In this webinar, Surveypal's CMO and MelloVR's founder & CEO Sointu Karjalainen discusses how you can use inbound marketing to beat your competition. Where to focus to crush your competition with zero advertising budget, from increasing your visibility on the web to converting visitors into leads at a higher rate. In this 30-40 minute session, you'll learn: - How to turn your website into a magned of interest (TOFU) - Learn from the masters of conversions like Google, Amazon and Netflix (MOFU) - Learn how closed loop analytics is the key to finding out where you should focus your marketing

1. How to Bury the Competition with
Inbound Marketing
Sointu Karjalainen
CMO Surveypal
sointu.karjalainen@surveypal.com
@Sointu1

2. PROUDLY SERVING EXCEPTIONAL CX WITH

3. HOW SURVEYPAL TRIPLED INBOUND
LEADS?
1. Turn website into a magned of interest (TOFU)
2. Learn from the masters of conversions like Google and Netflix
(MOFU)
3. Closed loop analytics revealing the holy grail
Bonus! Inbound analytics template

4. #2
Working with
a limited
budget
#1
Defining
success
MOST COMMON DIGITAL MARKETING
CHALLENGES

5. HEY WILL YOU MARRY ME?

6. TOFU
Getting the phone
number of a date
FREE STUFF and make
sure that you’re building
trust
SEO, blogs, e-books,
SoMe
SET UP THE RIGHT MARKETING FUNNEL
BOFU
Marriage proposal
CAN’T LIVE WITHOUT
LP’s to freebies or
discounts, trials,
demonstrations
MOFU
Dating…
MORE FREE STUFF
Case studies, Drip
campaigns,
newsletters, videos

7. VS
RENT
OWN

8. Without emails,
you don’t have any phone numbers
for your dates.

9. 1. TURN YOUR WEBSITE INTO A MAGNET OF
INTEREST (TOFU)
1. Create content as ”minimagnets”– publish your way to
success
2. Optimize content to get more eyeballs
• Google (SEO)
• Social Media optimization (SMO) – spend 50% time on clever titles
• ”Link magnets” are the currency of the Internet
3. Promote 80% and build your email list

10. AVERAGE ”FLU” CONTENT
CYCLE 0 1 2 12
#Infected 1 2 3 13
Times Transmitted 2 2 2 2
Conversion Rate 0.5 0.5 0.5 0.5
Net New Infections 1 1 1 1

11. AWESOME ”BIRD FLU” CONTENT
CYCLE 0 1 2 12
#Infected 1 3 7 8191
Times Transmitted 4 8 16 16384
Conversion Rate 0.5 0.5 0.5 0.5
Net New Infections 2 4 8 8192

12. LEAN MEAN CONVERSION MACHINE

13. 2. LEARN FROM THE MASTERS OF
CONVERSIONS (MOFU)
What do these companies have in common?

14. USAGE AND PERSONALIZATION
Better
personalization
Better value
Better
conversion
More usage

15. SEGMENTATION AND RIGHT TOOLS
Each action user takes is an opportunity to personalize on web, email and mobile.
For example different email campaigns based on country or what blog posts they
click.

16. IN SEARCH OF THE HOLY GRAIL

17. 3. CLOSED LOOP ANALYTICS DEFINING
SUCCESS
Leads make the marketing world go ’round. Do you follow where they come from?
Conversion rates are helpful quality indicators, because they measure the % of
people moving from one marketing stage to the next. Increase imply improvements
in content/ traffic.
Sales closes deals, but the number of customers teed up by marketing is just as
important. Communicating your direct impact on customer generation will be the
best way to get to your CEO of boss’ heart.

18. BONUS ”HOLY GRAIL” TEMPLATE
Reach
Visits
Leads
Customers
Conversions Rates

19. NEED HELP?
SEO audits
Setting up actionable analytics
Google Analytics
PPC funnel training
Download template at
http://bit.ly/sointu-inbound-analytics-template
Sointu Karjalainen
CMO, Surveypal
sointu.karjalainen@surveypal.com
+358 40 823 5371