1. Inbound Marketing. Giddy Up.November 26, 2013

2. ErikMACPHERS ON @erik_mac9 Content Marketing Specialist> about.me/erikmacpherson 3. AGENDA1 2 3Inbound Marketing Define Your GoalBuyer Personas 4. INBOUND1MARKETIN G 5. The Marketing Playbook is Broken 6. 78%of Internet users conduct product research online. 7. 84%7of 25-34 year-olds have left a favorite website because of intrusive or irrelevant advertising. 8. No more interrupting. Ask for permission. 9. Companies that blog get55% more website visitors. 10. 57%of businesses have acquired a customer through their company blog. 11. I get it. Im in. Where do I start? 12. 1Make stuff people want. EDUCATIONAL EBOOKS HOW-TO VIDEOS ONLINE CALCULATORS PLANNING TOOLS ANSWERS TO COMMON QUESTIONS 13. Food Service Equipment ExampleGiddy Up. 14. Rock your keywords. 15. Food Service Equipment ExampleGiddy Up. 16. 3Give great directions. RELEVANT LANDING PAGES CLEAR CALLS TO ACTION COMPELLING OFFERS 17. 20 18. Create a Content Strategy and Plan.Giddy Up. 19. Visualize an Offer to Give your Visitors, Leads or Customers.Giddy Up. 20. Create a Landing Page to Advertise your Offer & a Call to Action that Links to your Landing Page.Giddy Up. 21. Create Lead Nurturing Workflows that Follow Up with Leads.Giddy Up. 22. Publish a Series of Blog Articles on the Topic of the Offer.Giddy Up. 23. Promote Landing Page and Blog Articles on Social Media.Giddy Up. 24. Create an Email Marketing Offer to Engage Existing Customers.Giddy Up. 25. Analyze and Measure Results. Rinse and Repeat.Giddy Up. 26. DEFINE YOUR2GOAL 27. So much noise. 28. Whats your real goal? [remember this is a funnel]VISITSLEADSCUSTOMERS 29. SMART Goal Setting 30. SMART Goal Setting 1Specific: Significant, Simple2Measurable: Meaningful, Manageable3Attainable: Appropriate, Achievable4Relevant: Results-oriented, Realistic5Timely: Time-oriented, Time-based 31. Bad Goals. > I want more traffic to my product page. > My boss wants more customers to come from the website. > I want more qualified leads, maybe 2x what I have now.Good Goals. > I want to increase total website visits 50% in the next 6 months, from 5000 to 7500/mo. > I want more MQLs. I want an average of 10 MQLs/month, and Im giving myself 3 months to hit that number. > To hit my 2013 revenue goals, I know I need to bring in an average of 2 new customers/month. My goal is 3. 32. BUYER3PERSONA S 33. Fictional Characters that Represent Your IDEAL Customers 34. How to Create Personas 1Research your current customers2Talk to sales3Interview your current customers4Look at data 35. What Questions You Should Answer 1What is their job & demographic information?2What does a day in their life look like?3What are their pain points?4Where do they go for information?5What are their common objections to your product or service? 36. ErikMACPHERS ON @erik_mac9THANK YOU.erik@tmcdigitalmedia.co m (727) 742-9699about.me/erikmacpherso n