Our first event from the team at You & Co. We discussed how possessing an inbound attitude to your marketing could introduce not only lower customer acquisition costs, but also more meaningful connections with prospects. Y&C

1. A EVENT
BOUND INTO INBOUND
#WeLoveInbound

2. Housekeeping 1. Welcome
2. Toilets are towards the back of
the building
3. Wine, beer, basic spirits and
canapés are included with your
evening
4. Please enjoy yourself and our
team are on hand to help with
any questions you might have

3. MEET YOU & CO

4. Sarah SaraHarriet
Jonno Andy Bernadette

5. WHAT TO EXPECT

6. 1. The current landscape
2. How to review your marketing
3. How to approach your
marketplace
4. Bringing it all together and
adopting an inbound strategy
“Bound into inbound”
Turn to your partner and tell
them what your biggest
marketing challenge is.

7. WHAT IS INBOUND
MARKETING?

8. The Inbound
Marketer
The Outbound
Marketer
vs.
Communication is interactive and
two-way.
Customers come to you via
search engines, referrals, social
media.
Marketers provide value.
Marketer seeks to entertain and/
or educate.
Communication is one-way.
Customers come to you via print,
TV, radio, banner advertising,
cold calls.
Marketers provides little to no
value.
Marketer rarely seeks to entertain
or educate.

9. And in the last 20
years advertising
has penetrated
almost every digital
channel.
1650 1700 1750 1800 1850 1900 1950 2000
POSTERS 1472
NEWSPAPERS 1650
MAGAZINES 1844
BILLBOARDS 1867
CATALOGS 1872
RADIO 1922
TV 1941
JUNK MAIL 1954
TELEMARKETING 1970
PrintPre-digitalDigital
BANNER ADS, EMAIL 1994
MOBILE SMS, PPC 2000
POP-UPS 2001
BLOGS (GOOGLE ADSENSE) 2003
MOBILE WEBSITES (ADSENSE), FACEBOOK, YOUTUBE 2007
ONLINE ARTICLES (IN-TEXT ADS), LINKEDIN ADS 2008
MOBILE APPS 2009
TWITTER ADS, INSTAGRAM 2010
INSTAGRAM 2013
SNAPCHAT 2015
NATIVE ADVERTISING, FACEBOOK MOBILE, TUMBLR 2012
VINE, PINTEREST 2014

10. But first, let me take a selfie…
1 Tweet
13, 711 embeds
2.4m retweets
8.1m people who saw it

11. 40%
60%
Feature phone Smartphone
1995
50MM+ Mobile Phone Users
1% Population Penetration
2014
5.2B Mobile Phone Users
73% Population Penetration

12. LOOK WHO’S
ALL GROWN UP

13. 28%
45%
Millennials in the Workforce
45% of the workforce are now
millennials
28% of the millennials are now
in management roles
45% use personal smartphones
for work purposes
(vs.18% for older generations)
Anyone born between 1981 - 1997
45%

14. 80% agree when they wake
up, the first thing they do is
reach for their smartphone

15. Did you know? Mobile devices account for 60% of Australia’s web traffic.
Smartphone Tablet Desktop
+23.3% +48.6% -30.2%

16. 2010
7.6 h/day
2015
9.9 h/day
9.9
HRS
Time Spent
On Screen

17. HOW TO ANALYSE YOUR
CURRENT MARKETING

18. Advertising
Pay per click
Display ads
Retargeting
Paid influencers
Paid content promotion
Social media ads
Paid
Media
Earned
Media
Sharing
Mentions
Shares
Reposts
Reviews
Owned
Media
Web Properties
Website
Mobile site
Blog site
Social media channels

19. APPROACHING YOUR
MARKETPLACE

20. Who are your best
customers?

21. What are buyer
personas?
1. Think of your 5 best clients.
2. What do they look like, sound like, think like and
do on a daily basis.
3. Use real people – it will help you relate and
foster much more meaningful relationships.
4. Pull threads. Listen to sales conversations.
Interview clients. Hold feedback sessions.
5. Work with qualitative data.
6. Review analytics (site search). Heat maps.
For those wanting to
explore further we have a
free tool on our website
https://youandco.com.au/
persona-builder/

22. Meet Sally
Female, 35 years old,
Marketing manager
“I’m overwhelmed keeping up with the
demands of my boss and the sales
team, and I’m already busy managing
the existing vendor relationships that I
currently have in place”

23. Values
• Results
• Convenience of
working together
• Peace of mind
• Prompt, clear
communication
Common
objections
• Our budget is already
exhausted
• We’ve been burned
badly in the past by
vendors
• I can’t manage
another relationship
right now
Challenges &
pain points
• Finds it difficult to
ascertain ROI
• Under pressure,
trying to keep up with
demand of boss/
sales team
• Wearing too many
hats.
• Looking for
marketing support
Goals
• Be on time and on
budget
• Make impact,
demonstrate healthy
marketing ROI for
boss
• Deliver high quality
leads to the sales
team
• Simplify their
marketing

24. HOW TO
GIVE VALUE?

25. 57%
of the buying decision is made before a
consumer contacts the business

26. In 2009 there were 7
touch points to a
conversion.
In 2015 there are more
than 20...

27. The buyer’s
journey
The active research process a
potential buyer goes through
leading up to a purchase
Awareness
Stage
Consideration
Stage
Decision
Stage
“I have a problem”
“This is my problem, I
need solutions”
“I have solutions for my
problem, which one is best?”

28. Sally’s Journey
Attract Convert Close Delight
Sally saw a related
blog post from You &
Co on Twitter.
Subscribed to the blog
and followed
@youandcomedia
Filled out a
form to
download a
free ebook
Received a
personalised email with
CTAs for inbox
familiarity.
Added to new list.
Lifecycle stage
updated. Placed in
workflow/
You & Co team member
contacted Sally by
email to arrange an
exploratory call.
Sent email with
further value
add.
Visited blog article or
further ebook
addressing pain point.
Scheduled initial
meeting.
Sent pre meeting
information via Sidekick
for business to establish
which points should be
discussed.
Received
on boarding kit &
detailed overview
Female, 35 years old,
Marketing manager
Completed buyer
person builder form
updated to new
lifecycle stage.
Promoted Y&C on
Social Media
Sally was added
to a new
workflow
Added to
subscribers
list. Lifecycle
stage updated.

29. BRINGING IT ALL TOGETHER

30. ‣ What are the details of each of our
personas?
‣ What challenges and pain points are we
trying to solve?
‣ What does the customer’s buying cycle
look like?
‣ What does our sales funnel look like?
‣ What content do we need to create
based on the engagement cycle?
When mapping out
your inbound content
strategy, consider:

31. Attract
Convert
Close
Delight
Promoters
Customers
Leads
Visitors
Strangers
SEO Blog Social mediaSitesMobile optimisation
Call-to-actionForms Landing page optimisation
Email optimisation CRM synch #
Lead scoring Sales alerts
Feedback forms
Email + web + social
engagement

32. Blogging

33. Forms

34. Turn to your partner or a next door
neighbour and tell them what your
preferred Social Profile is

35. Lead
Management

36. Email
Marketing

37. ‣ Get to know your personas.
‣ Review your owned media.
‣ Choose the most relevant platforms or
channels.
‣ Set objectives.
‣ Focus on 1 campaign at a time.
‣ Test, Test, Test.
What’s right for your
business?

38. THANK YOU!