Go Inbound Marketing 2013

“I only stopped by for your

TOFU

Generating Traffic and Leads from ALL Inbound Channels

”

Introduction » Chad Pollitt

• Director of Marketing at digitalrelevance• Former Army Commander and Iraq War Veteran• Co-author of

The Enterprise Blog Post Optimization Guide• Member of a Forbes Top 100 List• Featured in The Wall Street Journal, Inc., New York

Times, BtoB Magazine, PRDaily.com and others

relevance.com | @ChadPollitt

http://www.amazon.com/Chad-Pollitt/e/B00C4S0TSY/ref=sr_ntt_srch_lnk_1?qid=1365172742&sr=1-1

Introduction

relevance.com | @drelevance

• Formerly Slingshot SEO• Inc. 500 – 2011 & 2012 • Delivering Earned Media through

Digital PR and Content Marketing• Over 10,000 Online Media

Relationships

Agenda


1. Who’s in My Funnel?

Agenda


1. Who’s in My Funnel?2. The Role of SEO & Social Media

Agenda


1. Who’s in My Funnel?2. The Role of SEO & Social Media3. The Effects of Content Marketing on Traffic &

Conversions by Channel

Agenda



Conversions by Channel4. Content Marketing and Conversions in Context

Agenda



Conversions by Channel4. Content Marketing and Conversions in Context5. The Inbound Campaign Structure

TOFU » top of the funnel


96% of First-time Visitors to Your Website are NOT there to do Business

with You-HubSpot

TOFU » top of the funnel


People seeking to be empowered with the knowledge

(content) to solve their own problems

MOFU » middle of the funnel


People willing to overcome high or multiple barriers to consumption in

order to consume content

– due to trust or perceived value

BOFU » bottom of the funnel


People seeking knowledge (content) in order to decide who will solve

their problems.

“I only stopped by for your

TOFU”


TAKEAWAY #1


Build Trust and Perceived Value in Your Brand by Creating

Mostly TOFU Content

The Role of SEO & Social


1» BRAND



1» BRAND

2» CONTENT



1» BRAND

2» CONTENT

3» DISTRIBUTION



1» BRAND

2» CONTENT

3» DISTRIBUTION

4» ENGAGEMENT

TAKEAWAY #2


Spend 80% of Time Creating Contentand Only 20% on Distribution and

Engagement

TAKEAWAY #1


TAKEAWAY #3


Content Marketing Positively Effects ALL Inbound Channels

TAKEAWAY #4


Expect Demand Generation to Create Demand for Your Content and NOT

for Your Products or Services

Inbound Ops » offer


Inbound Ops » landing pages + CTAs


Inbound Ops » lead nurturing


Inbound Ops » email


Inbound Ops » blog, earned, owned


Inbound Ops » social media


Inbound Ops » analyze & adjust


TAKEAWAY #5


The Inbound Campaign Structure is a Conversion and Nurture Process

TAKEAWAY RECAP


1. Build Trust and Perceived Value in Your Brand by Creating Mostly TOFU Content

TAKEAWAY RECAP



2. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement

TAKEAWAY RECAP



2. Spend 80% of Time Creating Content and Only 20% on Distribution and Engagement

3. Content Marketing Positively Effects ALL Inbound Conversion Channels

TAKEAWAY RECAP


4. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services

TAKEAWAY RECAP


4. Expect Demand Generation to Create Demand for Your Content and NOT for Your Products or Services

5. The Inbound Campaign Structure is a Conversion and Nurture Process

FINAL TAKEAWAY


Right Content + Right Person + Right Time + Right Channel =

Wider Sales Funnel + Acceleration Through It!

Go Inbound Marketing 2013

Business

Transcript of Go Inbound Marketing 2013