Pyxl Webinar: Getting Started with Inbound Marketing

Presented By:Daniel PaulManaging Director, Pyxl Boulder

Getting Started with Inbound Marketing

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Agenda - A quick overview - Steps to success

1. Strategy

2. Website

3. Content

4. Demand Generation / Lead Nurturing

5. Analytics

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What is Inbound Again? - Inbound marketing is about

creating and sharing relevant, targeted content online and with a specific audience. With inbound marketing, you seek to attract qualified prospects with content that they actually want to see, where and when they want to see it.

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Why Does Inbound Work? - Gone are the days of traditional,

interruptive marketing. - Inbound marketing resonates with

your audience. - Only 2% of customers buy on their

first website visit (Signal Research).

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How Does Inbound Work? - Successful inbound marketing

campaigns begin with a strategy - You need a detailed & well-

informed plan of attack - Can’t just set it and forget it - Inbound marketing resonates with

your audience.

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Step 1:Strategy - 46% of marketing and sales

professionals cite “lack of an effective strategy” as their most challenging obstacle to inbound marketing success.

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Strategy Components - Identify your audience - Analyze your digital presence - Conduct a content audit - Define demand generation &

lead nurturing tactics - Set a reporting schedule

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User Behavior

Now What? - So, your strategy’s all set… now

what?

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Step 2:Website - In the strategy phase, you analyzed

your digital presence - is your website inbound-ready?

- Is your website mobile- and tablet-friendly?

- Mobile usage has surpassed desktop usage (comScore).

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Website Necessities

- Modern, mobile-friendly design - Clear navigation & user

experience - Relevant, search engine

optimized content - Blog - Calls-to-action

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Ask Yourself - What do you want your website

visitors to know? - Where do you want your website

visitors to go? ?

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Design With Users In mind - In the spirit of inbound, think about

what you can do for your users.

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Step 3:Content - In the strategy phase, you conducted

a content audit - What do you already have? - What else do you need to produce?

Content

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Get Writing - Different types of content - Different stages of the buyer’s journey - Relevant, educational, helpful

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Website Content - Ensure your content is optimized

for search and serves a purpose on your website.

mywebsite.com

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Step 4:Demand Generation / Lead Nurturing - Email marketing & automated

workflows - Premium content - Blog - SEO - Social media - PR - PPC

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Set-up - Email & landing page templates - Marketing automation software - Social media accounts on relevant

platforms

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Ready, Set, Go! - Once set-up is complete, you’re

ready to go - Launch time!

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Step 5: Analytics - Key metrics to measure:

- Website traffic statistics - Leads/conversions - Open/click rate (email) - Keyword ranking - Cost per click/cost per conversion

(PPC) - Reach and engagement (social

media)

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Did you know? - Only 53% are measuring ROI on

inbound marketing initiatives (HubSpot).

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- Your road to inbound marketing success: - Strategy - Website - Content - Demand Generation/Lead Nurturing - Analytics

Remember...

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Questions?

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Thank you!

As HubSpot Platinum Partners, we're all about inbound marketing and would love to help you get started.

Daniel Paul

pyxl.it/buildyourinboundstrategy [email protected]

We are passionate about driving results for our

clients. Get in touch today to learn more about

Pyxl's digital expertise.