Inbound Marketing for Real Business Results

Inbound Marketing
For Real Business Results with CCI

Don Stanley
3Rhino Media
www.3rhinomedia.com
don@3rhinomedia.com
608 561 7097

DON STANLEY | @3rhinomedia | 3rhinomedia.com

Think Magnets not Sledgehammers
Interruption marketing doesn’t work any more


First Ask the Critical Questions
• What is an average sale worth to you?
• Can you say your website has generated a single lead and sale?
• How many leads and sales might you be missing out on?
• In an ideal world, how much does your website and digital
marketing do for you?
• Are you willing to work and invest to create results?


3 Simple Steps to the Sales Funnel


Nothing is Free
• Inbound is just a tool, and only as good as the person using
it.

• Inbound marketing will not work overnight. (Usually great
results are seen between the 3-12 month time period)

• Inbound marketing requires time. (I tell everyone, the first 2
months require about 10 hours of dedication a week, and
then goes down as you get proficient with inbound.)

• Inbound marketing is a culture. To have success, you must
stay at it and be consistent and have buy-in.

• It’s amazing, but it’s NOT a magic pill.


Why InBound?

62%
Companies that focus on
inbound tactics have a 62%
lower cost-per-lead than
companies that focus on
outbound tactics. (source:
HubSpot )


Why InBound?

62% | 60%
Companies that focus on of Sales Cycle completed
inbound tactics have a 62% BEFORE a customer reaches out
lower cost-per-lead than to you to make a
companies that focus on purchase.(Forrester Research)
outbound tactics. (source:
HubSpot )


How doesMarketing Doesn’t Work
Ostrich it work?


A quick case study: River Pools and Spas

October 27,
2007


Moneyball: #s that Matter

15%
Typical closing
rate


A quick case study: River Pools


Thinking Moneyball

15%|30
Typical closing Pages read
rate


Thinking Moneyball

15%|30 = 80%
Typical closing Pages read River Pools New
rate closing rate


Value of a Single Post?



$1.7M



$1.7M
Value of a Two Posts?



$1.7M
Value of a Two Posts?

$2.3M

Where to Start? 1: Get Found
Attract visitors to your website (prospects to the top
of your funnel). They're the most important inbound
marketing tactics because they're like a building's
foundation:

Here are 4 of the most important

1. Blogging
2. Search Engine Optimization
3. Social Media
4. Content Marketing


Pre: 5-10 leads per month
Now: 400 leads per month

Pre: 4000 organic visits/month
Now: 10000 organic visits/month


Guys,

Had a refreshing and revolutionary experience yesterday. It was
a script of how it’s supposed to happen. Lead comes in from
someone in New Zealand. I follow up with one email then he
calls me. He’s been working with someone he didn’t trust, went
to Google then downloaded and read our entire buyers guide,
educated himself. He already was convinced I was the expert
and he wanted to work with me by the time I picked up the
phone, I didn’t have to sell myself at all. The funnel worked
exactly like it is supposed to. With very little effort, we just
narrowed down the models that will work for his budget and I will
be sending out a quote tomorrow. He has the funds, knows what
he needs, knows what refurbished means etc. Unless something
crazy happens I expect to have the deal signed early next
week. The snowball is cresting the hill.

Best Regards,
Chris Sharrock
Product Manager X-ray, Cath-Angio, C-arms
BLOCK IMAGING INTERNATIONAL, INC.

Step 1: Get Found
Attract visitors to your website (prospects to the top of
your funnel). They're the most important inbound
foundation:


1. Blogging (55% more leads for companies that blog)
3. Social Media


Step 2: Converting Leads
Convert tactics help you take the visitors you
attracted to your site with blogging, social media,
and search engine optimization and convert them
into into paying customers. You can generate a lot of
activity on your website without convert tactics, but
you won't generate any revenue.

Here are some of the most important convert tactics:

1. Calls to Action (CTA)
2. Landing Pages
3. Email Marketing
4. Lead Nurturing
5. Marketing Automation


Step 3: Analyze Tactics
Analysis is the critical third category of inbound
marketing tactics. Once you start attracting people
to your site with blogging, social media and SEO,
once you start converting those new website visitors
into leads and customers, you need to begin
analyzing your sales and marketing funnel and figure
out ways to make it more efficient.

You need to focus on
1. Key Metrics
2. Methods of Analysis
3. Goal Setting


Step 3-1: Key Metrics
1. Website Visitors: top of the funnel metric
2. Leads: middle of the funnel. They took action
3. Customers: Bottom of the funnel. Your goal!
4. Conversion Rates: % of those moving in the funnel
5. Benchmarks: goals
6. Content Performance: How each item performed


Where to Start? 1: Get Found Totals for Jan 1, 2013 – Jan 7, 2013

Attract visitors to your website (prospects to the top
of your funnel). They're the most important inbound
foundation:


1. Blogging
3. Social Media
Totals for Jan 1, 2011 – Jan 7, 2013


Step 3: Methods of Analysis
1. How do your website visitor numbers compare to
your peers?
2. Are you getting as many leads are you
competitors?
3. Are you happy with your lead volume, but not your
sales numbers?


Step 3: Methods of Analysis
Person’s Name

1. How do your website visitor numbers compare to
your peers?
2. Are you getting as many leads are you
______________
_____________________________________

competitors? _________________
___
_____________________________________
3. Are you happy with your lead volume, but not your
sales numbers? _____________________________________

_____________________________________

_____________________________________

_____________________________________

_____________________________________

_____________________________________


Question?

Don Stanley
3Rhino Media
www.3rhinomedia.com
don@3rhinomedia.com
608 561 7097


Inbound Marketing for Real Business Results

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