Are you spending lots of time (and money!) marketing through traditional techniques such as billboards, cold calling and advertisements, but can never be sure that you are reaching the right audience or getting the best value for your efforts? Do you keep hearing that "online marketing" is a great opportunity to build your sales volume, but haven't really done much because you're not even sure where to start? By creating compelling content for all segments of your customer’s buying cycle, using advanced search marketing techniques, and developing relationships with potential customers on social media, you can draw qualified customers into the sales funnel. In this interactive session, you will get an overview of how to: - Create compelling content for all stages of the buying cycle - Get found by people who need your products and services - Convert visitors to leads and nurture the relationship - Convert qualified leads to customers - Analyze and adjust your marketing efforts

1. Internet Marketing 101:
Inbound Marketing Basics

2. Founded in 2002, our team of marketing
experts is committed to helping growing
businesses develop and execute digital
marketing plans that compliment their
strategic visions and provide measurable
results.
!
We aim for the perfect blend of right-brain
(creative) and left-brain (logical and tactical)
to achieve Whole Brain Goodness!
About the Whole Brainiac Team

3. What we do
Social Media
SEO
Pay-Per-Click
Web Design
WordPress Development
Design
Google Analytics
Tech Support
Content Strategy
Blogging
Social Media Strategy
PPC & Keyword Strategy
Google AdWords
Results Monitoring
Reporting
Engagement
Training
Lead Generation
Video
Inbound & Digital
Marketing
HubSpot

4. Building a Smart Online Presence

5. What is inbound marketing?

6. Nearly 60% of Marketers Have Adopted Inbound
19%
23%
58%
Yes
No
Don't know/not applicable
Q: Does your company do inbound
marketing?
Source: HubSpot

7. CEOs Are Investing More in Inbound Marketing
14%
28%
9%
49%
Higher
Lower
No change
Don't know/not applicable
Survey N = 3,339
Source: HubSpot
Q: Specific to inbound marketing, how does
your company’s 2013 budget compare to
your 2012 budget?

8. Inbound lowers cost per lead
Inbound leads cost
than outbound leads.
Source: Search Engine Journal
61% LESS !

9. The average company
that blogs generates
55% more website visitors
Source: HubSpot
Inbound improves traffic to your website

10. 89% of online consumers
use search engines when
making a purchase decision.
Source: Fleishman-Hillard
Inbound helps customers decide to buy (from you!)

11. Marketing Is Changing.
!
Are you ready?

12. Recipe for a Successful Inbound Plan
Sensible Strategy
Smart Tactics
Flexible Discipline
1
2
3

13. Sensible Strategy1

14. Align your sales and marketing teams
Make sure your marketing is designed to:
1. Attract and educate prospects that are easier to sell
2. Increase the efficiency of your sales process
3. Generate enough qualified leads to support your
growth goals improve close rates
1 Sensible Strategy

15. Define your ideal customer
1. Identify key demographics
2. Define key characteristics
3. Determine need and pain
4. Think about how they buy and decide
5. Create an ideal customer profile
Who are you trying to attract and what
problems can you help them solve?
1 Sensible Strategy

16. 1 Sensible Strategy

17. Define your buyer personas
1 Sensible Strategy

18. Identify your secret sauce
Look at your competitors
• What are their strengths?
• What are their weaknesses?
• What content are they creating?
• How are they positioning themselves?
Look in the mirror
• Why do your customers love you?
• What value do you bring to them?
• Where do you need to improve?
• How can you set yourself apart?
1 Sensible Strategy

19. Document your sales process
Diagram or document the process by which:
1. Prospects find your business (events, online, networking,
direct mail, etc.)
2. Prospects become leads (phone calls, contact forms, walk-
ins, etc.)
3. Your sales team qualifies or disqualifies the leads
4. Your sales team promotes and develops opportunities
5. Opportunities turn into sales
6. Customers are nurtured so they become repeat customers
1 Sensible Strategy

20. Strategy: Identify lost opportunities
1 Sensible Strategy

21. Smart Tactics2

22. Develop content for each stage of the buying cycle
1. Just looking or casually interested
2. Actively shopping & considering options
3. Ready to purchase or talk to someone
Missed
Opportunity
2 Smart Tactics

23. Develop compelling content to showcase your expertise
How can you educate your buyers?
1. Common questions you hear from your prospects (and
may be tired of answering!)
2. Questions you wish your prospects would ask you
3. Misconceptions your prospects have about your company,
industry, products, or services
2 Smart Tactics

24. 2 Smart Tactics

25. Optimize your website and blog for lead generation
1. Compelling content to give people a reason to visit in the
first place
2. Calls to action designed to let your visitors know about
your content offers
3. Landing pages to give your visitors more information
about your content offers, and collect contact information
via a form
4. Tracking and analytics for collecting visitor data and
helping you measure ROI
5. Integration with your customer relationship management
system so your sales team can view lead intelligence and
use it during the sales process
2 Smart Tactics

26. Blog optimized for lead generation
2 Smart Tactics

27. Convert anonymous visitors to contacts
2 Smart Tactics

28. Collect lead intelligence
2 Smart Tactics

29. Circulate your content to keep the funnel fresh
Blogging 2-3 posts per week that educate
customers and establish your expertise
Social Media Promote content and engage with your
prospects and customers
2 Smart Tactics

30. Nurture leads with personalized information
2 Smart Tactics

31. Connect your sales and marketing
✓ Track who opens
your emails
✓ Log in CRM and
use templates
✓ See which prospects
are visiting your website
2 Smart Tactics

32. Flexible Discipline3

33. Identify your marketing and sales priorities
1. Choose 3-4 priorities to focus on for the quarter
2. Make sure priorities are aligned with the company vision
3. Decide how you will measure success
4. Document your plan
3 Flexible Discipline

34. Analyze data and adjust tactics
3 Flexible Discipline

35. Now What?

36. Whole Brain Group
info@thewholebraingroup.com
http://twitter.com/wholebraingroup
!
http://www.facebook.com/wholebraingroup
Connect with us

37. Download the Pocket Guide to Inbound Marketing
A Pocket Guide to Inbound Marketing gives you a
complete overview of the key components of a
successful inbound marketing campaign, including:
• The three stages of the buying cycle and how to
attract the right types of leads
• Why content creation is essential to your overall
inbound marketing strategy
• The logistics of content delivery and lead capturing
http://wholebra.in/1rqQKEt
Download Now

38. Request a free consultation
Talk to a Whole Brain Group expert about how your company can
develop, manage, and execute complex web marketing strategies
with a strong focus on goals such as:
✓ Getting more qualified leads
✓ Getting measurable results from your marketing investment
✓ Launching a new product or service
✓ Standing out from the competition
!
http://inbound.thewholebraingroup.com/free-marketing-consultation
Your free 30-minute consultation
will help you identify problem
areas, and identify next steps for
taking your digital marketing to
the next level.