR CONTENT SHOULD HAVE KILLER HEADLINES AND FOLLOW A PROBLEM/SOLUTION, DESIRE, ACTION APPROACH
  • 71. #06 CREATE CONTENT FOR LEADS IN DIFFERENT STAGES OF THE BUYING PROCESS AND HELP THEM MAKE BUYING DECISIONS
  • 72. #07 CONTENT PROMOTION IS JUST AS IMPORTANT AS CREATION, IF YOU SPEND 10 HOURS MAKING A PIECE OF CONTENT, SPEND 10 HOURS PROMOTING IT
  • 73. #08 USE SEGMENTED EMAIL AND LEADS LISTS TO PERSONALIZE MESSAGING AND SEND TARGETED OFERS
  • 74. #09 FIND TOOLS TO HELP AUTOMATE PARTS OF YOUR MARKETING LIKE SOCIAL MEDIA & EMAIL MARKETING
  • 75. #10 FOCUS ON IMPORTANT METRICS SUCH AS COST PER LEAD ACQUISITION & COST PER CUSTOMER ACQUISITION
  • 77. “ THE BEST TIME TO PLANT A TREE WAS 20 YEARS AGO, THE SECOND BEST TIME IS NOW. - Old Chinese Proverb “
  • 78. TO SUCCEED AT INBOUND ! 1. UNDERSTAND YOUR AUDIENCE 2. ALIGN CONTENT WITH THEIR INTERESTS 3. PROMOTE VALUE, EMBRACE TRANSPARENCY 4. LEVERAGE BRAND ADVOCATES
  • 79. NOW YOU’VE GOT THE TOOLS YOU NEED ! BUILD YOUR INBOUND MARKETING MACHINE
  • 80. THANKS FOR READING! ! IF YOU ENJOYED THIS CONTENT, HELP US SPREAD THE WORD BY SHARING IT ON YOUR FAVORITE SOCIAL NETWORK.
  • 81. TURN THESE TIPS INTO ACTION
  • 82. REQUEST A FREE INBOUND MARKETING CONSULTATION FROM POCKET YOUR SHOP ! ! www.pocketyourshop.com Brought To You By Pocket Your Shop briandownard.com