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Shifting SEO Into
Meaningful Marketing
By Tanner Petroff
For
Now We Know the SEO Basics
Where Does SEO Fall in Line?
This is Inbound Marketing
 Inbound Marketing is a combination of online

marketing strategies designed to increase revenue
Start by Defining Buyer Personas
 Fictional characters to represent your ideal buyer
 You probably have more than one buyer persona!
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
Buyer Personas Define Your Marketing
 Speak their language to turn this:
Buyer Personas Define Your Marketing
 Into this:
Attract Visitors
 SEO, Social Media and Blogging
Create Content that Attracts
 Create interesting content to attract visitors
 Blog posts, Infographics, Ebooks, Videos
Convert Visitors to Leads
 Target content to personas in the buying process
 Top of funnel - Awareness
 Middle of funnel - Evaluation
 Bottom of funnel - Purchase
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!
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
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
Example of a Great Landing Page
Closing Leads into Sales
 Now you’ve got traffic & leads. It’s time to turn

those leads into dollars!
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
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!
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?
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
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
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!

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John W Hansen Inbound Presentation

  • 1. Shifting SEO Into Meaningful Marketing By Tanner Petroff For
  • 2. Now We Know the SEO Basics
  • 3. Where Does SEO Fall in Line?
  • 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
  • 7. Buyer Personas Define Your Marketing  Speak their language to turn this:
  • 8. Buyer Personas Define Your Marketing  Into this:
  • 9. Attract Visitors  SEO, Social Media and Blogging
  • 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
  • 15. Example of a Great Landing Page
  • 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!