Why and How to Leverage Inbound Marketing for CCI Systems

Inbound Marketing
For Real Results

Don Stanley
3Rhino Media
www.3rhinomedia.com
don@3rhinomedia.com
608 561 7097

DON STANLEY | @3rhinomedia | 3rhinomedia.com

Think Magnets not Sledgehammers
Why interruption marketing doesn’t work


3 Simple Steps to the Sales Funnel


What is InBound?
Inbound marketing is marketing that's useful.

It means acquiring customers by attracting and nurturing prospects with
exceptional content, data and customer service, not interrupting them
with spam.

It means pulling prospects in with a magnet, not beating them over the
head with a sledgehammer.


Nothing is Free
• Inbound is just a tool, and only as good as the person using
it.

• Inbound marketing will not work overnight. (Usually great
results are seen between the 3-12 month time period)

• Inbound marketing requires time. (I tell everyone, the first 2
months require about 10 hours of dedication a week, and
then goes down with time.)

• Inbound marketing is a culture. To have success, you must
stay at it and be consistent.

• It’s amazing, but it’s NOT a magic pill.


Why InBound?

62%
Companies that focus on
inbound tactics have a 62%
lower cost-per-lead than
companies that focus on
outbound tactics.


Why InBound?

62% | 60%
Companies that focus on of Sales Cycle completed
inbound tactics have a 62% BEFORE a customer reaches out
lower cost-per-lead than to you to make a purchase.
companies that focus on
outbound tactics.


How doesMarketing Doesn’t Work
Ostrich it work?


A quick case study: River Pools and Spas

October 27,
2007


Thinking Moneyball

15%


Moneyball: #s that Matter

15%
Typical closing
rate


A quick case study: River Pools


Thinking Moneyball

15%|30
Typical closing Pages read
rate


Thinking Moneyball

15%|30 = 80%
Typical closing Pages read River Pools New
rate closing rate


Value of a Single Post?



$1.2M



$1.2M
Value of a Three Posts?



$1.2M
Value of a Three Posts?

$2.5M

Where to Start? 1: Get Found
Attract visitors to your website (prospects to the top
of your funnel). They're the most important inbound
marketing tactics because they're like a building's
foundation:

Here are 4 of the most important

1. Blogging
2. Search Engine Optimization
3. Social Media
4. Content Marketing


Pre: 5-10 leads per month

Now: 400 leads per month


Guys,

Had a refreshing and revolutionary experience yesterday. It was
a script of how it’s supposed to happen. Lead comes in from
someone in New Zealand. I follow up with one email then he
calls me. He’s been working with someone he didn’t trust, went
to Google then downloaded and read our entire buyers
guide, educated himself. He already was convinced I was the
expert and he wanted to work with me by the time I picked up
the phone, I didn’t have to sell myself at all. The funnel worked
exactly like it is supposed to. With very little effort, we just
narrowed down the models that will work for his budget and I will
be sending out a quote tomorrow. He has the funds, knows what
he needs, knows what refurbished means etc. Unless something
crazy happens I expect to have the deal signed early next
week. The snowball is cresting the hill.

Best Regards,
Chris Sharrock
Product Manager X-ray, Cath-Angio, C-arms
BLOCK IMAGING INTERNATIONAL, INC.

Step 1: Get Found
Attract visitors to your website (prospects to the top
of your funnel). They're the most important inbound
marketing tactics because they're like a building's
foundation:

Here are 4 of the most important

1. Blogging
2. Search Engine Optimization
3. Social Media
4. Content Marketing


Step 1: Get Found
1:Blogging
A blog is the single best way to attract new visitors to your
website. Companies that blog get 55% more leads than
those who don't. In order to get found by prospective
customers, you need to have content that attracts them.
Your blog is the home of this magnetic content.


Step 1: Get Found
1:Blogging
A blog is the single best way to attract new visitors to your
website. Companies that blog get 55% more leads than
those who don't. In order to get found by prospective
customers, you need to have content that attracts them.
Your blog is the home of this magnetic content.

2: Search Engine Optimization
Customers begin their buying process online, usually
at a search engine. So you need to make sure you're
listed prominently when they search. To get
there, you need to carefully, analytically pick
keywords, optimize your pages, create content and
build links.


Step 1: Get Found
3: Social Media
Business isn’t B2B or B2C it’s P2P. Social let’s us return to the
marketplace model that has existed for millennia


Step 1: Get Found
3: Social Media
Business isn’t B2B or B2C it’s P2P. Social let’s us return to the
marketplace model that has existed for millennia

4: Content Marketing
Content marketing is another Get Found tactic. Like
blogging, it means publishing content that will
attract people to your website. Unlike
blogging, Content Marketing is not restricted to a
specific channel — it's the general idea of using
content to attract people to your site. It can also
include videos, whitepapers, webinars, and other
content.


Step 2: Converting Leads
Convert tactics help you take the visitors you
attracted to your site with blogging, social
media, and search engine optimization and convert
them into into paying customers. You can generate a
lot of activity on your website without convert
tactics, but you won't generate any revenue.

Here are some of the most important convert tactics:

1. Calls to Action (CTA)




2. Landing Pages




2. Landing Pages
3. Email Marketing




2. Landing Pages
3. Email Marketing
4. Lead Nurturing




2. Landing Pages
3. Email Marketing
4. Lead Nurturing
5. Marketing Automation


Step 3: Analyze Tactics
Analysis is the critical third category of inbound
marketing tactics. Once you start attracting people
to your site with blogging, social media and
SEO, once you start converting those new website
visitors into leads and customers, you need to begin
analyzing your sales and marketing funnel and figure
out ways to make it more efficient.

You need to focus on
1. Key Metrics
2. Methods of Analysis
3. Goal Setting


Step 3: Key Metrics
1. Website Visitors: top of the funnel metric


Step 3: Key Metrics
2. Leads: middle of the funnel. They took action


Step 3: Key Metrics
3. Customers: Bottom of the funnel. Your goal!


Step 3: Key Metrics
4. Conversion Rates: % of those moving in the funnel


Step 3: Key Metrics
5. Benchmarks: goals


Step 3: Key Metrics
5. Benchmarks: goals
6. Content Performance: How each item performed


Step 3: Methods of Analysis
1. How do your website visitor numbers compare to
your peers?
2. Are you getting as many leads are you
competitors?
3. Are you happy with your lead volume, but not your
sales numbers?


Quick Review: It’s about Sales Right?


Question/Next Steps

Don Stanley
3Rhino Media
www.3rhinomedia.com
don@3rhinomedia.com
608 561 7097


Why and How to Leverage Inbound Marketing for CCI Systems

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