UNDERSTAND MARKETINGLADYVERA’S GUIDE TO UNDERSTANDING HOW MARKETING

FITS IN WITH THE SALES PROCESS

INBOUND OR OUTBOUND?

• INBOUND IS A NEW FORM OF MARKETING THAT HAS BOOMED THANKS TO THE INTERNET GROWING.

• OUTBOUND SOUGHT TO PUSH PRODUCTS AND SERVICES ON CUSTOMERS WHEREAS INBOUND CREATES AND NURTURES THE INTEREST IN POTENTIAL CUSTOMERS

• OUT WITH THE OLD AND IN WITH THE NEW

WHY INBOUND?

• POTENTIAL CUSTOMERS HAVE ACCESS TO WAY MORE INFORMATION THAN BEFORE. THISMAKES THE BUYING PROCESS A LOT LONGER BUT IN SECURING A SALE, YOU HAVE SECURED A PROMOTER FOR YOUR BUSINESS

• INSTEAD OF PUSHING YOUR CUSTOMER INTO A SALE, YOU CAN NOW EDUCATE, ENTERTAIN AND SECURE YOUR CUSTOMER.

INBOUND GOALS

• MARKETING IS THE MOST IMPORTANT CHANNEL OF SALES. • THE SUCCESS OF MARKETING IS A DIRECT RESULT OF THE SUCCESS OF

SALES.• ONCE YOU HAVE CHANGED A STRANGER TO A PROMOTER, YOU HAVE

DONE THE INBOUND PROCESS CORRECTLY.

WHAT ARE INBOUND ACTIVITIES?• EACH OF THE ACTIVITIES CHANGE ACCORDING TO WHERE ON THE SALES

CYCLE THEY ARE. • CONTENT MARKETING:

• WHITE PAPERS• BLOGS• EBOOKS• INFOGRAPHICS

• SOCIAL MEDIA• FACEBOOK• TWITTER• GOOGLE PLUS ETC

• DIGITAL MARKETING• LANDING PAGES• KEYWORDS• SURVEYS

CAN WE STILL USE OUTBOUND?

• YES OF COURSE. JUST KNOW THAT A LOT OF THE INBOUND METHODS COST LESS THAN THE OUTBOUND METHODS AND AWARENESS ONLINE IS FAR MORE VALUABLE THAN TRYING TO CREATE THE AWARENESS USING OUTBOUND ACTIVITIES

• SOME OUTBOUND ACTIVITIES:• TELEMARKETING• DIRECT MAIL• TRADE SHOWS

THE COMPLETE PROCESS

STRANGERS TO VISITORS

• GOAL: EDUCATE• HOW? ATTRACTION ACTIVITIES

• BLOGS• SOCIAL MEDIA• SEO AND PPC

VISITORS TO LEADS

• GOAL: EDUCATE• HOW? CONVERSION ACTIVITIES

• LANDING PAGES• CONTENT• CALL TO ACTIONS

LEADS TO CUSTOMERS

• ALTHOUGH MOST OF THE ACTION IS IN THE SALES PERSON, YOU CAN STILL HELP

• GOAL: NURTURE• HOW? CLOSING ACTIVITIES

• EMAIL• CALLS

CUSTOMERS TO PROMOTERS

• ALTHOUGH MOST OF THE ACTION IS IN THE SALES PERSON, YOU CAN STILL HELP

• GOAL: ASSURE• HOW? PROMOTION ACTIVITIES

• SURVEYS

WHAT INBOUND ACTIVITIES DO YOU DO?

• LET ME KNOW ON VERA.KHUMALO@GMAIL.COM• @LADYVERA06

THANK YOU FOR READING!