pyxl webinar: getting started with inbound marketing
TRANSCRIPT
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Agenda - A quick overview - Steps to success
1. Strategy
2. Website
3. Content
4. Demand Generation / Lead Nurturing
5. Analytics
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What is Inbound Again? - Inbound marketing is about
creating and sharing relevant, targeted content online and with a specific audience. With inbound marketing, you seek to attract qualified prospects with content that they actually want to see, where and when they want to see it.
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Why Does Inbound Work? - Gone are the days of traditional,
interruptive marketing. - Inbound marketing resonates with
your audience. - Only 2% of customers buy on their
first website visit (Signal Research).
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How Does Inbound Work? - Successful inbound marketing
campaigns begin with a strategy - You need a detailed & well-
informed plan of attack - Can’t just set it and forget it - Inbound marketing resonates with
your audience.
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Step 1:Strategy - 46% of marketing and sales
professionals cite “lack of an effective strategy” as their most challenging obstacle to inbound marketing success.
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Strategy Components - Identify your audience - Analyze your digital presence - Conduct a content audit - Define demand generation &
lead nurturing tactics - Set a reporting schedule
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Step 2:Website - In the strategy phase, you analyzed
your digital presence - is your website inbound-ready?
- Is your website mobile- and tablet-friendly?
- Mobile usage has surpassed desktop usage (comScore).
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Website Necessities
- Modern, mobile-friendly design - Clear navigation & user
experience - Relevant, search engine
optimized content - Blog - Calls-to-action
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Ask Yourself - What do you want your website
visitors to know? - Where do you want your website
visitors to go? ?
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Design With Users In mind - In the spirit of inbound, think about
what you can do for your users.
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Step 3:Content - In the strategy phase, you conducted
a content audit - What do you already have? - What else do you need to produce?
Content
@
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Get Writing - Different types of content - Different stages of the buyer’s journey - Relevant, educational, helpful
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Website Content - Ensure your content is optimized
for search and serves a purpose on your website.
mywebsite.com
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Step 4:Demand Generation / Lead Nurturing - Email marketing & automated
workflows - Premium content - Blog - SEO - Social media - PR - PPC
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Set-up - Email & landing page templates - Marketing automation software - Social media accounts on relevant
platforms
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Step 5: Analytics - Key metrics to measure:
- Website traffic statistics - Leads/conversions - Open/click rate (email) - Keyword ranking - Cost per click/cost per conversion
(PPC) - Reach and engagement (social
media)
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- Your road to inbound marketing success: - Strategy - Website - Content - Demand Generation/Lead Nurturing - Analytics
Remember...
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Thank you!
As HubSpot Platinum Partners, we're all about inbound marketing and would love to help you get started.
Daniel Paul
pyxl.it/buildyourinboundstrategy [email protected]
We are passionate about driving results for our
clients. Get in touch today to learn more about
Pyxl's digital expertise.