Introduction to Inbound Marketing
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Transcript of Introduction to Inbound Marketing
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inbound Marketing Solutions Marketing on A budget
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Danny chan Marketing manager Imagine Easy solutions [email protected]
@dannyc_c
Linkedin.com/in/danchan888
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Imagine Easy Solutions
A tiny company with big ideas.
We focus on building educational products that
work well. Our products make life easier,
faster and better for our users.
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Our products/services
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Course Takeaways 1. Understanding the inbound marketing methodology
2. Customer Personas & Lifecycle STages
3. Blog and Landing Page optimization techniques
4. Marketing software that works well.
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Marketing is the communication of the value of services or products from a company to their
consumers.
What is marketing?
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Radio and Print ads and Television Commercials
Cold calling
Online Advertisement
Traditional
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How do we break through the
noise?
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Make Marketing people love.
- Hubspot (Marketing Automation Software Company)
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Inbound marketing costs
62% less per lead than traditional
outbound marketing - Voltier Digital
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A strategy that focuses on getting found by the right customers.
Inbound marketing
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We conduct 5.92 billion
searches on Google in a day
Comscore, january 2013
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Attract By Creating great content
Convert with calls-to-action and landing pages
close with the right tools
Delight by engaging over and over again
The theory
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Focus on your customers
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An imaginary person created with a name, history and story with enough detail for you to
understand his/her needs and wants
Customer/buyer Personas
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Questions you need to answer: • What is their demographic info?
• What is their job title and level?
• What happens during their day?
• What are their Challenges & Goals?
• Common objections to purchasing?
• Where are they searching?
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A picture is worth a thousand words
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Marketing Manager Danny Chan Manages a small team wants to improve marketing efficiency 27 years old, unmarried, no children. College educated with 5 years of marketing experience Lives in Park Slope, Brooklyn, about 45 minutes from his office Fun fact: an obscene obsession of pandas and has a wonderful smile
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Current salary: $100 million Danny has been with Imagine Easy Solutions for over a year after working in several startups in different industries Imagine Easy Solutions, a technology company, currently has 50 employees with a net revenue of $100 Billion
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Goals: danny wants to improve company marketing efforts to set his company apart from competitors Pain Points: Danny and his team work long hours and has trouble meeting project deadlines Objections: Marketing tools are expensive and difficult to implement
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Activity: answer these questions: • What is their demographic info?
• What is their job title and level?
• What happens during their day?
• What are their Challenges & Goals?
• Common objections to purchasing?
• Where are they searching?
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You’re going to have several personas for each of your products
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Now what?
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Craft focused marketing messages
Work on developing pitches that work
Make your marketing efforts more relevant
Use your persona to:
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“What makes content engaging is relevancy. You need to
connect the contact information with the
content information.” - Gail Goodman, President and CEO Of
Constant contact
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Unaware
Interested
First-Time Customers
Repeat Customers
Brand Ambassadors
Lifecycle Stages
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Use content to start conversations and get these people to interact with you
The Unaware
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Use your content marketing to prove your company’s trustworthiness
Interested but not buying
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Use your content marketing to position your brand as a Thought-Leader in the industry
The first-Time Buyer
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Generate personalized content to build a lasting relationship with the customer
The Repeat Customer
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Create Content that reinforces their perception of you.
Empower them to share more about you.
The Brand Ambassador
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First step in starting your inbound marketing
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Build your blog.
Optimize it.
Promote it.
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Your website works 24-hours a day, 7 days a week, 365 days a year
Make it epic
Your best employee
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92% of companies who blogged multiple times a day
acquired a customer through their blog
- Hubspot state of inbound 2010
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Blogs give 434% more indexed pages and
97% more indexed links - Content+ (UK Consulting firm)
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The ninja Marketer’s good blog
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Get subscribers
w w w . m a r k e t i n g p r o f s . c o m
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Further engage
w w w . s o c i a l m e d i a e x a m i n e r . c o m
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Sell your products
C o n t e n t . e a s y b i b . c o m
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One click shares
C o n t e n t . e a s y b i b . c o m
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The anatomy of a great blog post
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Easy to remember
Shows up correctly on Social Media Platforms
Should be engaging and descriptive
Short Titles
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Because pictures are better
Breaks up text
Also great for Social Media
Featured Image
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Look…magic! Featured image Short title
A f a n t a s t i c p o s t o n h u f f p o
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Highlights important information
Higher value in search engine ranking
Breaks up text
subheaders
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Easier to read
Breaks up text
People love lists
Bullets and lists
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The copy vomit
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Much easier on the eyes Less copy
Lists
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Even easier on the eyes Lists
Subheaders (that
are meaningful)
highlights
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A title of 4-8 words up to 70 characters
A “Featured” Image
Subheaders
Bullets and Lists
Some basic Standards
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People hate reading
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“Less is more. People don’t like to read.
Stop the copy vomit.” - Danny chan, marketing manager at
imagine Easy SOlutions
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Imagine your blog as a real conversation
“me me me”
vs
“Me, You, Him and Her”
Outbound links
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Add links to old posts
Add links to other stuff you own
Give them something to do
Bring them back
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Write for a human
not a machine
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The greatest succinct guide to landing pages
(maybe)
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Tell them what
Tell them why
Tell them how
What it needs
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The Landing PAge
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“Submit”
Navigation bar
Too many distractions
Social sharing features (WHAT?!)
Things you can do without
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Social Share Links
Instant Access to Download
Reengagement Opportunities
Thank You PAge
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The outbound part
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Email Marketing
Social media Outreach
Digital advertising (of your content)
Cold Calling, Conferences and others
Outbound tactics
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marketing is iterative.
Test every theory.
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Mailchimp • unbounce • zapier
Asana • Google Analytics • Hootsuite
Wordpress
Free/Low-Cost Tools
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Helps to combat the Writing Vomit
Hemingwayapp.com
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WP-CRM (basic CRM)
MYMAil Plugin (Marketing Automation)
Wordpress Plugins
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Customer.io • userfox
Hubspot • marketo • Eloqua
optimizely • visual website optimizer
Kissmetrics • Clicky • mixpanel
Not so Cheap Tools
