Cracking The Code To Inbound Marketing

Cracking The Code To Inbound Marketing A Proven Process For Driving Client Results Mike Lieberman and Eric Keiles August 21, 20013 Boston, MA #INBOUND13

ERIC KEILES @square2 it s not tipping I believe in its OVER tipping.

Mike LIEBERMAN @square2 @mike2marketing my team fondly refers to me as the Chief Marketing Scientist

Agenda 1 Why Cracking The Code Was Important 2 How We Cracked The Code 3 What We Do To Get Clients Results 4 How You Can Do It Too 5 Questions

WARNING Will Robinson!

Why Cracking The Code Was So Important

We are on a MISSION to be the Most Successful Inbound Marketing Agency on the Planet

Even though they are comfortable buying STUFF! We don t want to sell them STUFF! #INBOUND13

2 Blog Posts 1 Landing Page 1 Webinar 4 Social Media Posts 3 Lead Nurturing Campaigns 9 CTA Buttons 3 ebooks A New Website 6 emails 2 Videos #INBOUND13

When what they REALLY want is RESULTS! #INBOUND13

If we are going to hang our hat on getting clients results, we have to figure it out. #INBOUND13

We want to stand out!

2 How we cracked the code

CONSCIOUS DECISION To take a scientific approach to inbound marketing

We started experimenting on ourselves!

Our first experiment was to implement

We started experimenting on ourselves! It Worked!

IT DIDN T HAPPEN OVERNIGHT But that, in and of itself, was an important finding.

We cracked the code! So can I tell everyone we can get them leads no matter what?

I never think its going to work out. All our experiments have to prove me wrong.

q q q Test on us first Then select clients for trial Roll out to everyone

Clients started getting better results

They started buying more

They stayed with us longer

Our Net Promoter Score went from 18 to 67

We made more MONEY!

What we learned changed our business!

AND it continues to change our business!

Key Learnings " How long it takes to get results " What works and what doesn t work " The contribution to overall client goals from each tactic " How to set expectations with prospects and clients " How to integrate new inbound tactics into our engagements " How much work is required to generate results and how much to charge clients " How to explain it all to clients " How to operationalize everything we do so it scales " Clients LOVE this story

3 What we do to get clients results

The right approach Cooking vs. Baking

Baking Precise measurements Exact timing Accurate temperatures Correct ingredients Special techniques Specially designed tools Limited Creativity

Cooking Dash, pinch, splash Mash up of ingredients Timing is relative Mixing Forks and spoons Creativity delivers amazing results

Methodology Reality Marketing

Why is methodology SO important Everyone is on the same page, clients, prospects, partners, team members Prospects and clients feel safe when you know what you are doing Its differentiating It helps you optimize profits because it limits wasted time If you have it you can change it over time when you need to

Strategy Before Tactics

Strategy before Tactics Everyone wants results fast Right advice Clients need the strategy Personas Pains and solutions Remarkable Schedules, budgets, calendars Gets their approval, up front for 12 months of work Keeps our team on the same page

12 Month Marketing Planning

12 Months of Planning Tactics are defined Schedules created Editorial calendars shared Goals created All of it is approved

An Inbound Marketing Campaign Approach

Inbound Marketing Campaigns Extends the life of the engagement Makes your agreements perpetual Results focused Requires sound planning AND a lot of creative, educational content

Obsessed with results

Obsessed with Results Pre-sales goals worksheets for traffic, conversion rates and leads Reset goals monthly Monthly analytics reviews with clients Weekly analytics reviews with team Daily analytics check in with consultants Get paid for results

Pay for performance

Pay for Performance Clients pay a bonus if our program performs to expectations Traffic and lead goals set during sales process Progress is tracked monthly $5,000 to $25,000 Our team shares the money equally Differentiates and distinguishes Client holds us accountable and we hold them accountable Net Promoter Scores

Clients Need Education

Focus on Educating Clients All through the engagement Educational opportunities are baked into the engagement Private client only webinars Team educates on daily basis What, Why and How it helps get results Smart clients stay longer, spend more, cost less get better results

Marketing automation and analytics

Inbound Marketing Tactics Educational content creation Content curation Trio of Offers NRO, LRO, DBO Content publication Content sourcing Blogging Guest blogging Video creation Video SEO On-Site SEO Off-Site SEO Educational emails Blog promotion emails Lead nurturing emails Website design Website development Content pages Landing pages Content specific delivery emails Graphic CTA buttons Webinars and workshops Social media page upgrades Socializing new content Social media advertising Social media training Optimized press releases Inbound conversion for traditional marketing tactics Inbound marketing sales process review Inbound marketing sales process recommendations Marketing and sales integration

Key Learnings " Its more than just tactics " The team is critical " Systems, processes and methodology " Use your sales process to SELECT the right clients " Set expectations " Fire clients " Sometimes its not YOU its THEM " Look at the overall experience

4 What YOU can do

Try anything and test everything

Operationalize tactics that work

Be patient

Make it a team sport and get everyone involved.

Pick someone to be the quarterback

Apply partners liberally

Working With Partners Find YOUR core competency Know WHO YOU are Focus on what YOU do well Let partners fill in the gaps Be honest with your clients Evaluate new partners regularly Make sure the partner relationship is mutually beneficial

LET THE NUMBERS SPEAK FOR THEMSELVES Tactical results Client metrics Satisfaction numbers

Make sure it scales

Key Learnings " Try anything " Test everything " Challenge conventional thinking " Operationalize your successes " Make it a Team Sport " Let the clients judge their results will speak for themselves " Apply partners where necessary " Make sure it scales

Get the books 1,340 Why inbound marketing is so effective and how sales and marketing must work together 5,672 How marketing strategy fuels inbound marketing Published in June 2012 Published in August 2008 Republished October 2011 Available at amazon.com and BarnesandNoble.com

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Special offer for Inbound 2013 Attendees ONLY Crack The Code to Inbound Marketing An Agency Session with Our Chief Marketing Scientist http://tinyurl.com/m38cdug request a session by clicking on our Tee-Shirts get a copy of the slides questions?

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