A formula for inbound marketing success

Call us: 08453 707 024 or visit: www.weareoctopusgroup.net
A formula for inbound marketing success

BUILD YOUR INBOUND
MARKETING TEAM
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Marketing Strategists Writers
Content producers SEO
specialists social media gurus
digital designers techheads.
Check out inbound.org
A mix of skills to win
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 Digital fluent
 Analytical
 Reach
 Content Creators
Check out: academy.hubspot.com
D.A.R.C Employees
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So lets build a winning team!
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ROLE: Strategy & Planning
Lead the inbound marketing program, development of
personas, messaging, user journeys, offers, and be
responsible for the ROI
An inbound champion
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ROLE: Brand & buzz
social media, influencer marketing, blogging, online PR
A brand engagement specialist
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ROLE: Copywriter & Content Producer
blogging, long form content, campaign content,
editorial. Storyboard & manage the production of
rich media formats such as video
A brilliant writer
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ROLE: Digital Design
Multi skilled across website, video, infographics,
UI, presentations and more.
An awesome designer
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ROLE: Product marketing
product marketing management, product content, website,
product launches, Social Media – e.g. technical forums,
linkedIn groups, Quora.
A product specialist (for some)
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ROLE: Demand generation
Campaign Management, expert in marketing automation and email
marketing, conversion optimisation, CRM, website management
A completer finisher for marketing ops
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1. Web analytics/data (71%)
2. Email marketing (69%)
3. Social media activity (62%)
4. Content marketing (61%)
5. Community management (59%)
Top 5 most popular disciplines to
manage in-house
Source: Econsultancy Insource and outsource survey 2014
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1. Apps development (48%)
2. Display advertising (43%)
3. Paid search (43%)
4. Website design/build (37%)
Top 4 most popular disciplines
to outsource
Source: Econsultancy Insource and outsource survey 2014
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THE RIGHT TOOLS FOR THE JOB
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What tools
should I
choose?
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Closed loop marketing
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Connect marketing and sales
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Call us: 08453 707 024 or visit: www.weareoctopusgroup.net 18

“We see these labels as a first step in
helping mobile users to have a better
mobile web experience.
We are also experimenting with using the
mobile-friendly criteria as a ranking signal.”
Google
Mobile friendly website
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INSIGHT
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Benchmark your own performance
Analyse current traffic
and online conversion
to lead
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Benchmark your own performance
Analyse by marketing
channel
What is working?
What is not?
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………And your competitors
Keyword
performance
Website authority
& backlinks
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Analyse your conversion down through the marketing and sales funnel
against available benchmark data
Check your funnel metrics
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Consider your sales goals by channel
UPSELLINBOUNDREFERRALSCHANNEL
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Understanding the scale and nature of the task is critical to developing inbound
marketing plans that will help you achieve your goals
And set your inbound goals with this in mind
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Top down …………………..
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……………..& Bottom up
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CRAFT YOUR INBOUND STRATEGY
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Reveal why some
buyers will make
your category of
solution a priority
whilst some will not
Reveal what buyers
expect to change
after implementing
your solution
Reveal why some
buyers would not
perceive your
company or solution
to be best option
Reveals what buyers
are involved in the
decision and what
content they will trust
to guide their decision
Reveals what
criteria buyers use
to evaluate
solutions, make a
purchasing decision
and why
Personas: 5 rings of buyer insight
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Messaging framework by persona
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Content user journeys
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 Internal Team Roles
 Outsource Partner (s)
 Integrated Tools Deployed
 Lead and Customer Targets
 Traffic & Conversion Targets
 Personas
 Messaging and Offers
 Content User Journeys
Inbound marketing checkpoint
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5% 95%
Serving those users that are not ready to buy
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 Blog 3 – 4 times a week
 Distribute blog creation across the organisation
 Invest in Video Content
 Get the balance right between free to consume content and sign up
content
 Focus on high production values
 Develop campaigns around key themes – one per quarter
Inbound content tips
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 Unique content will drive audience engagement & sharing
 Develop an influencer strategy in social media
 Syndicate blogs to high ranking 3rd party sites
Audience tips
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 Optimise conversion at each stage of the funnel
 Create thank you landing pages with secondary offers
 Track CTA conversion and dynamically change CTA content and
positioning to A/B test
 Automate workflows and introduce lead scoring
 Consider user tracking technology to enhance conversion rates
Conversion tips
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 Weight budget across each
area
 3 month activity plan
 Update website and landing
pages
 Campaign content & blogs
 Keyword strategy
 Brand engagement
 Conversion optimisation
Key themes
and
campaigns
Marketing activity plan
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Useful Links
Econsultancy: Insourcing and Outsourcing Report
https://econsultancy.com/reports/insourcing-and-outsourcing-striking-the-right-balance-for-digital-success/
Google Blog Post: Mobile Friendly Websites
http://googlewebmastercentral.blogspot.co.uk/2014/11/helping-users-find-mobile-friendly-pages.html
Magento – Hubspot Integration
http://www.hubspotintegration.com/
Hubspot Academy
http://academy.hubspot.com/
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A formula for inbound marketing success

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A formula for inbound marketing success

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