See a live presentation of these slides here. http://info.relaunchuoff.com/introduction-to-inbound-marketing

1. The Online Marketing Revolution
How Inbound Marketing Works for B2B Companies

2. Objectives
By the end of this presentation you will be able to…
• Describe the 4 basic elements of inbound marketing
• Describe who can benefit most from using it
• Share industry statistics regarding inbound performance
• List the steps for getting started

3. Inbound Marketing From 10,000 Feet
Attract Nurture Convert Delight

4. Tools
Website
Blog
Social Media
Landing
pages
Quality
Content
Offers
Email
Strategies
Search Engine
Optimization
Buying Funnel
Conversion
Paths
Calls to Action
Lead
Nurturing
List
Segmentation
Smarketing
(sales and
marketing)
Measures
Buyer
Personas
SMART Goals
A/B testing
Analytics
Lead
Intelligence
Reporting
Inbound
Marketing
From 10 Feet

5. Who is it for?
• Companies that want to…
– Generate the leads via the internet
– Sell nationally
– Get measurable results with internet marketing
– Demonstrate thought leadership
– Invest now for a profitable future

6. Who is it not for?
• Companies that want to…
– Keep investing their money in traditional marketing practices
– Stay virtually the same size indefinately

7. Successful Marketing is Long-Term
“The Ultimate Sales Machine” by Chet Holmes
Buying Now
3%
Not
Thinking
About It
31%
Open to It
6%
Don't Think
They Are
Interested
30%
Know They
Aren't
Interested
30%
Your Target Market

8. Component One
•Attract the people who are your target market

9. ATTRACT
Buyer
Personas
SEO
Social
Media
Get found by those seeking
the help you provide
Create personas to get
“inside their head”
Think about how and where
they would look for help

10. • 3-5
• Simple phraseWords
• Low
• Medium
• High
Competition
• None to
thousandsMonthly
Searches
Long-Tailed Keywords
Low Competition
Decent Traffic
On-Page Optimization
Research: Google Adwords Keyword Tool, Hubspot’s Keyword Tools

11. On-Page Optimization
On-Page
SEO
Keywords
Title
Tags
Keyword
Density
H1 Tags
Description
Keyword
Placement
Optimize pages you want to
make sure are found
One long-tailed keyword
per page
Make it reader friendly
first, then SEO friendly

12. Off-Page Optimization
Off
Page
SEO
Keyword
Performance
Social
Bookmarking
Back links
from Other
Websites
Index with
Search
Engines
Google Plus
Page
Takes time to build
Work with a professional
SEO company
The more pages the better
Own your domain name at
least 5 years

14. Social Media Traffic
Increased Click-Thrus
Engage
people
Build
connections
Pick the best
SM for your
business

15. Assess Performance
• Use Google Analytics

16. Component Two
• Nurture the relationship

17. Buying Stages and Funnel

18. Buyer’s Funnel In Action
Blogging
Content
offers
Drip email
marketing
Nurturing

19. Blogging
• Focused on information (top) level of funnel
• Critical tool for attracting

20. Content Offers
• Focused on top and middle level of funnel
• Critical tool for demonstrating your value
Must be relevant, useful, focused on buyer personas!

21. Decision Making Offers
• The bottom of the funnel, evaluation
• Examples
• Trial period
• Demonstration of system
• Free consultation
• Assessments
• Samples

22. Drip Email Marketing
• All levels of the funnel
• Customized messages through list segmentation
• Simplified through automation
• Supports length of buying cycle
Hi Steve,
Thanks for downloading The Top Ten Most Effective Actions of a Supervisor. You can access your copy anytime, right here.
Keep in mind that this ebook is only part one of an entire series, so stay tuned for more content on supervisory leadership.
Have your own thoughts about frontline leadership? Contribute the discusson on Twitter by using the hashtag #frontline.
If you decide you want to learn more about training opportunities for supervisory leadership, you can do that from this page
as well.
Have a happy day and enjoy!
Mary James

23. Component Three
• Convert leads through the funnel stages

24. Conversion Paths
•Blog
•Offers
Top
•Offers
•SM
interaction
Middle •Consultation
•Trial Period
Bottom
Length of Typical Buying Cycle

25. Calls To Action
• Don’t let
readers figure
out what to
do on their
own
• Make the
best choice
very clear

26. Landing Pages
• Strengthens
ability to
convert by
removing
distractions
• Offer the
next activity
when the
first is
complete

27. How Many Landing Pages?

28. Sign-up Forms
• Most any contact management form allows you to embed
sign up forms
• Constant Contact, Aweber, Mail Chimp, etc…
• Advance lead intelligence systems incorporate smart forms
• Hubspot, LeadFusion, InfusionSoft
• Lead intelligence let’s you take action with perfect timing
and background information

29. SMART goal of $75,000 additional
revenue in 8 months.
This requires an increase of 4
sales per month averaging $2,500.
The sales has a historic 40% lead-
to-customer rate, meaning they
need 9 additional qualified leads a
month.
The website needs 300 targeted
visitors a month and a visitor-to-
lead conversion rate of 3%.
Example

30. Targeted Website
Traffic
•SEO
•Social Media
Support Buying
Process
•Blogging
•Content Offers
•Drip Email Marketing
Convert
•Conversion Path
•Landing Pages
•Smart Forms
Continual
Analysis
The Improvements Never Stop

31. Momentum
5 years
2 year
1 year
1 month

32. Component Four
• Delight current and past clients

33. Don’t Forget to Delight
• Post event support virtually
• Maintain relationship and
influence
• Continue enabling client success

34. Tips for Getting Started
1. Get my ebook, “The Essentials to Internet
Marketing”
2. Define your most important persona
3. Research Keywords
4. Start blogging
5. Create one top, middle, and bottom offer
6. Integrate contact management system
7. Establish email automation
8. Shape and grow your social media