A successful inbound marketing strategy is all about creating relationships with followers and establishing automated procedures. Learn more on this presentation

1. How to create a
marketing strategy
that converts
By Meritxell Garcia

2. INDEX
• Why a website?
• What are our options
• How does Inbound marketing work?
• Take me to that journey
• SoG strategy
• What we need

3. Hope is not a
strategy
What do we want?

4. • Build brand awareness
• Create brand engagement
• Establish thought leadership
• Generate high lead volume
• Close deals
• Nurture customer relationships –
repeat purchase
Define goals
Generate revenue!
Generate recurring
revenue!

5. Outbound Marketing
How do we do it?
Inbound Marketing
(Interruption) (Permission)
Cold calling
Direct email
(Spam)
TV Advertising
Radio Advertising
Paid search
SEO
Content marketing
(Blogging)
Social media
Podcasting
RSS

7. Inbound Marketing
Inbound marketing is the process of attracting
targeted audience by providing them helpful
content.
• 86% of people skip television ads
• 44% of direct mail is never opened
• 67% of B2C companies and 41% of B2B companies have
acquired a customer through Facebook.
• 57% of businesses have acquired a customer through
their company blog.
Source: HubSpot blog

8. Outbound Marketing Inbound Marketing

9. How does Inbound
Marketing work?

10. Requirements
Define Buyers persona
A buyer persona is a semi-fictional representation of
our ideal customer based on market research and real
data about our existing customers
Define Buyer’s Journey
The buyers Journey is used to describe the stages of
buyer persona in the Buying process
It is the active research process someone goes through
leading up to making a purchase

11. Define Buyer’s Journey
A Buyer’s Journey is divided into 3 stages
Awareness Consideration Decision
The persona
is
experiencing a
real problem
The persona
is clear
about his or
her problem
also has an
idea about
the solution
The persona
decides the
solution

12. At every step of the journey we step in the
following process:
Awareness
Attract
Consideration
Convert
Decision
Close
Delight
stranger visitor lead customer
promoter
Return
stranger

13. Marketing Funnel

14. Attract Convert Close

15. Take me to that
Journey

16. • 31 year old lady
• English speaking
• Restorative (problem
solver)
• Works in Digital
• Interested in
Marketing, Social media
and Consumer behaviour
analysis
• * Likes the occasional drink 
Define Buyers persona
Define Buyer’s Journey
• She has been prompted with
a problem at work: How to
sell the company’s product
• She does research to find a
solution (restorative
nature)

17. Awareness
stranger
visitor
• Meri has heard of inbound marketing
as a possible solution for B2B
companies without astronomical
budgets
• Searches the term “Inbound
marketing for B2B” on Google
• SERPS serve “ How to build a B2B
inbound marketing machine” as one
of the first 3 options
• Meri clicks on the article, link to
blog post at“newbreedmarketing.com

21. • 20 pages of premium content
• Solves some of her doubt
• FREE
• Makes Meri happy

22. ?
visitor lead
Consideration

23. No way! I
want more!

24. visitor lead

25. Wait…what! even more FREE stuff
Lead nurturing
B2B lead
nurturing focuses on
educating qualified
sales leads who are not
yet ready to buy.
2 days
later…

26. What has been Meri’s buyer’s journey
Awareness
Attract
Blog post
FREE guide to
inbound marketing
FREE Social
Prospecting workbook
Consideration
Convert
FREE inbound
marketing cheat
sheet
Decision
Close
?
Return
Lead nurturing
SEO

27. The Strategy

28. 1.Attract
visitors
3.Leads
into
prospects
2.Visitors
into leads
A continuous process

29. 1.How will we attract new visitors?
1. Focus on content creation and invest in our blog- The more we
create the more organic traffic we will generate
2. Deploy infographics – Infographics get shared more often than
most types of content. This makes them ideal candidates for
traffic generation campaigns that make use of content marketing.
For instance on Pinterest, Facebook and Twitter
3.Share slide shares and other presentations – Posting
information of Slideshare will help us increase both brand
awareness and website traffic through exposure to potential
customers
4. Add social sharing buttons on our site- People won’t just
copy and paste content on their facebook, we need to make it
easy for them to promote us
5. Write guest posts for top industry sites- it’s great for
traffic and authority

30. Social Media sharing

31. Slideshare

32. Infographics

33. Guess blogging

34. 2.How will we turn visitors into leads?
1. Offer good quality premium content ready for
download
• Whitepapers
• Ebooks
• How to guides
• Checklists
• 3 series video
2. Sign up to our newsletter
3. Sign up to our blog

35. 3.How will we turn leads into prospects?
1. Establish an automated email system
2. Contact the prospect within reasonable time
3. Offer immediate value
• Webinar
• Case study
• FAQ sheet
• Brochure
• Cheat sheet
4. Give clear CTA, eg download, sign up, call
5. Offer the opportunity to have a consultation
6. Track, track,track…and optimize

36. Lead nurturing- email marketing process

37. Social Media Marketing
Email MarketingContent Marketing
• It establishes us
as thought
leaders
• It attracts
people with real
interest in our
brand
• It helps grow a
long-term
audience
• Low cost
• It accounts for a huge portion of referral traffic to
our site (distributes content)
• It increases brand awareness
• It shows that our brand is active-legitimates the
brand
• Low cost
• It targets people
who have actively
opted in
• It allows
segmentation
• It can be tracked
easily
• Low cost
Channels of interaction

38. How will we track ROI?
Content Marketing
• Total visits
• Unique visits
• impressions
• Downloads
• Time on site
• Bounce rate
• Conversions: subscribers,
leads
• Inbound links
Social Media Marketing
• Engagement: likes,
comments, shares, mentions
• Reach
• Fans, followers
• Increase traffic to
website
• Sales from social media

39. Email Marketing
• Open rate
• Click rate
• Conversion
rate
• Conversion
Value
• Total cost
• Total value