Think Global Institute Inbound Marketing January 2015

Inbound Marketing Workshop for Think Global Institute

January 2015

Elyse Meyer, Founder Prism Global Marketing Solutions

#inbound12

ELYSE MEYER

Certified in Inbound Marketing, HubSpot & Website Design Background in higher education, SaaS, medical, technology and professional services

@elyseflynnmeyer @PrismGlobalMKTG

1 Inbound Marketing for Startup to Growth Companies

What is inbound marketing?

The way we live has changed.

86% skip TV ads

91% unsubscribe from email

200M on the Do Not Call list

44% of direct mail is never opened

BROKEN.

THE OLD MARKETING PLAYBOOK

IS

Understand Your Buyers: •  Personalize your

marketing •  Identify buyer needs •  Understand what

content pulls leads through sales funnel

Inbound updates the playbook based on the way people buy today.

Get Found Online: •  Website pages •  Blog articles •  Social media messages •  All optimized to drive

qualified leads to your site.

Inbound Marketing Funnel

Create and share optimized content to attract quality inbound visitors to your

website.

Gate marketing assets behind a landing page form to generate leads.

Nurture them with personalized, multi-channel marketing

automation.

Leads

Visitors

Customers

Create Content to Generate Inbound Leads Attract more qualified, inbound visitors to your site, convert them into leads, and nurture them with personalized content into paying customers.

Inbound Marketing Cycle Develop

Content & Offers

Optimize Content

Promote On Your Blog

Promote Via Social Media

Nurture Your Leads

Analyze the Data

Adapt Your Marketing to Your Visitors Plug your content into your contacts database to personalize your marketing based on who your leads are

and where they are in your sales funnel.

Visitor B: Warm Lead Goal: Nurture for Sales

CTAs: How-to Guides, Whitepapers, ebooks Personalized Emails: Top-of-Funnel Offers Workflow: Generate new leads List: Cold Leads

Number of Conversions = 3 Lifecycle Stage = Marketing Qualified Requested Consultation? = No Viewed Pricing Page? = Yes

CTAs: Request a Consultation, Schedule a Demo Personalized Emails: Middle-of-Funnel Offers Workflow: Warm up existing leads List: Warm Leads

Context

Visitor A: New Prospect Goal: Convert to a Lead

Number of Conversions = 0 Lifecycle Stage = Subscriber Requested Consultation? = No Viewed Pricing Page? = No

Context

Marketing to a New Prospect VS. Warm Lead

Empower Your Sales Team Pass valuable lead intelligence to your sales team for faster follow-ups, better connects, and warmer leads.

360° View of Your Leads

What companies are visiting our site?

What pages have they viewed?

What have they converted on?

How engaged are they?

When are they on our site?

What emails have they opened?

Who are they on social media?

What is their lead score?

2 The Stats Behind Inbound

The Data & Facts

. •  87% of buyers say online content has a major impact on vendor preference •  57% of companies have acquired a customer through their blog

•  81% of Small and Medium-Sized Businesses Use Social Media to sell

•  65% of companies have acquired a customer from LinkedIn

Content!

Inbound Leads Convert Better

Other Leads

Inbound Leads

Lead to Customer Conversion Rate for Leads Sent to Sales Team

3x

Inbound Leads are 61% Lower Cost

$135 cost per Inbound

lead

$346 cost per

advertising / cold calling

lead

Stats Show Blogging Works

Increase in Web Traffic

55% 79% Increase in

Twitter Followers

Generate Revenue from

Blogging

57%

3 How to Plan Your Inbound Strategy

INTEGRATED INBOUND MARKETING CAMPAIGNS.

Analyze

Offer

Call to Action

+

Landing Page

Email

Blog

Social Media

How can you implement inbound?

Search Optimized & Responsive Website

Lead Capture Forms & Landing Pages

Social Media Marketing & Monitoring

Blogging

Email Marketing & Marketing Automation

Marketing Analytics

Inbound Marketing Success: Management Consulting Company

•  Global human capital consulting & performance assessment tools

•  Offices in Phoenix, Dallas, NYC & London •  Re-branded and re-launched in May 2013 Primary Goals: •  Build web presence & brand awareness •  Increase website traffic •  Encourage inbound leads and conversion

through inbound marketing

SEO & Responsive Design •  Ensure your online assets are responsive

including website, subdomains & emails •  Devise search engine optimization

strategy: •  On-page SEO

•  Page Title •  Meta Description •  Content •  Header/Subheader •  Images

•  Off-page SEO •  Blogging •  Landing Pages •  Social Media

•  Stay up-to-date with the SEO changes RESULT: 48% increase in total website traffic month

over month

Workshop: How do you pick the right keywords?

•  Do you know how people find your website? •  What keywords do you want people to associate with your

business and your brand? •  What is a long-tail keyword versus a short (broad) keyword? •  Understand what your competitors rank for online

10 Minutes:

•  Pick 10 – 15 long-tail keywords that you want people to search for online and find your business as one of the top 5 sites in the Google search

Blogging

•  Minimum of 1 blog per week

•  Pick a blog series to help organize ideas

•  Feature guest bloggers and team

members

•  Ensure 5-10 keywords on each post

•  Include calls-to-action and links

throughout

RESULTS: •  61% of website traffic •  82% of inbound leads

Workshop: Pick 5 – 10 Blog Topics

•  Answer questions that you hear every day – just in writing

•  Break down premium level content into individual blogs for lead

generation

•  1 post each month can be related to PR/upcoming events, etc.

10 Minutes: •  Pick 5 – 10 topics to write about for the next month in your blog •  Relate those topics back to the keywords you defined earlier

Premium Marketing Assets • Whitepapers • Case Studies • Free Tools • Podcast / Videos • Photos / Images • Presentations

Lead Capture Form & Landing Pages •  Ensure appropriate content is behind a

landing page with a form •  Develop at least 1 offer per month •  All offers include:

•  Call-to-action •  Landing page •  Offer page •  Follow up email

•  Utilize progressive profiling •  Promote your new offers to leads &

customers •  Maximize the reach of your offer on social

media RESULTS:

•  Average 52% conversion •  902 B2B leads

generated in 4 months

Workshop: Content Review •  What are the key pieces of information you want to have

about a contact before you contact them?

•  What type of content do you already have across all of your

channels? •  Whitepapers/Ebooks •  Case Studies •  Blogs •  Guest Blogs •  Videos

5 Minutes: •  Make a list of where your content is current living •  Jot down 5 – 8 pieces of contact information that you would

like to have on all of your leads before they enter the funnel

Email Marketing & Automation •  Promote offers & increase awareness

•  Include appropriate offers on each email

campaign to increase lead reengagement efforts

•  Send at least 1 email per month to each of your target markets (buyer personas)

•  Increase marketing automation efforts based on insights, web traffic, social conversations

RESULTS: Average 31% lead

reengagement rates on email campaigns

Social Media Marketing & Monitoring •  Develop social media channels (just those that

make sense): •  LinkedIn company page •  Facebook page •  Twitter •  Google+ •  LinkedIn group •  Pinterest •  Instagram •  YouTube

•  Determine appropriate frequency •  B2B audience benefit from LinkedIn sharing •  Post 70% external; 30% brand •  Monitor relevant conversations

RESULT: Average 169% growth in

social media traffic month over month

Analyze, Analyze, Analyze •  Track weekly analytics

•  Define where traffic is coming from

•  Understand where leads and

customers are generated

•  See which pages generate the most traffic and leads

•  Identify which social media posts and channels are most beneficial

•  Optimize your marketing efforts

What should you track? •  Overall traffic to website •  Organic traffic to website •  Social media traffic to website •  Referral link traffic to website •  Email marketing traffic to website •  Time of visitors on website •  Bounce rate on website •  Social media engagement on all

channels •  Number of leads per month •  Conversion rate on landing pages •  Number of blog subscribers •  Email open rate •  Email click rate •  Competitor report

What Tools Can You Use?

Free Tools*

•  MailChimp

•  Hootsuite

•  Wordpress

•  Google Analytics

•  Google Webmaster

*These tools all have paid versions as well.

Paid Tools – All in One

•  HubSpot

•  Marketo

•  Eloqua

•  Infusionsoft

4 Expected Results & ROI

Analyze Your Marketing ROI Understand which of your marketing activities are driving the best visitors, leads, and customers to your business.

Customers

•  Keyword Rankings •  Page Views •  Blog Visits & Readership •  Competitive Analysis •  Social Media Reach •  Social Media Message

Analytics

•  Highest lead generating channels for

•  Landing Pages •  Email •  Blogs •  Site Pages

•  Contacts database size •  Number of sales qualified

leads •  Blog subscribers

Visitors Leads

•  Sources ROI •  Number of customers •  Lifecycle summary

See early results grow over time

0

5

10

15

20

25

30

35

6 months 9 months 1 year 1.25 years 1.5 years 1.75 years 2 years

2.37x

6.12x

32.94x

13.75x

Months after implementing HubSpot software + inbound marketing services

Inbound Marketing Funnel

10 Steps to Evaluate Your Inbound Strategy

1.  Analyze your website design & navigation 2.   Optimize your website content for search 3.   Start a blog or update your blog at least twice per week 4.   Develop offers for your website visitors including calls-to-

action and thank you pages with secondary offers 5.   Evaluate your social media strategy 6.   Determine how frequently and what types of content you

are posting on social 7.  Engage & interact with your followers on social media 8.   Monitor social media mentions and influencers 9.   Nurture your leads with email marketing 10.  Analyze your data and make recommended changes

QUESTIONS?

THANK YOU

Elyse Meyer Prism Global Marketing Solutions

[email protected] 480-720-8552