4. This is Inbound Marketing
Inbound Marketing is a combination of online
marketing strategies designed to increase revenue
5. Start by Defining Buyer Personas
Fictional characters to represent your ideal buyer
You probably have more than one buyer persona!
6. How to Create Buyer Personas
Use this guide
http://blog.hubspot.com/blog/tabid/6307/bid/33491/
Everything-Marketers-Need-to-Research-CreateDetailed-Buyer-Personas-Template.aspx
10. Create Content that Attracts
Create interesting content to attract visitors
Blog posts, Infographics, Ebooks, Videos
11. Convert Visitors to Leads
Target content to personas in the buying process
Top of funnel - Awareness
Middle of funnel - Evaluation
Bottom of funnel - Purchase
12. Calls to Action (CTAs)
CTAs consist of images and buttons when they
guide website visitors to a landing page
Use CTAs to guide visitors to landing pages
Place CTAs at the end of blog posts and
throughout website wherever relevant
Speak to your buyer personas with your CTAs!
13. Ask for Contact Information
Premium content offers
Valuable information in exchange for contact info
Ask for email addresses for top of the funnel
offers
Ask for phone numbers at the bottom of the
funnel
14. Landing Pages
Pages designed to convert visitors to leads
Anatomy of a Landing Page
No navigation
Simple description
Clear reason for downloading/consuming content
Contrasting ‘Download’ or ‘Request’ button
16. Closing Leads into Sales
Now you’ve got traffic & leads. It’s time to turn
those leads into dollars!
17. Score Your Leads
Marketing Qualified Lead (MQL)
Top of Funnel – Subscribers
Send newsletters & promotions
Middle of Funnel – Opportunity
Send newsletters, promotions & other offers
Sales Qualified Lead (SQL)
Bottom of Funnel – Sales Leads
Phone call
If they’re not ready to purchase, put them back in with MQLs
until they’re ready to purchase
18. Delight your Customers
Keep them coming back for more!
Make them so happy that they can’t help but refer
everyone they know to you!
19. How Can I Tell If I’m Delighting My Customers?
Find your Net Promoter Score (NPS)
NPS is a simple way to tell if your customers like
you, with this one question survey:
How likely is it that you would recommend our/my
services to a friend or colleague?
20. Net Promoter Score
Find your Net Promoter Score by subtracting the
percentage of detractors from the percentage of
promoters
55% Promoters – 25% Detractors = 30 NPS
Always work to improve your NPS
21. Summary
Define your buyer personas & market to them
Attract visitors using SEO, blogs and social media
Convert visitors to leads with landing pages and
calls to action
Close leads into sales doing what you do best
Delight your customers to get referrals and get
the most out of your work
22. Questions?
Don’t be shy!
This presentation is on SlideShare
http://www.slideshare.net/tannerpetroff/john-w-
hansen-inbound-presentation
I’ll send out a copy to anyone who may want it
Let’s go through a real world example and audit
one of your websites!