A quick introduction to inbound marketing. The presentation introduces the concept of inbound marketing, gives an example of an inbound lead that ends up buying, and drills into key inbound tactics -- blogging, social media, landing pages, calls-to-action and lead nurturing.
10. Quality content is an annuity.
Blog
Paid
Month 1
• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
Month 2
• 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 12 old posts
Total Views: 8,400
Total Budget: $1200
• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
Month 3
• 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 24 old posts
Total Views: 10,600
Total Budget: $1200
• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
11. Quality content is an annuity.
Blog
Paid
Month 1
• 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
Month 2
• 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 12 old posts
Total Views: 8,400
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
Month 3
• 12 Blog Posts @ $100/post = $1200
• 500 views/post new posts
• 200 views/post on 24 old posts
Total Views: 10,600
Total Budget: $1200
• $.20 Cost per click
Total Views: 6,000
Total Budget: $1200
14. Paulo is in the market
for metal stamps. He’s
curious about pricing.
15. He finds a helpful
article from the
Kenmode company.
16. He reads the article,
then clicks on the call
to action at the end.
17. He submits his contact
info so he can
download the eBook.
18. A few days later he comes back and spends 30 minutes on the
site learning about metal stamping and Kenmode’s products.
19. Paulo Turner
Kenmode collects
Paulo’s information in
its marketing contact
database, and uses it to
personalize their:
•
•
•
•
Website
Email to Paulo
Social media
monitoring
Sales outreach
20. While Paulo’s still on the site, Laura, Kenmode’s
sales rep, reaches out to him with a phone call.
Paulo signs a contract with Laura a few days later.
25. Tips for your buyer persona
1.
2.
3.
4.
5.
6.
Formalize your persona
profile in internal
documents
Follow your customers
home
Collect assets and
documents they use
Conduct win/loss
interviews
Conduct user testing
Keep updating the
profile
33. “This won’t work in my industry!”
189% increase in traffic.
700% increase in
search traffic.
13x increase in traffic.
34. “I don’t have anything to write about!”
Masonry Products
• How to build an outdoor fireplace on a budget.
• Planning an outdoor fireplace. Five common mistakes to avoid.
Fuel Additives
• Diesel Truck Performance: Conventional Wisdom Examined
• Engine Oil Treatment What One Can and Cannot Do
Financial Services
• Single Euro Payments Area: What You Need to Know
• Legal Remedies for Oppressed Shareholders
Bottom line: Blog about the questions your prospects ask.
35. Five Quick Blogging Tips
1. Commit to 2 or 3 posts/week.
2. Put it on your company domain (e.g.,
hubspot.com).
3. Allow readers to subscribe via email.
4. Constantly experiment and measure content.
5. Be patient. It will take at least three months to
get traction.
36. How can you build
traffic with social
media?
Listen and share.
38. Five Quick Social Media Tips
1. Automatically publish your blog posts to your social
channels.
2. Monitor the keywords that your prospects are
searching for.
3. Your audience will vary by channel; use different
channels differently.
4. Focus on building your reach; make it easy for people
to follow you.
5. Become an expert headline writer.
39. Optimize your website.
Are your pages
using the right
keywords?
Is it easy to share
your content?
Is it accessible
on mobile
devices?
59. There’s a ton here.
How can any normal person be
expected to master it?
60.
61. Questions?
Check my Twitter feed for the slides: @rickburnes
Free tools to help with inbound marketing and sales:
marketing.grader.com www.getsignals.com
Hinweis der Redaktion
How many of you have made a purchase recently -- heard a radio add gone out and bought it.-- tv add-- print add-- direct mail