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Creating an Inbound Marketing Program That Works – A Case Study and Presentation by Nina Brakel-Schutt and Jake Athey of Widen Enterprises. Lead generation is top of mind for every business today – large or small. While there's no magic bullet for filling the pipeline, marrying your outbound marketing to a solid inbound marketing plan will help drive the right people to your organization and increase revenue. In this presentation, we share the Widen story with a step-by-step presentation on how to execute a 100% inbound marketing plan. Jake Athey, Marketing Manager at Widen, explains how the "core four" – search marketing, content generation, social media and PR – work together to allow Widen, and any marketing organization with any size budget, to build an empire. Originally delivered to the American Marketing Association – Madison Chapter, Jake share tips on how Widen learned to: 1. Start small by creating and sharing content 2. Marry inbound marketing to your outbound marketing without totally abandoning what you're doing on the outbound side 3. Track and measure to see results (look at traffic, lead generation, and conversions) Learn more about Widen at http://www.Widen.com.
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Creating an Inbound Marketing Program that Works May 14, 2013
www.widen.com
Widen is a digital media solutions company.
www.widen.com
Jake Athey Marketing Manager, Widen
Who’s talking
Nina Brakel-Schutt Brand Strategist, Widen
Who is Widen?
Digital Asset Management
Premedia
A comprehensive understanding of the digital asset lifecycle
Widen is a digital media solutions company.
Who is Widen? Widen is a digital media solutions company.
B2B versus B2C?
Widen is a B2B organization High involvement product
Complex sale
Many moving parts
Many people involved in the evaluation and selection
58% of marketers now practice inbound marketing, are you?
- HubSpot 2013 inbound marketing report
Widen Pre-Inbound Marketing
“My dad was the first one to give me a phone book and told me to start calling. First day of work for my dad, he randomly selected a business and called them, booked an appointment to explore their printing needs, and told me that's how it was done. So Tom gave me the previous Widen rep's materials (phone book, directory listings, etc.) and told me to call them. In fact, I had to go get the company car that the previous rep had...since he was fired before I started. That was weird.”
Widen Pre-Inbound Marketing
Widen Pre-Inbound Marketing
“Get us everywhere people go looking for DAM.”
- Matthew Gonnering, CEO at Widen
Widen Post-Inbound Marketing
The primary goal is to drive traffic and conversions Know your buyer personas
Who are you selling to?
What do they do? What are their pain points?
Know your competitors How are you different from the competition?
What do they offer that you don’t? Is your positioning clear?
Source: Marketo
Widen Post-Inbound Marketing
Widen Post-Inbound Marketing
RESULTS
Matthew CEO
Nina Biz Dev/Brand
Chris Adviser Mgmt
Jake Marketing/PR
Al Video/Customer
Danielle Graphic Web Design
Kathy CRM/Events
Craig DAM Adviser
Brenna DAM Adviser
Widen Post-Inbound Marketing
INTERNAL STRUCTURE
What we did: The Core Four
The 4 must-haves for inbound marketing success
The “Core Four”
YOUR WEBSITE =
THE HUB
Your brand
Your message
Your unique value proposition
The central location for audiences to engage with your brand story
Take the core message and bring it out to the market.
Get the word out
Tell people to know who you are and what you stand for
Help them understand why they should care
Your website should be your core. That’s where it all begins.
Draw people in and out of your brand story.
The “Core Four”
YOUR WEBSITE =
THE HUB
1. PPC (pay per click)
PPC Get people on your website today.
You can create even a small amount of mindshare when prospects are not actively looking for what you’ve got, but they identify with you.
The “Core Four”
YOUR WEBSITE =
THE HUB
2. SEO (search engine optimization)
PPC
You’ve got to reach people when they’re in the mode.
SEO
Use keywords that people are searching with to point them to your organization.
The “Core Four”
YOUR WEBSITE =
THE HUB
3. Social Media
PPC
Cultivate a community by being present on relevant social channels.
SEO
Capture their attention and get them to notice you, then your brand will be validated with them and they will like you and follow you.
This sets the foundation for building a community around the brand.
Social
The “Core Four”
YOUR WEBSITE =
THE HUB
4. Public Relations
PPC
SEO
Social
PR
Reach the influencers and turn outbound to inbound.
Analysts who cover your industry need to understand your UVP.
Their reach is greater than what you can do on your own.
Their endorsement matters.
Content
Content Content
Content
The “Core Four”
YOUR WEBSITE = THE HUB
PPC
SEO
Social
PR
Inbound marketing is not a channel or a technology, it’s a strategy. - HubSpot 2013 inbound marketing report
1. Create more, better content
Content feeds the core four Blog posts, articles, press releases,
infographics, presentations, social posts and video
Make your website the hub (if you can’t, then make your blog the hub) The voice of your people to the world
Share perspectives and messages that align back to your organization
A source for social media, PR and more
82% of marketers who blog see positive ROI for their inbound marketing. - HubSpot 2013 inbound marketing report
From Joe Pulizzi, Content Marketing Evangelist Repurpose content across multiple forms
Bring in the influencers/expert sources
"Focus on subscription"
Use social media 4-1-1
Give content gifts – package & repackage great content
“Get uncomfortable”
1. Create more, better content
Latch onto thought leaders and spread their word Tap their experience and align with them
Share their content with others and get them to notice you
Use their message, experience and reputation to benefit your brand building and education your customer base at the same time
2. Be a thought leader
You need a database and you need to use it Track every contact and campaign
Review your dashboards and metrics
Leverage your marketing analytics tools to see where you’re seeing results and with who
Continually assess and adjust as you go
3. Leverage your CRM (customer relationship management) tool
Inquiry Suspect Prospect Qualified Prospect Customer
Implementing Site Launch Maintain & Grow Nurturing
Educating
Widen Post-Inbound Marketing
WIDEN CUSTOMER LIFECYCLE MAPS
Widen Post-Inbound Marketing
It complements, but doesn’t replace any direct selling efforts Offer content and resources that support your
sales and service teams
Reinforce your brand and the experience people should expect from being associated with your brand
Be careful to provide useful, actionable information and don’t overwhelm your recipients
4. Get good at email marketing and marketing automation
Helpful tip
Introduction to the actual people at Widen
Point to helpful resources where the recipient can take action on their own (DIY)
Secondary CTAs
Supporting information about the tip
Branded template using our logo, colors and fonts
We created a webinar for colleges & universities and repurposed the content into multiple communications 3 webinar promotional emails, before the event 2 Blog posts prior to the event Many social posts + retweets from our partners 1 Follow up email 1 Post event blog post Landing page on website to view recording & download
slides Blog post with the complete transcript White paper highlighting the key take-aways
5. Repurpose the heck out of your content
6. Do something innovative!
We created a new and playful remarketing campaign concept Something simple, memorable and fun
Remind people about DAM, then get them interested in learning more about Widen
6. Do something innovative!
The results: Clicks are up 77%
Conversions are up 396%
CPA is down 55%
Conversion rate is up 182%
7. Leverage proof sources to enable word of mouth
Use reviews, ratings and recommendation to your benefit Make sure your customers know about
them, they won’t find them on their own
They make you look more credible
They give people a reason to believe
It’s proof and validation of your offering
8. Use video to create an emotional connection
Videos can be Informational, Educational, Instructional or Entertaining In lieu of face-time, videos capture the
emotion of your message
Easy to do/produce
Don’t need to be professionally done to capture the feeling you want to convey
YouTube and Facebook have made this more acceptable
“You guys are everywhere!” - Multiple Widen prospects who come inbound
Build a contagious culture. Surround yourself with talented, passionate
people
Let everyone know how they can get involved (write blog posts, get out speaking, share opinions in industry communities)
Share success with employees on a regular basis to let people know you’re moving the needle
Taking action now
Identify your advocates. Those customers who follow your social
networks, who engage with you, who show added interest, who refer business to you
Taking action now
Do keyword research. Do the research to see what terms people
really use when looking for your service
Use the Google keyword tool + analytics
Look at your Google Analytics at least once a week to see who went there, what pages they visited and where they came from
Taking action now
Create content. Build content to meet the keywords people
are searching for, so Google will find it and point people there
If you’re going to invest time in creating content, repurpose it in all relevant forms and share it across other channels
You can become a thought leader just by sharing relevant information on LinkedIn and Twitter once a day
Taking action now
Be social. If you don’t have an account yet with every
major social tool, get one and play around
It doesn’t have to be some big social strategy right away. Have fun!
Be true to each social channel. For example, don’t be all serious business on Facebook. You’re reaching people when they want to get away from business.
Taking action now
Just get started. Start with one thing and keep going
You’ll make mistakes along the way and that’s okay, but don’t be afraid
Jump in today
Taking action now
Q and A
Thank you for attending! Contact [email protected] Find Us
widen.com
blog.widen.com
twitter.com/widenenterprise
linkedin.com/company/widen-enterprises
facebook.com/widen
Salesforce.com (CRM)
Google adwords (PPC), analytics and webmaster tools (IT, Marketing or both)
ExactTarget/EMMA/Constant Contact (email marketing)
Compendium (a blogging platform that’s a marketing engine)
Marketo, Right On Interactive (If what you’re selling is high involvement, you need to have a drip marketing campaign)
Hubspot (One-stop shop, out of the box)
Companies Who Can Help You Make This Happen
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