A Kick-Ass Guide to Creating the Ultimate Inbound Marketing Strategy
Creating an Inbound Marketing Strategy that Sticks
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Transcript of Creating an Inbound Marketing Strategy that Sticks
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Creating an Inbound Marketing Strategy that Sticks
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Over the past few years, Inbound marketing has been very hyped.
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For Good Reason… of chief marketing officers think custom content is very or somewhat valuable of consumers find custom content useful
- Roper Public Affairs & Corporate Communications
87%
90% And on the other end of the spectrum
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“Inbound delivers 54% more leads in the 2013 marketing funnel than outbound sources” - Hubspot
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But it’s not all rainbows and sunshine
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The reality is that you're competing in a sea of continuous updates.
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Within minutes, your wonderful piece of content has vanished
into social media’s backlog.
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When our tweet included #marketing
A$er 5 minutes: 37 tweets were pushed ahead of ours under #marketing.
A$er 1 hour: 461 tweets were ahead of ours.
When tweet included #B2Bmarketing
A$er 1 Hour: 22 tweets were pushed ahead of ours
Case in point…
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Feeling like your content’s missing the longevity needed to spread outside of your close circle?
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Is even your kick-ass content getting stuck?
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Smart companies are focused on inbound marketing, but many lack the ability to have their content rise above the rapid stream of clutter.
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Which makes us sad.
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But there’s a solution!
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What if you could add sales reps and promoters for free?
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What if you could add sales reps and promoters for free? The kind that would gladly help you out, simply because they love your product.
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They’re out there, and there’s a good chance your
company has them.
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They’re out there, and there’s a good chance your
company has them.
They’re called
Brand Loyalists
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They’re out there, and there’s a good chance your
company has them.
They’re called
Advocates
Brand Loyalists
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They’re out there, and there’s a good chance your
company has them.
They’re called
Advocates
Enthusiasts
Brand Loyalists
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They’re out there, and there’s a good chance your
company has them.
They’re called
Advocates
Enthusiasts
Brand Loyalists
Fans
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5 reasons your inbound marketing needs a push from
your most loyal fans
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Advocate Marketing is more cost-effective than traditional. Advocate marketing is 10X more cost-effective than traditional marketing
1.
Source
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Advocates refer new business For 45% of B2B companies, the majority (60%) of their new customers come from referrals.
2.
% of new sales which come from referrals
Non-‐referred customers
Referred customers 60%
40%
Source
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Advocates reach a broad audience Advocates are 3X times more likely to share product info with someone they don’t know.
3.
Source
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Advocates are the most trusted form of advertising 96% trust recommendations from people they know vs 24% of whom trust online ads
4.
Source
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Advocates work for you even in their downtime Advocates are 3X more likely to view sharing as a form of relaxation
5.
Source
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Wow! That’s convincing!
But how do I start?
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First, gather your advocates… • Use email marketing • Connect over social • Call them • Survey them • Ask for referrals
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Give them things to do (1/2)
Social – Follow on Twitter – Join a LinkedIn
group – Comment on a
blog post – LinkedIn discussion – Follow other
advocates on Twitter
– Tweet a #hashtag
Content – Share an article – Newsletter
subscription – Write a blog post – Share a success
story – Create a video – Speak to the press
Demand Generation – Refer an advocate – Refer a prospect
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Give them things to do (2/2)
Events – Join an event group – Event testimonials – Tweet at the event – Crowdsource event
content – Event feedback – Event scavenger
hunt – Speak at an event
Customer experience
– Product release notes
– Product feedback
– Product enhancements
– Mentor a new customer
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Recognize their contribution Networking opportunities
Tickets, events
Access to key staff
Charity & donations in their name
Services, education, training
Prizes
Points & badges
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Many B2B & B2C companies understand the importance of
brand loyalists
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Walmart created a “Walmart Moms” program. It’s a portal that directs users to 20 different “Mom blogs” (All of which advocate for Walmart, and have a “Walmart Mom” badge on their site).
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renewal rate for customers in
the advocate program
more stories for marketing
and sales
100%
300x
content!
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Ford had great success with their advocate program. Its most loyal customers participated in fun challenges and were required to document their journeys through various social channels.
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value!
Feedback Content Development
Professional Development
$130,000
total value returned by
each influencer
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Don’t stress over Twitter followers and Facebook likes. Instead focus on harnessing your most loyal customers.
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The goal shouldn't be to have a lot of people to yell at, the goal probably should be to have a lot of people who choose to listen. Don't need a bullhorn for that”
– Seth Godin
“
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Build one-to-one relationships today!
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