Building Your Own Inbound Marketing RoadmapBy Kathleen Booth

@workmommywork

#IMW15

Kathleen Booth

CEO

Quintain Marketing

@workmommywork

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About the Presenter

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Audience personas

Keyword research

What should it include?

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A blogging strategy

INBOUND MARKETING STRATEGY

A good inbound marketing strategy should include:

Top, middle & bottom of

the funnel strategy

Content promotion

Lead nurturing

Lead scoring

A service level

agreement

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What are the keys to success?

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INBOUND MARKETING STRATEGY

The most successful inbound strategies have the following in common:

►Top to bottom buy in and participation

►Personality and a point of view

►Long term commitment

►Consistency

►Honesty

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Audience Personas

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►Fictional representation of an ideal

customer

►Most companies have more than one

►Detailed profile covering demographics

and psychographics

Think about your favorite customer. What makes them so great?

Audience Persona Example

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Marketing Mary

Title: Director of MarketingGoal: Wants to please her boss, demonstrate the ROI of corporate marketing activities and improve efficiency of marketingChallenges: Lacks time and a focused strategy, can’t demonstrate clear ROIWants a long range plan and key performance indicatorsVery busy but inquisitive and interested in staying on top of the latest trends

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Keyword Research & SEO

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HIGH COST &

COMPETITION

LOW PROBABILITY

OF CONVERSION

LOW COST

& RISK

HIGH PROBABILITY

OF CONVERSION

1 Word Phrases“television”

2 - 3 Word Phrases“flat screen television”

More Descriptive Phrases“42 inch LG flat screen television”

Key Phrase Curve

LONG TAIL SEO

Blogging Strategy

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Cost and price questions

Comparisons and versus questionsvs.

Problems and issues

“Best of” questions

Review-based questions

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Blogging + Long Tail SEO

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The Buyer’s Journey

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Top, Middle and Bottom of the Funnel Strategy

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Content Promotion

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Lead Nurturing

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BUYING STAGE

TRACK A

TRACK B

TRACK C

NEW

LEADS

BUYING STAGE

MILESTONES

SALES READY

MILESTONES

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Lead Scoring

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►Job title

►Geographic location

►Annual revenues

►Lead behavior (downloads, visits, etc.)

►Other?

How will you determine which leads are marketing qualified? How will you gather this information?

Service Level Agreement - Marketing

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Inbound Funnel Analysis Current Funnel

Desired Customers

at Current

Conversion Rates

Desired Customers

at Benchmark

Conversion Rates

Traffic/month 1000 4000 1333

Leads/month 20 80 40

Customers/month (inbound only) 1 4 4

Visitor:Lead conversion 2% 2% 3%

Lead:Customer conversion 5% 5% 10%

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100%

90%

Service Level Agreement - Sales

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BETTER

ODDS

MORE

VALUE

If leads are responded to in

fewer than five minutes,

the odds of contacting

them are 100x higher than

waiting 30 minutes.

By making between six and

nine follow up attempts,

you get 90%+ value out of

the lead.

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Questions?

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Find helpful resources and register for office hours at

www.quintainmarketing.com/IMW15

(866) 788-3226 info@quintainmarketing.com www.quintainmarketing.com

Contact Us

1819 Bay Ridge

Ave. Suite 240

Annapolis, MD

21403

Phone Email Website

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(443) 973-6087

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