Integrating. Inbound Marketing. Phil Mark
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1 Integrating Inbound Marketing Phil Mark
2 Agenda 1 Datto Intro 2 Reasons for Inbound 3 Get Found 4 Convert Visitors into Leads 5 Analyze
3 1. Time 2. Attracting New Leads 3. Understanding Web Marketing
4 Your list expires at 25% a year
5 The way buyers discover & research products has fundamentally changed 44% of direct mail is never opened 86% skip TV commercials 91% unsubscribe from s 200million say Do Not Call
6 79% of adult Americans use the Internet. 6 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
7 78% of Internet users conduct product research online. SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 201
8 Audiences everywhere are tough. They don t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in & be what people are interested in. CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD S 4 TH LARGEST AD AGENCY) 8
9 Inbound marketing in a nutshell.
10 1 Get Found
11 11 SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
12 SEO Basics 1. On-Page SEO 25% 2. Off-Page SEO 75%
13 What They Are Looking For Top of the Funnel Non-Branded, Non-Jargon 75% of Website Traffic Broader Information on the industry or category Middle of the Funnel Jargon Keywords 22% of Website Traffic General Information on the products, services & solutions in the category Bottom Branded 2-3% Specific Information on your brand
14 What They Are Looking For Top of the Funnel Non-Branded, Non-Jargon 75% of Website Traffic Middle of the Funnel Jargon Keywords 22% of Website Traffic Bottom Branded 2-3% Troubleshoot Issue Resolve Risks Improve Solution Provider Tool Device Hardware Compare Versus Comparison Pros & Cons
15 5 Rules For On-Page SEO 1. URL 2. Title Tag 3. Header Tags 4. Body Copy 5. Image Tags and Filenames 15
16
17 Your Customers are Online
18 SEO Basics 1. On-Page SEO 25% 2. Off-Page SEO 75%
19 More than half of all Internet users read blogs at least monthly.
20 57% of businesses have acquired a customer through their company blog.
21
22
23 5 Tips For Blog Content 1. Answer Industry FAQs, check your ! 2. Ride the Tide 3. Demonstrate Support for your Local Community 4. Provide How-to Based Content 5. REPURPOSE!!!
24 2 Convert
25 Bad Offer Example
26 Give people what they want. EDUCATIONAL EBOOKS FAQS WEBCASTS VENDOR COMPARISONS PRODUCT LITERATURE 26
27 Strategy for Offers ToFu MoFu Bottom 75% of website traffic What do I need? 22% of website traffic Why do I need it from you? 2-3% of website traffic Why should I buy now?
28 Strategy for Offers ToFu MoFu Bottom Ebooks Whitepapers Editorial Content Webcasts Virtual Tradeshows EGuides Vendor Comparisons Case Studies Product Literature
29 Give great directions. CLEAR CALLS TO ACTION COMPELLING OFFERS RELEVANT LANDING PAGES 29
30 Clear Calls-to-Action & Compelling Offers
31 Relevant Landing Pages
32 Warmer Sales Calls to Leads
33 What is lead nurturing? The process of identifying potential customers, initiating an exchange of information, and moving prospects through the sales cycle toward a purchase.
34 Nurtured leads have 9% higher average deal size and 23% shorter sales cycle
35 Nurture your leads
36 Tips For Converting Leads 1. Give people what they want - content 2. Multiple CTAs for different stages of funnel 3. Landing Pages with no navigation & social 4. Limit your fields 5. Nurture leads through the sales funnel
37 3 Analyze
38 Stay ahead of the competition by tracking your ROI.
39 HubSpot Google Analytics
40 Marketing Analytics to Track Conversions
41 4 Who is HubSpot
42 Complicated & Confusing Easy & Integrated
43 HubSpot Training & Consulting Dedicated technical setup & implementation help Inbound marketing fundamentals & best practices Landing page templates Contact segmentation & workflow consulting Analytics & measurement consulting Content and social media consulting Persona development Marketing & sales alignment consulting
44 HubSpot All-in-One Marketing Software
45 Phil Mark Rachael Plummer
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