growing your business with inbound marketing - tracy mcallister
TRANSCRIPT
GROWYOURBUSINESSWITH INBOUND MARKETING
BuyerPersonas
ContentStrategy
ConvertNew
Customers
RetainNew
Customers
Attract New
Customers
SEO
PaidSearc
h
SocialMedia
Blog
Web
What Is Inbound Marketing?
a holistic, data driven approach to
marketing that attracts individuals
to your brand and converts them
into lasting customers
What Makes Inbound Marketing Different?
Cold Calling
Emails
Interruptive Ads
Marketer – Centric
Traditional
SEO
Blogging
Attraction
Customer – Centric
Inbound
VS
INBOUND MARKETING IS EFFECTIVE*State of Inbound Marketing, Hubspot 2012
54%More leads are generated with Inbound than Outbound
61%Inbound leads cost 61% less than Outbound
Inbound Marketing is About Content
The right content in the right place at the right time
Blogs InteractiveTools
Photos & Info Graphics
Videos & Podcasts
Presentations & eBooks
And Context
By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive.
Content
Time Place
Inbound Marketing is Multi-Channel Marketing
Website Content
Keyword Search / SEO
Blog
Social Media
MarketingAutomation
EmailMarketing
Landing Pages
Calls to ActionInbound Marketing is multi-channel by
nature because it approaches people where they are, in the channel where they want to interact with you.
INBOUND FUNNEL
GET TRAFFIC
GET LEADS
GET CUSTOMERS
Create blog content, search engine optimize (SEO) your content, and promote it on social media sites.
ANALYZE
Place calls-to-action throughout your websiteto drive visitors to landing pages with forms.
Send your leads automated emails to drive themalong your buying cycle.
Analyze the success of your marketing campaigns, and determine which areas need further optimizations for future success.
What Are Buyer Personas?
Buyer personas are fictional representation of your ideal customers. They are based on data about your customer demographics and online behaviour, along with educated speculation about their personal histories, motivations and concerns.
Who Are Your Buyer Personas?
Looking for products that will reduce time, sees herself as a engaged Mom but feels guilty
about working too much
Active senior who does not see herself as a old, cautious
about purchasing online
Extremely busy and only looks at products or services that
provide a ROI
Sarah Margaret John
CEO of a SoftwareCompany
Cautious and
Skeptical Senior
Busy Working
Mom
Developing Your Buyer PersonasBackground• Basic details about persona’s role• Key information about the persona’s company• Relevant background info, like education or
hobbies
Demographics• Gender• Age Range• Household Income• Urbanicity
Developing Your Buyer PersonasGoals• Primary Goal• Secondary Goal
Challenges• Primary Challenge• Secondary Challenge
How You Help• How do you solve your persona challenges• How do you help your persona achieve goals
Developing Your Buyer PersonasCommon Objections• Identify the most common objections your
persona will raise during the sales process.
Marketing Message• How should you describe your solution to your
persona?
Elevator Pitch• Make describing your solution simple and
consistent.
SALLY JONESHuman Resources Manager
Sally has worked at the same company for 10 years; and has worked her way up in the company. She has a calm demeanor, and is very loyal and hard working.
Demographics:Gender:
Income:
Marital Status:
Age:
Children:
Female
43
$140,000
Married
2 Kids 8 & 10
SALLY JONESHuman Resources Manager
Sally is looking for an easy to use system that will allow her to manage her data in one place.
Goals & Challenges:Sally’s goals are to keep employees happy and turnover low. She suppports the finance and legal teams. She has challenges getting everything done with a small staff and rolling out changes to the entire company.
Objections:Sally is worried she will lose date transitioning to a new system. She also doesn’t want to have to train the entire company on how to use the new system.
MARKETING MESSAGE
We provide easy to use Integrated HR Database Management Solutions
Elevator Pitch:
We give you an intuitive database that integrates with your
existing software and platforms, and lifetime training to help
new employees get up to speed quickly.
INBOUND MARKETING APPROACHProviding Customers with a Solution to Their Problem at Every Point of the Sales Funnel
ATTRACT CONVERT RETAIN
Blog & ContentSocial MediaKeywordsSEO
Landing PagesFormsCall to ActionsLead Nurturing
Social MediaEmail AutomationCustomer ServiceContent
INBOUND MARKETING CAMPAIGN
WriteA Blog PostAutomationOffer &
Landing PageSet
GoalsIdentify Audience
ReportTrackURLs
PaidSearchKeywords
SocialMedia
…
Today’s slides and our Inbound Marketing Checklist can be found at: mcallistermarketing.com/smc2015
FOLLOW US
FACEBOOKfacebook.com/mcallistermarketing
TWITTERtwitter.com/mcallistermktg
LINKEDINlinkedin.com/company/mcallister-marketing