Phases of
Inbound Marketing By Milita Datta
Digital Marketing
What is not Inbound
Marketing??
I n t e r r u p t i v e m a r k e t i n g
B u y i n g a d s ( T V, B a n n e r & M a g a z i n e s , N e w s p a p e r )
B u y i n g e m a i l l i s t s
C o l d c a l l i n g
T r a d e s h o w s
What is not Inbound
Marketing??
I n t e r r u p t i v e m a r k e t i n g
B u y i n g a d s ( T V, B a n n e r & M a g a z i n e s , N e w s p a p e r )
B u y i n g e m a i l l i s t s
C o l d c a l l i n g
T r a d e s h o w s
T V a d v e r t i s i n g s k i p p e d b y 8 6 %
o f v i e w e r s
9 1 % U n s u b s c r i b e f r o m E m a i l
4 4 % o f D i r e c t m a i l i s n e v e r
o p e n e d 2 0 0 M o n D o n ’ t C a l l
l i s t
N e w s p a p e r a d v e r t i s i n g s p e n d d o w n b y 2 0 % i n t h e f i r s t n i n e m o n t h s o f 2 0 1 5
“ I n b o u n d m a r k e t i n g f o c u s e s o n e a r n i n g t r u s t
u s i n g e d u c a t i o n a l
content t h a t d r a w s
c o n s u m e r s t o w a r d y o u r w e b s i t e w h e r e t h e y c a n l e a r n m o r e a b o u t w h a t y o u s e l l o n t h e i r o w n
t e r m s ”
- H u b s p o t
S E O
B l o g g i n g
S o c i a l M e d i a
F r e e T r i a l s / To o l s / T i p s
V i r a l V i d e o s
Co
nt
en
t
Co
nt
ex
t
Create online content optimized for search and social media to get found by potential buyers.
Understand what content
pulls your buyers
Phase 4 : Delight
Delight customers to turn them into Promoter of your brand
Phase 3 : Close
Close leads into customers through lead Nurturing
Phase 2 : Convert
Convert Website Visitors into leads
Phase 1 : Attract
Attract Strangers and turn them into Website Visitors
Phases of Inbound
Marketing
Attract Strangers and turn them into
WEBSITE Visitors
Phase 1
Create & Maintain a POWERFUL Website
Easy to Navigate
Professional Appearance
Search Engine Friendly
Mobile Ready Easy to Update
B l o g g i n g S o c i a l M e d i a
S E O P P C ( O p t i o n a l )
G e n e r a t e T R A F F I C
A Blog gets 55% more traffic 400% More Indexed pages are produced by blogging
Nearly 2/3 of Internet Users Regularly use a
SOCIAL NETWORK
46% Of Daily Searches are for Info on Products / Services
Quick Wins. Sales campaigns targeted to
existing customers can have conversion rates up to 70% -
Retargeting
Convert Website Visitors into leads
Phase 2
U n a w a r e
I n t e r e s t e d T o k n o w M o r e
R e a l i z i n g N e e d
R e a d y t o b u y
W h a t i s i t ?
W h o a r e y o u ?
W h o n e e d s i t ?
W h y I n e e d i t ?
W h a t i f I d o n ’ t h a v e i t ?
W h a t a r e m y o t h e r o p t i o n s ?
W h y s h o u l d I
c h o o s e y o u ?
A w a r e n e s s :
B l o g s , A n a l y s t p a p e r s , V i d e o s
B a n n e r s , A d s
E d u c a t i o n a l O f f e r s : E - b o o k , W h i t e p a p e r , C a s e s t u d i e s , D e t a i l e d
V i d e o s
V a l i d a t i o n O f f e r s : W e b i n a r s , P o d c a s t s , S e m i n a r s , C u s t o m e r
R e f e r e n c e s
S a l e s O f f e r s : D i s c o u n t s ,
T r i a l , D e m o s , M e e t i n g s
Offers in each of Buyer stages
C r e a t e o f f e r s a n d c a l l t o a c t i o n s t h a t a p p e a l t o p o t e n t i a l b u y e r s a t a l l
l e v e l s
L a n d i n g P a g e
L e a d s i n t e g r a t i o n i n t o C R M S y s t e m s
Fo r m s
C a l l t o A c t i o n
Close leads into customers through
lead Nurturing
Phase 3
C r e a t e o f f e r s a n d c a l l t o a c t i o n s t h a t a p p e a l t o p o t e n t i a l b u y e r s a t a l l
l e v e l s
E m a i l
M a r k e t i n g A u t o m a t i o n
C R M
C l o s e d L o o p R e p o r t i n g
Delight customers to turn them into Promoter
of your brand
Phase 4
M a k e y o u r E x i s t i n g C u s t o m e r f e e l s p e c i a l
s o t h a t t h e y b e c o m e y o u r p r o m o t e r.
E m a i l C a m p a i g n t o a c h i e v e t h e i r g o a l s
C r o s s S e l l
S u r v e y s
S o c i a l M o n i t o r i n g
Te s t i m o n i a l s , I n t e r v i e w s
O f f e r s f o r c u s t o m e r R e f e r e n c e
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