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Customer	
  Acquisi.on	
  
via	
  Inbound	
  Marke/ng	
      
                                           Inbound
                                       marketing is a
                                     fundamental	
  shi5	
  
                                                        	
  
                                      in how we relate
                                         to potential
                                         customers
“
                            If you have more money than brains,
                            you should focus on outbound
                            marketing. If you have more brains
                            than money, you should focus on
                            inbound marketing.


     GUY KAWASAKI
     FORMER CHIEF EVANGELIST, APPLE
     CO-FOUNDER, ALLTOP.COM




Image Credit: RangerRick!
hunt
                 Photo	
  of	
  hun.ng	
  




#inbound12	
  
sow
                                                  and
                                                  gather.
                 Photo	
  of	
  agriculture	
  




#inbound12	
  
 
      Make
    marketing
    people	
  love	
  
Customer Acquisition GROWTalks
START ATTRACTING consumers
through relevant, useful, easy-to-
  find content when they need it.
PULL
                     EARNED
                       OWN
                     ATTRACT
                      ASSET




            VS.

   PUSH
             Email
   PAID
   RENT
INTERRUPT
INVENTORY


                               8
Customer Acquisition GROWTalks
Readiness
            to buy…




START RESPONDING
  to how they make
      decisions.
Image Credit:!
                                  Nisha A!




“
Marketers need to build digital
relationships and reputation
before closing a sale.
CHRIS BROGAN
KEYNOTE SPEAKER
FOUNDER, NEW MARKETING LABS
!




“
                                        !
                                        !


    By publishing
                                        !
                                        !
                                        !


    content that shows
                                        !
                                        !
                                        !


    buyers you
                                        !
                                        !
                                        !


    understand their
                                        !
                                        !
                                        !


    problems and can
                                        !
                                        !
                                        !


    show them how to
                                        !
                                        !
                                        !


    solve them, you build
                                        !
                                        !
                                        !


    credibility.
                                        !
                                        !
                                        !


     
 ALBEE
                                        !
                                        !
                                        !
    ARDATH                              !

    AUTHOR OF EMARKETING STRATEGIES 
                                        !
                                        !
    FOR THE COMPLEX SALE
               !
    
                                   !
                                        !
                                        !
                                        !
                                        !
                                        !
                                        !
                                        !
                                        !
                                        !
Marke&ng	
  Campaign	
  Structure	
  

                                  Offer	
  

                                                         LP	
  +	
  
         Analyze	
  
                                                         CTA	
  




   Social	
  	
                                                        LN	
  




                       Blog	
                Email	
  
Offer	
         Iden&fy	
  Conversion	
  Opportuni&es	
  and	
  Make	
  New	
  Offer.	
  


 LP	
  +	
     Build	
  Landing	
  Page,	
  Call	
  To	
  Ac&on	
  and	
  Thank	
  You	
  Page	
  to	
  adver&se	
  the	
  offer.	
  
 CTA	
  


  LN	
         AGach	
  Lead	
  Nurturing	
  Campaign	
  to	
  the	
  Offer.	
  



Email	
        Build	
  Targeted	
  List	
  and	
  Email	
  Exis&ng	
  Contacts	
  the	
  new	
  offer.	
  	
  



Blog	
         Write	
  blog	
  ar&cles	
  around	
  the	
  topic	
  of	
  the	
  offer	
  to	
  promote	
  on	
  website.	
  



Promote	
      Schedule	
  social	
  media	
  promo&ons	
  of	
  landing	
  page	
  and	
  blog	
  posts	
  


Analyze	
      Analyze	
  the	
  results	
  of	
  each	
  element	
  to	
  improve	
  next	
  campaign	
  
“
                                                              !
                                                              !
                                                              !
                                                              !
                                                              !
                                                              !
                                                              !
                                                              !


Good content
                                                              !
                                                              !
                                                              !


should be at the
                                                              !
                                                              !
                                                              !


heart of your
                                                              !
                                                              !
                                                              !


strategy, but it is
                                                              !
                                                              !
                                                              !


equally important to
                                                              !
                                                              !



keep the display
                                                              !
                                                              !
                                                              !


context of that
                                                              !
                                                              !
                                                              !


content in mind as
                                                              !
                                                              !
                                                              !


well.
                                                              !
                                                              !
                                                              !
                                                              !
                                                              !
                                                              !
                                                              !
TIM FRICK
                                                    !
AUTHOR OF RETURN ON ENGAGEMENT
                               !

                                                             !
                                                              !
                                                              !
                                  Image Credit: Lee Ann L.!   !
HubSpot	
  Guide	
  to	
  Internet	
  Marke&ng	
  
        Campaign	
  Structure	
  

                                Offer	
  

                                                       LP	
  +	
  
       Analyze	
  
                                                       CTA	
  




 Social	
  	
                                                        LN	
  




                     Blog	
                Email	
  
GET share
share ideas
Create	
  an	
  Offer	
  
            Offer	
  




        Link	
  to	
  Offer	
  
Customer Acquisition GROWTalks
Create a Conversion Path
 CTA	
                   LP	
  




           Link to CTA
            Link to LP
build lists
build relationships
Attach a Lead Nurturing Campaign
               LN	
  
demand
attention
create
                 demand



#inbound12	
  
Promote Your Offer Through Email
                  Email	
  




  Link to Email
Promote Your Offer Through Blogging
                Blog	
  




                           Link to Blog Article
Promote Your Offer Through Social Media
                 Promote	
  
Analyze Results
     Analyze	
  
Customer Acquisition GROWTalks
Customer Acquisition GROWTalks
Offer	
         Consul&ng	
  to	
  Develop	
  Irresis&ble	
  Offers	
  


 LP	
  +	
     Landing	
  Page	
  and	
  Call	
  to	
  Ac&on	
  Tools	
  
 CTA	
  


  LN	
         Automated	
  Email	
  Nurturing	
  Tools	
  



Email	
        Email	
  Marke&ng	
  Tools	
  



Blog	
         Blogging	
  +	
  SEO	
  Tools	
  



Promote	
      Social	
  Media	
  Automa&on	
  Tools	
  


Analyze	
      Analy&cal	
  Tools	
  To	
  Measure	
  Every	
  Element	
  of	
  a	
  Campaign	
  
Thank	
   	
   	
   	
  you.	
  

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Customer Acquisition GROWTalks

  • 1. Customer  Acquisi.on   via  Inbound  Marke/ng     Inbound marketing is a fundamental  shi5     in how we relate to potential customers
  • 2. If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on inbound marketing. GUY KAWASAKI FORMER CHIEF EVANGELIST, APPLE CO-FOUNDER, ALLTOP.COM Image Credit: RangerRick!
  • 3. hunt Photo  of  hun.ng   #inbound12  
  • 4. sow and gather. Photo  of  agriculture   #inbound12  
  • 5.   Make marketing people  love  
  • 7. START ATTRACTING consumers through relevant, useful, easy-to- find content when they need it.
  • 8. PULL EARNED OWN ATTRACT ASSET VS. PUSH Email PAID RENT INTERRUPT INVENTORY 8
  • 10. Readiness to buy… START RESPONDING to how they make decisions.
  • 11. Image Credit:! Nisha A! “ Marketers need to build digital relationships and reputation before closing a sale. CHRIS BROGAN KEYNOTE SPEAKER FOUNDER, NEW MARKETING LABS
  • 12. ! “ ! ! By publishing ! ! ! content that shows ! ! ! buyers you ! ! ! understand their ! ! ! problems and can ! ! ! show them how to ! ! ! solve them, you build ! ! ! credibility. ! ! ! ALBEE ! ! ! ARDATH ! AUTHOR OF EMARKETING STRATEGIES ! ! FOR THE COMPLEX SALE ! ! ! ! ! ! ! ! ! ! !
  • 13. Marke&ng  Campaign  Structure   Offer   LP  +   Analyze   CTA   Social     LN   Blog   Email  
  • 14. Offer   Iden&fy  Conversion  Opportuni&es  and  Make  New  Offer.   LP  +   Build  Landing  Page,  Call  To  Ac&on  and  Thank  You  Page  to  adver&se  the  offer.   CTA   LN   AGach  Lead  Nurturing  Campaign  to  the  Offer.   Email   Build  Targeted  List  and  Email  Exis&ng  Contacts  the  new  offer.     Blog   Write  blog  ar&cles  around  the  topic  of  the  offer  to  promote  on  website.   Promote   Schedule  social  media  promo&ons  of  landing  page  and  blog  posts   Analyze   Analyze  the  results  of  each  element  to  improve  next  campaign  
  • 15. ! ! ! ! ! ! ! ! Good content ! ! ! should be at the ! ! ! heart of your ! ! ! strategy, but it is ! ! ! equally important to ! ! keep the display ! ! ! context of that ! ! ! content in mind as ! ! ! well. ! ! ! ! ! ! ! TIM FRICK ! AUTHOR OF RETURN ON ENGAGEMENT ! ! ! ! Image Credit: Lee Ann L.! !
  • 16. HubSpot  Guide  to  Internet  Marke&ng   Campaign  Structure   Offer   LP  +   Analyze   CTA   Social     LN   Blog   Email  
  • 19. Create  an  Offer   Offer   Link  to  Offer  
  • 21. Create a Conversion Path CTA   LP   Link to CTA Link to LP
  • 24. Attach a Lead Nurturing Campaign LN  
  • 26. create demand #inbound12  
  • 27. Promote Your Offer Through Email Email   Link to Email
  • 28. Promote Your Offer Through Blogging Blog   Link to Blog Article
  • 29. Promote Your Offer Through Social Media Promote  
  • 30. Analyze Results Analyze  
  • 33. Offer   Consul&ng  to  Develop  Irresis&ble  Offers   LP  +   Landing  Page  and  Call  to  Ac&on  Tools   CTA   LN   Automated  Email  Nurturing  Tools   Email   Email  Marke&ng  Tools   Blog   Blogging  +  SEO  Tools   Promote   Social  Media  Automa&on  Tools   Analyze   Analy&cal  Tools  To  Measure  Every  Element  of  a  Campaign  
  • 34. Thank        you.