1. ROI: (Return-on-Influence)
Marketing and Advertising
Your Web Presence (Inbound)
Ohio Turf Foundation Conference & Show
December 5, 2012
Presented by: Keith Gutierrez CEO Structure Marketing
Structure Marketing.com
@keithgutierrez
Building Remarkable Brands
#OTFINBOUND

2. Success Is About Making Those Who
Believed In You Look Brillant
-Dharmesh Shah
Hi I’m Keith Gutierrez.
Nice To Meet You.
#OTFINBOUND
@keithgutierrez
CEO @StructureM
www.structuremarketing.com

3. Today’s Agenda
Your Web Presence
1 The Evolution of Marketing and Advertising
2 Why the Real ROI is Return-on-Influence
3 The Story of Inbound Marketing
4 How Inbound Marketing Campaigns Work
5 Why you should Structure Your Marketing
Targeted
Audience

4. What Is
Marketing?

5. What is Marketing?
“To me … marketing is about
Targeted
Audience
values.”
-Steve Jobs, Apple Inc. Founder

6. The Golden Circle
Why
How
What

7. People don’t buy
what you do.
They buy why
you do it!

8. Build a Triangle of Trust &
Be Transparent
Brand
Why
Purpose & Belief
Trust
Customer Experience
Communication Transparency Value
How What
Story & Promise Product & Service

9. Be Remarkable

10. Start Helping. Stop Selling.
"You will get all you want in life
if you help enough other Targeted
Audience
people get what they want.”
-Zig Ziglar, Motivational Speaker, and Author

11. Be the Purple Cow
“The world has changed. There
Targeted
are far more choices, but there Audience
is less time to sort them out.”
-Seth Godin, (Purple Cow) Best Selling Author

12. Marketing has
Changed!

13. Before, During, and After

14. The Story of Inbound
Marketing
Targeted
Audience
Brian Halligan – Founder Dharmesh Shah – Founder
CEO, HubSpot CTO, HubSpot

15. The Old Days:
How Advertising Worked

16. The Death of Advertising
Targeted
Audience

17. Now What?
• Start with the Why
• Be Helpful
• Stop Selling
• Build a Triangle of Trust
• Be Transparent
• Be Remarkable

18. New Marketing
2013+

19. Inbound Marketing is the
Solution
Targeted
Audience

20. Be Attractive
SEO, Blogging,
Social
Media, Viral
Videos, Freemi
Attract
Targeted
um Trials
Audience
Online
Marketing VS. Audience
Telemarketing,
Direct
Mail, Email
Blast, Print, R
adio
Ads, PR, Paid
Search

21. The Good News About
Inbound Marketing

22. Increase Marketing
Assets
VS.

23. Great News! Lower Cost Per Lead
Average Cost Per Lead
Inbound Vs. Outbound
400
Average Cost Per Lead USD
350
Targeted
cost per lead
300 Audience
61% lower
250 Outbound Marketing
Domainated
200 Organizations
150 Inbound Marketing
Dominated Organizations
100
50
0
2010 2011 2012 Source: HubSpot

24. Inbound Marketing
Works
• Attracts customers
• Builds relationships
• Increases marketing assets
• Is Cost effective

25. Inbound Marketing
Methodology
Get
Found
Inbound
Convert
Marketing
Analyze

26. Inbound Marketing Campaigns
Process Offer
Offer
Develop Targeted Offer to Generate
New Email Contacts CTA +
Analyze LP
CTA +
LP Advertise Offer On Your Website
LN Automate Follow-up Emails
Targeted
Email Market Offer to Existing Contacts Audience
Social LN
Blog Attract Leads Through Blogging
Social Use Social Media To Promote
Blog Email
Analyze Measure Every Element with Analytics

27. The Process
Offer
Develop Targeted Offers to Generate New
Email Contacts
CTA +
LP Advertise Offer On Your Website
LN
Automate Follow-up Emails
Email
Market Offer to Existing Contacts
Blog
Attract Leads Through Blogging
Social
Use Social Media To Promote
Analyze
Measure Every Element with Analytics

28. Offer
CTA +
Analyze LP
Targeted
Social
Audience LN
Blog Email

29. Set Clear Goals Offer
Offer
LP
LP CTA
Blog
More CTA
More LN
More
Traffic Leads Customers
SM
Email
Blog
Blog
SM
SM

30. Understand the
Lead Conversion Path

31. Build Your Sales Funnel
with Offers
TOFU - Prospect knows there’s a
problem Inbound Marketers are Publishers
that needs to be solved
Free Free Guides &
Whitepapers Tip Sheets
Free eBooks Free Videos TOFU
MOFU
MOFU – Prospect recognizes a need for BOFU
a solution like yours
Free
Case Studies Free Sample FAQ Sheets
Webinars
BOFU – Prospect seeks solution to their Customer
need; ready to buy
Free Estimates or
Demos Coupons
Consultations Quotes

32. How Inbound
Grows your
Business

33. Case Study:
Inbound Marketing

34. Create the Offer

35. Create a Landing Page to Advertise
the Offer

36. Create a Call-To-Action that
Links to the Landing Page

37. Create Lead Nurturing
Workflow Emails
that Follow Up with Leads

38. Create an Email Marketing Offer
for Existing Contacts

39. Create and Publish a Series of
Blog Posts on the Topic of the Offer

40. Promote Landing Page and Blog
Articles on Social Media

41. Integrate Pay-Per-Click Efforts
(PPC) & Outbound Marketing

42. Use Closed Loop Marketing
Analytics To Measure Results

43. Results! Weed Pro
Inbound Marketing
January 1st, 2012 November 1st, 2012
Website Grade: 36 Website Grade: 90
Indexed Pages: 33 Indexed Pages: 383
Social Media Reach: 868 Social Media Reach: 1,391
2011 2012
9,950 Visits 25,973 Visits
166 Program Estimate 537 Program Estimate
Requests Requests
76 Program Sales 321 Program Sales
$22,724 in Program Sales $74,006 in Program Sales

44. Fall Aeration Inbound Campaign
• Campaign to existing and new customers
promoting Fall Aerations and Over seeding.
• Email Marketing, and social media
opportunities were created featuring Fall
Recovery Guides that stressed the importance
of Fall Aerations.
•Generated 319 estimate requests, 244 sales
that returned $34,784 in revenue.

45. Next Steps

46. Get Going
• Learn more
• Get Resources
• Commit to the Process
• Invest
• Begin

47. Learn More about Inbound
www.structuremarketing.com/boost-your-business-with-inbound-marketing

48. How we do
inbound!

49. Build a Triangle of Trust &
Be Transparent
Brand
Why
Purpose & Belief
Trust
Customer Experience
Communication Transparency Value
How What
Story & Promise Product & Service

50. Structure Marketing System
7 Cycles for Inbound Marketing Success
Listen to
Demand
Build a
Analyze
Powerful
Growth
Website
Define
Your
Brand
Transform Drive Traffic
Customers and Leads
Engage Your
Community

51. Define Your Brand
Policies & Guidelines Hedgehog & BHAG
Core Buyer Personas'
Cycle 1: Goals, Plans, Challenges, &
Timelines
Define
Leads Scoring Framework
Your Brand Benchmarks & Milestones
Key Performance
Service Level Agreement
Indicators

52. Listen to the Demand
Groups and Your
Communities Employees
Your
Keyword
Customer
Research &
Wins &
Alerts
Cycle 2: Listen Losses
to
Monitor Your
Brand Demand Your Industry
Your Your
Prospects Competitors

53. Build a Powerful Website
Publishing
Content Strategy
Calendars
Website Content Email Strategy
Cycle 3:
Build a
CTAs &Landing
Pages Powerful Lead Workflow
Strategy
Website
TOFU, MOFU, BOFU
Mobile Strategy
Offers
SEO Strategy

54. Drive Traffic and Leads
Integrating Activate
Outbound Inbound
Strategies Campaigns
Cycle 4:
Newsletter
Drive Living By The
Calendar
Traffic &
Leads
Activate PPC PR
Campaigns Opportunities

55. Engage Your Community
Customer Keyword
Service Alerts
Customer
Social Media
Relationship
Participation
Management
Cycle 5:
Engage Your
Answering
Community Blogging &
Guest
Questions
Blogging
Industry
Brand Pages Groups &
Forums

56. Transform Customers
Lead Marketing
Conversion Attraction
Lead Scoring Cycle 6: Emotional
Connection
Transform
Customers
Lead Buying
Workflows Behavior
Lead
Management

57. Analyze Growth
Conversion
Website
Rate
Analytics
Optimization
Loyalty, Rete
ntion
and, Growth
Cycle 7: Closed Loop
Marketing
Analytics
Metrics
Analyze
Growth
A/B & Multi-
Content
Variant
Lifecycle
Testing
Key
Performance
Indicators

58. Structure Marketing Success
Getting the best from inbound by:
• Listening to every new lead
• Creating content that educates, builds trust, and
profile
• Engaging in conversation that is more than a one-way
process
• Generating compounding results – Your improvement
never ends
• Transforming your sales leads into customers

59. Questions &
Discussion