Buyer Personas, Attracting Visitors & Converting Leads
description
Transcript of Buyer Personas, Attracting Visitors & Converting Leads
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EXPERT INBOUND MARKETING TIPS:
How to Attract Visitors &
Generate Leads.
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#BDNMaineWhatsNEXT
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Sarah Bedrick
Helped thousands of customers transform their companies with inbound marketing.
@sbedrick Spent every summer until I was 18 on Little Sebago Lake.
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Spent every summer until I was 18 on Little Sebago Lake.
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A TRANSFORMATION HAS OCCURRED.
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THE INTERNET IS THE LARGEST SOURCE OF INFORMATION WE’VE EVER SEEN.
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FACT: The Internet has shaped the way we share, connect, engage & buy.
#BDNMaineWhatsNEXT
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THE PROBLEM….?
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MANY BUSINESSES HAVE NOT ADAPATED TO THE CHANGE.
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Traditional marketing mediums.
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Traditional marketing mediums.
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Traditional marketing mediums.
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Traditional marketing mediums.
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Traditional marketing mediums.
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TO BE SUCCESSFUL LONG-TERM, COMPANIES MUST ADAPT.
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WHAT IS INBOUND MARKETING & WHY USE IT?
1
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Inbound marketing is a fundamental shift in the way we connect and engage with potential customers.
#BDNMaineWhatsNEXT
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“60% of companies have adopted some element of the inbound marketing methodology into their overall strategy.
#BDNMaineWhatsNEXT
”
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“53% of CEOs/CMOs increased their 2013 inbound marketing budgets.
#BDNMaineWhatsNEXT
”
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Inbound marketers plan to hire an average of 9.3 people this year. -- 125% more growth than teams not executing inbound marketing
#BDNMaineWhatsNEXT
“
”
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How does one do inbound marketing?
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Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
INBOUND MARKETING METHODOLOGY
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Better way to connect with prospects.
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Financially a great approach.
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Make marketing that people love.
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INTRODUCTION TO BUYER PERSONAS 2
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Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
INBOUND MARKETING METHODOLOGY
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BUYER PERSONAS are semi- fictional
characters marketers create through research. They represent your ideal customer & help to refine
marketing activities.
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BUYER PERSONAS are semi- fictional
characters marketers create through research. They represent your ideal customer & help to refine
marketing activities.
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Every future marketing action you take will be
dictated by your
BUYER PERSONA.
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EVERYTHING.
• Blog posts • Offers • Calls-to-Action • Landing pages • Thank you pages • Lead nurturing • Automation • Sales techniques • Product/service
development • Everything
MUST SPEAK TO YOUR
BUYER PERSONA.
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Download the Persona Worksheet
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1 Research your current customers
2 Interview your current customers
3 Work through worksheet with the sales team
4 Use lead tracking data
HOW TO RESEARCH YOUR BUYER PERSONAS:
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Example Buyer Persona
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MAJOR TAKEAWAY:
#BDNMaineWhatsNEXT
To be successful long-term, research and develop your company’s buyer personas.
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HOW TO ATTRACT VISITORS. 3
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Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
INBOUND MARKETING METHODOLOGY
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WAYS TO ATTRACT VISITORS:
• Blog • Paid Search • On-page SEO • Off-page SEO • Social Media • Press Releases • Guest Posts
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“82% of marketers who blog daily acquired a customer using their blog, and 57% of marketers who blog monthly acquired a customer.
#BDNMaineWhatsNEXT
”
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SUPER CHARGE… WITH BLOGGING
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WHAT IS A BLOG?
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WHAT IS A BLOG?
Container for marketing content.
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Why blog, again?
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• Enhances our company’s brand
• Improves on-page SEO
• Attracts inbound links • Gets our content
shared socially
Picture
BENEFITS OF BLOGGING:
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HOW DO WE GET THE MOST OUT OF OUR BLOGGING STRATEGY?
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FOLLOW BEST PRACTICES
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Best practices are you GPS to success.
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Write consistently.
BEST PRACTICES FOR BLOGGING
Become a thought-leader
Use keywords.
Use irresistible formatting.
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Write consistently.
BEST PRACTICES FOR BLOGGING
Become a thought-leader
Use keywords.
Use irresistible formatting.
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“Blog as often as you want
people to pay attention to
you.”
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Write consistently.
(AT LEAST 2X PER WEEK)
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Write consistently.
BEST PRACTICES FOR BLOGGING
Become a thought-leader
Use keywords.
Use irresistible formatting.
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GOAL IS TO EDUCATE AND BUILD TRUST.
GOAL IS TO EDUCATE & BUILD TRUST.
• It’s about the customer, not the business.
• People don’t need to be told how awesome you are—let them come to this conclusion themselves.
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1 Write helpful articles (e.g. “how to” or “10 steps to”)
2 Gain your readers’ trust—become a reliable source of valuable content.
BEST PRACTICES TO EDUCATE
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Write consistently.
BEST PRACTICES FOR BLOGGING
Become a thought-leader
Use keywords.
Use irresistible formatting.
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1 The blog post title
2 Naturally, throughout the body of your text
3 Image Alt tag
4 Meta description
ADD THE LONG-TAIL KEYWORD PHRASE TO:
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“SEARCH ENGINES DON’T BUY YOUR PRODUCTS/SERVICES, CONSUMERS DO.
#BDNMaineWhatsNEXT
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4
3
1
KEYWORDS IN BODY TEXT
KEYWORDS IN ALT ATTRIBUTE
KEYWORDS IN BLOG TITLE
KEYWORDS IN FILENAME
“Blog-Writing-Tips.png”
2
Add keywords to blog title
Naturally throughout body and header text
1 1
2 2 3
3
4
4
Image Alt tag
In the meta description
ADD KEYWORDS TO A FEW KEY PLACES.
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Write consistently.
BEST PRACTICES FOR BLOGGING
Become a thought-leader
Use keywords.
Use irresistible formatting.
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PROPER FORMATTING TO MAKE IT IRRESISTIBLE.
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What do you think about this post?
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PROPER FORMATTING IS KEY!
Article length: At least 600 words
Whitespace & Images
Bolding (in a way that makes sense for users)
Subheads, numbers, bullets
1
2
3
4
1
2
3
4
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DON’T EXPECT OVERNIGHT SUCCESS
#BDNMaineWhatsNEXT
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To attract visitors, follow best practices when creating blog content.
MAJOR TAKEAWAY:
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HOW TO CONVERT LEADS. 4
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Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
INBOUND MARKETING METHODOLOGY
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Inbound marketing delivers
54% more leads into the
marketing funnel than traditional outbound leads.
#BDNMaineWhatsNEXT
“
”
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CONVERSION PROCESS
1 Call-to-Action 2 Landing Page
3 Thank You Page
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Google “How to create a Facebook business page”
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Google “How to create a Facebook business page”
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Google “How to create a Facebook business page”
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Read the blog post – and get to the bottom:
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Great relevant call-to-action at the bottom:
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CONVERSION PROCESS
1 Call-to-Action
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A call-to-action is a button that directs traffic to a landing page.
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Great relevant call-to-action at the bottom:
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Land on the landing page:
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CONVERSION PROCESS
2 Landing Page
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The sole purpose of a
landing page is to generate
leads.
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Land on the landing page:
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Taken to a thank you page.
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CONVERSION PROCESS
3 Thank You Page
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The sole purpose of a thank you
page is to follow-up with your new
lead.
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CONVERSION PROCESS
1 Call-to-Action 2 Landing Page
3 Thank You Page
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FOLLOW BEST PRACTICES
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CONVERSION PROCESS
1 Call-to-Action 2 Landing Page
3 Thank You Page
2% Click-Through
20% View to Submit
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Make them action-oriented.
5 BEST PRACTICES FOR CALLS-TO-ACTION
Download the Free Ballroom Dancing Guide
ACTION-ORIENTED VERB
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Make them action-oriented.
Include keywords consistent with landing page and offer
5 BEST PRACTICES FOR CALLS-TO-ACTION
Download the Free Ballroom Dancing Guide
KEYWORDS DETAILING
THE OFFER
![Page 90: Buyer Personas, Attracting Visitors & Converting Leads](https://reader034.fdocuments.in/reader034/viewer/2022052522/55497044b4c90595518b5282/html5/thumbnails/90.jpg)
Make them action-oriented.
Include keywords consistent with landing page and offer
Make them attention-grabbing
5 BEST PRACTICES FOR CALLS-TO-ACTION
![Page 91: Buyer Personas, Attracting Visitors & Converting Leads](https://reader034.fdocuments.in/reader034/viewer/2022052522/55497044b4c90595518b5282/html5/thumbnails/91.jpg)
Make them action-oriented.
Include keywords consistent with landing page and offer
Make them attention-grabbing
Place them on appropriate pages
5 BEST PRACTICES FOR CALLS-TO-ACTION
Download the Free Ballroom Dancing Guide
![Page 92: Buyer Personas, Attracting Visitors & Converting Leads](https://reader034.fdocuments.in/reader034/viewer/2022052522/55497044b4c90595518b5282/html5/thumbnails/92.jpg)
Make them action-oriented.
Include keywords consistent with landing page and offer
Make them attention-grabbing
Place them on appropriate pages
Test, analyze, test, analyze
5 BEST PRACTICES FOR CALLS-TO-ACTION
![Page 93: Buyer Personas, Attracting Visitors & Converting Leads](https://reader034.fdocuments.in/reader034/viewer/2022052522/55497044b4c90595518b5282/html5/thumbnails/93.jpg)
Make them action-oriented.
Include keywords consistent with landing page and offer
Make them attention-grabbing
Place them on appropriate pages
Test, analyze, test, analyze
5 BEST PRACTICES FOR CALLS-TO-ACTION
2% Click-Through Rate
![Page 94: Buyer Personas, Attracting Visitors & Converting Leads](https://reader034.fdocuments.in/reader034/viewer/2022052522/55497044b4c90595518b5282/html5/thumbnails/94.jpg)
Write clear, concise, compelling headlines
Explain the value of the offer in a compelling way in 2-3 sentences, 5 max.
Explain a few benefits of the offer to the website visitor using 3-5 bullet points
Place content above the fold
Include a relevant image
Perform the “blink test”
Include Social Media Share icons
10 BEST PRACTICES FOR LANDING PAGES
Create a form with 3-7 (15 max) relevant fields
No menu navigation or links
Redirect to a Thank You Page
![Page 95: Buyer Personas, Attracting Visitors & Converting Leads](https://reader034.fdocuments.in/reader034/viewer/2022052522/55497044b4c90595518b5282/html5/thumbnails/95.jpg)
Write clear, concise, compelling headlines
Explain the value of the offer in a compelling way in 2-3 sentences, 5 max.
Explain a few benefits of the offer to the website visitor using 3-5 bullet points
Place content above the fold
Include a relevant image
Perform the “blink test”
Include Social Media Share icons
10 BEST PRACTICES FOR LANDING PAGES
Create a form with 3-7 (15 max) relevant fields
No menu navigation or links
Redirect to a Thank You Page
20% View to Submission Rate
![Page 96: Buyer Personas, Attracting Visitors & Converting Leads](https://reader034.fdocuments.in/reader034/viewer/2022052522/55497044b4c90595518b5282/html5/thumbnails/96.jpg)
Return the navigation
Deliver on the promised offer
Provide additional direction
Move leads further into the funnel
Get social
5 BEST PRACTICES FOR THANK YOU PAGES
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To generate leads, follow best practices when creating conversion paths.
MAJOR TAKEAWAY:
![Page 98: Buyer Personas, Attracting Visitors & Converting Leads](https://reader034.fdocuments.in/reader034/viewer/2022052522/55497044b4c90595518b5282/html5/thumbnails/98.jpg)
Q&A. 5
![Page 99: Buyer Personas, Attracting Visitors & Converting Leads](https://reader034.fdocuments.in/reader034/viewer/2022052522/55497044b4c90595518b5282/html5/thumbnails/99.jpg)
1 Persona Development Worksheet & Everything a
Marketer Needs to Create & Research Buyer Personas. 2 11 Step Blogging Guide
3 20 Ways to Brainstorm new Blog Content
4 Lead Generation Checklist
5 Become Inbound Marketing Certified
HELPFUL RESOURCES:
![Page 100: Buyer Personas, Attracting Visitors & Converting Leads](https://reader034.fdocuments.in/reader034/viewer/2022052522/55497044b4c90595518b5282/html5/thumbnails/100.jpg)
QUESTIONS?
![Page 101: Buyer Personas, Attracting Visitors & Converting Leads](https://reader034.fdocuments.in/reader034/viewer/2022052522/55497044b4c90595518b5282/html5/thumbnails/101.jpg)
THANK YOU.