Inbound marketing strategy

How to create a marketing strategy that converts

By Meritxell Garcia

INDEX

• Why a website?

• What are our options

• How does Inbound marketing work?

• Take me to that journey

• SoG strategy

• What we need

Hope is not a strategy

What do we want?

• Build brand awareness

• Create brand engagement

• Establish thought leadership

• Generate high lead volume

• Close deals

• Nurture customer relationships –repeat purchase

Define goals

Generate revenue!

Generate recurring revenue!

Outbound Marketing

How do we do it?

Inbound Marketing

(Interruption) (Permission)

Cold callingDirect email (Spam)

TV AdvertisingRadio AdvertisingPaid search

SEOContent marketing (Blogging)

Social mediaPodcastingRSS

Inbound MarketingInbound marketing is the process of attracting targeted audience by providing them helpful content.

• 86% of people skip television ads

• 44% of direct mail is never opened

• 67% of B2C companies and 41% of B2B companies have acquired a customer through Facebook.

• 57% of businesses have acquired a customer through their company blog.

Source: HubSpot blog

Outbound Marketing Inbound Marketing

How does Inbound Marketing work?

Requirements

Define Buyers persona

A buyer persona is a semi-fictional representation of our ideal customer based on market research and real data about our existing customers

Define Buyer’s JourneyThe buyers Journey is used to describe the stages of buyer persona in the Buying process

It is the active research process someone goes through leading up to making a purchase

Define Buyer’s Journey

A Buyer’s Journey is divided into 3 stages

Awareness Consideration Decision

The persona is experiencing a real problem

The persona is clear about his or her problem also has an idea about the solution

The persona decides the solution

At every step of the journey we step in the following process:

Awareness

AttractConsideration

ConvertDecision

Close

Delight

stranger visitor lead customer

promoter

Return

stranger

Marketing Funnel

Attract Convert Close

Take me to that Journey

• 31 year old lady• English speaking• Restorative (problem

solver)• Works in Digital• Interested in

Marketing, Social media and Consumer behaviour analysis

• * Likes the occasional drink

Define Buyers persona

Define Buyer’s Journey• She has been prompted with

a problem at work: How to sell the company’s product

• She does research to find a solution (restorative nature)

Awareness

stranger

visitor

• Meri has heard of inbound marketing as a possible solution for B2B companies without astronomical budgets

• Searches the term “Inbound marketing for B2B” on Google

• SERPS serve “ How to build a B2B inbound marketing machine” as one of the first 3 options

• Meri clicks on the article, link to blog post at“newbreedmarketing.com

• 20 pages of premium content• Solves some of her doubt• FREE• Makes Meri happy

?visitor lead

Consideration

No way! I want more!

visitor lead

Wait…what! even more FREE stuff

Lead nurturing

B2B lead nurturing focuses on educating qualified sales leads who are not yet ready to buy.

2 days later…

What has been Meri’s buyer’s journey

Awareness

AttractBlog post

FREE guide to inbound marketing

FREE Social Prospecting workbook

Consideration

ConvertFREE inbound marketing cheat sheet

Decision

Close

?

Return

Lead nurturing

SEO

The Strategy

1.Attract visitors

3.Leads into

prospects

2.Visitors into leads

A continuous process

1.How will we attract new visitors?1. Focus on content creation and invest in our blog- The more we create the more organic traffic we will generate

2. Deploy infographics – Infographics get shared more often than most types of content. This makes them ideal candidates for traffic generation campaigns that make use of content marketing. For instance on Pinterest, Facebook and Twitter

3.Share slide shares and other presentations – Posting information of Slideshare will help us increase both brand awareness and website traffic through exposure to potential customers

4. Add social sharing buttons on our site- People won’t just copy and paste content on their facebook, we need to make it easy for them to promote us

5. Write guest posts for top industry sites- it’s great for traffic and authority

Social Media sharing

Slideshare

Infographics

Guess blogging

2.How will we turn visitors into leads?

1. Offer good quality premium content ready for download• Whitepapers• Ebooks• How to guides• Checklists• 3 series video

2. Sign up to our newsletter

3. Sign up to our blog

3.How will we turn leads into prospects?

1. Establish an automated email system

2. Contact the prospect within reasonable time

3. Offer immediate value• Webinar• Case study• FAQ sheet• Brochure• Cheat sheet

4. Give clear CTA, eg download, sign up, call

5. Offer the opportunity to have a consultation

6. Track, track,track…and optimize

Lead nurturing- email marketing process

Social Media Marketing

Email MarketingContent Marketing

• It establishes us as thought leaders

• It attracts people with real interest in our brand

• It helps grow a long-term audience

• Low cost

• It accounts for a huge portion of referral traffic to our site (distributes content)

• It increases brand awareness• It shows that our brand is active-legitimates the

brand• Low cost

• It targets people who have actively opted in

• It allows segmentation

• It can be tracked easily

• Low cost

Channels of interaction

How will we track ROI?

Content Marketing

• Total visits• Unique visits• impressions• Downloads• Time on site• Bounce rate• Conversions: subscribers, leads

• Inbound links

Social Media Marketing

• Engagement: likes, comments, shares, mentions

• Reach• Fans, followers• Increase traffic to website

• Sales from social media

Email Marketing

• Open rate• Click rate• Conversion rate

• Conversion Value

• Total cost• Total value