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How to Boost Traffic, Leads, & Sales with Content MarketingHow your company can market & sell more for less.
Brendon DennewillPartner & [email protected]@BrendonDenamico
Kristin DennewillPartner & [email protected]@KristinLD
Donna ArriagaSr. Content & SocialMedia [email protected]@DonnaArriaga
denamico We are a team of professionals specialized in inbound and content marketing. We help businesses increase the quantity and quality of leads, by creating and sharing relevant content, in order to ensure maximum ROI.
presenters
Lindsey GraffInbound Marketing [email protected]@lindseymgraff
AgendaToday’s Schedule
Welcome & Introduction
Buyers Have Changed
How Your Business Can Adjust
Inbound Marketing vs Outbound Marketing
Inbound/Outbound Self Check
Developing a Goal-driven Marketing Strategy
What You Need to Make it All Work
44% of direct mail is never opened.
86% of people skip through television commercials
84% of 24-34 year olds have clicked out of a website due to an “irrelevant or intrusive ad.”
Buyers Have Changed
source: Mashable
70+% of the buying process is completed before sales is ever involved
How have we changed as Consumers?
Buyers Have Changed
● Research Online prior to talking to any
vendors
● We’re more focused on finding the best
solution for our problem
What has been the effect of this change?
Buyers Have Changed
● We’re far more informed when we
eventually speak to a vendor
● The sales process is easier for the vendor
● The sales cycle is shorter
Getting found should be your #1 priority Content is king
More marketing can be done for less money when you earn space online
How to Adjust
source: Mashable
Purpose is key when developing a marketing strategy - track success so you plan smartly
How to Adjust
● Reassess your LTV (LifeTime customer Value)
● Reassess your CAC (Customer Acquisition Cost)
● Ensure you’re listening to your audience
● Create the experience they want on your website
● Speak to your website visitors (and not at them)
● Clarify your short-term sales objectives and your longer term
goals.
How to Adjust
How to Adjust
“Push” vs “Pull” Interruption vs Permission
Bought vs Earned
Outbound vs Inbound
Old marketing vs new marketing
What is outbound marketing?
Traditional marketing activities that demand attention from prospects instead of earning it.
TV/Radio Advertisements
Telemarketing/Cold-calling
Paid/Rented Email Lists
Tradeshows
Newspaper Advertising
Press Releases
Most Social Media Ads
Direct Mail
Billboards/Outdoor Ads
Print Ads
Search Spam
Video Ads
Banner & Display Ads
Pop-ups & Pop-unders
What is inbound marketing?
Search Engine Optimization
Search Engine Marketing
Opt-in Email Lists
Authoring Books/Print Media
Supporting/Sponsoring Events
Thought Leadership
Community Building
Influencer Outreach
Blogging
Public Speaking
Earned Social Media
Content Creation
Video Content
Press and Public Relations
Marketing activities that bring visitors in and keep them coming back for more.
What is inbound marketing?
Content Creation & Distribution
Lifecycle Marketing
Personalization
Multi-channel
Integration
Make marketing people love!
Outbound vs Inbound
Outbound vs Inbound
Outbound vs Inbound
Yet, outbound tactics are not dead.
Outbound vs Inbound
Outbound vs Inbound
The smartest companies use both methods:
Re-fill your coffee, grab a snack, use the restroom
Break
Feel free to ask us questions!
Developing a Strategy
What is inbound marketing?
Inbound Marketing Methodology
What is inbound marketing?
Marketing Automation: An explanation in plain English
Developing a Strategy
Developing a Strategy
We don’t want to attract just any traffic to our site. We want the right traffic.
We want the people who are most likely to become leads and, ultimately, happy customers.
Developing a Strategy
Who are the “right” people?
The “right” people are your ideal customers, also known as buyer personas.
● Professional/personal details● Demographics● Communication preferences● Goals, challenges, pain points● Common objections to products and services
Developing a Strategy
How to Attract Ideal Buyers
Inbound Approach
● Blogging● Keywords● Social Media
Developing a Strategy
How to Attract Ideal Buyers
Add Outbound to the mix…When you’re ramping up inbound efforts and when you need to aggressively step-up top-of-funnel efforts.
● Social Media Advertising● Radio, TV and Print Ads ● Banner Ads● Press Releases
Developing a Strategy
Developing a Strategy
Converting Visitors to Leads
Inbound Approach
● Calls-to-Action (CTAs)● Landing Pages● Forms
Developing a Strategy
Converting Visitors to Leads
Add Outbound to the mix…When you need to boost lead-generation efforts.
● Social Media Ads● Banner Ads● Trade Show Booths
Developing a Strategy
Developing a Strategy
You’ve attracted the right visitors and converted the right leads.
Now you need to transform those leads into customers.
Developing a Strategy
Closing Sales
Inbound Approach
● Email● Workflows● CRM● Closed Loop Reporting
Developing a Strategy
Closing Sales
Add Outbound to the mix…When you need to boost bottom-of-funnel sales.
● Cold Calling● Sales Emails● Radio, TV and Print Ads
Developing a Strategy
Developing a Strategy
Just because someone has already written you a check doesn’t mean you can forget about them!
Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the organizations and products they love.
Developing a Strategy
Delighting Customers
Inbound Approach
● Surveys● Smart CTAs● Hyper-Personalization● Social Monitoring
Making it All Work
The right target audience
The right org culture
Internal capacity
Time & consistency
The right tool box
Making it All WorkThe right target audience
● They actively research before they make a buying decision
● They read online reviews for products/services from businesses like yours
● They use social media to discuss topics related to your business or industry
Making it All WorkThe right org culture
● Customer-centric approach
● Open to change
● Value cross-departmental communication
● Encourage personal branding
Making it All Work
Capacity
● Inbound requires a wide range of skills
● Need at least one internal marketing person or dedicated agency
● Can outsource strategy or outsource complete department
Making it All Work
Time & consistency
● Can take 12+ months to start
generating leads
● Consistency is key
● Need quality and quantity
● Most importantly...patience
Making it All Work
Build the best toolbox:● Best tools are highly
integrated
● Must be easy for most
employees to use
● Start small and build
based on results
ResourcesInbound Marketing Resource PackYou'll have access to a re-usable buyer persona template, an inbound campaign checklist, and the cheat sheet for calculating six critical business performance metrics. We've also included a curated reading list with insider tips on creating a powerful inbound company culture, combining inbound and outbound marketing, and more!
info.denamico.com/inbound-resource-pack
Brendon [email protected]@BrendonDenamico
Kristin [email protected]@KristinLD
Donna [email protected]@DonnaArriaga
Lindsey [email protected]@lindseymgraff
Feel free to ask us questions or follow up with us via email or on Twitter!
![INBOUND MARKETING WORKSHOPS [INBOUND 2014]](https://img.dokumen.tips/doc/110x75/557c24b5d8b42a65268b516b/inbound-marketing-workshops-inbound-2014.jpg)
