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Introduction to Inbound Marketing


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Introduction to Inbound Marketing

  1. 1. Trent Dyrsmid CEO, Groove Digital @TrentDyrsmid 208-391-2057
  2. 2. Agenda YOUR Website 2 1.Overview of Inbound Methodolgy 2.Compare your site to your competition 3.Goals 4.Plans 5.Challenges 6.How we measure success 7.Set expectations for results 8.Define next steps
  3. 3. Inbound Methodology YOUR Website 3
  4. 4. Traditional Online Model YOUR Website 4
  5. 5. New Online Model – Virtual Hub 5
  6. 6. Marketing Funnel 6
  7. 7. Benchmarking 7 Look at HS Competitor Report
  8. 8. Goals 8 Inbound is just like prospecting… …except you don’t have to interrupt people from what they are interested in.
  9. 9. Plans 9
  10. 10. Challenges YOUR Website 10 1.Don’t have a clearly defined target persona 2.Don’t have a clearly defined content strategy 3.Don’t know how to promote content 4.Unfamiliar with inbound marketing tools 5.Lack of internal resources 6.Lack of budget 7.Lack of management support
  11. 11. Implications YOUR Website 11 1.What benefits will you realize when inbound marketing begins to generate qualified leads for your organization? 2.What will happen if you don’t adopt the inbound methodology?
  12. 12. How Quickly? 12
  13. 13. Measurement • Changes in organic search engine rankings • Effectiveness of individual offers/campaigns • Discussion of new marketing initiatives to increase lead generation • Review of sales from incoming leads Weekly Monthly • Weekly traffic and change from prior weeks • Weekly landing page traffic broken down by offer • Blog posts published and number of weekly viewers • Weekly source of traffic based on marketing efforts and offers • Weekly leads generated 13
  14. 14. Measurement • Database growth - meaning, how much is your database evolving over time? • Conversion rates - meaning, how good is marketing at getting people interested? • Qualified lead volumes, how good is marketing at sustaining interest and engagement? • Pipeline growth - meaning, how effective is marketing at delivering MQL (marketing qualified leads), and does Sales accept these leads? • Marketing attributed revenue, ROMI- what is the actual dollar value, in revenue that marketing has contributed? What activities or channels were most successful in driving that revenue? Key Performance Indicators 14
  15. 15. Asset or Expense? 15
  16. 16. Next Steps Create the Plan • Create a Content Marketing Blueprint (strategy) • Set goals (traffic, leads, contacts) Build the Engine • White papers • Landing pages • Marketing automation Add Fuel to the Engine • Blog posts • Social promotion • Content syndication 16
  17. 17. Questions? CEO, Groove Digital | 208-391-2057 Trent Dyrsmid 17