The Inbound Marketing Methodology

@ArtilleryMarketHatch Norfolk – February 24, 2015

INBOUND MARKETING

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@ArtilleryMarketSource: http://www.stateofinboundmarketing.com/

@ArtilleryMarketSource: http://www.stateofinboundmarketing.com/

@ArtilleryMarketSource: http://www.stateofinboundmarketing.com/

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Inbound Marketing Methodology

h/t HubSpot

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Inbound Marketing Methodology

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Key Ingredients1. Define your buyer

personas

2. Identify your marketing triggers

3. Create a list of keywords

4. Outline your content strategy

5. Extend your reach with social media

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Define your buyer personas

Fictional representation of your ideal customers

Within your target market there are likely numerous types of buyers

Buyers in each of these roles have very different interests, priorities and goals

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Buyer persona triggers

Identify the events and pain points that cause them to search for information about your product, service or industry

Deep Dive: The Buyer Persona Institute http://www.buyerpersona.com/

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Create a list of keywords

Determine what long-tail keywords prospects use when searching for a solution that you provide

Create a list of key terms and phrases to create content about

Deep Dive: Backlinko Keyword Research: The Definitive Guide http://backlinko.com/keyword-research

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Outline your content strategy

Deep Dive: The Advanced Content Marketing Guide http://www.quicksprout.com/the-advanced-guide-to-content-marketing/

Blogging

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Extend your reach with social media

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Inbound Marketing Methodology

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What Does Costco Have in Common with Inbound Marketing?

FREE SAMPLES

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Offer Premium Content

In-depth information that your prospects find helpful

eBooks, webinars, tip sheets, buying guides, research reports

But… put it behind a landing page

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Start with a Call-to-Action

Website button, image, text link

Encourages action by clicking

Takes visitor to a landing page

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Landing Pages

Remove site navigation

Tell them how they will benefit from offer

Fewer form fields the better (but get email address)

Include key visual

Redirect to Thank You page with download link

Deep Dive: The Smart Marketer’s Landing Page Conversion Course http://unbounce.com/

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Inbound Marketing Methodology

UP TO 95% OF QUALIFIED PROSPECTS ON YOUR WEBSITE ARE THERE TO RESEARCH AND ARE NOT YET READY TO TALK WITH A SALES REP

BUT, AS MANY AS 70% WILL EVENTUALLY BUY FROM YOU OR ONE OF YOUR COMPETITORS

Brian Carroll, Lead Generation for the Complex Sale

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Segment Your Leads

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Nurture Your Leads

Deep Dive: An Introduction to Lead Nurturing (HubSpot)

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Inbound Marketing Methodology

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Keep in touch with customers

Show appreciation

Keep using content to make them successful

Offer customer specials

Ask for feedback and referrals

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Deep Dive: Inbound Marketing

Free Inbound Marketing Certification from HubSpot http://academy.hubspot.com/inbound-certification