If you’re not well-versed in the differences between inbound and outbound marketing, it’s time to get up-to-speed! When it comes to marketing strategy and tactics, these two approaches are polar opposites. Not to mention, there’s a big difference in their ability to generate qualified leads and deliver a strong ROI.
Need resources? Here's a complete inbound marketing resource pack:
http://info.denamico.com/inbound-resource-pack
Inbound Marketing Week: How to boost traffic, leads, & sales with content marketing
1. How to Boost Traffic,
Leads, & Sales with
Content Marketing
How your company can market
& sell more for less.
2. Brendon Dennewill
Partner & Co-Founder
brendon@denamico.com
@BrendonDenamico
Kristin Dennewill
Partner & Co-Founder
kristin@denamico.com
@KristinLD
Donna Arriaga
Sr. Content & Social
Media Strategist
donna@denamico.com
@DonnaArriaga
denamico
We are a team of professionals specialized in inbound and content marketing. We
help businesses increase the quantity and quality of leads, by creating and sharing
relevant content, in order to ensure maximum ROI.
presenters
Lindsey Graff
Inbound Marketing
Consultant
lindsey@denamico.com
@lindseymgraff
3. Agenda
Today’s Schedule
Welcome & Introduction
Buyers Have Changed
How Your Business Can Adjust
Inbound Marketing vs Outbound Marketing
Inbound/Outbound Self Check
Developing a Goal-driven Marketing Strategy
What You Need to Make it All Work
4. 44% of direct mail is
never opened.
86% of people skip
through television
commercials
84% of 24-34 year olds
have clicked out of a
website due to an “irrelevant
or intrusive ad.”
Buyers Have Changed
source: Mashable
70+% of the buying
process is completed
before sales is ever
involved
5. How have we changed as Consumers?
Buyers Have Changed
● Research Online prior to talking to any
vendors
● We’re more focused on finding the best
solution for our problem
6. What has been the effect of this change?
Buyers Have Changed
● We’re far more informed when we
eventually speak to a vendor
● The sales process is easier for the vendor
● The sales cycle is shorter
7. Getting found should
be your #1 priority
Content is king
More marketing can be
done for less money when
you earn space online
How to Adjust
source: Mashable
Purpose is key when
developing a marketing
strategy - track success
so you plan smartly
8. How to Adjust
● Reassess your LTV (LifeTime customer Value)
● Reassess your CAC (Customer Acquisition Cost)
● Ensure you’re listening to your audience
● Create the experience they want on your website
● Speak to your website visitors (and not at them)
● Clarify your short-term sales objectives and your longer term
goals.
12. What is outbound marketing?
Traditional marketing activities that demand
attention from prospects instead of earning it.
TV/Radio Advertisements
Telemarketing/Cold-calling
Paid/Rented Email Lists
Tradeshows
Newspaper Advertising
Press Releases
Most Social Media Ads
Direct Mail
Billboards/Outdoor Ads
Print Ads
Search Spam
Video Ads
Banner & Display Ads
Pop-ups & Pop-unders
13. What is inbound marketing?
Search Engine Optimization
Search Engine Marketing
Opt-in Email Lists
Authoring Books/Print Media
Supporting/Sponsoring Events
Thought Leadership
Community Building
Influencer Outreach
Blogging
Public Speaking
Earned Social Media
Content Creation
Video Content
Press and Public Relations
Marketing activities that bring visitors in
and keep them coming back for more.
14. What is inbound marketing?
Content Creation & Distribution
Lifecycle Marketing
Personalization
Multi-channel
Integration
Make marketing people love!
25. Developing a Strategy
We don’t want to attract just
any traffic to our site. We
want the right traffic.
We want the people who are
most likely to become leads
and, ultimately, happy
customers.
26. Developing a Strategy
Who are the “right” people?
The “right” people are your ideal
customers, also known as buyer
personas.
● Professional/personal details
● Demographics
● Communication preferences
● Goals, challenges, pain points
● Common objections to products and services
27. Developing a Strategy
How to Attract Ideal Buyers
Inbound Approach
● Blogging
● Keywords
● Social Media
28. Developing a Strategy
How to Attract Ideal Buyers
Add Outbound to the mix…
When you’re ramping up inbound efforts and when
you need to aggressively step-up top-of-funnel
efforts.
● Social Media Advertising
● Radio, TV and Print Ads
● Banner Ads
● Press Releases
31. Developing a Strategy
Converting Visitors to Leads
Add Outbound to the mix…
When you need to boost lead-generation efforts.
● Social Media Ads
● Banner Ads
● Trade Show Booths
35. Developing a Strategy
Closing Sales
Add Outbound to the mix…
When you need to boost bottom-of-funnel sales.
● Cold Calling
● Sales Emails
● Radio, TV and Print Ads
37. Developing a Strategy
Just because someone has already
written you a check doesn’t mean
you can forget about them!
Inbound companies continue to
engage with, delight, and (hopefully)
upsell their current customer base
into happy promoters of the
organizations and products they
love.
39. Making it All Work
The right target
audience
The right org
culture
Internal
capacity
Time &
consistency
The right
tool box
40. Making it All Work
The right target audience
● They actively research before
they make a buying decision
● They read online reviews for
products/services from
businesses like yours
● They use social media to discuss
topics related to your business or
industry
41. Making it All Work
The right org culture
● Customer-centric
approach
● Open to change
● Value cross-departmental
communication
● Encourage personal
branding
42. Making it All Work
Capacity
● Inbound requires a wide
range of skills
● Need at least one internal
marketing person or
dedicated agency
● Can outsource strategy or
outsource complete
department
43. Making it All Work
Time & consistency
● Can take 12+ months to start
generating leads
● Consistency is key
● Need quality and quantity
● Most importantly...patience
44. Making it All Work
Build the best
toolbox:
● Best tools are highly
integrated
● Must be easy for most
employees to use
● Start small and build
based on results
45. Resources
Inbound Marketing Resource Pack
You'll have access to a re-usable buyer persona template, an inbound campaign checklist, and
the cheat sheet for calculating six critical business performance metrics. We've also included a
curated reading list with insider tips on creating a powerful inbound company culture, combining
inbound and outbound marketing, and more!
info.denamico.com/inbound-resource-pack