6-step process of inbound marketing
TRANSCRIPT
t h e
More sales
I NBOUNDMARKET ING
PROCESS
T H I S W A Y
Inbound marketing has little todo with selling and more to dowith helping.
Inbound marketing process
Step 2 - Use your website to deliver content and maintain apowerful online presence. Step 3 - Drive traffic to your website and landing pages. Step 4 - Convert traffic into leads. Step 5 - Convert leads into sales. Step 6 - Measure your effort.
Step 1 - Develop a content marketing strategy.
STEP 1
A content marketing strategy is the cornerstone of an inbound marketing plan.
"Marketing is telling the world you are a rockstar.Content marketing is showing the world you are one."- Robert Rose
Buyer personas - the people writing the content will need to understand who theprospects are, specifically what they do. A persona can be a group of people or oneindividual person's role or title. EX: Marketing Meredith is a marketing director andmarketing manager. Or Operations Tom is a director of operations.
Content mapping - is the process of mapping out the nature of your content. Whatproblem is it solving at what stage of the buying process.
Channel plan - you will want to determine what channels to distribute your content.Where are target customers online? How can you reach them?
Inbound marketing process
Step 3 - Drive traffic to your website and landing pages. Step 4 - Convert traffic into leads. Step 5 - Convert leads into sales. Step 6 - Measure your effort.
Step 1 - Develop a content marketing strategyStep 2 - Use your website to deliver content and maintain apowerful online presence.
STEP 2Your website should be a hub for activity and not a megaphone.
AppearanceContent Functionality SEO
What a good website includes:
Inbound marketing process
Step 4 - Convert traffic into leads. Step 5 - Convert leads into sales. Step 6 - Measure your effort.
Step 1 - Develop a content marketing strategyStep 2 - Use your website to deliver content andmaintain a powerful online presence.Step 3 - Drive traffic to your website and landing pages.
STEP 3
I built it and they haven't come?
An amazing website that attracts and converts visitors is halfthe battle. By getting more visitors to your website - the more
opportunities you have to earn them as a customer.
BLOG
PAID SEARCH
SEO
SOCIAL MEDIA
SYNDICATE
STEP 3
SEOMake a keyword list, usually what your prospectswill search for to find your product or service.Make sure you are using these keywords in yourcontent, web pages and blog posts.
BLOGCreate blog content that is specific to the goalsand challenges of your buyer personas. Make sure each blog posts has one of yourkeywords at least in the first and last paragraph. Reference other links and optimize your images.
SOCIAL MEDIA Social media is a great way to distribute yourcontent. Especially if you have a communityalready built. If you don't - fear not. You can stillget others to share your content through theirsocial channels. Ask around, talk to people whoshare the same customer base you do.
PAID SEARCH &
SYNDICATION
With a healthy budget - paid search can be a greatmethod of content distribution. If you are running a paid search campaign for afree assessment, as an example, send the user toa landing page with enough information where theycan make a decision to sign-up for your offer. For Syndication, make sure to start with your ownblog. Prove that you can create high quality andengaging content. After that, you are ready to reachout to the Editorial team at Entrepreneur magazine.
Inbound marketing process
Step 5 - Convert leads into sales. Step 6 - Measure your effort.
Step 1 - Develop a content marketing strategyStep 2 - Use your website to deliver content andmaintain a powerful online presence.Step 3 - Drive traffic to your website and landing pages.
Step 4 - Convert traffic into leads.
Congratulations! You now have users arriving atyour website or landing page. Now what?
Now it's time to convertthem into prospects! SEO
PPC
Referral
Direct
Social
STEP 4
Put targeted and specific calls to action on your website and web pagesthat have high traffic.Since you want to only attract qualified leads into your funnel, createcontent offers that appeal to buyers at all stage of the sales cycle.
STEP 4
VISITORS
LEADS
CUSTOMERS
Awareness
Consideration
Education
Blog Posts, Social Media, Press Releases
eBooks, Reports, White Papers, Webinars, Guides, Case Studies
Free Trials, Demos, Consultations
STEP 4
Inbound marketing process
Step 5 - Convert leads into sales. Step 6 - Measure your effort.
Step 1 - Develop a content marketing strategyStep 2 - Use your website to deliver content andmaintain a powerful online presence.Step 3 - Drive traffic to your website and landing pages.
Step 4 - Convert traffic into leads.
Convert your leads into sales opportunities.
List Segmentation Lead Nurturing Outbound Call
STEP 5
STEP 5
List Segmentation
Leads that come in throughcontact forms should besegmented by their buyerpersona or buying stage.You can then communicatewith them through targetedmessaging.
STEP 5
Lead Nurturing
By developing a lead nurturesequence you can educateyour top of the funnel andmiddle of the funnel salesleads to a point of closure.
STEP 5
Outbound Call
At some point a marketingqualified lead becomes asales qualified lead. A salesrepresentative may want tocall a prospect once he/shereaches a point in themarketing funnel.
Inbound marketing process
Step 5 - Convert leads into sales.
Step 1 - Develop a content marketing strategyStep 2 - Use your website to deliver content andmaintain a powerful online presence.Step 3 - Drive traffic to your website and landing pages.
Step 4 - Convert traffic into leads.
Step 6 - Measure your effort.
STEP 6Closed-loop marketing is marketing that relies on data and insights fromclosed-loop reporting. “Closing the loop” just means that sales teams reportto Marketing about what happened to the leads that they received, whichhelps Marketing understand their best and worst lead sources. - HubSpot
Traffic Sources: News/Media/PR SEO
EmailForums
SEO
Direct/Referral LinksBlogs/Blogging
Webinars
Infographics
Closed-loop marketing
STEP 6Important Key Performance Indicators (KPIs)
Website Traffic to Marketing Leads
Website Traffic (unique visits)Marketing Lead ConversionsTraffic Leads and Conversion Rate by Source
Review weekly, monthly and quarterly
Inbound marketing process
Step 5 - Convert leads into sales.
Step 1 - Develop a content marketing strategyStep 2 - Use your website to deliver content andmaintain a powerful online presence.Step 3 - Drive traffic to your website and landing pages.
Step 4 - Convert traffic into leads.
Step 6 - Measure your effort.
