what is inbound marketing?

Welcome to Inbound Marketing

Suzanne Carawan, CMO

Integrated eMessaging Solutions

Build It and They Will Come


Reality of Membership Market


Individual Power/ WIIFM

www.highroadsolution.com


Hottest Trends in Marketing

1)Content Marketing2)Live & Virtual Event Marketing3)Promoted Social/ Social Marketing4)Marketing Automation


The New Methodology in Marketing

• Inbound Marketing:–Marketing activities that bring visitors IN– Earns the attention of customers–Makes company easy to be found– Draws people in using interesting

content


The Thinking Game


The Running Nowhere Game

Inbound Marketing

Why Inbound for Not-for-Profits


Typical Inbound Elements

• Banner Ads• Social Media• Keywords• Email• Blog• Landing Pages to Capture Data & Offer

Value-Add &/or Interactive Experience• Website Analytics


**Hint! Use LinkedIn ads to drive traffic to website!!!


Why Are U Suited for Inbound?• Content• Content• Content• Content• Content• Content• Too Many Emails full of CONTENT!!


What Are the Obstacles?


What’s Really New? Growth!


What Are the Obstacles?


Growth: How Do We Design For Now?

EngagedCheckbook members

High negative or no squeak


Where Does the Time & Energy Go?


Why Aren’t We Increasing Revenue?


Grow or Go Mentality

Inbound Mindset ElementsSegmentation, Persona, Lifecycle & Lead

Scoring


Modern Method: Be There

Your brand

Your brand

Your brand

Your brand


Reality of mass market


Power of Influencers


How Do We Understand the Market?

• How Do We Group People? What are the Factors that Group People Together?

• Who Are the Influencers? • Who Are the Haters?• Cultural/Environmental Factors? • How Do they Get Information?• Demographics/Psychographics?• Tastes & Preferences?


Segments

• Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them.


Personas

• Characterization of a target population to allow you to better craft product/service offering, value proposition & promotion


Why Use Personas?

Helps get you into the mindset so you can ideate & understand what’s of interest


What’s the Diff?

• Segmentation– Discrete data– Slices based on

criteria such as demographics, psychographics, etc

– Rear facing– “What did they do?”

• Personas– Fictitious– Aggregates criteria– Behaviorally

focused– Forward facing– “What will they

do?”


Lifecycle Stage

• Where the user is in the buying lifecycle:– Lead–Marketing Qualified (MQL)– Sales Qualified (SQL)– Opportunity– Customer– Evangelist


Lead Scoring

• Assign a numeric value to actions that a user may take. Reward harder engagement with more points

• Example: Filled out an interest form about membership, score them as a 50 out of 100 total possible points


Lifecycle Stage & Lead Scoring• Understand who’s who & where they

are:– Lead: Scores of 1-49–Marketing Qualified (MQL): Scores of 50– Sales Qualified (SQL): Scores of 51-75– Opportunity: Scores of 75-90– Customer: Scores of 91-100– Evangelist: Scores of 101+


Self-Check: Your Org & U

Putting Inbound in Action

Key Technique: Knowing the Right Mix


Where U Are in the Process

• Know the Market• Know our Data• New Way to Use the Same Channels• New Tool to Make it Easy • Create Campaign & Measure


Sidenote: LinkedIn


Emails Sent


Results

• Increases!– Conversion– New registrants– New people you didn’t know– New subscribers– New energy