What is inbound, why is it powerful, and what are the key components to implement for your business. Presentation from the Inbound Marketing Bootcamp - May 21, 2014 - Neenah, WI.
15. Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
SEO
Blogging
Attraction
Customer - Centric
INBOUND
vs.
TRADITIONAL
16. So what is inbound all about?
FLICKR USER WORLDBANK
17. Inbound Marketing
is a holistic, data-driven approach
to marketing that attracts
individuals to your company and
converts them into lasting
customers.
18.
19. The inbound
CONTENT.
playbook is based on
Blogs Interactive
Tools
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
29. Start with your persona, not your product
Build content creation into your routine
Measure everything
3 Keys to Keep Up with
the Inbound (R)Evolution
32. Semi-fictional representations of your ideal customer based on real data
and some select educated speculation about customer demographics,
behavior patterns, motivations, and goals.
BUYER PERSONAS
33. PERSONA NAMEBACKGROUND:
• Basic details about persona’s role, key information about the persona’s company
• Relevant background info
DEMOGRAPHICS:
• Gender, age range, HH Income (consider a spouse’s income, if relevant)
IDENTIFIERS:
• Buzz words & mannerisms
GOALS:
• Persona’s primary & secondary goal
CHALLENGES:
• Primary and secondary challenge to persona’s success
HOW WE HELP:
• How you solve your persona’s challenges & help achieve their goals
COMMON OBJECTIONS:
• ID the most common objections your persona will raise during the sales process
REAL QUOTES:
• Include a few real quotes (taken during interviews) that well represent your persona to make it easier employees to relate
to/understand to them.
37. • Turn emails into blog posts
• Shoot videos at events
• Answer questions from social media in a blog post
• Interview customers for your blog or ebooks
• Repurpose company data for public reports
• Share presentations from events
• Share lessons you learn
Get into a content creation mindset
38. Content fuels inbound marketing
Content
Search
engine
optimization
Social media
Landing page
offers
Email
marketing &
nurturing
44. • Measure progress against goals
• Decide what to cut
• Decide what to scale
• Resolve conflicts
• Find new opportunities
• Communicate value across the company
Use data to…
51. • Are you answering your persona’s questions on your website?
• Do your potential customers have a reason to give you their
information?
• How will people find you? What will they find? Is there a path to
conversion from that content?
• What metrics are you trying to drive? What’s working to support your
goals?