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Mobile connectivity has fundamentally changed the way people access information and make purchase decisions. Learn how customer-focused inbound marketing can help you make customers that will last a lifetime. Presented during a continued education series for business and marketing professionals hosted by Vincennes University in March 2013.
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INBOUND MARKETING @AMYL_BISHOP
TRADITIONAL PURCHASE JOURNEY
@AMYL_BISHOP Source: ExactTarget
TRADITIONAL PURCHASE JOURNEY
@AMYL_BISHOP Source: ExactTarget
TRADITIONAL PURCHASE JOURNEY
@AMYL_BISHOP Source: ExactTarget
TRADITIONAL PURCHASE JOURNEY
@AMYL_BISHOP Source: ExactTarget
THE CUSTOMER JOURNEY
HAS CHANGED FOREVER
@AMYL_BISHOP
NEW PURCHASE JOURNEY
@AMYL_BISHOP Source: ExactTarget
NEW PURCHASE JOURNEY
@AMYL_BISHOP Source: ExactTarget
NEW PURCHASE JOURNEY
@AMYL_BISHOP Source: ExactTarget
Many Americans begin their purchasing
experience by doing online research to
compare prices, quality and the reviews of
other shoppers. Even if they end up making
their purchase in a store, they start fact-
finding and decision-making on the Internet. — Jim Jansen Pew Research Center’s Internet & American Life Project
“ @AMYL_BISHOP
10.3 BILLION SEARCHES
ON GOOGLE EACH MONTH
@AMYL_BISHOP
THE AVERAGE INTERNET
USER VIEWS MORE THAN
2,750 PAGES MONTHLY @AMYL_BISHOP
79% OF ONLINE SHOPPERS
SPEND 50% OF THEIR TIME
RESEARCHING PRODUCTS
@AMYL_BISHOP
THE INTERNET & MOBILE DEVICES HAVE FUNDAMENTALLY CHANGED THE WAY PEOPLE . . .
FIND SHOP
SHARE CONNECT DISCOVER
@AMYL_BISHOP
FOR DECADES, MARKETING
FOCUSED ON PUSHING OUT
COMPANY-CENTRIC
MESSAGES
@AMYL_BISHOP
@AMYL_BISHOP
86%
44% 200MILL
SKIP TV ADS
DIRECT MAIL
NOT OPENED
DO NOT
CALL
BUT TODAY . . . . . .
@AMYL_BISHOP Source: HubSpot
LET’S STOP INTERRUPTING WHAT
PEOPLE ARE INTERESTED IN AND
INSTEAD BE WHAT PEOPLE ARE
INTERESTED IN
@AMYL_BISHOP
INBOUND
MARKETING @AMYL_BISHOP
INBOUND MARKETING AIMS
TO ATTRACT CUSTOMERS IN
VARIOUS LIFECYCLE STAGES @AMYL_BISHOP
FOCUS ON EARNING
PEOPLE’S INTEREST &
TRUST. NOT BUYING IT.
@AMYL_BISHOP
If you sell something you make a customer
today. If you help someone you make a
customer for life.
— Jay Baer Author of Youtility
Founder Convince & Convert
“ @AMYL_BISHOP
DELIVER USEFUL CONTENT THAT
CUSTOMERS NEED AT THE PRECISE
MOMENT THEY ARE SEEKING IT
@AMYL_BISHOP
HOW DOES INBOUND
MARKETING WORK?
@AMYL_BISHOP
#1 GET FOUND BY NEW PEOPLE
@AMYL_BISHOP
#1 GET FOUND BY NEW PEOPLE
Build your online
content presence
@AMYL_BISHOP
NEWS RELEASES
BLOGS
PRESENTATIONS
PODCASTS
PHOTOS
HOW-TOS
EBOOKS
@AMYL_BISHOP
OPTIMIZE CONTENT FOR
SEARCH & SOCIAL
@AMYL_BISHOP
55% more website visitors
79% more twitter followers
88% more leads per month for B2C companies
67% more leads per month for B2B companies
BLOGGING ADVANTAGES
@AMYL_BISHOP Source: HubSpot
FIND TOPICS & KEYWORDS
YOU CAN OWN
@AMYL_BISHOP
#2 CONVERT NEW VISITORS TO LEADS
@AMYL_BISHOP
Use targeted and
relevant calls to action
#2 CONVERT NEW VISITORS TO LEADS
@AMYL_BISHOP
DEFINE & FOCUS ON ONE
CALL TO ACTION FOR EACH
PIECE OF CONTENT @AMYL_BISHOP
CAPTURE LEADS FOR PEOPLE
WHO USE YOUR RESOURCES,
TARGET & HELP THEM @AMYL_BISHOP
#3 ANALYZE PERFORMANCE
@AMYL_BISHOP
Measure each stage
of your sales and
marketing process
#3 ANALYZE PERFORMANCE
@AMYL_BISHOP
Brainstorm topics and
names for blog posts,
videos, infographics,
how-to’s etc.
@AMYL_BISHOP
TAKE 5 MINUTES
Research & videos courtesy of:
ExactTarget
HubSpot
Google ZMOT
Convince & Convert
Pew Research Center
@AMYL_BISHOP
