The Costly Mistakes Companies Make When Implementing Inbound Marketing

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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.

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The Costly Mistakes Companies Make When Implementing Inbound Marketing

  1. 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. 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. 3. # S T M C W E B I N A R
  4. 4. Webinar Recording # S T M C W E B I N A R
  5. 5. Meet the Presenters Kathy Heil Co-Owner/Partner StoryTeller @KathleenHeil Brittany Laeger Marketing Manager StoryTeller @bmiyo
  6. 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. 7. # S T M C W E B I N A R
  8. 8. # S T M C W E B I N A R Inbound Marketing Then:
 The Wild West
  9. 9. # S T M C W E B I N A R Inbound Marketing Then
 The Wild West Inbound Marketing Now:
 A Blazing Metropolis
  10. 10. # 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.
  11. 11. # S T M C W E B I N A R You are not alone. We hear this from marketers all the time.
  12. 12. # S T M C W E B I N A R So… how do
 I make sense 
 of it all?
  13. 13. 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
  14. 14. # 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
  15. 15. 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.
  16. 16. # S T M C W E B I N A R Understand the Buyer’s Journey
  17. 17. Awareness Interest Consideration Purchase Decision Action Missed
 Engagement
 Opportunity When Most Prospects
 Finally Reach Out
  18. 18. # S T M C W E B I N A R What questions are my customers asking?
  19. 19. 2. Failing to Create Targeted Content Start Small Prioritize Keywords Contact vs. Content # S T M C W E B I N A R
  20. 20. # 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
  21. 21. 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.
  22. 22. # S T M C W E B I N A R Choose Your Battles
  23. 23. Monthly 
 Searches Difficulty Message
 Match Strategy External Factors Internal Factors
  24. 24. # S T M C W E B I N A R Organic Opportunity
  25. 25. # 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 ^
  26. 26. PRO TIP: Contact and content are not the same thing. Give your customers many chances to engage with your company.
  27. 27. 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
  28. 28. # S T M C W E B I N A R Leverage Content Automation
  29. 29. Blog Posts & Videos Tools, Kits, Webinars Pricing Sheet Contact Form Proposal
  30. 30. # S T M C W E B I N A R Keep Your 
 Database Clean
  31. 31. 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
  32. 32. # 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 ^
  33. 33. # S T M C W E B I N A R SMART Goals • Specific • Measurable • Achievable • Relevant • Time-Bound
  34. 34. # S T M C W E B I N A R Create a Path to
 Meet Your Goals
  35. 35. # S T M C W E B I N A R Create a 
 Quarterly Strategy
  36. 36. 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
  37. 37. # 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
  38. 38. Thank you! brittany@storytellermn.com # S T M C W E B I N A R
  39. 39. Questions? ?# S T M C W E B I N A R
  40. 40. 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

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