turning clicks into customers
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Turning Clicks Into CustomersInbound Marketing and Content
“A skilfully executed inbound marketing campaign is 10 times more effective at conversion than traditional outbound methods”Source: Gartner
“Compared to Outbound only and aligned Inbound and Outbound approach can result in 40-60% more enquiries, 53% fewer Leads to Close one deal, 40-70% lower cost per lead and 60% more marketing sourced pipelimne”Source: Sirius Decisions
“60% of companies have adopted some element of the inbound marketing methodology into their overall strategy”Source: Hubspot
Why should I care about Inbound?
“As much as 50-70% of the buying cycle is now complete before engagement with sales occurs”Source: Sirius Decisions
78% of B2B buyers start their research with searchSource: Demand Gen Report
“B2B companies that blog generate 67% more leads per month than those who do not blog”Source: Social Media B2B
Why should I care about Inbound?
As a marketer you can no longer dismiss Inbound as a black art practised and handled by your web team
Need to take an integrated approach to Inbound and Outbound marketing
If 50-70% of the buying cycle is now completed before any engagement with sales occurs, you must regain control of this percentage group
Inbound Building Blocks: Buyers Journey
InterestLearn
EvaluateJustify £££
Customer Buying Experience
Inbound Building Blocks: Buyers Journey
Find out where your buyers ‘hang-out’ and place content that is relevant to them
Guide them through the journey by serving up content that is appropriate to their stage of the journey
Let’s look at a way you categorise your content to help…
Inbound Building Blocks: Buying Personas
First understand who the buyers are and their typical pains, drivers and motivations
A formal way of doing this is building Buying Personas, as demonstrated in the next slide
This is a fictitious persona for Mandy Lewis, a manager level marketer…
Inbound Building Blocks: Buying Personas
Inbound Building Blocks: Buying Personas
Next we look at the content requirements at each buying stage for the persona
Remember early stage is all about empathy and thought leadership - later stages are about product/service
Consider: - Drivers/motivation at each stage- Questions they may need answering- Value proposition at each stage- What they are most likely to respond to
In depth discussions with Sales really helps here, as well as discussions with existing customers
Inbound Building Blocks: Buying Personas
Inbound Building Blocks: Content Catalogue
So now we can start cataloguing our content There are three main axes represented by the cube on
the following slide:- Buying stage- Persona- Type of content
Inbound Building Blocks: Content Catalogue
CxOtex
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Sales M
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Webinars
White Papers
Case Studies
Videos
Customer
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Learn
Interest
Evaluate
Inbound Building Blocks: Content Catalogue
So content for Mandy is contained in the blue slice of our catalogue
We can see if we have enough content for nurture at that stage
Lastly, keep it up to date and refreshed
Turning Clicks into Customers
Create personas Define your buyers journey Create a content
catalogue
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Takeaways
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