Integrating Inbound Marketing - HubSpotcdn1.hubspot.com/.../Inbound_vs_Outbound_Marketing... ·...
Transcript of Integrating Inbound Marketing - HubSpotcdn1.hubspot.com/.../Inbound_vs_Outbound_Marketing... ·...
44% of direct mail is never opened
86% skip TV commercials
91% unsubscribe from emails
200million say “Do Not Call”
The way buyers discover & research
products has fundamentally changed
78% of Internet users conduct product research online.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
We need to stop interrupting what
people are interested in &
be what people are interested in.”
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CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising.
Top of the Funnel
Non-Branded, Non-Jargon
75% of Website Traffic
Middle of the Funnel
Jargon Keywords
22% of Website Traffic
Bottom
Branded
2-3%
What They Are Looking For
Specific Information on
your brand
Broader Information on
the industry or category
General Information on
the products, services &
solutions in the category
Top of the Funnel
Non-Branded, Non-Jargon
75% of Website Traffic
Middle of the Funnel
Jargon Keywords
22% of Website Traffic
Bottom
Branded
2-3%
What They Are Looking For
• Compare
• Versus
• Comparison
• Pros & Cons
• Troubleshoot
• Issue
• Resolve
• Risks
• Improve
• Solution
• Provider
• Tool
• Device
• Hardware
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5 Rules For On-Page SEO
1. URL
2. Title Tag
3. Header Tags
4. Body Copy
5. Image Tags and Filenames
5 Tips For Blog Content
1. Answer Industry FAQs, check your email!
2. Ride the Tide
3. Demonstrate Support for your Local
Community
4. Provide How-to Based Content
5. REPURPOSE!!!
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Give people what they want.
• EDUCATIONAL EBOOKS
• FAQS
• WEBCASTS
• VENDOR COMPARISONS
• PRODUCT LITERATURE
Strategy for Offers
ToFu
MoFu
Bottom
75% of website traffic
What do I need?
22% of website traffic
Why do I need it from you?
2-3% of website traffic
Why should I buy now?
Strategy for Offers
ToFu
MoFu
Bottom
• Ebooks
• Whitepapers
• Editorial Content
• Webcasts
• Virtual Tradeshows
• EGuides
• Vendor Comparisons
• Case Studies
• Product Literature
What is lead nurturing?
The process of identifying
potential customers, initiating an
exchange of information, and
moving prospects through the
sales cycle toward a purchase.
Tips For Converting Leads
1. Give people what they want - content
2. Multiple CTAs for different stages of funnel
3. Landing Pages with no navigation & social
4. Limit your fields
5. Nurture leads through the sales funnel
HubSpot Training & Consulting
Dedicated technical setup & implementation help
Inbound marketing fundamentals & best practices
Landing page templates
Contact segmentation & workflow consulting
Analytics & measurement consulting
Content and social media consulting
Persona development
Marketing & sales alignment consulting
Phil Mark
857.829.5731
Rachael Plummer
857.829.5854