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Creating a High Converting Inbound Marketing Strategy

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CREATING)A)HIGH)
CONVERTING)INBOUND)
MARKETING)STRATEGY)
)
>)Administra=ve)
>>)45)mins)of)presenta=on)
>>)15)mins)Q/A)Session)
>>)Slides)will)be)shared)
)
>)Agenda)
>>)Introduc=ons)...
> Introductions
Andrew Levy
CMO | Inbound Marketing
Strategist, BrandManager
>> Chief Marketing Officer
>> Inbound Marketi...

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Creating a High Converting Inbound Marketing Strategy

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Is your digital strategy strong enough to tackle the market challenges and deliver growth in this fast-changing consumer landscape?

Andrew Levy and Tony Eades from the BrandManager (Sydney/Perth) will teach you the most important online marketing trends and how you can craft an effective Inbound marketing strategy aimed at increasing web traffic, high qualified leads and sales revenue . You will also discover what the future of marketing looks like.

Is your digital strategy strong enough to tackle the market challenges and deliver growth in this fast-changing consumer landscape?

Andrew Levy and Tony Eades from the BrandManager (Sydney/Perth) will teach you the most important online marketing trends and how you can craft an effective Inbound marketing strategy aimed at increasing web traffic, high qualified leads and sales revenue . You will also discover what the future of marketing looks like.

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Creating a High Converting Inbound Marketing Strategy

  1. 1. CREATING)A)HIGH) CONVERTING)INBOUND) MARKETING)STRATEGY) )
  2. 2. >)Administra=ve) >>)45)mins)of)presenta=on) >>)15)mins)Q/A)Session) >>)Slides)will)be)shared) ) >)Agenda) >>)Introduc=ons) >>)Why)marketers)are)shiRing)to)inbound) >>)The)recipe)for)Inbound)success) >>)Building)a)high)conver=ng)funnel) >>)Q&A)
  3. 3. > Introductions Andrew Levy CMO | Inbound Marketing Strategist, BrandManager >> Chief Marketing Officer >> Inbound Marketing Strategist - Content Marketing, Blogging, Social Media, - PPC, SEO & Marketing automation Leveraging Inbound Marketing experiences: 305% - increase in lead generation 72% - improved online traffic 26% - increase growth revenue (4.3m – 1 year)
  4. 4. > Introductions Tony%Eades% Director)of)Brand)Strategy,) BrandManager) CEO)&)Director)Brand)Strategy)U)BrandManager) Digital Brand Expert - Kochie’s Business Builders Chairman – Sydney Hills Business Chamber >> Anthill magazine >> Dynamic Business >> CEO magazine >> Business Director >> Telstra Small Business
  5. 5. Over the past decade, there’s been a fundamental shift in the way companies reach their audience.
  6. 6. THENBrands were in control. Buyers were constantly bombarded with billboards, commercials, and cold calls trying to sell them a product.
  7. 7. NOWThe customer is in control. Buyers are tuning out loud, interruptive advertising and consuming information online.
  8. 8. The Proliferation of Media: The media landscape has become insanely cluttered. There’s a magazine, TV channel, radio station, and a gajillion websites for every conceivable interest. INTERRUPTION DOESN’T WORK: REASON NUMBER ONE.
  9. 9. This is a simplified timeline of the appearance of advertising in major communication channels.
  10. 10. How Your Customers Buy Today?
  11. 11. #INBOUND14 They have a problem or need but not sure of the solution. 90% of research starts with questions 92% click organic results (HubSpot Science of Blogging, 2010)
  12. 12. #INBOUND14 Educate and research 46% read blogs more than once a day (HubSpot Science of Blogging, 2010)
  13. 13. #INBOUND14 Engage & follow trusted networks 85% engage on social media 71% read relevant content 35% purchase from brands they know & trust online (HubSpot Science of Blogging, 2010)
  14. 14. #INBOUND14 (source: HubSpot) 88%of prospect’s consult an average of 10.4 resources before human engagement
  15. 15. #INBOUND14 (source: Conference Executive Board: Marketing Leadership Council Research, Sales Leadership Council Research) 60%of the sales cycle is over before buyers talk with a supplier.
  16. 16. #INBOUND14 They like to educate themselves, rather than speak with a sales person
  17. 17. #INBOUND14 HOW CAN YOU DO MARKETING THAT Your Buyer WILL LOVE ?
  18. 18. What really is inbound marketing?
  19. 19. You create targeted content that answers your customer's basic questions and needs, and you share that content far and wide. CONTENT CREATION.
  20. 20. You recognize that people go through stages as they interact with your company, and that each stage requires different marketing actions. LIFECYCLE MARKETING.
  21. 21. As you learn more about your leads over time, you can better personalise your messages to their specific needs. PERSONALISATION & CONTEXT.
  22. 22. Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you. A MULTI-CHANNEL PRESENCE.
  23. 23. Your publishing and analytics tools all work together like a well-oiled machine, allowing you to focus on publishing the right content in the right place at the right time. INTEGRATION.
  24. 24. •  Building trust, not skepticism among your prospects. •  Being loved, not ignored by your customers. •  Outsmarting, not outspending your competitors. IN SUMMARY, INBOUND MARKETING IS ABOUT ...
  25. 25. How to get started with Inbound Marketing
  26. 26. Marketer Mary Business Size: 25-2000 employees Job Title: VP, Director, Manager Goals: •  Generate leads and support sales with collateral •  Manage company communications •  Build awareness for the company Challenges: •  Too much to do! Mary is a busy lady. •  Not sure how to get there. •  Marketing tool and channel chaotic and disorganized. Measuring Success: •  Traffic, Leads, Registrants •  Boss's Gut Check •  Campaign Effectiveness WHY MARY LOVES HUBSPOT: Learn Inbound Marketing Easy to use tools that make her life easier Easier reporting to sales and CEO
  27. 27. If you don’t nail down your buyer personas, every aspect of your lead nurturing will suffer.
  28. 28. Map content - existing & future content to each stage of the buyer’s journey
  29. 29. @ryanbonnici#PerthHUG The Inbound Funnel Personalised Content & Context Use Top-Funnel Activities to Drive More Bottom-Funnel Conversions
  30. 30. Tools to attract strangers to your site include: •  Blogging •  Social Media •  Keyword Optimization •  Site Pages STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS. Blog Social Media Keywords Pages Attract Strangers Visitors
  31. 31. Be the conductor of information & solve problems 97% improving search | 55% More website visitors | 67% More leads
  32. 32. Source: HubSpotSurvey N = 3,339 BLOGGING IS REGULARLY LINKED TO HIGHER ROI.
  33. 33. COMPANIES THAT BLOG GENERATE 126% MORE LEADS THAN THOSE THAT DON’T. Source: HubSpotSurvey N = 2,300
  34. 34. You must share remarkable content and valuable information on the social web, engage with your prospects, and put a human face on your brand. Then track leads, opportunities and contacts YOU NEED TO BE ACTIVE ON SOCIAL MEDIA SITES, TOO.
  35. 35. You need to carefully, analytically pick keywords, optimize your pages, create content, and build links around the terms your ideal buyers are searching for. YOU SHOULD CREATE CONTENT AROUND TARGETED KEYWORDS AS WELL.
  36. 36. Search engines and users like frequently updated websites, so you need to transform your site into a beacon of helpful, fresh, and optimized pages to appeal to your ideal buyers without having to rely on IT. KEEP YOUR WEBSITE FRESH WITH EASY-TO- DEPLOY SITE PAGES.
  37. 37. PERSONALISE WEBSITE CONTENT. MORE RELEVANT THAT EVER BEFORE
  38. 38. Tools to convert visitors into leads include: •  Calls-to-Action •  Landing Pages •  Forms •  Contacts Database STEP 2: CONVERT WEBSITE VISITORS INTO LEADS. Calls-to-Action Landing Pages Forms Contacts Convert Visitors Leads
  39. 39. Encourage your visitors to take action, like “Download a Whitepaper” or “Attend a Webinar.” If you don’t have CTAs or if they aren’t enticing enough, you won’t generate leads. ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH CALLS-TO-ACTION.
  40. 40. @ryanbonnici#PerthHUG SMART CTA’S RELEVANT TO THE VIEWER
  41. 41. Give and Get with landing pages: Prospect submits information that your sales team can use to begin a conversation with them. DRIVE VISITORS TO LANDING PAGES WHERE THEY CAN BECOME LEADS.
  42. 42. USE FORMS TO GET THE INFORMATION YOU NEED ABOUT YOUR PROSPECTS. Queue new questions and learn more about your contacts over time. Ask direct questions relative to the sales process
  43. 43. Keep track of the implicit and explicit data you’ve had with your contacts – Blog articles read, Forms completed, Content downloaded, Website visits Emails opened, Social media actions, Videos watched, Type of content viewed, Recent purchases HOUSE ALL OF YOUR CONTACTS IN ONE PLACE.
  44. 44. @ryanbonnici#PerthHUG Implicit Data Blog articles read Forms completed Content downloaded Website visits Emails opened Social media actions Videos watched Explicit Data Name Email & phone Role & department Company & industry Employees / team Challenges / goals Geographic location THE NEXT GENERATION MAKRTING DATABASE. A 360° VIEW OF EVERY CONTACT
  45. 45. Tools to close leads into customers include: •  Lead Scoring •  Email •  Marketing Automation •  Closed-Loop Reporting STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING. Email Workflows Lead Scoring CRM Integrations Close Leads Customers
  46. 46. You’ve got contacts in your system, but how do you know which ones are ready to speak to your sales team? Using a numerical representation of the sales- readiness of a lead takes the guesswork out of the process. USE LEAD SCORING TO DETERMINE WHICH LEADS ARE READY FOR A SALESPERSON.
  47. 47. You’ve got contacts in your system, but how do you know which ones are ready to speak to your sales team? Using a numerical representation of the sales- readiness of a lead takes the guesswork out of the process. USE LEAD SCORING TO DETERMINE WHICH LEADS ARE READY FOR A SALESPERSON.
  48. 48. See who opens and clicks your emails, and who revisits your website. Re-engage when your prospect is ready, with realU=me)no=fica=ons.) ORGANISE, TRACK AND SELL WITHOUT COLD ENGAGEMENT
  49. 49. Change your email content, including images, text and CTAs based on the recipient’s past behavior and patterned interests. SEND TARGETED EMAILS TO LEADS TO PULL THEM THROUGH THE SALES FUNNEL.
  50. 50. What if a visitor clicks on your CTA and fills out a form on a landing page to download a whitepaper, but still isn’t ready to become a customer? Nurture them with a series of emails focused on useful, relevant content until they’re ready. SEND TARGETED EMAILS USING SEGMENTED LISTS BASED ON ACTIONS
  51. 51. Personalised emails improve click-through rates by as much as 14%, and conversion rates by as much as 10%.
  52. 52. Know which marketing efforts are bringing in the best leads and whether your sales team is focused on the most qualified leads by integrating with your Customer Relationship Management (CRM) system. CLOSE THE LOOP BY INTEGRATING YOUR MARKETING TOOLS WITH YOUR CRM.
  53. 53. @ryanbonnici#PerthHUG Audience Visitor) Prospect) Lead) MQL) Opportunity) Customer) Broad context marketing means you have strong conversion rates across the funnel.
  54. 54. Tools to delight your customers include: •  Smart Calls-to-Action •  Social Media •  Email and Marketing Automation STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND. Social Media Smart-Calls-to- Action Email Workflows Delight Customers Promoters
  55. 55. Treat people like people and earn trust by using Smart Content and Personalization Tokens to create a tailored experience based on prospects’ needs across all of your marketing channels – from CTAs to email to landing pages. KEEP THE CYCLE GOING BY CONTINUALLY NURTURING WITH PERSONALIZED CONTENT.
  56. 56. #INBOUND14 INBOUND COSTS 61% LESS PER LEAD THAN TRADITIONAL MARKETING Source: HubSpot, 2014 State of Inbound Marketing!
  57. 57. QUESTIONS?
  58. 58. @AndrewLevy_|)andrew@thebrandmanager.com.au) @TonyEades)|)tony@thebrandmanager.com.au) ) thebrandmanager.com.au)

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