Developing An Inbound Marketing StrategyTHURSDAY, MARCH 24, 2016

Kathleen BoothCEOQuintain Marketing

@workmommywork

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About the Presenter

#IMW15

THE INBOUND MARKETING PROCESS

COMPONENTS OF AN INBOUND STRATEGY

1. Audience personas

2. Keyword research and search engine optimization

3. A blogging strategy

4. A top, middle and bottom of the funnel strategy

5. Content promotion strategy

6. Lead nurturing

7. A service level agreement

1. AUDIENCE PERSONAS

• Fictional representations of your ideal lead• Most companies have 3 or more• Who is your best customer? • What makes them so great?

1. AUDIENCE PERSONAS

Marketing Mary

• Title: Director of Marketing• Goal: Wants to please her boss, demonstrate the ROI of corporate

marketing activities and improve efficiency of marketing• Challenges: Lacks time and a focused strategy, can’t demonstrate

clear ROI• Wants a long range plan and key performance indicators• Very busy but inquisitive and interested in staying on top of the latest

trends

2. KEYWORD RESEARCH & SEO

2. KEYWORD RESEARCH & SEO

2. KEYWORD RESEARCH & SEO

3. BLOGGING STRATEGY

Cost / Price QuestionsProblems / Issues QuestionsComparisons / Vs. QuestionsThe Best Of QuestionsReview-Based Questions

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Cost and price questions

Comparisons and versus questionsvs.

Problems and issues

“Best of” questions

Review-based questions

3. BLOGGING STRATEGY

3. BLOGGING STRATEGY

• What does it cost to hire a marketing agency?

• 5 mistakes marketers make when measuring ROI

• Inbound vs. outbound marketing: What’s the difference?

• What is the best software for social media management?

• Reviews of HubSpot

• What is a marketing strategy?

• 10 best marketing strategies for small businesses

• Etc…

3. BLOGGING STRATEGY

4. TOP, MIDDLE & BOTTOM OF THE FUNNEL STRATEGY

4. TOP, MIDDLE & BOTTOM OF THE FUNNEL STRATEGY

TOFU◦ The Marketing Director’s Guide to Measuring ROI

MOFU◦ Case Study: Building a Marketing Dashboard

◦ Webinar: A 5 Step Process to Measuring the ROI of Your Business Marketing Strategy

BOFU◦ Free Inbound Marketing Assessment

◦ 30 Day HubSpot Free Trial

5. CONTENT PROMOTION STRATEGY

6. LEAD NURTURING

7. SERVICE LEVEL AGREEMENT

7. SERVICE LEVEL AGREEMENT

100%

90%

BETTER

ODDS

MORE

VALUE

If leads are responded to in

fewer than five minutes, the

odds of contacting them are

100x higher than waiting 30

minutes.

By making between six and

nine follow up attempts, you

get 90%+ value out of the

lead.

ANYONE CAN DO IT!!!

Questions?