Think Global Institute Inbound Marketing January 2015
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Inbound Marketing Workshop for Think Global Institute January 2015 Elyse Meyer, Founder Prism Global Marketing Solutions
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Transcript of Think Global Institute Inbound Marketing January 2015
Inbound Marketing Workshop for Think Global Institute
January 2015
Elyse Meyer, Founder Prism Global Marketing Solutions
#inbound12
ELYSE MEYER
Certified in Inbound Marketing, HubSpot & Website Design Background in higher education, SaaS, medical, technology and professional services
@elyseflynnmeyer @PrismGlobalMKTG
1 Inbound Marketing for Startup to Growth Companies
What is inbound marketing?
The way we live has changed.
86% skip TV ads
91% unsubscribe from email
200M on the Do Not Call list
44% of direct mail is never opened
BROKEN.
THE OLD MARKETING PLAYBOOK
IS
Understand Your Buyers: • Personalize your
marketing • Identify buyer needs • Understand what
content pulls leads through sales funnel
Inbound updates the playbook based on the way people buy today.
Get Found Online: • Website pages • Blog articles • Social media messages • All optimized to drive
qualified leads to your site.
Inbound Marketing Funnel
Create and share optimized content to attract quality inbound visitors to your
website.
Gate marketing assets behind a landing page form to generate leads.
Nurture them with personalized, multi-channel marketing
automation.
Leads
Visitors
Customers
Create Content to Generate Inbound Leads Attract more qualified, inbound visitors to your site, convert them into leads, and nurture them with personalized content into paying customers.
Inbound Marketing Cycle Develop
Content & Offers
Optimize Content
Promote On Your Blog
Promote Via Social Media
Nurture Your Leads
Analyze the Data
Adapt Your Marketing to Your Visitors Plug your content into your contacts database to personalize your marketing based on who your leads are
and where they are in your sales funnel.
Visitor B: Warm Lead Goal: Nurture for Sales
CTAs: How-to Guides, Whitepapers, ebooks Personalized Emails: Top-of-Funnel Offers Workflow: Generate new leads List: Cold Leads
Number of Conversions = 3 Lifecycle Stage = Marketing Qualified Requested Consultation? = No Viewed Pricing Page? = Yes
CTAs: Request a Consultation, Schedule a Demo Personalized Emails: Middle-of-Funnel Offers Workflow: Warm up existing leads List: Warm Leads
Context
Visitor A: New Prospect Goal: Convert to a Lead
Number of Conversions = 0 Lifecycle Stage = Subscriber Requested Consultation? = No Viewed Pricing Page? = No
Context
Marketing to a New Prospect VS. Warm Lead
Empower Your Sales Team Pass valuable lead intelligence to your sales team for faster follow-ups, better connects, and warmer leads.
360° View of Your Leads
What companies are visiting our site?
What pages have they viewed?
What have they converted on?
How engaged are they?
When are they on our site?
What emails have they opened?
Who are they on social media?
What is their lead score?
2 The Stats Behind Inbound
The Data & Facts
. • 87% of buyers say online content has a major impact on vendor preference • 57% of companies have acquired a customer through their blog
• 81% of Small and Medium-Sized Businesses Use Social Media to sell
• 65% of companies have acquired a customer from LinkedIn
Content!
Inbound Leads Convert Better
Other Leads
Inbound Leads
Lead to Customer Conversion Rate for Leads Sent to Sales Team
3x
Inbound Leads are 61% Lower Cost
$135 cost per Inbound
lead
$346 cost per
advertising / cold calling
lead
Stats Show Blogging Works
Increase in Web Traffic
55% 79% Increase in
Twitter Followers
Generate Revenue from
Blogging
57%
3 How to Plan Your Inbound Strategy
INTEGRATED INBOUND MARKETING CAMPAIGNS.
Analyze
Offer
Call to Action
+
Landing Page
Blog
Social Media
How can you implement inbound?
Search Optimized & Responsive Website
Lead Capture Forms & Landing Pages
Social Media Marketing & Monitoring
Blogging
Email Marketing & Marketing Automation
Marketing Analytics
Inbound Marketing Success: Management Consulting Company
• Global human capital consulting & performance assessment tools
• Offices in Phoenix, Dallas, NYC & London • Re-branded and re-launched in May 2013 Primary Goals: • Build web presence & brand awareness • Increase website traffic • Encourage inbound leads and conversion
through inbound marketing
SEO & Responsive Design • Ensure your online assets are responsive
including website, subdomains & emails • Devise search engine optimization
strategy: • On-page SEO
• Page Title • Meta Description • Content • Header/Subheader • Images
• Off-page SEO • Blogging • Landing Pages • Social Media
• Stay up-to-date with the SEO changes RESULT: 48% increase in total website traffic month
over month
Workshop: How do you pick the right keywords?
• Do you know how people find your website? • What keywords do you want people to associate with your
business and your brand? • What is a long-tail keyword versus a short (broad) keyword? • Understand what your competitors rank for online
10 Minutes:
• Pick 10 – 15 long-tail keywords that you want people to search for online and find your business as one of the top 5 sites in the Google search
Blogging
• Minimum of 1 blog per week
• Pick a blog series to help organize ideas
• Feature guest bloggers and team
members
• Ensure 5-10 keywords on each post
• Include calls-to-action and links
throughout
RESULTS: • 61% of website traffic • 82% of inbound leads
Workshop: Pick 5 – 10 Blog Topics
• Answer questions that you hear every day – just in writing
• Break down premium level content into individual blogs for lead
generation
• 1 post each month can be related to PR/upcoming events, etc.
10 Minutes: • Pick 5 – 10 topics to write about for the next month in your blog • Relate those topics back to the keywords you defined earlier
Premium Marketing Assets • Whitepapers • Case Studies • Free Tools • Podcast / Videos • Photos / Images • Presentations
Lead Capture Form & Landing Pages • Ensure appropriate content is behind a
landing page with a form • Develop at least 1 offer per month • All offers include:
• Call-to-action • Landing page • Offer page • Follow up email
• Utilize progressive profiling • Promote your new offers to leads &
customers • Maximize the reach of your offer on social
media RESULTS:
• Average 52% conversion • 902 B2B leads
generated in 4 months
Workshop: Content Review • What are the key pieces of information you want to have
about a contact before you contact them?
• What type of content do you already have across all of your
channels? • Whitepapers/Ebooks • Case Studies • Blogs • Guest Blogs • Videos
5 Minutes: • Make a list of where your content is current living • Jot down 5 – 8 pieces of contact information that you would
like to have on all of your leads before they enter the funnel
Email Marketing & Automation • Promote offers & increase awareness
• Include appropriate offers on each email
campaign to increase lead reengagement efforts
• Send at least 1 email per month to each of your target markets (buyer personas)
• Increase marketing automation efforts based on insights, web traffic, social conversations
RESULTS: Average 31% lead
reengagement rates on email campaigns
Social Media Marketing & Monitoring • Develop social media channels (just those that
make sense): • LinkedIn company page • Facebook page • Twitter • Google+ • LinkedIn group • Pinterest • Instagram • YouTube
• Determine appropriate frequency • B2B audience benefit from LinkedIn sharing • Post 70% external; 30% brand • Monitor relevant conversations
RESULT: Average 169% growth in
social media traffic month over month
Analyze, Analyze, Analyze • Track weekly analytics
• Define where traffic is coming from
• Understand where leads and
customers are generated
• See which pages generate the most traffic and leads
• Identify which social media posts and channels are most beneficial
• Optimize your marketing efforts
What should you track? • Overall traffic to website • Organic traffic to website • Social media traffic to website • Referral link traffic to website • Email marketing traffic to website • Time of visitors on website • Bounce rate on website • Social media engagement on all
channels • Number of leads per month • Conversion rate on landing pages • Number of blog subscribers • Email open rate • Email click rate • Competitor report
What Tools Can You Use?
Free Tools*
• MailChimp
• Hootsuite
• Wordpress
• Google Analytics
• Google Webmaster
*These tools all have paid versions as well.
Paid Tools – All in One
• HubSpot
• Marketo
• Eloqua
• Infusionsoft
4 Expected Results & ROI
Analyze Your Marketing ROI Understand which of your marketing activities are driving the best visitors, leads, and customers to your business.
Customers
• Keyword Rankings • Page Views • Blog Visits & Readership • Competitive Analysis • Social Media Reach • Social Media Message
Analytics
• Highest lead generating channels for
• Landing Pages • Email • Blogs • Site Pages
• Contacts database size • Number of sales qualified
leads • Blog subscribers
Visitors Leads
• Sources ROI • Number of customers • Lifecycle summary
See early results grow over time
0
5
10
15
20
25
30
35
6 months 9 months 1 year 1.25 years 1.5 years 1.75 years 2 years
2.37x
6.12x
32.94x
13.75x
Months after implementing HubSpot software + inbound marketing services
Inbound Marketing Funnel
10 Steps to Evaluate Your Inbound Strategy
1. Analyze your website design & navigation 2. Optimize your website content for search 3. Start a blog or update your blog at least twice per week 4. Develop offers for your website visitors including calls-to-
action and thank you pages with secondary offers 5. Evaluate your social media strategy 6. Determine how frequently and what types of content you
are posting on social 7. Engage & interact with your followers on social media 8. Monitor social media mentions and influencers 9. Nurture your leads with email marketing 10. Analyze your data and make recommended changes
QUESTIONS?
