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Process Overview August 2018 Inbound Marketing Strategy Development
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Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

May 30, 2020

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Page 1: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

Process OverviewAugust 2018

Inbound Marketing Strategy Development

Page 2: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

WHAT IS AN INBOUND MARKETING STRATEGY?

An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers to a system whereby a person is nurtured towards a point of conversion for an organisation. The conversion might be a an online sale, new business enquiry or an app install.

Marketing can be like dating, you don’t jump straight into bed (unless your lucky). It takes time to attract and romance your target before they even agree to go on a date! Marketers break down the process of finding potential customers and converting them into paying customers by designing funnels - typically these are made up of three parts, each of which has its own purpose and channel mix.

� Top of the funnel - Consideration, Awareness & Trust Building� Middle of the funnel - Nurture & Educate� Bottom of the funnel - Convince & Convert

Page 3: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

Understanding Your Audience

Page 4: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

4Client Name

hello@ fortune-media.co.uk www.fortune-media.co.uk Copyright © 2018 Fortune Media Limited

Who & Why - Understanding Target Prospects

Quite simply you can’t design & build an effective funnel if you don’t who you’re targeting & what their needs are. Once you know who you’re talking to and what their drivers are you can design methods to grab their attention & start engaging them.

Start by selecting your target industries, and then research what the typical business critical problems are that these organisations face. Begin by looking at industries or areas of expertise you already have experience in.

Real Estate Agents ExampleBusiness objective - Sell homes & rent homes to earn commission and make profit.

Marketing Objective/problem - Attract vendors and landlords into their database who need help selling their homes or property mgmt services.

How can your service help the prospect?As a digital marketing agency, we could use our skills and knowledge to build a marketing funnel and use digital advertising methods to outrank their competition and engage with landlords and vendors before other high street agents do.

Page 5: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

5Client Name

hello@ fortune-media.co.uk www.fortune-media.co.uk Copyright © 2018 Fortune Media Limited

Target Audience Personas

Personas add richness to target audiences. Your target audience can tell you that women between the ages of 35 and 40 are likely helpers for your school trip, but a persona will tell you that these women are mothers with school-age children looking to help teach their kids about the power of helping others. Using this persona, you might create a short video directed at children helping other children succeed in school for these mothers to show their families.

Personas allow you to walk in your audience’s shoes and actively work to help them overcome challenges and achieve goals. To outline a persona, use any data you have on the demographics and habits/interests of your target prospects combined with your own knowledge of your audience and what its members have in common.

Generally, three personas should cover all of your target audiences. You don’t want to lose the benefits of speaking to a small, well-known group.

Page 6: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

6Client Name

hello@ fortune-media.co.uk www.fortune-media.co.uk Copyright © 2018 Fortune Media Limited

Developing Your Audience Personas

Asking the right kind of questions helps to power through this exercise, so here are a few easy (and not so easy) questions to think about...

1. If you’re selling B2B, what is the job role of the person that will comission you?

2. What are their major concerns at work?

3. Do they sign off the budget, or is there a committee?

4. Where do they go to gather information or learn about things?

5. Who influences their decisions?

6. Are they male or female? How old are they?

7. Do they work in an office in the city?

10. Are they time rich or poor?

11. What’s their house hold income?

12. Are they university educated?

13. What are their interests?

14. What are the roadblocks in the way of them achieving their goals?

15. What objections might this person have to being marketed towards?

... alternatively you can use an online tool https://www.hubspot.com/make-my-persona

Page 7: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

7Client Name

hello@ fortune-media.co.uk www.fortune-media.co.uk Copyright © 2018 Fortune Media Limited

Breaking DownThe Funnel

Page 8: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

8Client Name

hello@ fortune-media.co.uk www.fortune-media.co.uk Copyright © 2018 Fortune Media Limited

Marketing Funnel - The Parts & Their Purpose

Top of The FunnelAnswers, Support & Awareness

Make FriendsPeople enter your marketing funnel at the top, and they may not at this stage be expecting to hire your service. They are typically people with a problem seeking answers or information to help them.

Influence PeopleSo you’ve answered the initial needs of the prospect, now we seek to provide extra layers of expert knowledge, and tie this to the promotion of your product or service and guage their readiness to buy.

Get Down To BusinessNow that a prospect has shown an interest its time to convert them into a paying customer using a combo of incentives alongside content that proves the value of purchasing your service!

Middle of The FunnelNurture, Consideration & Education

Bottom of The FunnelConvince & Convert

Page 9: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

9Client Name

hello@ fortune-media.co.uk www.fortune-media.co.uk Copyright © 2018 Fortune Media Limited

Top Of The Funnel - Answers, Support & Awareness

Purpose (Why)Top of the funnel content is typically designed to help people answer specific questions or help them answer problems they have. The content can come in many different formats - from blogs, to videos or infographics. The trick is to get a person onto your content and then use techniques to get their contact info by making them sign up to a newsletter or download a white-paper in exchange for contact details. We also use cookies to place retargeting pixels on people browsers for social media and display networks.

Channels (How)� Targeted display advertising (LinkedIn, Paid Social, GDN, Programmatics)� Blog Posts� White Papers� Social Media Posts� Paid Search & Landing Pages� Cheat sheets and checklists� Podcasts

Page 10: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

10Client Name

hello@ fortune-media.co.uk www.fortune-media.co.uk Copyright © 2018 Fortune Media Limited

Middle Of The Funnel Nurture & Educate

Purpose (Why)Once you’ve got your prospect into the funnel and you are able to retarget (sometimes called remarket) them, the purpose of the middle of the funnel is to begin to align your prospects needs with the products or services you are selling so that they start to consider using your company or product. It’s also a great opportunity to start to guage their readiness to buy based on their interactions and behaviour - those that display the actions of a person who might be eager to buy need to be moved to the bottom of the funnel quick smart!

Channels (How)� Email Automation Chains� Retargeting Ad Banners (Social & Display Networks)� Events & Workshops� Newsletters & Blogs� Webinars� Chatbots

Page 11: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

11Client Name

hello@ fortune-media.co.uk www.fortune-media.co.uk Copyright © 2018 Fortune Media Limited

Bottom Of The Funnel Evaluate, Convince & Convert

Purpose (Why)If a prospect is in the bottom of the funnel it’s time to start converting them into clients. The content needs to not just be closely aligned to the client needs, but consist of shareable content that can be distributed amongst key decision makers to keep purchase cycle moving. It should prove the value of a purchase. A lot of content will focus on ROI and how your product or service can increase LTV (Customer Lifetime Value).

Channels (How)� Email� Landing Pages � Case-Studies � Infographics � Testimonials� Webinars� Interactive Product Tours, FAQs & Demo’s� Free Trials� Free Workshops

Page 12: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

12Client Name

hello@ fortune-media.co.uk www.fortune-media.co.uk Copyright © 2018 Fortune Media Limited

Marketing Hooks & Trip Wires

Page 13: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

13Client Name

hello@ fortune-media.co.uk www.fortune-media.co.uk Copyright © 2018 Fortune Media Limited

Hooks - Grabbing The Attention Of Your Prospect

A hook is typically also called the ‘lead magnet’ - and after the lead magnet the ‘trip-wire’ is an irrestible offer to motivate a prospect to convert.

Marketing HooksLike in fishing, there is not one bait attached to a hook that attracts all fish. A juicy piece of corn might catch a Carp whilst an attractive fly will be needed to entice a Trout. Marketing hooks are a way to grab a persons interest, and they need to cater to the needs and driving influences of your target audience and personas. As well as the lead call to action in an advert, hooks are typically also used within a tagline or a slogan that aligns with your brand and highlights your USP.

Hooks take lots of different forms, but some typical examples are;

� Numbers - 5 Simple Daily Exercises to achieve your bikini figure! � Fear - Don’t Miss Out! Buy Bitcoin today and be a millionaire tomorrow! � Secrets - Uncover the secret ingredient of the Colonels special sauce � The New - Uncover the latest tech trends for 2019 � Superlatives (The longest/shortest/best/worst) - The Best Diet of 2018� Amazement - Life discovered on Mars!

Page 14: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

14Client Name

hello@ fortune-media.co.uk www.fortune-media.co.uk Copyright © 2018 Fortune Media Limited

Trip wires - Converting the customer

TripwiresWhat is Tripwire Marketing? You’ve got a prospect in the funnel, they are loving the content, they are reading about your services BUT they haven’t got in touch - no phone calls, no emails, no conversion pixels firing.

What is a marketer to do? It’s time to open our box of incentive tricks and start making offers that are too good to resist. Sometimes these are viewed a loss-leaders that cost you a relatively small amount of time, money or resources - but they pay dividends.

vOnce your prospect has ‘tripped the wire’ it’s usually much easier to convert them into a customer and upsell them.

Tripwires take lots of different forms, but some typical examples are;

� Promotions - Register for a FREE 30 day trial � Offers - Register for a free account review � Discounts - 50% off your first purchase when you register

Page 15: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

15Client Name

hello@ fortune-media.co.uk www.fortune-media.co.uk Copyright © 2018 Fortune Media Limited

BuildingThe Funnel

Page 16: Inbound Marketing Strategy Development · WHAT IS AN INBOUND MARKETING STRATEGY? An inbound strategy is typically described as a Marketing Funnel. A ‘Funnel’ in marketing refers

16Client Name

hello@ fortune-media.co.uk www.fortune-media.co.uk Copyright © 2018 Fortune Media Limited

Putting All The Pieces Together

Once you’ve understood your audience, their pain points that you can help with, what channels they use and have considered the methods you can use to entice them you are in a position to start crafting the plan.

Campaign Plan� Channel breakdown - Social Media, Video, Blogs, Whitepapers, Email Flows etc

� Content breakdown - Themes / format / channel allocation

� Userflows and UX Planning (Linking Channels to Content) - Walk the walk and ensure you haven’t left gaps

� Ad Planning, design and development - Where will I lay my hooks? PPC, Social Display, PR etc

� Creating a content schedule (stick it on a timeline) - You can’t do it all at once so plan when, how and who will make it...

� Build it

� Test it

� Start

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THANK YOU!

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