Inbound Marketing

June 2, 2011

{ What is inbound marketing?

{ Inbound marketing

Inbound marketing is permission-based marketing focused on

content creation, search engines and social media

engineered to drive online awareness and attraction of your

business or organization to feed your sales funnel.

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{ Inbound marketing

What can you expect from Inbound Marketing?

• Get found online by more qualified visitors

• Convert more visitors into leads

• Nurture leads with discipline and consistency

• Close leads efficiently

• Make smart marketing investments guided by analytics

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{ Why should you care?

• 78% of Internet users conduct product research online

• When searching online, 88% of users click on organic link

versus 12% on PPC

• 65% of internet users read a blog daily

• Companies that blog have 97% more inbound links and 55%

more website visitors

• B2B companies that blog generate 67% more leads than those

who don’t

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{

• 93% of U.S. adult internet users spend time on Facebook

• 41% of B2B companies and 67% of B2C companies have

acquired a customer through Facebook

• 61% of B2B companies have acquired a customer through

LinkedIn

• Companies that use Twitter average 2X more leads than those

that don’t

• 3 out of 4 inbound marketing channels (blogs, social media,

SEO) cost less than any outbound channels (including direct

mail and telemarketing)

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Why should you care?

{ Inbound marketing case study

Lynden, Inc. - Transportation & Logistics - 2,000+ employees

• Heavily utilized landing pages with conversion forms, blogging & SEO

tools

• Primary metrics for inbound marketing success is both number of

qualified quote requests generated, plus call center volume

• Increased total quote requests by 270%

• Increased quote requests generated online by more than 412%

• Increased total inquiries to call center by 93%

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{ The 5 Disciplines of

Inbound Marketing

{

• Content is king

• Create and promote continuous stream of content offers

• Vary offers based on prospect position in sales funnel

• Look for testing opportunities

• Blogging – most important content channel

• Social Media – distribute, promote, engage

• SEO strategy

• Understanding keywords & phrases

• Use evaluation tools for insights and tips

• Inbound & outbound links

• E-mail – targeted, cost-effective outbound

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Getting found

{ Convert

• Encourage opt-in self-identification of prospects

• Provide specific offers to map prospect interest

• Use landing pages & analytics to track prospect activity and

progress in sales funnel

• Use what’s learned to guide prospect development

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{ Nurture

• Campaign with a long-term perspective – build relationships

• Remember the rule of 12 touches

• Understand your sales cycle in design of nurturing actions

• Look for behavioral indicators of progress

• Design action triggers & protocols

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{ Close

• Study prospect behaviors, interest areas, pace

• Provide opportunities for prospects to close themselves

• Integrate prospect/customer knowledge with CRM to

provide basis for customer penetration

• Continue nurturing activities with current customers based on

their inbound behaviors

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{ Analyze

• Sources – analyze traffic, links, keywords, offers, content and social

media outlets

• Reach – gather data about your brand reach in popular media to

help you understand changes in your market presence

• Competitors – monitor activity and results for insights

• Modify inbound marketing strategies & action plans based

on learning

• Never stop testing

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{ Getting started

{ Step 1: Plot a course

• Set business goals – web traffic, qualified leads, revenue derived

from inbound traffic

• Determine inbound team – leader, social media manager,

inbound specialist, graphic designer

• Optimize website – make sure keywords and on-page SEO

elements are in place, integrate search/SEO strategy into content

development, and execute link-building strategies to expand reach

• Set up social media accounts & blog

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{ Step 2: Content strategy

• Define your brand promise

• Understand target pain points

• Create editorial outline of key subject categories

• Develop detailed blogging action plan: roles, schedule,

promotion protocol

• Create advanced content plan – webinars, case studies, white

papers, offers, etc.

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{ Step 3: Get to work on SEO

• Develop search strategy that follows content plan

• Research search engine criteria, keywords, and phrases

• Initiate keyword tracking

• Execute on-page SEO

• Integrate search/SEO strategy in content development

• Develop and execute link-building strategy

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{ Step 4: Build & engage social media community

• Research target(s) to learn social media behaviors, norms

• Develop SM plan based on content strategy and target

behaviors

• Create action steps to utilize SM as engagement, delivery, and

promotion channels

• Blog!

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{ Step 5: Begin Convert/Nurture Action Plan

• Develop a capture-and-convert strategy

• Create compelling offers

• Create calls-to-action (CTA)

• Create lead-nurturing campaigns

• Execute & promote via all online channels

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{ Step 6: Analyze, ROI

• Analyze traffic, links, keywords, offers, reach, SM outlets

• Identify best content & conversion pages

• Identify SM sources/campaigns/content/offer types for

traffic and lead conversion

• Adjust strategy based on conversion and revenue results

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{ Questions?