Inbound Marketing Essentials. Presented by Maitri Meyer, Founder

Transcription

1 Inbound Marketing Essentials Presented by Maitri Meyer, Founder

2 Traditional vs. Inbound Marketing Key Differences INTRIGUING (??) LOUD (!!)

3 Traditional vs. Inbound Marketing Key Differences Company and Products Customer Engagement Resource

4 Traditional vs. Inbound Marketing Key Differences Frequent Messages vs. A Timely Message 7-Touch rule (now 12-14) Relevant message with perfect timing

5 Traditional vs. Inbound Marketing Key Differences Message is General vs Customer Specific Relevance Blog Headline/Image Option 1: Blog Headline/Image Option 2: Photo graphic courtesy of Orbit Media Studios

6 SUMMARY: Traditional Marketing vs Inbound Marketing Messages: Focused on the key company or product features, advantages or benefits. Goals: Business metrics such as number of leads, meetings, contracts signed, lead to sales conversion, revenue generated, profit margin. Later, brand recognition and SEO ranking. Key Tactics: Push message out, loud and frequently to get customer attention over other competing messages. Messages: Focused on being a customer resource, offering solutions & providing timely information. Goals: Engagement & credibility measured in webpage views, clicks, specific call to actions (CTAs) Key Tactics: Draw customer in to a conversation to build trust.

7 Target Marketing vs. Buyer Persona Marketing COMPANY INFORMATION: Actually DONE is a virtual professional company specializing in marketing, recruiting and project management services. Potential clients can be located anywhere in the world, in any industry. The Founder s most recent experience is in the solar industry and she has a passion for helping companies with sustainability projects. Target Market Descriptions: Marketing leaders at small to medium sized businesses (1980 s) Marketing leaders working in the energy sector globally (1990 s) Male marketing leaders between the ages of working in the renewable energy sector in Asia, seeking to generate quality leads online (early 2000 s)

8 Buyer Persona: Meet Srinath, Technical Marketing Consultant Srinath works for the leading residential and commercial solar developer in Sri Lanka, JLanka Technologies. He is a 48 year old Marketing Consultant responsible for all marketing functions including website creation & maintenance, sales tool creation, sales team marketing training, social media engagement, lead generation, community involvement, public & media relations, pre- & post- sale customer engagement including project promotion. He is currently working on a solar project case study for DSI Group aka D. Samson & Sons a leading show manufacturer in Sri Lanka that partnered with Jlanka for a large solar installation on their headquarters office in Colombo. Srinath His area of expertise is SEO and inbound marketing content download techniques. His team s technical expertise is top notch! The team has not spent significant time researching their current and prospective buyer personas, therefore writing and implementing an integrated content strategy that is relevant and timely has been a challenge. In addition, the team does not have a native level English speaker and writer on staff, therefore their technically superior website is not as effective as it could be at engaging prospects.

9 Marketing Focus: Sales Process vs. Buyer s Journey (Outbound SALES centric Inbound BUYER centric) What Sales Team needs to sell: Prospect Qualify Leads Propose Handle Objections Negotiate Close the Sale What Buyer need to buy: Awareness: Contact made inbound or outbound Consideration: Evaluating information (website, professionalism of staff/rapport building, proposal, priorities, financials, references) Intent: Do they want or need to buy? Purchase: Sign Agreement Loyalty: Repeat or refer

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11 Thank you Maitri Meyer, Founder Hotline:

12 Thank you Maitri Meyer, Founder Hotline: