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Think Global Institute Inbound Marketing January 2015

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Think Global Institute Inbound Marketing January 2015

  1. 1. Inbound Marketing Workshop for Think Global Institute January 2015 Elyse Meyer, Founder Prism Global Marketing Solutions
  2. 2. #inbound12 ELYSE MEYER Certified in Inbound Marketing, HubSpot & Website Design Background in higher education, SaaS, medical, technology and professional services @elyseflynnmeyer @PrismGlobalMKTG
  3. 3. 1 Inbound Marketing for Startup to Growth Companies
  4. 4. What is inbound marketing?
  5. 5. The way we live has changed.
  6. 6. 86% skip TV ads 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened BROKEN. THE OLD MARKETING PLAYBOOK IS
  7. 7. Understand Your Buyers: •  Personalize your marketing •  Identify buyer needs •  Understand what content pulls leads through sales funnel Inbound updates the playbook based on the way people buy today. Get Found Online: •  Website pages •  Blog articles •  Social media messages •  All optimized to drive qualified leads to your site.
  8. 8. Inbound Marketing Funnel
  9. 9. Create and share optimized content to attract quality inbound visitors to your website. Gate marketing assets behind a landing page form to generate leads. Nurture them with personalized, multi- channel marketing automation. Leads Visitors Customers Create Content to Generate Inbound Leads Attract more qualified, inbound visitors to your site, convert them into leads, and nurture them with personalized content into paying customers.
  10. 10. Inbound Marketing Cycle Develop Content & Offers Optimize Content Promote On Your Blog Promote Via Social Media Nurture Your Leads Analyze the Data
  11. 11. Adapt Your Marketing to Your Visitors Plug your content into your contacts database to personalize your marketing based on who your leads are and where they are in your sales funnel. Visitor B: Warm Lead Goal: Nurture for Sales CTAs: How-to Guides, Whitepapers, ebooks Personalized Emails: Top-of-Funnel Offers Workflow: Generate new leads List: Cold Leads Number of Conversions = 3 Lifecycle Stage = Marketing Qualified Requested Consultation? = No Viewed Pricing Page? = Yes CTAs: Request a Consultation, Schedule a Demo Personalized Emails: Middle-of-Funnel Offers Workflow: Warm up existing leads List: Warm Leads Context Visitor A: New Prospect Goal: Convert to a Lead Number of Conversions = 0 Lifecycle Stage = Subscriber Requested Consultation? = No Viewed Pricing Page? = No Context Marketing to a New Prospect VS. Warm Lead
  12. 12. Empower Your Sales Team Pass valuable lead intelligence to your sales team for faster follow-ups, better connects, and warmer leads. 360° View of Your Leads What companies are visiting our site? What pages have they viewed? What have they converted on? How engaged are they? When are they on our site? What emails have they opened? Who are they on social media? What is their lead score?
  13. 13. 2 The Stats Behind Inbound
  14. 14. The Data & Facts . • 87% of buyers say online content has a major impact on vendor preference • 57% of companies have acquired a customer through their blog • 81% of Small and Medium-Sized Businesses Use Social Media to sell • 65% of companies have acquired a customer from LinkedIn Content!
  15. 15. Inbound Leads Convert Better Other Leads Inbound Leads Lead to Customer Conversion Rate for Leads Sent to Sales Team 3x
  16. 16. Inbound Leads are 61% Lower Cost $135 cost per Inbound lead $346 cost per advertising / cold calling lead
  17. 17. Stats Show Blogging Works Increase in Web Traffic 55% 79% Increase in Twitter Followers Generate Revenue from Blogging 57%
  18. 18. 3 How to Plan Your Inbound Strategy
  19. 19. INTEGRATED INBOUND MARKETING CAMPAIGNS. Analyze Offer Call to Action + Landing Page Email Blog Social Media
  20. 20. How can you implement inbound? Search Optimized & Responsive Website Lead Capture Forms & Landing Pages Social Media Marketing & Monitoring Blogging Email Marketing & Marketing Automation Marketing Analytics
  21. 21. Inbound Marketing Success: Management Consulting Company •  Global human capital consulting & performance assessment tools •  Offices in Phoenix, Dallas, NYC & London •  Re-branded and re-launched in May 2013 Primary Goals: •  Build web presence & brand awareness •  Increase website traffic •  Encourage inbound leads and conversion through inbound marketing
  22. 22. SEO & Responsive Design •  Ensure your online assets are responsive including website, subdomains & emails •  Devise search engine optimization strategy: •  On-page SEO •  Page Title •  Meta Description •  Content •  Header/Subheader •  Images •  Off-page SEO •  Blogging •  Landing Pages •  Social Media •  Stay up-to-date with the SEO changes RESULT: 48% increase in total website traffic month over month
  23. 23. Workshop: How do you pick the right keywords? •  Do you know how people find your website? •  What keywords do you want people to associate with your business and your brand? •  What is a long-tail keyword versus a short (broad) keyword? •  Understand what your competitors rank for online 10 Minutes: •  Pick 10 – 15 long-tail keywords that you want people to search for online and find your business as one of the top 5 sites in the Google search
  24. 24. Blogging •  Minimum of 1 blog per week •  Pick a blog series to help organize ideas •  Feature guest bloggers and team members •  Ensure 5-10 keywords on each post •  Include calls-to-action and links throughout RESULTS: •  61% of website traffic •  82% of inbound leads
  25. 25. Workshop: Pick 5 – 10 Blog Topics •  Answer questions that you hear every day – just in writing •  Break down premium level content into individual blogs for lead generation •  1 post each month can be related to PR/upcoming events, etc. 10 Minutes: •  Pick 5 – 10 topics to write about for the next month in your blog •  Relate those topics back to the keywords you defined earlier
  26. 26. Premium Marketing Assets • Whitepapers • Case Studies • Free Tools • Podcast / Videos • Photos / Images • Presentations
  27. 27. Lead Capture Form & Landing Pages •  Ensure appropriate content is behind a landing page with a form •  Develop at least 1 offer per month •  All offers include: •  Call-to-action •  Landing page •  Offer page •  Follow up email •  Utilize progressive profiling •  Promote your new offers to leads & customers •  Maximize the reach of your offer on social media RESULTS: •  Average 52% conversion •  902 B2B leads generated in 4 months
  28. 28. Workshop: Content Review •  What are the key pieces of information you want to have about a contact before you contact them? •  What type of content do you already have across all of your channels? •  Whitepapers/Ebooks •  Case Studies •  Blogs •  Guest Blogs •  Videos 5 Minutes: •  Make a list of where your content is current living •  Jot down 5 – 8 pieces of contact information that you would like to have on all of your leads before they enter the funnel
  29. 29. Email Marketing & Automation •  Promote offers & increase awareness •  Include appropriate offers on each email campaign to increase lead reengagement efforts •  Send at least 1 email per month to each of your target markets (buyer personas) •  Increase marketing automation efforts based on insights, web traffic, social conversations RESULTS: Average 31% lead reengagement rates on email campaigns
  30. 30. Social Media Marketing & Monitoring •  Develop social media channels (just those that make sense): •  LinkedIn company page •  Facebook page •  Twitter •  Google+ •  LinkedIn group •  Pinterest •  Instagram •  YouTube •  Determine appropriate frequency •  B2B audience benefit from LinkedIn sharing •  Post 70% external; 30% brand •  Monitor relevant conversations RESULT: Average 169% growth in social media traffic month over month
  31. 31. 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
  32. 32. What should you track? •  Overall traffic to website •  Organic traffic to website •  Social media traffic to website •  Referral link traffic to website •  Email marketing traffic to website •  Time of visitors on website •  Bounce rate on website •  Social media engagement on all channels •  Number of leads per month •  Conversion rate on landing pages •  Number of blog subscribers •  Email open rate •  Email click rate •  Competitor report
  33. 33. What Tools Can You Use? Free Tools* •  MailChimp •  Hootsuite •  Wordpress •  Google Analytics •  Google Webmaster *These tools all have paid versions as well. Paid Tools – All in One •  HubSpot •  Marketo •  Eloqua •  Infusionsoft
  34. 34. 4 Expected Results & ROI
  35. 35. Analyze Your Marketing ROI Understand which of your marketing activities are driving the best visitors, leads, and customers to your business. Customers •  Keyword Rankings •  Page Views •  Blog Visits & Readership •  Competitive Analysis •  Social Media Reach •  Social Media Message Analytics •  Highest lead generating channels for •  Landing Pages •  Email •  Blogs •  Site Pages •  Contacts database size •  Number of sales qualified leads •  Blog subscribers Visitors Leads •  Sources ROI •  Number of customers •  Lifecycle summary
  36. 36. See early results grow over time 0 5 10 15 20 25 30 35 6 months 9 months 1 year 1.25 years 1.5 years 1.75 years 2 years 2.37x 6.12x 32.94x 13.75x Months after implementing HubSpot software + inbound marketing services
  37. 37. Inbound Marketing Funnel
  38. 38. 10 Steps to Evaluate Your Inbound Strategy 1.  Analyze your website design & navigation 2.  Optimize your website content for search 3.  Start a blog or update your blog at least twice per week 4.  Develop offers for your website visitors including calls-to- action and thank you pages with secondary offers 5.  Evaluate your social media strategy 6.  Determine how frequently and what types of content you are posting on social 7.  Engage & interact with your followers on social media 8.  Monitor social media mentions and influencers 9.  Nurture your leads with email marketing 10.  Analyze your data and make recommended changes
  39. 39. QUESTIONS?
  40. 40. THANK YOU Elyse Meyer Prism Global Marketing Solutions elyse.meyer@prismglobalmarketing.com 480-720-8552

Hinweis der Redaktion

  • 2 MIN | 8 MIN
    My friend Elyse- three things I didn’t know about her. She was one of the early pioneers and is now the President & founder of an inbound marketing agency

  • Source for Traffic Stat: Data from over 1,500 small businesses - http://bit.ly/XDkQV
    Source for Twitter Stat: Data from over 2,000 businsses - http://bit.ly/a6SrWh
    Source for Blog Customers Stat: Survey of hundreds of businesses: http://HubSpot.com/ROI

  • 2 MIN | 21 MIN
    AU: Amy explains an example of the 6 steps of a typical campaign.
    Start by explaining a campaign and each component
    The key component of inbound marketing we see these days is the creation of a compelling offer

    DT: Some questions from the chat pane. What does offer mean? What is a landing page? What is a CTA?
  • Be extremely valuable
    Be highly engaging
    Use organic promotion – email, website, etc.
    Measure everything
    Invest in what works
  • www.hubspot.com/roi