Why Inbound Isn't Enough - #SPS2015
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This document summarizes a webinar about integrating inbound and outbound marketing tactics to maximize ROI. It discusses modern definitions of inbound (attracting attention through content) and outbound (pushing relevant messages to known personas). The webinar covers tactics like blogging, SEO, social media, content marketing, email marketing, retargeting ads, and video for both inbound and outbound. It also discusses tips for integrating the strategies like developing a cohesive messaging strategy and tracking metrics across the buyer's journey. The goal is to engage prospects throughout the buying process from awareness to advocacy.
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Why Inbound Isn't Enough - #SPS2015
- 4. #SPS2015 About Demand Gen Report • Tracking best pracKces in lead generaKon since 2007 • Newsle5er has grown to more than 30,000 readers • Offering a menu of research and best pracKces reports • New audio/video podcasts at DemandGenReport.com @DG_Report hRp://linkd.in/DG_Specialists
- 7. AGENDA • Modern definitions of inbound & outbound marketing • Best practices and benefits of each strategy • How to integrate both strategies into your marketing plan • How to measure success
- 8. MODERN DEFINITION OF INBOUND Activities designed to attract the attention of customers and prospects with the purpose of giving them a reason to come to you
- 9. INBOUND TACTICS • Blogging • SEO • Social Media • Content Marketing • Review/ Referral Sites
- 10. MODERN DEFINITION OF OUTBOUND Pushing relevant messaging to known personas which address their pain points and interests, so you stay top- of-mind in the decision making process
- 11. OUTBOUND TACTICS NON-DIGITAL • Direct Mail • Television • Radio • Phone DIGITAL • Email • Retargeting Ads • Video • Account-Based Marketing
- 12. THE NEW BUYER’S JOURNEY Generate Awareness Turn Awareness into Contacts Turn Contacts into Leads Turn Leads into Customers Turn Customers into Advocates
- 13. THE NEW BUYER’S JOURNEY 78% of consumers start the buying process with a web search. 50% turn to social media and peer reviews to influence their buying decisions. -Demand Gen Report
- 14. THE NEW BUYER’S JOURNEY 50% of leads are qualified, but are not yet ready to buy. -Gleanster Research Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost. -Forrester Research
- 15. INBOUND - BLOGGING Blogging helps you: • Establish your company as knowledgeable • Improve organic search results • Encourage social sharing
- 16. 7 TIPS FOR BETTER BLOGGING 1. Create an editorial calendar. 2. Include social sharing buttons. 3. Update the blog weekly, at least. 4. Keep a consistent blog schedule. 5. Use keywords that match your blog copy. 6. Make your content valuable to your reader. 7. Add a call to action.
- 17. INBOUND - SEO The goal of SEO is to build a robust, informative website, which serves educational content that serves the needs of your prospects.
- 18. 5 TIPS TO OPTIMIZE YOUR WEBSITE FOR SEO 1. Know your audience. 2. Write better content. 3. Include title tags. 4. Use responsive design. 5. Set a “canonical” URL.
- 19. INBOUND – SOCIAL MEDIA Social Media is used by prospects to connect with brands, research solutions, and solve customer service problems.
- 20. 5 TIPS FOR CREATING ENGAGING SOCIAL CONTENT 1. Develop a tone. 2. Pose questions. 3. Maintain a steady cadence. 4. Use multimedia. 5. Push the envelope.
- 21. INBOUND – CONTENT MARKETING Content Marketing should serve a business purpose through education and information, versus persuasion.
- 22. 4 TIPS FOR CREATING A CONTENT MARKETING STRATEGY 1. Analyze your customers buying process. 2. Understand and segment your audience. 3. Identify the right content formula. 4. Repurpose your content.
- 23. INTEGRATING INOUND WITH OUTBOUND You need permission to engage with them on an ongoing basis. • Every Inbound CTA should have a dedicated landing page • Conduct A/B testing to improve your conversions
- 24. OUTBOUND – EMAIL MARKETING • Behavior triggered emails • Automated email programs/nurturing Email is ranked the #1 preferred communication channel by consumers.
- 25. OUTBOUND – BEHAVIOR TRIGGERED EMAIL What is it? • Trigger an email based on an action (or lack of action) • Let your audience self-identify • Use digital body language to find your messaging sweet spot
- 26. OUTBOUND – NURTURE EMAIL PROGRAMS What is it? • Nurturing is an automated email program that encourages prospects to interact with your brand. • Nurturing allows you to send highly targeted messages by segmenting based on data you are collecting.
- 27. OUTBOUND – NURTURE EMAIL PROGRAMS SALES
- 28. OUTBOUND – RETARGETING ADS What is it? The process of cookie-ing your prospects, so you can serve ads across different channels on any pages they visit online.
- 29. OUTBOUND – RETARGETING ADS
- 30. OUTBOUND – VIDEO MARKETING What is it? Video assets used to increase education about your product or service and promote your brand. Types of Videos: • Explainer (How-to) • Customer Testimonials • Event Videos • Teaser Videos • Content Videos
- 31. OUTBOUND – ACCOUNT BASED MARKETING What is it? A strategic approach where your marketing efforts focus on engaging named accounts, which have been identified as a similar in size and industry to existing top tier customers.
- 32. TIPS FOR INTEGRATING INBOUND & OUTBOUND 1. Develop a cohesive messaging strategy. 2. Track key metrics across the buyer’s journey. 3. Plan your content. 4. Consider your prospects activity when making outbound contact. 5. Develop an integrated mindset.
- 33. MEASURING SUCCESS 1. Set clear goals for what you want to do. 2. Set a time period for reaching goals. 3. Share goals with the whole team.