2. Hi, My Name is Nicole.
I’m Really Great.
Will You Marry Me?
3. Why not?
• You just learned I exist
• You don’t know if you like me
• You don’t know if you can trust me
• You might want to “try me out” first (I
mean dating!)
4. But…this is how most
companies sell….
AB Plumbing
Photo
Here are all the reasons we are great
Website Phone Number Email
5. The Problem?
No matter what you buy (or
who you marry) everyone goes
through the same process.
9. The Result?
• Less response – fewer leads
• More cold calling
• More time selling (because they
have to start the sales process
right from the beginning)
10. Imagine…
How much easier would it be if
your prospects took themselves
through your sales process and
then contacted you when they were
ready to buy?
11. It Is Possible Inbound & Content
Marketing
Inbound Marketing helps you “date your prospects”: -
by using educational content to:
• Get prospects to KNOW you
• Move them through the buying process to LIKE,
TRUST and TRY you, then,
• Contact you when they are ready to BUY
12. Why Do you Need Inbound
Marketing?
Because…..
The Rules of Marketing are
Changing have Changed
13. Outbound Marketing
“The way it was”
• Marketers were in complete control
• We loved interrupting you
• You couldn’t talk back!
From infographic by Voltier Digital – full infographic at:
http://www.blueglass.com/infographics/inbound-marketing-
rising-infographic/
22. What is Inbound Marketing?
The process of:
- Getting prospects who are looking for your product
or service to find you
- Using educational content to move them through the
lead qualification and conversion process
- And giving them ways to contact you when they are
ready to buy.
23. What is Content Marketing?
The process of getting prospects who are looking for
your product or service to find you, using educational
content to move them through the lead qualification
and conversion process, and giving them ways to
contact you when they are ready to buy.
24. What does this mean?
• Your prospects can find you when they are looking for your
service
• Your prospects can get the information they’re looking for
once they’ve found you
• Your prospects can educate themselves – and then contact
YOU when they’re ready to buy – either now or in the
future
• Prospects are already interested, more qualified and more
likely to buy.
25. Inbound Marketing
& the Buying Process
Publish educational content to
get prospects to KNOW, LIKE,
& TRUST you – so they will
be much more likely to BUY –
our ultimate goal.
26. Benefits of Inbound Marketing:
It’s Less Expensive:
Purchasing media space for Outbound
Marketing spots is expensive. The cost of
Inbound Marketing is more time than money.
Budget (outbound) Brains (Inbound)
Flickr: Joakim Jardenberg
Flickr: Andrew Magill
Photos courtesy of HubSpot
27. Benefits of Inbound Marketing
Source: survey of hundreds of businesses: HubSpot.com/ROI
28. Benefits of Inbound Marketing
It’s Educational:
Consumers today are more savvy and don’t respond
the same way to advertising/sales messages.
With Inbound Marketing you take an educational
approach, and provide consumers with the
information they want, when they want it.
29. Benefits of Inbound Marketing
It’s Non-Intrusive:
There is a backlash against intrusive marketing methods, and
as a result it is becoming more difficult to get outbound
marketing messages out.
With TiVO and PVRs, we fast forward through commercials
on TV, we add our phone numbers to “do not call” lists to
prevent telemarketers from getting through, we throw out
direct mail, and we leave websites with pop-up ads.
30. Benefits of Inbound Marketing
It Reduces the Need to Cold Call and Sell:
Inbound marketing is about enabling prospects to find you
when they are ready to buy, and putting processes in place to
take them through the lead qualification and conversion
process online
This eliminates the need for cold calling in many cases – and
reducing the time spent selling.
31. 7 Steps to Inbound Marketing Success
1. Build Your Inbound Marketing Toolkit
2. Get Found
3. Create Compelling Content
4. Amplify Your Content
5. Convert Visitors to Leads
6. Convert Leads to Customers
7. Analyze & Adjust
32. Step 1
Build Your Inbound Marketing Toolkit
A website is no longer
enough – you need a
Total Online Presence
33. Step 1
Build Your Inbound Marketing Toolkit
1. Website
2. Blog
3. Social Media Pages
4. Email Marketing Tool
5. Social Media or Inbound Management Tool
6. Listening Station
34. Step 1
Website
1. Built on a CMS
1. Easily updated
2. Easily optimized for SEO
2. Recommend WordPress or similar
35. Step 1
Blog
1. Integrated with your website
2. Include social share functionality
3. Include “relatable” functionality
4. Ability to optimize and tag each post
5. Recommend Wordpress or similar
36. Blogging: A Great Way to Get
Started
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
37. Step 1
Social Media Pages
Claim all of your real estate - It’s not about “tweeting” &
“Facebooking” 24x7 - It’s about your prospects finding you - Yes
– your customers ARE on social media
38. Step 1
Email Marketing Tool
1. Easy to create emails and newsletters
2. Integrated with your website & social media
3. Manage your lists & unsubscribes
4. Track opens and shares
39. Step 1
Social Media Management or Inbound
Marketing Tool
1. Send out content to multiple social media sites from
one location
2. Monitor social media pages
3. Track and monitor link clicks
40. Step 1
Listening Station
1. Monitor content from competitors, blogs, news
feeds, magazines, associations
2. Great source of content
3. Recommend Google Alerts, Google Reader,
HootSuite or Similar
41. Step 2
Get Found
1. Keyword Analysis
1. Know what your prospects are looking for
2. Insight into the content you should create
2. SEO
1. On-site optimization – CONTENT!
2. Off-site optimization – CONTENT!
43. Step 3: Create Compelling Content for All
Stages of the Buying Cycle
Know • Articles, News Releases, Advertising
• Website Content, Blog Posts, Social Media Posts, eBooks, Infographics,
Like Newsletter
• Marketing Kit, Case Studies, Video Testimonials, Webinars, Whitepapers,
Trust Industry Studies
• Workshops, Online Demos, eBooks, evaluations, demo, DIY training,
Try starter
• New Customer Kit, User Guide, Cheat Sheets, Quick Start Guides, Online
Buy Training and Webinars
• Project Reviews, Case Studies (cross sell), Customer Webinars,
Repeat Newsletters, Customer Survey Results
Refer • Partner Events, Newsletters, Social Media, Partner Kits
44. Step 3: Create Compelling Content for All
Stages of the Buying Cycle
Two major types of content for inbound marketing:
1. Major Value Piece
Content that prospects will exchange their contact information for
Examples: eBooks, guides, webinars
Ongoing Content
Regular, free content that you push out on an ongoing basis
45. Step 3
Take the Fear out of Content Creation
If you don’t have a plan, content creation can be scary!
1. Create an editorial calendar
Think about your business in terms of chapters in a book
December January February
Monthly Topic Marketing Strategy Online Marketing Social Media
Total Online Presence 7 Steps to Social Media Success
Main Monthly Piece Strategy eBook Webinar eBook
Weekly Posts
Week 1 Ideal Customer Content Platform Listening Station
Week 2 Core Difference Organic SEO Pages
Week 3 Talking Logo PPC Advertising Building Followers
Week 4 Tagline Analytics Management Tools
Creating content is much less scary when you know ahead
of time what you’re going to write about
47. Step 4: Amplify Your Content
1. Publish your content to your
website, blog or landing page
2. Amplify or promote your content
to:
1. Social Media Sites
2. Bookmarking Sites
3. Article Sites
4. News Release Sites
5. Email
48. Step 5: Convert Visitors to Leads
1. Calls to Action on All Content
2. Use Landing Pages with Forms
50. Step 6: Convert Leads to Customers
1. Put processes in place to qualify your leads – Top,
Middle or Bottom of the funnel
1. Download certain items = more qualified
2. Include a key qualification step – like an audit form
3. Focus your time on qualified, bottom-of-the-funnel leads
51. Step 6: Convert Leads to Customers
2. Use Inbound Marketing to move leads through your
qualification process:
1. High level content for people just curious about a topic
(Introduction to Inbound Marketing Guide)
2. Mid level content for those now looking for a vendor
(Inbound Marketing Webinar)
3. Bottom level content for those ready to buy (Inbound
Marketing ROI Calculator)
52. Step 7: Analyze and Refine
1. Track your Conversion Rate:
Image courtesy of HubSpot
53. Step 7: Analyze and Refine
2. Monitor your analytics
Image courtesy of HubSpot
54. Research toolbox
Keyword Research
• https://adwords.google.com/o/KeywordTool
• https://freekeywords.wordtracker.com/
• http://www.wordstream.com/keywords
Competitive Research
• http://tools.seobook.com/competitive-research-tools/
Trend Research
• http://www.google.com/trends/
55. New! Total Online Presence
Program overview:
• 6 live lessons
• Complete online portal
• Resources/action plans
• Real time updates
• Group, Coaching, and Total
Consulting and Set-Up Options
Get Your Free eBook & Webinar
View Program Information
56. New! Total Online Presence
+ HubSpot Inbound Marketing Software
• 6 live lessons - Complete online portal
• Group, Coaching, and Total Consulting and Set-Up Options
• HubSpot Inbound Marketing Software
Get Your Free eBook & Webinar
View Program Information
57. About Nicole Croizier
• Owner of Corner Your Market, a Vancouver based
marketing consulting firm focused on helping owners of
smaller but growing businesses install complete
marketing systems from the ground up
• Authorized Duct Tape Marketing Consultant
• HubSpot Inbound Marketing Certified Partner
• 12 years in corporate marketing – tech & B2B
www.corneryourmarket.ca
Editor's Notes
Hi, my name is Nicole. Will you marry me?
If walking up to a girl or guy in a bar and asking them to marry you doesn’t work – why do we think the same approach will work when it comes to getting prospects to buy your products or services?Yet – this is essentially what we do. You see it every day in print advertising and direct mail. Hi – I’m a plumber – the best plumber in town - buy from me.
We call this process, the Marketing Hourglass – which is essentially the blueprint for Inbound Marketing. And really, when it comes right down to it, Inbound Marketing is just like dating. Before you buy a product or service, you have to first:KNOW the product exists (you meet in the bar)LIKE the company or product (you discover you both like iguanas and World of Warcraft)TRUST that the product will do what it promises, or that the company will in business for a while (or that your girlfriend won’t leave you for the next guy who smiles at her in the bar)Only then will you consider buying the product (or marrying the girl).
Chocolate bar vs. 10,000 oil rig platform
But what most companies do is skip the whole dating phase (Like, Trust and Try) and try to get their customers to go right from KNOWING THEM to BUYING from them
So let’s back up a little bit – how did this all come about? Why do we need inbound marketing today?
But while this was a blissful existence for marketers – this Outbound Marketing - what many of us still think IS marketing today – like:TV, Radio and Print advertisingDirect MailBillboardsCold CallingSimply isn’t working anymore.
LISTEN OVER SAY: Previously, marketing was all about figuring out a clever message – and all the control was in the hands of advertisers and marketers. Today, it’s more about listening to your audience, figuring out what they need, and providing not only the information they need, but the….PROOF OVER PROMISE: People today are more savvy, and can be put off by the more blatant marketing messages. Is a new kind of pen ink really going to revolutionize the world? Your messages should be focused on tangible information – with proof to back it upPUBLISH OVER PROSPECT: Here is the really great news. The days of dialing for dollars are over. By publishing a steady stream of educational content, you get prospects to know, like and trust you over time. So when they’re ready to buy – they contact you. FARM OVER HUNT: With the new rules of marketing you plant the seeds – you keep distributing different types of educational content and eventually your suspects will become prospects and your prospects will convert to leads and clients or students. INSIGHT OVER INFORMATION: In today’s new rules of marketing, your prospects are faced with an overwhelming amount of information. If you can dig through all that information and be the one source that pulls out the nuggets of insight they need – organizes and filters through the information for them…
The solution to navigating these new rules of marketing – is Inbound and Content Marketing
The reason I outlined the marriage example and the marketing hourglass – is because Inbound Marketing is intimately linked to the buying process – it’s all about how to get people to find you, move them through the buying process, and convert them into customers.
Outbound marketing is expensive – advertising simply costs money. Inbound marketing has a high upfront cost in terms of time – but a much lower cost per lead.Inbound marketing-focused companies have a 60% lower cost-per-lead than outbound marketing-focused companies.
It’s not enough today to just have a website – You have to build a total online presence. This diagram represents what every business should aspire to, but for today, we will focus specifically on the tools you will need for Inbound Marketing.
This is all about getting the right tools in place.
This is all about getting the right tools in place.
This is all about getting the right tools in place.
Research shows that companies that blog attract 55% more web site visitors than companies that don’t blog.
Even if you’re not ready to “go deep” into Facebook or YouTube, it’s important to initially claim all of this real estate. In the beginning, it’s not as much about “tweeting” & “Facebooking” 24/7 (although it’s of course important to build your followers for credibility), it’s about giving your prospects, customers and partners one more way to find you. Did you know that YouTube is the number 2 search engine after Google?Did you know that Facebook pages can appear higher in the Google search rankings than your website?All of these pages are places to amplify your content
This is all about getting the right tools in place.
This is all about getting the right tools in place.
If your prospects can’t find you, then your inbound marketing strategy will stop before it gets started. Analyzing your keywords is an important first step in finding out how your prospects talk about you, and what your prospects and customers search for. This information will drive the type of content your should create, and the terminology you should use in that content.SEO:On-site, you need to optimize your website overall (this is an entire subject unto itself, and was introduced at our last Think360 session). A couple of important points:- The
Google decides whether your content will rank well in search engines. As we talked about at our last Think360 seminar, today, search engine optimized content gives your content its best chance of ranking well in Google.
This is where that Marketing Hourglass we talked about earlier comes in – it provides a great guide and reference tool for the types of content you need to create
This is where that Marketing Hourglass we talked about earlier comes in – it provides a great guide and reference tool for the types of content you need to create
One of the biggest roadblocks for most businesses is the daunting task of creating ongoing content – what do we write about?Creatingongoin
There is a fine line between self-adulation (the promotion of accomplishments) and self-promotion (the promotion of ideas). – Nathan Hangen of Copyblogger Focus on the latter, not the former People want to consume helpful content, not information about you.
Share links to your content on social media sites and throughout appropriate online social networks.Benefits of regularly promoting and amplifying your content:Links back to your website – SEO!Building your following and network on social media sitesSharing of your content outside of your networkDownloads of your value content – leads that you can nurture!
Key to inbound marketing is first, getting leads by:Calls to action on all content: Provide free content, but then show your visitors what you want them to do through a call to actionYour calls to action drive to a landing page – where you ask for a prospect’s contact information in exchange for their valuable contact information
Once you’ve collected your leads, the second key to Inbound Marketing is nurturing your leads and converting them into customers. Qualify your leads – you don’t want to waste your time with leads who are at the top of the funnel and just looking around – put processes in place to determine which leads are at the bottom of the funnel and spend your time and energy on them.
Use Inbound Marketing to move leads through your qualification process Are they at the top, bottom or middle of the funnel?
Image: Be sure to measure your different landing pages and their rates of conversion. Conversion is the percentage of visitors who converted into leads. Keep track of your conversion rates & analytics to determine which calls to action are working.
Marketing analytics are an important part of your inbound marketing programs. Track the sources of your traffic to understand which channels send the best traffic and leads. Monitor these analytics daily and evaluate which techniques are working and which aren’t. Use this data to modify your inbound marketing campaigns to do more of what works and less of what doesn’t.