How to get started with inbound marketing.

Rick Burnes (@rickburnes)

1 What is inbound marketing?

2 Example: How inbound marketing works.

3 Inbound marketing tactics (attract, convert, close)

4 Q&A

1 What is inbound marketing?

The old marketing

86% skip TV ads

91% unsubscribefrom email

200Mon the

Do Not Call list

44% of direct mail is never opened

BROKEN.playbook is

Because the customer is in control.

Cold Calling Print Advertising

Cold Emails (SPAM)Interruption

SEOBloggingSocial MediaAttraction

INBOUNDTRADITIONAL

vs.

Build Marketing Magnets

Blogs Interactive

Tools

Photos &Infographic

s

Videos &Podcasts

Presentations& eBooks

Inbound is good karma.

And it’s cheaper.

Quality content is an annuity.Blog Paid

Month 1 • 12 Blog Posts @ $100/post = $1200• 500 views/postTotal Views: 6,000Total Budget: $1200

• $.20 Cost per clickTotal Views: 6,000Total Budget: $1200

Month 2 • 12 Blog Posts @ $100/post = $1200• 500 views/post new posts• 200 views/post on 12 old postsTotal Views: 8,400Total Budget: $1200

• 12 Blog Posts @ $100/post = $1200• 500 views/postTotal Views: 6,000Total Budget: $1200

Month 3 • 12 Blog Posts @ $100/post = $1200• 500 views/post new posts• 200 views/post on 24 old postsTotal Views: 10,600Total Budget: $1200

• 12 Blog Posts @ $100/post = $1200• 500 views/postTotal Views: 6,000Total Budget: $1200

Quality content is an annuity.Blog Paid

Month 1 • 12 Blog Posts @ $100/post = $1200• 500 views/postTotal Views: 6,000Total Budget: $1200

• $.20 Cost per clickTotal Views: 6,000Total Budget: $1200

Month 2 • 12 Blog Posts @ $100/post = $1200• 500 views/post new posts• 200 views/post on 12 old postsTotal Views: 8,400Total Budget: $1200

• $.20 Cost per clickTotal Views: 6,000Total Budget: $1200

Month 3 • 12 Blog Posts @ $100/post = $1200• 500 views/post new posts• 200 views/post on 24 old postsTotal Views: 10,600Total Budget: $1200

• $.20 Cost per clickTotal Views: 6,000Total Budget: $1200

Total 25,000 views 18,000 views

2 An Inbound Marketing Example

Paulo is in the market for metal stamps. He’s curious about pricing.

He finds a helpful article from the Kenmode company.

He reads the article, then clicks on the call to action at the end.

He submits his contact info so he can download the eBook.

A few days later he comes back and spends 30 minutes on the site learning about metal stamping and Kenmode’s products.

Paulo Turner

Kenmode collects Paulo’s information in its marketing contact database, and uses it to personalize their:• Website• Email to Paulo• Social media

monitoring• Sales outreach

While Paulo’s still on the site, Laura, Kenmode’s sales rep, reaches out to him with a phone call. Paulo

signs a contract with Laura a few days later.

Buy Lists

Email Them

Buy More Lists

25% Unsubscribe

Email Them

3 How to get started with Inbound Marketing

Start with your buyer persona.Who are you trying to attract?

Tips for your buyer persona1. Formalize your persona

profile in internal documents

2. Follow your customers home

3. Collect assets and documents they use

4. Conduct win/loss interviews

5. Conduct user testing6. Keep updating the profile

Where is your problem?

Where is your problem?

1000 200 2020% 10%

Where is your problem?

1000 200 2020% 10%

Build Traffic With Content

Web pages are lottery tickets.

To print tickets, write blog posts.

Publish your blog in HubSpot.

189% increase in traffic. 700% increase in search traffic. 13x increase in traffic.

“This won’t work in my industry!”

Masonry Products• How to build an outdoor fireplace on a budget.• Planning an outdoor fireplace. Five common mistakes to avoid.

Fuel Additives• Diesel Truck Performance: Conventional Wisdom Examined• Engine Oil Treatment What One Can and Cannot Do

Financial Services• Single Euro Payments Area: What You Need to Know• Legal Remedies for Oppressed Shareholders

“I don’t have anything to write about!”

Bottom line: Blog about the questions your prospects ask.

Five Quick Blogging Tips1. Commit to 2 or 3 posts/week.2. Put it on your company domain (e.g.,

hubspot.com).3. Allow readers to subscribe via email.4. Constantly experiment and measure content.5. Be patient. It will take at least three months to get

traction.

How can you build traffic with social media?

Listen and share.

Monitor social media in HubSpot.

Five Quick Social Media Tips1. Automatically publish your blog posts to your social

channels.2. Monitor the keywords that your prospects are searching for. 3. Your audience will vary by channel; use different channels

differently.4. Focus on building your reach; make it easy for people to

follow you.5. Become an expert headline writer.

Optimize your website.

Are your pages using the right keywords?

Is it easy to share your content?

Is it accessible on mobile devices?

Use Marketing Grader for Tips

Free assessment tool at: marketing.grader.com

Where is your problem?

10,000 100 201% 10%

Where is your problem?

10,000 100 201% 10%

How do you generate leads?

Experiment With Different Offers

Create a Give-Get With Landing Pages

Mo Landing Pages, Mo Leads

Build Landing Pages in HubSpot

Test Variants of Landing Pages & CTAs

Where is your problem?

10,000 2,000 2020% 1%

Where is your problem?

10,000 2,000 2020% 1%

Inbound sales is like sales at

(It’s driven by context.)

My wife’s Amazon My Amazon

Personalize & Automate Email

Personalize Your Website

Track prospects’ social activity.

Use the activity to drive sales.Paulo Turner

No Context Context

4 Final Thought

There’s a ton here. How can any normal person be expected to master it?

Questions?

Check my Twitter feed for the slides: @rickburnesFree tools to help with inbound marketing and sales:

marketing.grader.com www.getsignals.com