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Inbound marketing - Join The Revolution

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This is a presentation that was given at the Market Campus Amplify event on February 25, 2016

Veröffentlicht in: Marketing
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Inbound marketing - Join The Revolution

  1. 1. Inbound Marketing Join The Revolution
  2. 2. Darin “Doc” Berntson Twitter @iGoByDoc @BerncoMedia doc@berncomedia.com www.berncomedia.com - 801.438.4055 Founder, Chief Remarkable Officer
 Bernco Media 16+ Years Internet Marketing
  3. 3. At that moment Everything Makes Sense?
  4. 4. So why this story?
  5. 5. What Is Inbound Marketing?
  6. 6. What Is Inbound Marketing? Instead of buying ads, buying email lists, or cold calling, Inbound marketing focuses on creating educational content that pulls people towards your website where they can learn more about what you sell, on their own accord.
  7. 7. Inbound Is an Approach To Marketing That Teaches Today’s Consumer Get found by qualified leads online with content (website pages, blog articles, social messaging) optimized for search and social media Understand what content pulls your buyers through the sales funnel, and use that context to personalize your marketing at scale
  8. 8. In Summary, Inbound Marketing is about… • Building trust, not skepticism among your prospects • Being loved, not ignored by your customers • Outsmarting, not out spending your competitors
  9. 9. In 2000-2005 How Did You Research / Buy A Product? Catalog, Mail, Phonebook, Pick Up The Phone
  10. 10. In 2016 How Do You Research & Buy Products & Services? Buy online Price match (showrooming) Trusted advisor, friend on social, Facebook, LinkedIn, Twitter… word of mouth
  11. 11. Why? You Want To Keep The Power of Negotiation. Not Be Bothered By Pushy Salespeople
  12. 12. Cold Calling? Is It Good For A Brand?
  13. 13. Does This Happen To You? Are You Being Interrupted? Are You Getting SPAM eMails? Does This Make You Want To Buy?
  14. 14. Is There A Better Way? • Businesses can eventually STOP Cold Calling • Buyers Are Sick Of Marketing Interruptions
  15. 15. Traditional Marketing Is Broken Buyers are taking control. They’re turned off by old-school marketing that’s impersonal and interrupts
  16. 16. Don’t Interrupt Buyers, Attract Them.
  17. 17. The Inbound Methodology The Best Way To Turn Strangers Into Customers And Promoters Of Your Business
  18. 18. In a nutshell… Market with a Magnet, not a sledgehammer
  19. 19. 70% (zero moment of truth)
  20. 20. Zero Moment Of Truth • 1st time someone contacts via a form, phone call, walked in to retail • It’s the moment when they say they trust you enough to actually contact you, and you know it • The moment you know they might give their money to you
  21. 21. Zero Moment Of Truth • ZMOT was a Forrester Research Group study • Started off as a B2B (business to business) study • Then Google did the exact same study, but focused on B2C as well
  22. 22. 70% Do you know the correlation?
  23. 23. Zero Moment Of Truth • 70% of the buying decision is made before ZMOT • Before they call you, fill out a form, walk in to your store, before they talk to a sales person • They have done their research • Buyers are way more educated today • You want to be a part of that 70%?
  24. 24. Zero Moment Of Truth • Let’s go back 10 years, what do you think the ZMOT percentage was?
 Maybe between 20-30%? • Let’s go back 5 years?
 Maybe 40-50% • Today it’s 70% • What’s the number going to be over the next 10 years? Only going up!
  25. 25. No More Buyer Beware… It’s The Time Of Seller Beware!
  26. 26. If This 70% Number Is True Which Department Has The Greater Impact On The Sale? Is It Sales, Or Is It Marketing?
  27. 27. Marketing!
  28. 28. Marketing Again!
  29. 29. Why are we doing it this way?
  30. 30. Data & Facts • 87% of buyers say online content has a major impact on vendor preferences • 57% of companies have acquired a customer through blogging • 65% of companies have acquired a customer on LinkedIn • 69% saw increase in sales revenue • 30% reduced sales cycle
  31. 31. Again: Which Department Has More Impact on the Sales Process - Sales or Marketing? • Who is typically first to get laid off? Marketing • Who typically gets hired first? Sales • This is backwards! • Within 10 years, marketers will make more money than sales people
  32. 32. How To Implement Inbound
  33. 33. SEO & Responsive Design • Must have responsive website, blog and email - People are MOBILE! Think Mobile First! • Search engine optimization strategy: • On and Off page SEO • Keyword research • Blogging • Landing pages • Stay up to date with SEO changes
  34. 34. Blogging • Minimum of 1 blog post per week • Pick a blog series to help organize ideas • Feature guest bloggers and team members • Ensure each post is properly optimized (keywords etc) • Include calls-to-action and links throughout
  35. 35. Email Marketing & Automation • Promote targeted / segmented offers and increase awareness • Include appropriate offers on each email marketing campaign to increase lead reengagement efforts • Send at least 2 emails per month to selected buyer personas/segments • Increase marketing automation efforts based on lead insights, web traffic, social traffic • Make sure each email has one single focus, or action you want your contact to take
  36. 36. Lead Capture Forms & Landing Pages • Ensure content is behind a landing page with a form • Develop at least 1-3 offers per month • All offers include: • Call-to-action, Landing page, TY/Offer Page and Follow up email • Utilize progressive profiling (smart content)
  37. 37. Social Media Marketing & Monitoring • Developed social media channels: • LinkedIn company page, Facebook page, Twitter, Google+ (?) and LinkedIn Groups • Determine appropriate strategy & frequency • B2B audience benefits from LinkedIn sharing • Post 80% external, helpful, curated content and 20% brand • Monitor relevant conversations. LISTEN. ENGAGE.
  38. 38. Analyze, Analyze, ANALYZE! • Track weekly analytics • Define where traffic is coming from • Understand where leads and customers are generated • See which pages generate the most traffic and leads • Identify which social media posts and channels are most beneficial • Optimize your marketing efforts
  39. 39. Yeah Right, Doc! Who Can Do All This? What Is The ROI?
  40. 40. I Know a Pool Guy • 2007/2008, wondering how he would pay bills, and salaries • Wondered if he and his partners would lose their homes • Sales were down • They embraced Inbound Marketing, and embraced “They ask, you answer” and blogged daily!
  41. 41. Fast Forward • #1 pool site, probably in the world • Expanding into manufacturing • Outranks all competitors • Outsells competitors, and is usually $5-10K higher than competitors • Prospects became more educated • Sales cycle dropped dramatically
  42. 42. $3 Million In Sales Attributed to that ONE blog post ROI Anyone? And there are many more success stories
  43. 43. Start Content Marketing
  44. 44. Anything you think has to be sold face to face will be able to be sold online in the future • Two of my clients - Never met in person, they found me via Inbound • Pool example: • Last year 95 pools sold • 80 sold online • $50K+ each w/o ever going to home to measure… Why? • Trust agents in their industry
  45. 45. For Inbound / Content Marketing To Work… • MUST have management and employee buy-in • All employees, staff are in marketing now • We call this insourcing • No one knows your business better than you! • Take your marketing back!
  46. 46. Don’t Over Think Content • Yes, eventually do persona development, but don’t let that stop you from getting started, NOW! • Persona = “prospect with pain” - What is their challenge/symptom? • They ask, you answer…. good, bad or ugly you write about it • Listen to what customers ask. If one asks, hundreds or thousands more are asking as well. That’s a blog post!
  47. 47. • Cost • Problems • Versus • Reviews • Best “The Big Five” Content Types
  48. 48. How Many Salespeople Does A Business Have? How Many Emails Do They Send Every Day?
  49. 49. How Many Salespeople Does A Business Have? How Many Emails Do They Send Every Day?
  50. 50. How Many Salespeople Does A Business Have? How Many Emails Do They Send Every Day?
  51. 51. Every Company • Should have a DEDICATED content / inbound manager • Can’t afford it? Outsource to a knowledgeable partner! (I know a guy) • Hire a journalist coming out of school. $30-40K year. 
 They can 5 - 10x their salary in revenue
  52. 52. Seriously, Blogging Works! The average company that blogs generates: • 55% more website visitors • 97% more inbound links • 434% more indexed pages
  53. 53. Focussed Mainly On Content Today So much more to Inbound…
  54. 54. Just Leave With This: Become The BEST Teacher In The World!
  55. 55. You May Find Interesting: www.berncomedia.com/resources
  56. 56. Darin “Doc” Berntson Founder, Chief Remarkable Officer
 Bernco Media Want More Stats, Examples, Case Studies? Know Anyone Who Needs A Free Inbound Marketing Assessment? Twitter @iGoByDoc doc@berncomedia.com www.berncomedia.com - 801.438.4055