2. Ready to start
It's time to consider Inbound Marketing.
qualified leads online? Great!
3. What's all
the fussabout?
Does Inbound Marketing actually work?
More and more businesses are moving their marketing
dollars to online, inbound marketing.
Because it works. But don't take our word for it.
of marketers will invest
more in earned mediain
2011.3 More than half
of marketers increased
their inbound marketing
budget in 2011.
4. INBOUND MARKETING has
four core principles
designed to generate new leads and give you amaximum ROI on
your marketing efforts
5. All four steps are
importantto the marketing puzzle.
we're going to focus on the first three stages
(our favorites!)
But for this presentation,
6. Before you can ever generate leads from your audience,
you have to have an audience!
That's where the ATTRACT stage comes in.
How do you increase your online visibility in
order to attract your potential clients?
ATTRACT
7. It takes a killer combination of three main tactics to attract
an audience and generate inbound website traffic:
Focus your SEO strategy on people using search engines
and not the search engine itself.
Create consistent problem-solving, keyword ranking blog content.
Promote that content via social media.
01.
02.
03.
ATTRACT
8. Optimize your content for keywords & phrases
When you’re blogging and creating other content, remember to keep
these keywords and phrases integrated throughout.
Based on your marketing goals,
create a list of strategic keywords that your target
audience will be searching for.
that your target audience is searching for.
ATTRACT
9. Create useful content that helps solve
A problem for your audience.
Bonus: Keeping an active blog will also allow your prospective buyers to get to know your company
and come to LIKE you. If you want to attract an audience, they need to like you!
Want to attract more potential clients? Make sure that you're
consistently posting content always meets a need that they have.
ATTRACT
10. Promote this content using
social media channels.
It’s easy to do this through sharing functionality you build into your blog
so that readers can easily click to share.
Since you're spending the energy to create keyword-rich content,
get the most out of it by sharing on social media!
ATTRACT
11. Once you have an audience of prospective buyers, it's time to start
gathering information about them.
This way, you can figure out how your company can help meet a need they have.
How do you do that? By offering remarkable content in
exchange for their information.
Welcome to the CONVERT stage!
convert
12. convert
We call these remarkable
content pieces "Offers."
What is an offer? A piece of content that is linked from
a page asking visitors to fill out a quick form with their
information before they download it.
Offers are the simplest and most effective tactic for turning traffic into leads.
Your target audience loves these because they’ve been designed to
meet a specific need or address a common problem.
13. convert
Why are offers so effective?
The more offers a potential client downloads, the more
you learn about them and can better meet their needs. Talk
about personalized service!
When a visitor fills out the form to access your content offer, a lead is created. Withthis
information, you can use what you know about that lead to build out a follow upprocess
designed just for them!
What are some examples of an offer?
• Ebook downloads
• Videos
• How to Guides
• Webinars
• Industry trend reports
14. But we aren't done yet.
Leads don't make money!
Now that you’re generating traffic from the offers you’re creating and
gaining access to a new pool of leads, it’s time to convert them into
paying customers and CLOSE the sale!
So how do you turn those leads into paying clients?
CLOSE
15. Create follow up campaigns
that nurture leads at different points
in the sales process.
After you’ve created some well crafted offers, it’s these personalized lead-nurturing
campaigns that will guide your prospective client through the sales funnel.
According to Forrester Research, companies that excel at lead nurturing
are able to generate 50% more sales ready leads at 33% lower cost.
CLOSE
16. CLOSE
Why do lead
nurturing campaigns work?
These campaigns are also an opportunity to continue
educating the prospective buyers on your value proposition
(ie: why does what you offer make their life better?)
They give you the opportunity to continue providing educational content
to a prospective buyer and earn their trust
17. CLOSE
How do you create a
lead nurturing campaign?
Based on the particular offer a lead opted into, you can use
this insight to better target leads and personalize the
approach you use in leading them to make a purchase decision.
When creating follow up email campaigns to nurture these leads, you can segment your
leads based on the different content offers they’ve opted into.
18. CLOSE
Because you've gained the trust of your audience
and they've gotten to know your company, you can make a
Sign up for a free trial
Get a free consultation
seamless pitch for a final offer!
19. CLOSE
PS. Did we mention that lead nurturing campaigns are automated? That means they’re
scalable. And they don’t require sales resources until the very end - the fun part.
Cha-ching!
20. now what?
Contact us at www.plumeandpost.com
If you’re ready to develop your own InBound Marketing plan,
you can start by getting your free 30 minute consultation from
the Plume and Post team!
21. Want to learn moreabout
Inbound Marketing?
You can also find more helpful resources on our
blog: www.blog.plumeandpost.com
Find us on Twitter, Facebook, and LinkedIn
