Inbound in an Hour. Learn the basics to grow your business in 2015
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Transcript of Inbound in an Hour. Learn the basics to grow your business in 2015
Tom Schwab
Goodbye Crutches– eCommerce Store
Inbound for eCommerce– Consulting Agency
Inbound Movement– Host
48 Days Group Leader– Online Selling & eCommerce
1. What is an Inbound Strategy
2. What is a Buyer Persona
3. Tools to
• Attract Visitors
• Engage Leads
• Delight Customers
4. Review
Agenda
Interruption Marketing
Focused on what
I HAVE TO SELL YOU
The Most $ Win
Tricks and Tactics
Outbound is…
Inbound is
Permission based
Focused on helping people make the best purchase
Winning is not based on $, but caring
Build Trust, Authority, Thought Leadership to
• Attract Visitors
• Engage Leads
• Delight Customers
Inbound is…
1. Who is your next customer? (conceptually, not
specifically. Describe his outlook, his tribe, his hopes,
needs, dreams and wants
2. What is the the story he told himself (about the worlds,
about his situation, and his perceptions) before he met
you?
3.What change are your trying to make in him, his life or
his story?
4. How do you encounter him in a way that he trusts the
story you tell him about what you have to offer?
“4 Questions Worth Answering” by Seth Godin
A buyer persona is a semi-fictional
representation of your ideal customer
based on market research and real
data about your existing customers.
Buyer Persona Defined
Demographics
• Age
• Race
• Household Income
• Occupation
• Income
• Marital Status
• Education
• Number of Children
• Zip Code Area
What the census bureau knows
Psychographics
• Dreams
• Fears
• Aspirations
• Who do you trust
• How do you get information
• Who do you admire
• Major frustrations
• How you see yourself
• How you want to see yourself
What the spouse knows
FACT: Understanding your buyer
personas has the largest impact on:
• Your Business
• Your Products
• Your Marketing
• Your Profitability
• Your Happiness
Most Important Slide of the Hour
Context is god
Shows understanding
Builds relationship
CONTEXT IS
GOD
Content is King
Show expertise
Thought leadership
MEDIUM(s) MATCH
THE PERSONA
THE PRESENTER
• Blogs
• Videos
• Slide shares
• Infographics
• Emails
• Podcasts
• Forums
CONTEXT IS
GOD
1. Have a single purpose
2. Speak to a single persona
3. Move the person along their buyer’s
Rule for Every Piece of Content
Be Helpful
Answer common questions
Use similar words
(keywords)
Introduce new resource
Be present where they are
What’s so great
about blogging?
1.Easy for Google to index
2.Easily consumed (bandwidth)
3.Easily shared
CONTEXT IS
GOD
600 Words minimum
Clear and direct
Formatted to skim
Images
Hyperlinks to other helpful content
Platform is not important, just make sure it’s your own
Part of a content strategy
Blogging Best Practice?
BE A GUEST
Publishers need content
• Blog
• Podcasts
You need to
• Connect with your ideal buyer
persona
• Build trust, authority
CONTEXT IS
GOD
Amplifying
Your Message
Social Media:
• Vine
Niche sites
Groups with major platforms
48 Days
Your own community
CONTEXT IS
GOD
Landing Page
Elements
• No Navigation
• Minimal Clutter
• Short – Focused
• 1 Clear offer
• Allow social sharing
• Short Form
• Value is behind a form
Nurturing
Targeted emails
Highly Segmented
Automated Workflows
Add more value
• Links to blogs
• Helpful videos
• Tips and Tricks
• Nurturing to Purchase
• Abandon Cart Nurturing
• Post Purchase Nurturing
• Referral Nurturing
Types of Nurturing
Nurture to Purchase
Jeff Walker – Launch
Sideway sales letter
Add Value
Spur conversations
Overcome objections
Net Promoter Score
Predictive of:
• Life Time Value (LTV) of a
Customer
• Value of a company
• Profitable growth of a
company
Empowers you to:
• Address & Silence
Detractors
• Leverage Promoters
On a scale of 0 to 10, how
likely are you to
recommend __ to a friend
of colleague?
“The only number you
need to grow”
Harvard Business Review
December 2003
• Identified my Ideal Buyer Persona
• Content with Context
• Amplified
• Engaged (Offer, Form, Landing Page, emails)
• Added more value
• Made another offer….
What you just experienced
Offer # 1
Get Featured on Inbound
Movement
Free PR
Get your question answered
Win a trip to Inbound 2015
• Boston Sep 8-11
• Valued at over $500
CONTEXT IS
GOD
Offer # 2
How to create and use your
Ideal Buyer Personas
• Two one Hour Webinars (recorded)
• All the Worksheets
• Step by Step Guides
• Best Practices
• Examples
Plus 30 Days Email access
Will be a digital product in 2015 for $199
CONTEXT IS
GOD
InboundMovement.com/48DaysOff
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