Inbound Marketing

Inbound Marketing

1. Different from traditional marketing

   • Interruptive and markter-centric, pushing content
   • Interrupting with television ads
     • Buying display ads in print publications
       • Cold calling

2. Empowering potential customers

   • Create videos potential customers want to see
     • Creation of blogs
       • Content that invite customers to reach for further information

3. Methodology

   • Attract
     • Strangers to your site, turning them into visitors.
   • Convert
     • Some of them into leads by gathering their contact information.
   • Close
     • Transform those leads into customers. By selling to the right leads at the right time.
   • Delight
     • Turning customers into happy promoters
       • Creating lasting relationships with your customers.
     • Innovation
       • Serve people with the products or services that they need to achieve their goals and solve their problems.
     • Communication
       • Help someone understand why they should buy your product or how to use your product.
     • Education
       • Serve people with the right information to solve their problems, answer their questions, and help them reach their goals.
   • Content
     • Content is what your website forms lead people to, and what your calls-to-action entice visitors to download.
     • Content is what builds the emails that your leads are opening.
     • Content it helps offer that outstanding customer service and outreach that creates promoters.
     • Content is what your blog posts or videos are made of.
     • Blogging
       • Provide those answers, those strangers will find your posts, and will want to click through and read them, turning them into visitors.
       • The more you blog, the more that people will start to look to you as a reliable, trustworthy source of information.
       • Social Media
         • Gets your content in front of the right people and spread the word about your business. It can help increase the number of people who view your content and visit your website, by optimizing your reach and awareness.
         • The first, was brand awareness.after that you needed to build a lead generation machine that would help convert these new visitors into qualified leads.
         • Call to Action
           • A CTA is a button that promotes an offer and links to a landing page. CTAs can be placed on your website pages, your blog and in your emails.
           • *Call-to-Action > Blog Post > Landing Page *Landing Page > Call-to-Action > Thank You Page * Blog Post > Call-to-Action > Landing Page * Call-to-Action > Landing Page > Thank You Page
             • a call-to-action should be placed on a page in a way that draws attention.
           • Landing page
             • Use them to convert unknown website visitors into known leads.
             • Clear, concise, action-oriented headline.
             • Explain the value and importance of the offer to your personas, but don’t tell them about your company just yet.
               • the more valuable the offer, the more information you can ask for.
             • Add social media sharing icons to allow your visitor to spread the word with others in their social networks.
             • Thank you page
               • Allows you to thank the new lead for signing up to get the offer, but also provides some additional direction on what the new lead might want to look at next.
                 • Thank you page can be used to help someone continue through the buyer's journey.
               • Allows a marketer to provide additional content, move leads further into the buyer’s journey and extend their social media reach.
               • Email marketing
                 • Versatility
                   • Close leads into customers,
                   • Send your leads content that helps them do their job better, and they’ll be more open to speaking to your sales team
                   • Personalitation
                   • Smarketing
                     • Aligning the marketing and sales teams around common goals within a business or organization, with the goal of improving revenue.
                       • Marketing and sales are really just two halves of the same team: Team Revenue.
                         • The visitors and leads goals should be tied to the sales quotas.
                         • Both teams must have the same organizational goals.
                         • Marketing and sales must have visibility into each other’s goals and progress.
                         • Base compensation on shared marketing and sales goals.
                         • Don't forget about buyer personas
     • Content plus Context equals success.

4. SEO

   • Search engine optimization, or SEO, is the process of improving your website so that it attracts more visitors from search engines.
   • You need to figure out what your prospects are searching for, so that you can make sure that they find your website.

5. Sales

   • The buyer has the power to research, so acting as an information gatekeeper doesn’t help you win more sales.
   • Thoroughly research your leads, starting with company information.
   • This information allows you to tailor each conversation for your different leads