april 10, 2014 hampton roads hubspot user group

Hampton Roads HubSpot User Group!April 10, 2014

Agenda

Introductions

Inbound Marketing Overview

How to Create a Comprehensive Inbound Marketing Plan

Discussion

Over 80 HUGs Worldwide

n = 1,460 Source: Corporate Executive Board

Now, buyers are at least 57% through buying process before they FIRST contact the seller

Customer Due Diligence

Begins

Customer’s First Contact with

Supplier

Customer Purchase Decision

Through this period customers have largely decided on their needs, leaving suppliers

to compete on price.

57% Complete

Source: http://www.stateofinboundmarketing.com/

Source: http://www.stateofinboundmarketing.com/

Source: http://www.stateofinboundmarketing.com/

Inbound Marketing Methodology

HOW TO CREATE A COMPREHENSIVE INBOUND MARKETING PLAN

The Steps1. Define your buyer personas

2. Identify your marketing triggers

3. Create a list of keywords

4. Set your inbound marketing goals

5. Outline your content strategy

6. Design your lead nurturing process

7. Create a conversion focused blogging strategy

8. Implement & Align infrastructure & business processes

9. Recruit for the skillsets you need

Step 1: Define your buyer personas

Fictional representation of your ideal customers

Within your target market there are likely numerous types of buyers

Buyers in each of these roles have very different interests, priorities and goals

Step 2: Identify your marketing triggers

Identify the events and pain points that cause them to search for information about your product, service or industry

Step 3: Create a list of keywords

Determine what long-tail keywords prospects use when searching for a solution that you provide

Create a list of key terms and phrases to create content about

Step 4: Set your inbound marketing goals

Determine exactly what you want to achieve and when you expect to see the results

Start by assessing your website’s current ability to attract traffic, convert leads and close business

Step 5: Outline your content strategy

Step 6: Design your lead nurturing process

The primary reason for a lead to stall in the sales process is a lack of information

The best way to reach out to leads and answer their questions is through a series of automated emails

Step 7: Create a conversion focused blogging strategy

Designed to attract highly relevant traffic to your website with the goal of converting traffic into qualified leads

On each of the blog posts you feature a call-to-action

Step 8: Implement & Align infrastructure & business processes

Choose platforms and approaches that will let you focus on your business, rather than the nuts-and-bolts of connecting disparate systems

Step 9: Recruit for the skillsets you need

Inbound marketing strategy

Copywriting

Blogging

Web analytics / data analysis

Front & back end web development

Web design

Search engine optimization

Pay-per-click marketing

Conversion rate optimization

Email marketing

Social media / community management

Project management

Inbound marketing requires a very diverse, yet specific skill set

Hire for specific roles or outsource certain aspects of your inbound marketing execution

Connect!

NEXT MEETUPTHURSDAY, MAY 8, 2014 6PM JOE’S CRAB SHACK CHESAPEAKE