#UKHUG 2016 - Strategy of Inbound - Digital 22
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Transcript of #UKHUG 2016 - Strategy of Inbound - Digital 22
Cra$inganInboundMarke1ngStrategy
Aquickintro...
MynameisRikkiLear
IamaDirectoratDigital22
Beenworkingindigitalmarke9ngfor10years
Digital22isaninboundmarke9ngagencyandaHubSpotPla9numPartner
Allstartswithmarke1ngtosalesfunnel
Visitors Contacts Leads Proposals Customers
Buildingthefunnel
Companygrowthgoalis£2m
Wanttoachievethisin3years
Life9mevalueofcustomeris£18.5k
Thereforeweneed108customers
Equals3customerspermonth
Workbackuptoproposals,leads,contacts,visitors
Willbeverydifferentforeverybusiness
Nowyouhavetofigureouthowtoachieveeachsegmentofthefunnel...
Visitors
Contacts
Leads
Proposals
Customers
4000
200
3
3%
20
10%
6
30%
50%
Buyerpersonas
Itwillhelpwillalltheelementstocome
Improvesunderstandingofyourmarket
Focusyourcontenttotherightaudience
Whattoinclude...
Buyerjourneys
Traffictoreality
Firsttask:
Keywordresearch
Fourkeyways:
SEO
Blogging
Social
Paid
GeEngtheleads
Awareness Considera9on DecisionBlogseBooks
WhitepapersResearchreports
PodcastsLists
Howto’sNews
ComparisonguidesVideoFAQsQ&A
InterviewsProsandCons
CasestudiesTrialsDemos
Product/serviceliteratureVendorcomparisons
BenchmarksReviews
Tes9monials
Marke1ngcanhelpclose
Marke9ngCRM
Automa9on/leadnurturing
Qualifyingviamarke9ng
Providingdatatosales
Otherconsidera1ons...
Planformto9eitalltogether
Rolesandresponsibili9es
Copywri9ng
Webanaly9cs/dataanalysis
Webdesign
Searchengineop9misa9on
Pay-per-clickmarke9ng
Conversionrateop9miza9on
Emailmarke9ng
Socialmedia
Projectmanagement
Analyseanditerate
Thankyou...
Downloadtheinboundstrategystarterpack(willbesentviaemailtoalladendees)
Marke9ngtosalesfunnel
Personaworksheet
Buyer'sjourneytemplate
Workflowplanner
Seemeaherthefinaltalkforanyques9ons
UpnextVaughnfromToastInbound
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