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How to Create an Effective Inbound Marketing Campaign

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How to Create an Effective Inbound Marketing Campaign

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The inbound marketing approach is increasing in popularity, frequently delivering better ROI than that of outbound. Yet it can be a challenge to master initially, especially for an in-house marketer who wears many hats.

What can you do to overcome typical hurdles and make the inbound approach succeed for your company? In this presentation developed for the Knoxville Chamber's Digital Marketing workshop series, you'll learn tips and best practices for each of the 6 essential steps to an effective inbound marketing campaign.

The inbound marketing approach is increasing in popularity, frequently delivering better ROI than that of outbound. Yet it can be a challenge to master initially, especially for an in-house marketer who wears many hats.

What can you do to overcome typical hurdles and make the inbound approach succeed for your company? In this presentation developed for the Knoxville Chamber's Digital Marketing workshop series, you'll learn tips and best practices for each of the 6 essential steps to an effective inbound marketing campaign.

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How to Create an Effective Inbound Marketing Campaign

  1. 1. HOW TO CREATE Presented by Holly Yalove, Principal & Chief Strategist VIEO Design AN EFFECTIVE INBOUNDMARKETINGCAMPAIGN
  2. 2. Happy to meet you! vieodesign.com @HollyYalove Holly Yalove Principal & Chief Strategist /in/HollyYalove
  3. 3. vieodesign.com @VIEODesign My Work Family The VIEO Team
  4. 4. What We’ll Cover 1. What is “Inbound” Marketing? 2. How to Create an Effective Inbound Marketing Campaign: 6 Steps 3. Q&A
  5. 5. What Is Inbound Marketing?
  6. 6. Inbound Marketing The Proven Methodology for the Digital Age Inbound marketing focuses on creating quality content that pulls people toward your company and product. Align your content with your ideal customers' interests, pain points, and challenges. This organically attracts inbound traffic to your website that you then convert, close, and delight over time.
  7. 7. Inbound marketing engages instead of interrupts your leads and prospects. Outbound marketing casts a wide net in the hope of catching a few customers from a sea of loosely-targeted consumers. Inboundvs. Outbound
  8. 8. Inbound marketing leads cost less Inbound leads cost an average of 61% less than leads from outbound techniques* InboundROI *Source – HubSpot State of Inbound Marketing Report
  9. 9. Attract Stage Don’t try to attract just any traffic; go for the right traffic. Inbound Marketing Methodology Blog Posts Website / SEO Social Media “Inboundy” SEM
  10. 10. Convert Stage Converting visitors into leads using CTAs and landing pages with forms. Calls-to-Action Landing Pages Forms Inbound Marketing Methodology
  11. 11. Transform leads into customers with email marketing, automated workflows, and personal connections. Close Stage Emails Inbound Marketing Methodology
  12. 12. Inbound marketing allows companies to engage and delight customers, creating happy promoters of the brands they love. Delight Stage Social Media Email Marketing Contextual Marketing Marketing Automation Inbound Marketing Methodology
  13. 13. So…how do you create an effective inbound campaign? Let’s take it step by step… 6 Steps to Creating an Effective Inbound Marketing Campaign
  14. 14. Step 1: Develop an Offer Offers Come in Many Forms • Ebooks • White papers • Webinars • Podcasts • Infographics • Product demos
  15. 15. Step 1: Develop an Offer Focus on the Right Stage in Your Buyer’s Journey 1. The Awareness Stage 2. The Consideration Stage 3. The Decision Stage
  16. 16. Step 1: Develop an Offer Focus on the Right Stage in Your Buyer’s Journey
  17. 17. Step 1: Develop an Offer Focus on the Right Stage in Your Buyer’s Journey
  18. 18. Step 1: Develop an Offer Focus on the Right Stage in Your Buyer’s Journey
  19. 19. Here’s a resource for later… Buyer’s Journey Content Mapping Worksheet [free guide] http://bit.ly/knoxbuyersjourney
  20. 20. Deep Understanding of Your Buyer Persona Will Guide Your Choices Buyer Personas: Fictional but data- driven profiles of your ideal or actual customers. They guide: • The kind of content you create • How you deliver it
  21. 21. Crafting Effective Buyer Personas: An Inbound Marketing Master Class [ebook] Includes a Buyer Persona Worksheet http://bit.ly/knoxpersonas Here’s a resource for later [free ebook]…
  22. 22. 1. The Headline – must pass the “blink test” 2. The Body – is brief and clearly explains offer benefits 3. The Image – visually captures attention and represents the offer 4. The Form – is “above the fold” and only asks essentials 5. The Call-to-Action (CTA) – uses best practices to draw in visitors Step 2: Create a Killer Landing Page to Deliver Your Offer
  23. 23. Example: One of our top-performing landing pages 60.71% submission rate Step 2: Create a Killer Landing Page to Deliver Your Offer
  24. 24. Step 2: Create a Killer Landing Page Tips 1. The Headline – must pass the “blink test” 2. The Body – is brief and clearly explains offer benefits
  25. 25. Header Tips Step 2: Create a Killer Landing Page Use a clear, action- oriented header that matches the offer CTA .
  26. 26. Navigation Tips Step 2: Create a Killer Landing Page Limit distractions by removing navigation and other links that may divert the user from submitting.
  27. 27. Tips forHeader & Body Step 2: Create a Killer Landing Page Keep the copy brief. Use bold text, numbers and bullets to emphasize keywords and highlight the value to the visitor. Copy Tips
  28. 28. Step 2: Create a Killer Landing Page to Deliver Your Offer 1. The Headline – must pass the “blink test” 2. The Body – is brief and clearly explains offer benefits 3. The Image – visually captures attention and represents the offer
  29. 29. Image Tips Step 2: Create a Killer Landing Page Include an image relevant to the offer
  30. 30. 1. The Headline – must pass the “blink test” 2. The Body – is brief and clearly explains offer benefits 3. The Image – visually captures attention and represents the offer 4. The Form – is “above the fold” and only asks essentials Step 2: Create a Killer Landing Page to Deliver Your Offer
  31. 31. Form Tip #1: Placement Matters Step 2: Create a Killer Landing Page Don’t bury your form “below the fold”
  32. 32. Form Tip #2: Length Matters Step 2: Create a Killer Landing Page Form length impacts conversions
  33. 33. Form Length Matters The shorter the form, the higheryour conversion rate will be. 3 fields = 25% average conversion rate 3-5 fields = 20% average conversion rate 6+ fields = 15% average conversion rate Note: Fields requiring a drop-down selection fare worst of all. Step 2: Create a Killer Landing Page
  34. 34. Tip #3: Field Choices Matter • Asking for phone number: 5% reduction • Asking for address: 4% reduction • Asking for age: 3% reduction • Asking for city and state: 2% reduction Step 2: Create a Killer Landing Page
  35. 35. Form Tip #4: Word Choice Matters Step 2: Create a Killer Landing Page Get more conversions with the right button
  36. 36. “Click Here”and “Go”perform better onforms (30% and 25% conversion rates respectively). Avoid using “register,” which is the lowest performer. Tip #5: Word Choice Matters Step 2: Create a Killer Landing Page
  37. 37. 1. The Headline – must pass the “blink test” 2. The Body – is brief and clearly explains offer benefits 3. The Image – visually captures attention and represents the offer 4. The Form – is “above the fold” and only asks essentials 5. The Call-to-Action (CTA) – uses best practices to draw in visitors Step 2: Create a Killer Landing Page to Deliver Your Offer
  38. 38. Call-to-Action (CTA) Best Practices Step 2: Create a Killer Landing Page 1. Visually Striking: with copy that compels the visitor to click 2. Brief: a couple ofwords works best (fewer than 5 is ideal) 3. Action-oriented: begin with a verb like “get,” “download,” or “claim”
  39. 39. CTABest Practices Step 2: Create a Killer Landing Page 4. Size: large enough to see from a distance, but not so large that they detract from page content 5. Clarity: be sure to state exactly what the visitorwill get when they click the CTA
  40. 40. CTABest Practices Step 2: Create a Killer Landing Page 6.Location: place the CTA in a spot that’s easy to find 7. Contrasting Color: make CTAs stand out from the rest ofyourwebsite by using colors that do not blend in with the rest of the site design
  41. 41. Step 3: Nurture Your Leads with Marketing Automation • Work smarter instead of harder by automating marketing actions based on visitor behavior. • Craft a series of strategic emails to: • Nurture prospects down the sales funnel • Pre-qualify leads before sales handoff
  42. 42. Step 3: Nurture Your Leads with Marketing Automation A series of emails focused on useful, relevant content can build trust with prospects and help them become more ready to purchase from you.
  43. 43. Step 3: Nurture Your Leads with Marketing Automation • Time automated workflows to start very soon after lead capture • Response rates steadily decline as leads get older Marketing Automation Tip #1: Timing
  44. 44. Step 3: Nurture Your Leads with Marketing Automation Improve email performance by targeting specific messages to specific groups of leads. Marketing Automation Tip #2: Targeting
  45. 45. Step 3: Nurture Your Leads with Marketing Automation To reach targeted groups, you have to segment your email list. Segment your contact database by things like: • Geography • Industry • Company Size • Job Role • Downloaded offers • Website pages visited Marketing Automation Tip #3: Segmenting
  46. 46. Step 4: Tell Your Tribe Focus on new leads, but don’t forget your fans! Your Tribe = a group of people who care about what you’re doing and want your updates, content, and offers. • Happy customers • Colleagues • Curious subscribers/leads
  47. 47. Step 4: Tell Your Tribe Emailing Your Tribe: 6 Tips 1. Feature one CTA: Focused communications yield better results 2. Personalized: Personalizing increases open and click rates 3. Design mobile experiences: Make sure email layout displays well on mobile devices
  48. 48. Step 4: Tell Your Tribe Emailing Your Tribe: 6 Tips 4. Social sharing enabled: Integrate social sharing buttons and include a link to the HTML version of your email 5. Clone and reuse: Once you’ve nailed a good format, focus future sends on a compelling subject line 6. Quickly measure performance: Use your email tool’s analytics to check open, click, and conversion rates
  49. 49. Step 5: Promote Your Offer with Blogging and Social Media • Use longer excerpts from your offer to create supporting blog posts • Use smaller excerpts or quotes for use on social media • Always include a CTA • Actively encourage engagement
  50. 50. Step 5: Promote Your Offer Tips for Your Blog Post • Create a compelling featured image • Write an eye catching, SEO-friendly title • Use an engaging format with sub-headings, bullets, and bolded content • Include social sharing options
  51. 51. Step 5: Promote Your Offer Tips for Social Sharing • Plan the frequency and timing of posts • Select the best networks for your audience • Use tailored posts for each network • Leverage the right hashtags
  52. 52. Step 6: Measure Everything and Troubleshoot • Continually measuring results is key to improving performance • Revisit each element of your campaign to evaluate success
  53. 53. Step 6: Measure Everything and Troubleshoot – Landing Page Start with landing page analytics like: • Views • Submission rate • New leads and lead reconversions • Customer conversions
  54. 54. Benchmark: Aim for at least a 20% submission rate on landing pages Step 6: Measure Everything and Troubleshoot – Landing Page
  55. 55. Step 6: Measure Everything and Troubleshoot – Landing Page Different metrics tell different stories: • Low views? Evaluate traffic driving efforts. • Poor conversion rates? Evaluate landing page design, content, form, CTA, and offer. • Low customer conversions? Evaluate workflows and sales follow-up.
  56. 56. Step 6: Measure Everything and Troubleshoot – CTAs 2 Key CTA Metrics: • View-to-click rate • Click-to-submission rate
  57. 57. Benchmark: Aim for at least a 2% click through rate on CTAs Step 6: Measure Everything and Troubleshoot – CTAs
  58. 58. Step 6: Measure Everything and Troubleshoot – CTAs Is your click-to-submission rate low? • Evaluate how well it matches the landing page • Review landing page components
  59. 59. Step 6: Measure Everything and Troubleshoot – Email Workflows & Email Marketing Metrics: • Open rates • Click rates • Unsubscribes and spam rates
  60. 60. Step 6: Measure Everything and Troubleshoot – Email Benchmark: • 25% open rate • 4% click-through rate
  61. 61. Step 6: Measure Everything and Troubleshoot – Blog Posts Metrics to Watch: • Blog post visits, views, and shares • Inbound links • Bounce rates, exit rates, average time on page • Subscribers • CTA click-through rates • Lead conversions • Blog comments
  62. 62. Step 6: Measure Everything and Troubleshoot – Social Media Metrics to Watch: • Visits to the website from social media • Social post views and reach • Likes, comments, replies, and shares • Trends related to networks, frequency, and time of day • Fans/followers/connections increases or decreases
  63. 63. What We Covered: Recap 1. Inbound Marketing Definition 2. Effective Inbound Marketing Campaign: 6 Steps 1. Develop an Offer 2. Create a Killer Landing Page 3. Nurture Leads with Marketing Automation 4. Tell Your Tribe 5. Promote Your Offer 6. Measure Everything & Troubleshoot
  64. 64. Questions?
  65. 65. Let’s Connect! vieodesign.com @HollyYalove Holly Yalove Principal & Chief Strategist /in/HollyYalove

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