Inbound Marketing Week: How to boost traffic, leads, & sales with content marketing
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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
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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.
- 10. How to Adjust
- 11. “Push” vs “Pull” Interruption vs Permission Bought vs Earned Outbound vs Inbound Old marketing vs new marketing
- 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!
- 17. Outbound vs Inbound Yet, outbound tactics are not dead.
- 19. Outbound vs Inbound The smartest companies use both methods:
- 20. Re-fill your coffee, grab a snack, use the restroom Break Feel free to ask us questions!
- 22. What is inbound marketing? Inbound Marketing Methodology
- 23. What is inbound marketing? Marketing Automation: An explanation in plain English
- 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
- 30. Developing a Strategy Converting Visitors to Leads Inbound Approach ● Calls-to-Action (CTAs) ● Landing Pages ● Forms
- 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
- 33. Developing a Strategy You’ve attracted the right visitors and converted the right leads. Now you need to transform those leads into customers.
- 34. Developing a Strategy Closing Sales Inbound Approach ● Email ● Workflows ● CRM ● Closed Loop Reporting
- 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.
- 38. Developing a Strategy Delighting Customers Inbound Approach ● Surveys ● Smart CTAs ● Hyper-Personalization ● Social Monitoring
- 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
- 46. Brendon Dennewill brendon@denamico.com @BrendonDenamico Kristin Dennewill kristin@denamico.com @KristinLD Donna Arriaga donna@denamico.com @DonnaArriaga Lindsey Graff lindsey@denamico.com @lindseymgraff Feel free to ask us questions or follow up with us via email or on Twitter!