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The 30-Minute Marketing Plan
Eliminate The Five Most Common Challenges
With Executing Inbound Marketing
Eric Keiles
CMO, Square 2 Marketing

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“My inbound
marketing
isn’t performing,
and I don’t
know why?!?”

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What’s The
Common Challenge
With Inbound?

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What’s The
Common Challenge
With Inbound?
Lack of Results

5. • Strategy Before Tactics
• How To Leverage Content
• Integrated Approach
• Ongoing Outreach & Optimization
• Goal Setting
• The Total Inbound Experience
• Wrap Up/Q&A
AGENDA

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1 Strategy Before Tactics

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What Is Inbound Marketing?

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What Is Inbound Marketing?
Content

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What Is Inbound Marketing?
Content OutreachStrategy

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What Is Inbound Marketing?
Content OutreachStrategy
Reality Marketing
TM

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What Is Inbound Marketing?
Content OutreachStrategy
Reality Marketing
TM

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Choose
The
Right
Words!

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Your Job as Marketer:
Find Ways To Position Your
Company As“Remarkable”

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Be Remarkable!
Is Your
Company a
Purple Cow?

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“You are never going to believe this! The builder of our new home
puts a webcam on our site so we can watch the progress of our new
home construction! You gotta check it out on their website…”

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2 Leveraging Content

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What Is Inbound Marketing?
Content OutreachStrategy
Reality Marketing
TM

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The Buyer’s Journey

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The Buyer’s Journey

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3 Integrated Approach

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Especially In Inbound,
1+1 = 3
(It’s not just about the software)

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Results: We Need It All!
• Dedicated Inbound Marketing Manager
• Monthly goals for website traffic,
conversions and leads
• Defined sales process
• Weekly KPI Review
• On Site SEO
• Off Site SEO
• Social Media on all major networks
• Guest Blogging on multiple sites
• Blogging five times a week
• Quarterly Webinars
• Monthly Content Publication
• Annual Site Relaunches
• Monthly adjustments to the site
• Lead Nurturing
• Social Media PPC (when we need extra
push)
• Conversion Optimization
• Speaking – multiple times per month
• Educational email
• Best of the blog email
• Video Marketing Minute (twice a month)
• New Tactics Launching and testing new stuff
quarterly!

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The Inbound Marketing Content Funnel

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4 Ongoing Outreach &
Optimization

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What Is Inbound Marketing?
Content OutreachStrategy
Reality Marketing
TM

35. Persona Development
• Who Are They?
– Demographic?
– Psychographic?
• What Are Their Titles?
• What Do They Think?
• Where Are They Located?
• What Are Their Pains?
• Where Do They Go For Content?
• How Do They Want To Receive
Information? Jason, the CIO

36. Personas

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5 Goal Setting

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Quantifiable?

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Calculate Your Marketing Goals:
You need these three metrics:
1) Revenue Goal: From $10MM this year to $12MM
2) Average Engagement Size: $25,000
3) Close Rate: 50%
Revenue increase of $2MM divided by $25,000 means we need 80 new clients.
At a 50% close rate, we need 160 quotes and proposals to get 80 new clients
Need to generate 400-600 contacts to get 160 opportunities
(rule of thumb: 3-5X)

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6 The Total Inbound Experience

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Question:
How Would You Go About
Choosing a New Vendor?

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Question:
Why Would You Assume
Your Prospects Are
Behaving Any Differently???

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It’s Got To Be
About Them –
Not You!

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No! Yes!
The Red & Blue Test
It’s About
Them,
Not About
You!

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UI/UX
User Interface/User Experience

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7 Wrap-Up / Q&A

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Marketing in 2016:
There’s good news
…and bad news

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What was the
typical American
Breakfast prior
to 1941?
Question:

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Today:
Average of 63 Choices
of Breakfast Options!

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Advertising
Sale
Three-Step Marketing
The way it used to be:

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Advertising
Sale
Three-Step Marketing
The way it used to be: The way it is now:
Inbound Marketing
Build the
Marketing Machine
Database
Sale

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Square 2 Marketing’s
2016 Outcome Imperative:
RESULTS!

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Read the Books!

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Hot Off The Presses!

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Free Digital Copy for
Inbound Attendees:
http://tinyurl.com/otcepkl

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Our Mission…
Offer #1:
Complete the “Blue Sheet” and
Get The Slides
Offer #2:
Complimentary Assessment of
Your Inbound Marketing Program

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Questions?

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Thank You!
Eric Keiles
215-491-0100 x101
eric@square2marketing.com
www.square2marketing.com
Please Connect with Me!
@Square2
LinkedIn