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How to Create a Comprehensive Inbound Marketing Plan
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Hampton Roads HubSpot User Group!April 10, 2014
Agenda
Introductions
Inbound Marketing Overview
How to Create a Comprehensive Inbound Marketing Plan
Discussion
Over 80 HUGs Worldwide
n = 1,460 Source: Corporate Executive Board
Now, buyers are at least 57% through buying process before they FIRST contact the seller
Customer Due Diligence
Begins
Customer’s First Contact with
Supplier
Customer Purchase Decision
Through this period customers have largely decided on their needs, leaving suppliers
to compete on price.
57% Complete
Inbound Marketing Methodology
HOW TO CREATE A COMPREHENSIVE INBOUND MARKETING PLAN
The Steps1. Define your buyer personas
2. Identify your marketing triggers
3. Create a list of keywords
4. Set your inbound marketing goals
5. Outline your content strategy
6. Design your lead nurturing process
7. Create a conversion focused blogging strategy
8. Implement & Align infrastructure & business processes
9. Recruit for the skillsets you need
Step 1: Define your buyer personas
Fictional representation of your ideal customers
Within your target market there are likely numerous types of buyers
Buyers in each of these roles have very different interests, priorities and goals
Step 2: Identify your marketing triggers
Identify the events and pain points that cause them to search for information about your product, service or industry
Step 3: Create a list of keywords
Determine what long-tail keywords prospects use when searching for a solution that you provide
Create a list of key terms and phrases to create content about
Step 4: Set your inbound marketing goals
Determine exactly what you want to achieve and when you expect to see the results
Start by assessing your website’s current ability to attract traffic, convert leads and close business
Step 5: Outline your content strategy
Step 6: Design your lead nurturing process
The primary reason for a lead to stall in the sales process is a lack of information
The best way to reach out to leads and answer their questions is through a series of automated emails
Step 7: Create a conversion focused blogging strategy
Designed to attract highly relevant traffic to your website with the goal of converting traffic into qualified leads
On each of the blog posts you feature a call-to-action
Step 8: Implement & Align infrastructure & business processes
Choose platforms and approaches that will let you focus on your business, rather than the nuts-and-bolts of connecting disparate systems
Step 9: Recruit for the skillsets you need
Inbound marketing strategy
Copywriting
Blogging
Web analytics / data analysis
Front & back end web development
Web design
Search engine optimization
Pay-per-click marketing
Conversion rate optimization
Email marketing
Social media / community management
Project management
Inbound marketing requires a very diverse, yet specific skill set
Hire for specific roles or outsource certain aspects of your inbound marketing execution
Connect!
NEXT MEETUPTHURSDAY, MAY 8, 2014 6PM JOE’S CRAB SHACK CHESAPEAKE
