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Cra$ing	an	Inbound	Marke1ng	Strategy
A	quick	intro...	
My	name	is	Rikki	Lear	
I	am	a	Director	at	Digital	22	
Been	working	in	digital	marke9ng	for	10	years	
Dig...
All	starts	with	marke1ng	to	sales	funnel	
Visitors	 Contacts	 Leads	 Proposals	 Customers
Building	the	funnel	
Company	growth	goal	is	£2m		
Want	to	achieve	this	in	3	years	
Life9me	value	of	customer	is	£18.5k	
Th...
Buyer	personas	
It	will	help	will	all	the	
elements	to	come	
Improves	understanding	of	
your	market	
Focus	your	content	to...
Buyer	journeys
Traffic	to	reality	
First	task:	
Keyword	research	
Four	key	ways:	
SEO	
Blogging	
Social	
Paid
GeEng	the	leads	
Awareness	 Considera9on	 Decision	
Blogs	
eBooks	
White	papers	
Research	reports	
Podcasts	
Lists	
How	to...
Marke1ng	can	help	close	
Marke9ng	CRM	
Automa9on	/		lead	nurturing	
Qualifying	via	marke9ng	
Providing	data	to	sales
Other	considera1ons...	
Planform	to	9e	it	all	together	
Roles	and	responsibili9es	
Copywri9ng	
Web	analy9cs	/	data	analysi...
Thank	you...	
Download	the	inbound	strategy	starter	pack	(will	be	sent	via	email	to	all	adendees)	
Marke9ng	to	sales	funne...
Register	your	interest	for	the	
2017	UK	HUG	
COLLABORATE,	LEARN,	INSPIRE.	
If	you	want	to	come	and	learn,	collaborate	and	...
#UKHUG 2016 - Strategy of Inbound - Digital 22
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#UKHUG 2016 - Strategy of Inbound - Digital 22

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Rikki Lear from Digital 22 looks at how we can build an effective inbound marketing strategy.

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#UKHUG 2016 - Strategy of Inbound - Digital 22

  1. 1. Cra$ing an Inbound Marke1ng Strategy
  2. 2. A quick intro... My name is Rikki Lear I am a Director at Digital 22 Been working in digital marke9ng for 10 years Digital 22 is an inbound marke9ng agency and a HubSpot Pla9num Partner
  3. 3. All starts with marke1ng to sales funnel Visitors Contacts Leads Proposals Customers
  4. 4. Building the funnel Company growth goal is £2m Want to achieve this in 3 years Life9me value of customer is £18.5k Therefore we need 108 customers Equals 3 customers per month Work back up to proposals, leads, contacts, visitors Will be very different for every business Visitors Contacts Leads Proposals Customers 4000 200 3 3% 20 10% 6 30% 50%
  5. 5. Buyer personas It will help will all the elements to come Improves understanding of your market Focus your content to the right audience What to include...
  6. 6. Buyer journeys
  7. 7. Traffic to reality First task: Keyword research Four key ways: SEO Blogging Social Paid
  8. 8. GeEng the leads Awareness Considera9on Decision Blogs eBooks White papers Research reports Podcasts Lists How to’s News Comparison guides Video FAQs Q&A Interviews Pros and Cons Case studies Trials Demos Product / service literature Vendor comparisons Benchmarks Reviews Tes9monials
  9. 9. Marke1ng can help close Marke9ng CRM Automa9on / lead nurturing Qualifying via marke9ng Providing data to sales
  10. 10. Other considera1ons... Planform to 9e it all together Roles and responsibili9es Copywri9ng Web analy9cs / data analysis Web design Search engine op9misa9on Pay-per-click marke9ng Conversion rate op9miza9on
  11. 11. Thank you... Download the inbound strategy starter pack (will be sent via email to all adendees) Marke9ng to sales funnel Persona worksheet Buyer's journey template Workflow planner See me aher the final talk for any ques9ons Up next Vaughn from Toast Inbound
  12. 12. Register your interest for the 2017 UK HUG COLLABORATE, LEARN, INSPIRE. If you want to come and learn, collaborate and be inspired with best pracLces, ideas and acLonable takeaways from a host of expert speakers then please do register your interest by clicking below…

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