Market with a Magnet

Market With a Magnet How Inbound Can Help Businesses Like Yours

Introduction Inbound Marketing is a methodology focused on long-term planning and building brand relationships. The emphasis is on developing a meaningful connection between your brand and your ideal clients, so that when they need your services, they come to you.

This presentation will discuss how an inbound marketing strategy can benefit you, and then walk you through the process of developing and implementing one.

Let’s go!

Inbound Marketing

Statistics

Create long-lasting marketing assets by publishing blog articles

optimized to get found and generate leads. Blogging •  There are 31% more bloggers today than there were three years ago •  46% of people read blogs more than once a day •  Most people read 5-10 blogs •  Nearly 40% of U.S. companies use blogs for marketing purposes •  Blog frequency impacts customer acquisition. 92% of companies who blogged

multiple times a day acquired a customer through their blog •  57% of marketers acquired customers from blogging •  Companies that blog 15+ per month get 5x more traffic than companies that

don’t blog •  Companies that increase blogging from 3-5x/month to 6-8x/month almost

double their leads •  An average company will see a 45% growth in traffic when increasing total blog

articles from 11-20 to 21-50

Impact of Monthly Blog Articles on Inbound Traffic Blogging

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TRAFFIC INDEX

MONTHLY BLOG POSTS

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MONTHLY BLOG POSTS


Publish and track messages across multiple platforms and accounts with

suggested times for increasing reach. Monitor the social activity of your leads. Social Media •  The world is becoming more social: 4.6 average hours per week worldwide

•  59% of marketers are using social media for 6 hours or more each week

•  83% of marketers indicate that social media is important for their business

•  Social media has a 100% higher lead-to-close rate than outbound marketing

•  Social media use in the U.S. has increased by 356% since 2006

•  42% of marketers say Facebook is critical or important to their business

•  Companies that acquired customers from Facebook: B2C is 77% and B2B is 43%

•  79% of U.S. Twitter users are more likely to recommend brands they follow

•  67% of U.S. Twitter users are more likely to buy brands they follow

Impact of Company Twitter Reach on Inbound Traffic Social Media

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TRAFFIC INDEX

TWITTER FOLLOWERS

Discover which keywords will bring the best organic traffic to

your site and analyze your paid search campaigns. SEO & Keywords •  61% of global Internet users research products online

•  44% of online shoppers begin by using a search engine

•  Worldwide, we conduct 131 billion searches per month on the web

•  57% of TV viewers use the web simultaneously

•  60% of all organic clicks go to the top three organic search results

•  75% of users never scroll past the first page of search results

•  Companies that blog have 97% more inbound links

•  The average click-through rate for paid search in 2010 (worldwide) was 2%

Capture inbound leads through your website with landing pages that are easy to customize, A/B test, personalize, and track.

Landing Pages •  Companies with 30 or more landing pages generate 7x more leads than

those with fewer than 10 •  48% of marketers build a new landing page for each marketing

campaign •  68% of B2B businesses use landing pages to garner a new sales lead for

future conversion •  16% of landing pages are free of navigation bars •  Businesses with over 40 landing pages got 12x more leads than those

with only 1 to 5 landing pages


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LANDING PAGES

Send personalized, beautiful emails that your prospects will look forward to receiving and measure which messages are most effective.

Email •  59% of B2B marketers say email is the most effective channel in

generating revenue •  Relevant emails drive 18x more revenue than broadcast emails •  Personalized emails improve click-through rates by 14%, and conversion

rates by 10% •  Lead nurturing emails get 4 to 10 times the response rate compared to

standalone email blasts •  Companies that excel at lead nurturing have 9% more sales reps

making quota •  “Secrets” is the most clicked lead nurturing subject line word •  “Posts” and “Jobs” is the most clicked subject line words •  Your most recent subscribers are the most likely to click through

Marketing and Sales

•  50% of leads are qualified, but not yet ready to buy •  Only 25% of leads are legitimate and should advance to sales •  79% of marketing leads never convert into sales, with lack of lead

nurturing as the common cause •  61% of B2B marketers send all leads directly to sales, however only

27% of those leads are qualified •  Just 56% of B2B organizations verify valid business leads before

they are passed to sales •  Companies that excel at lead nurturing generate 50% more sales

ready leads at 33% lower cost

Marketing and Sales

•  46% of marketers with mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads

•  25% of marketers who adopt mature lead management processes have sales teams that follow up on more than 75% of marketing-generated leads

•  Companies with mature lead generation and management practices have a 9.3% higher sales quota achievement rate

•  Companies that excel at lead nurturing have 9% more sales reps making quota

•  Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads

•  Nurtured leads make 47% larger purchases than non-nurtured leads

About

Inbound Marketing

Market with a magnet, not a sledgehammer.

Marketing and Sales

Instead of buying ads, buying email lists, or cold calling, inbound marketing focuses on creating educational content that pulls people toward your website where they can learn more about what you sell on their own accord.

Inbound is an approach to marketing that reaches today’s consumer. Get found by qualified leads online with content (website pages, blog articles, social messages) optimized for search and social media.

Understand what content pulls your buyers through the sales funnel, and use that context to personalize your marketing at scale.

Inbound marketing is a

philosophy based on the truth that

consumers buy differently today than they did 10

years ago.

PRE-INTERNET.

Buyer: Relatively uninformed.

Buyer Journey: Linear.

Marketing Playbook:

Interrupt (cold calls and

advertising).

TODAY.

Buyer: Well-informed.

Buyer Journey: Fluid and random.

Starts with Google.

Marketing Playbook: Thought

leadership through content

creation.

Major Themes of Inbound Marketing

•  You create targeted content that answers your customer's basic questions and needs, and you share that content far and wide.

•  You recognize that people go through stages as they interact with your company, and that each stage requires different marketing actions

•  As you learn more about your leads over time, you can better personalize your messages to their specific needs.

•  Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.

•  Your publishing and analytics tools all work together like a well-oiled machine, allowing you to focus on publishing the right content in the right place at the right time.

Inbound Marketing

Methodology

• The inbound philosophy is backed by a methodology that helps brands attract, convert, close, and delight visitors, leads and customers through a variety of channels such as social media, blogging, SEO, landing pages, forms, and email.

• The methodology facilitates the buyer journey through the sales funnel – from strangers to promoters of your brand.

Inbound and the Sales Funnel

How it Fits Together

Blog Social Media

Keywords Pages

Calls-to-Action Landing Pages

Forms Contacts

Email Workflows

Lead Scoring CRM Integrations

Social Media Smart-Calls-to-

Action Email

Workflows

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

THE METHODOLOGY VISUALIZED AS A SALES FUNNEL.

Along the top are the four

actions (Attract, Convert,

Close, Delight) companies

must take in order to

obtain visitors, leads, and

customers.

Along the bottom are the tools companies use to accomplish these actions.

Attract strangers and turn them into website visitors. Step 1

You want to attract people

that will potentially become

leads. Attract your ideal

customer or buyer persona

by creating content that’s

valuable and easy for them

to find.

Convert website visitors into leads. Step 2

Once you’ve got visitors to your

site, the next step is to convert

those visitors into leads by

gathering their contact

information. In order to get this

valuable information, you need

to offer something up in return

(ex: ebook).

Close leads into customers through nurturing Step 3

Once you’ve attracted the right

visitors and converted the right

leads, you need to transform

those leads into customers with

targeted, automated email

nurturing and social media

interaction.


Using context and

personalization to deliver

tailored messages, continue to

engage with, delight, and

(hopefully) upsell your current

customer base into happy

promoters of your company.

Inbound Marketing in Action


Tools to attract strangers to

your site include:

•  Blogging

•  Social Media

•  Keyword Optimization

•  Site Pages Blog Social Media

Keywords Pages

Attract

Strangers Visitors

Blogging Matters

We’re going to take a moment to emphasize the importance of blogging because it’s that important. Companies blog because it’s one of the most effective ways to attract potential customers to your site.

The average company that blogs generates: • 55% more website

visitors. • 97% more inbound links. • 434% more indexed

pages.

Companies that blog generate 126% more leads than those that

don’t. Blogging Matters

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Blog No blog

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rage

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Blogging is regularly linked to higher ROI Blogging Matters

75%82%

71% 67%57%

14%10% 14%

21%25%

0%10%20%30%40%50%60%70%80%90%

Multiple times perday

Daily 2-3 times per week Weekly Monthly

B log g in g F re q ue nc y

Percent of marketers who demonstrated inbound ROI

Percent of marketers who couldn't demonstrate inbound ROI

Blogging isn’t the only tool that effectively attracts customers to you, though.

Strangers Leads

You need to be active on social media, too.

•  You must share remarkable content and valuable information on the social web, engage with your prospects, and put a human face on your brand.

You should create content around targeted keywords as well.

•  You need to carefully, analytically pick keywords, optimize your pages, create content, and build links around the terms your ideal buyers are searching for. (Psst! HubSpot’s software gives you SEO advice as you type).

Convert website visitors into leads. Step 2

Tools to convert visitors into

leads include:

•  Calls-to-Action

•  Landing Pages

•  Forms

•  Contacts Database Calls-to-Action Landing Pages

Forms Contacts

Convert

Visitors Leads

Entice your visitors to claim an offer with calls-to-action.

Calls-to-action (CTAs) are buttons or links that encourage your visitors to take action, like “Download a Whitepaper” or “Attend a Webinar.” If you don’t have CTAs or if they aren’t enticing enough, you won’t generate leads.

Drive visitors to landing pages where they can become leads.

When a website visitor clicks on a CTA, they should then be sent to a landing page where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them.

Use forms to get the information you need about your prospects.

In order for visitors to become leads, they must fill out a form and submit their contact information. Optimize your form to make this step of the conversion process as easy as possible.

House all of your contacts in one place.

Keep track of the leads you're converting in a centralized marketing database so you can make sense out of every interaction you’ve had with your contacts – be it through email, a landing page, or social media.

Close the leads into customers through nurturing Step 3

Tools to delight your customers

include:

•  Smart Calls-to-Action

•  Social Media

•  Email and Marketing

Automation Social Media Smart-Calls-to-

Action Email

Workflows

Delight

Customers Promoters

Send targeted emails to leads to pull them through the sales funnel.

You’ve got contacts in your system, but how do you know which ones are ready to speak to your sales team? Using a numerical representation of the sales-readiness of a lead takes the guesswork out of the process.

Go beyond email by using automation informed by context and lifecycle.

If a visitor downloaded a whitepaper from you in the past, you might want to send that lead a series of related emails. But if they follow you on Twitter and visited certain pages on your website, you might want to tailor the messaging.

Close the loop by integrating your marketing tools with your CRM.

Know which marketing efforts are bringing in the best leads and whether your sales team is focused on the most qualified leads by integrating with your Customer Relationship Management (CRM) system.


Using context and

personalization to deliver

tailored messages, continue to

engage with, delight, and

(hopefully) upsell your current

customer base into happy

promoters of your company.

Keep the cycle going by continually nurturing with personalized content.

Treat people like people and earn trust by using Smart Content and Personalization Tokens to create a tailored experience based on prospects’ needs across all of your marketing channels – from CTAs to email to landing pages.

1) ATTRACT: GET TRAFFIC

2) CONVERT: GET LEADS

3) CLOSE: GET CUSTOMERS

4) DELIGHT: ANALYZE & OPTIMIZE

Create blog content, search engine optimize

(SEO) that content, and promote it on social

media sites.

Place calls-to-action throughout your website, blog,

social accounts, and email to drive visitors to landing

pages with forms.

Send leads targeted, automated emails to drive them through

your buying cycle. Provide your sales team with lead

intelligence for more effective sales calls.

Analyze the success of your marketing campaigns, and

determine which areas need further optimization or

personalization for future success.

Market with a Magnet

Marketing

Transcript of Market with a Magnet