inbound marketing: the buyer's perspective

THE INBOUND JOURNEY: YOUR BUYER’S PERSPECTIVE

AFH bathroom tissue converting with embossing

blog

Top 10 Q&As

white- paper

tip sheet

eBook

step- by-step guide

You’ve created materials that answer this and many other questions buyers want/need to ask before making a decision, and you’ve made them available on your website.

THE INBOUND JOURNEY: AWARENESS STAGE >>

The Marketer's Journey What’s Happening Behind The Scenes

We’re looking at a new bathroom product for the Away From Home market;

I wonder who can accommodate us…

Hey - just what I was looking for!

How did he find that post? Your site came up very high (maybe first) on the search engine results page because it has keywords in it that align with his search (“Choosing the right converting and embossing equipment”), and of course because it was designed to answer one of the most common questions your buyer has.

In searching for information, he found a blog post you wrote that answers his question and provides additional information he finds useful.


What’s Happening Behind The Scenes

OUR BLOG Choosing the right tissue converting

machinery

The Marketer's Journey

When he clicks on that CTA, he’ll be taken to what’s called a landing page. A landing page contains a description of the Q&A sheet, a picture of it, and a form to fill out in order to get his download.

At the bottom of the blog post is a Call-To-Action (CTA) that tells him, “If you’re interested in tissue converting with embossing machinery, you need to read this, too” and shows a free Q&A sheet called “Top 10 Tissue Converting Machinery Q&As.”

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Fill out formTop 10 Q&As


What’s Happening Behind The ScenesThe Marketer's Journey

OUR BLOG

Choosing the Right Tissue

Converting Machinery

Download our

FREE Top 10

Q&As sheet!

Another way he may have found your blog post is on LinkedIn, or on another social media platform, where you posted an update that read, “Looking for converting and embossing machinery? Read this post to learn how to choose the best” and includes a link to the landing page.

Just like with the CTA at the bottom of the blog post, when he clicks on it, he goes to that same landing page.



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NOW!

Fill out form

Top 10 Q&As

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decision

He's interested in reading it, so he fills out the form to download the content.

When he first downloads content, you’ll want to ask questions like:

• Name • Email • Area of interest (where they’ll be a

dropdown of options that help you determine his specific interests/needs)

Now you have a lead with contact information in your system – and you can begin sending hime additional related content you’ve created (via email)!

Fill out formTop 10 Lipo

Q&As



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NOW!

Fill out formTop 10 Q&As

decisiondecision

Now you use his contact information – and what you know about the topics he’s interested in – to send him an email presenting him with another content offer, another CTA to click on and, when he clicks on it, another landing page for that second content offer. Every visitor is different and has unique needs, so the content offers that are sent to each differs, too.

Lead interested in Tissue Converting

- Gets an email offering “How to Choose the Right Converting and Embossing Machinery” article

- 2 weeks later gets email offering “Step-by-Step Guide to Intelligent AFH Embossing & Laminating Decisions

- 3 weeks after that gets an email offering,“What Capabilities Your Converting & Embossing Machinery Should Have” guide

You will have created “sets” of content and associated workflows (a workflow shows what content offers will be automatically sent to leads when, with timing between specified). Each set and workflow is designed to expand the lead’s knowledge of their topic of interest. For example:

THE INBOUND JOURNEY: CONSIDERATION STAGE >>


blog posts

article

tip sheet

how-to booklet

step- by-step guide

decision

Now it’s time to offer him “something he can’t refuse” – something that helps him make his decision. Once he’s downloaded much of the content you have to offer on converting & embossing, it’s time to send him an offer of a free consultation, current machinery assessment…something that makes him say, “Well, this is the incentive I needed to call them today!”

Q&As

You’ve been sending him content offers related to his interest in cobranding. Each one gives him more detail, more assistance, more useful information. You’ve got him thinking of you and what you’ve demonstrated about your expertise each time he thinks about his project. You’ve built his confidence in your business and brand.

What’s Happening Behind The Scenes

THE INBOUND JOURNEY: DECISION STAGE >>


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Free Consultation

The marketer’s process: • He researched potential solutions on Google

• He identified a pool of potential manufacturers that included you

• He learned more about your business and philosophy/methods; he also learned a lot about the

process of tissue converting, and now he feels fully informed to make a good decision

• He was given what he needed to determine if you are the right one to partner with

THE INBOUND JOURNEY: DECISION STAGE >>


You’ve helped me!

inbound marketing: the buyer's perspective

Marketing