Inbound Marketing

For B2B and B2CBarbara M Fowler, bfowler@chiefoutsiders.com

Chief Outsiders

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We Provide Fractional and Part-time Marketing Executives to Mid-Size Businesses

We are a group of 30 experienced CMOs who have worked at companies such as Radio Shack, Prudential, Verizon, WebMD, Williams Sonoma and now work on a fractional basis or part-time with mid-size companies developing and implementing marketing strategies.

Our Clients include:• Family-owned businesses• Businesses that want someone to take a "second look" at

their strategies• Businesses that do not have a marketing executive

currently and need some part-time or interim help

Marketing Has Changed

Have your

Marketing Programs changed too??

The good old days in marketing

The best creative folks came up with agreat message for a mass marketWe tested it against focus groupsWe pushed it out there—over and over againWe hoped they’d buy, but weren’t sure they would

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TV and Radio

Magazine

Newspaper

The good new days in Web marketing

You can target even the smallest groupYou can measure the results of everything you doYou must change your message in response to what your customers:Say (comments, blogs, product ratings)Do (search, purchases, page views)

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The Web rewards pull over push

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• You don’t target prospects with a message the same way on the web

• More often, they have to find you• 60-80% of the buying decision is already made

before the salesperson gets involved.• No Cold Calling• Opt-in e-mail• Subscribe and learn about in blogs• Follow on Twitter• But even tiny markets can be reached

It’s dizzyingAnd it keeps changingFaster and fasterHow do you cope?

Inbound marketing is one of our areas of expertise.Isn’t in-bound marketing

simple?

Remember, it’s still marketingThe strategies are the same as before

You need to target your market Understand what they care aboutAnd connect with your message

If you do:You improve your image

And you drive sales

The difference is how you do it

Think, Think, Think .....Before Acting?

You’re stuck because you don’t know what works

What to try?How do you keep score?When do you quit?What to try next?

Group was not exported from SlideRocket

You need to focus on one thing—sales

Robert Kneschke/shutterstock.com

To do that, you need to learn inbound marketing!

You need to focus on revenue:

1. Where does your website rank on Google for the top key (most important key) words?

2. How many visitors did your website have last month?

3. What was the conversion rate?

4. Where did they come from??

Imagine a catalog marketer who said to the boss…

I completed the catalogue, on time and under budgetCustomers like itAnd it looks beautifulWanna see it?

But that’s all we say about our Web sites—where are the metrics?

Follow The Metrics:VTCS:

VisibilityTraffic

Conversion Sales

Which metrics matter?

Visibility: Did they see it? Traffic: How many?E-mail opened? Ad displayed? Document shown? Blog entry read?Conversions: Did they choose it? Click throughs? Mouse over?Sales: Did they buy it? Download?

Jun 10Jul 1

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Business Growth Ramp-ing

Trai

ling

12 M

onth

s Bill

ing

Doubled Revenues in 2012

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Customer Sourcing

Networking51%

Vistage17%

Web Lead32%

Online

Offline

Online is NOT our leading source of business,but we’re investing significantly for several strategic reasons…

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Why Online is Strategic?

• Role of Presence Online Offline– Attracts (organic or paid) – Informs – Engages – Offers – Encourages – Supports

Website ALWAYS working, whether or not origin of opportunity is online

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Our Investments for Online• Marketing Automation

– (Hubspot)• Sales Automation/CRM

– (Highrise)• Paid Search

– (Google Adwords)• Targeted PPC

– (LinkedIn, Facebook)• Remarketing

– (Adroll, OneSpot)• Search Optimization-SEO

– (RefreshWeb)• Web-based PR

– (Digital Talent Agents)• Blogs, eBooks, Case Studies

– (our CMOs)

Hubspot5% Higrise

1%Adwords

22%

LinkedIn27%

Facebook4%

Adroll11%

OneSpot5%

SEO8%

PR16%

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Web Traffic Building Like CrazyFrom 2,500 to 15,000 in past year

5X increase

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“Direct Traffic” Converting Most…

(includes some search)

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SEO ProgressGoogle Search Ranking Improvement

Keyword Phrase January 2012 January 2013

cmo outsourcing 5 1

market consolidation strategy 13 1

outsourced cmo 9 1

part time marketing executive 2 1

marketing strategy consulting firms (no ranking) 2

strategic marketing consultants (no ranking) 4

marketing strategy implementation 50 5

market expansion strategy (no ranking) 5

marketing consulting firms 19 6

market positioning strategy 20 10

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Adwords and SEO Example

Searched for…

Organic Result (from SEO)

Paid Search (Adwords)

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Remarketing Example

Served up from Adroll

Visitors to our website are cookied, so Adroll knows when to serve up ads on

other sites

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LinkedIn – Growing in Importance• Targeting Flexibility

– Industry, size, geography, role, seniority• Inexpensive & Simple

– Text ads, like Adwords– Pay per click (not on impressions)– Easy to manage, ad ads or campaigns

• Streamlined Engagement– Customer does not have to fill out your form– LinkedIn offers “ask vendor to contact me” button– This feature appears to be accelerating our inquiries

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LinkedIn – In Case You Missed It

I bought here

Q4 Results EPS of $0.35 on whopping revenue growth of 81% -- mark the seventh consecutive quarter in which it has blown out expectations. LinkedIn's user base jumped 39% to 202 million users, while visitors viewed 67% more pages than the previous year

Beyond A/B testing: multivariate testing

• Yes, it’s free

• Create different versions

• Google tests them with live visitors and reports back on which variations did the best

Then you permanently change the page to the best version

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Respond to your customers

• Change your products• Change your content• Change your prices• Change your policies• Change your experience• Then, change them again

Which changes increase your conversions?

Speed sometimes runs into a roadblock

“The IT budget doesn’t have funding for that.”“You’ll need to create a requirement document first.”“You’ll need executive approval to prioritize that above what we are currently doing.”

Baking or making soup? Which is harder? Riskier?

The old way is like bakingKnow what you want up frontPrecise measurements and preparationNothing is done until the end

Agile is like making soup.You can experiment as you goYou can eat it at any time, but it is best at the end

What’s different about agile?

The system isalways workingAll you need toknow is what’s next

IBM Confidential

Daily Stand Up Meeting

Monthly Planning Meeting

Do it wrong quickly and then fix it

Instead of killing ourselves to plan exactly the right thing that we can execute in every country for the next two years……Do it wrong quickly, and then fix itLet the market tell youwhat works and what doesn’tAnd then quickly do it better

Listen, learn, and adjust

Reduce Costs or Increase Customer's Willingness to Pay

By Helping People Establish or

Strengthen Relationships

If They Do "Free Work" on a Company's Behalf

Successful Inbound Strategies

Now, Inbound Marketing is...

Paid, Earned and Owned

• Paid– PPC, Remarketing, Mobile, Sponsored, Internet

Advertising

• Earned– Blogs, WOM (Word of Mouth), User Forums, PR,

News Articles, Twitter,

• Owned– Websites, Brand, …

One message before Social Media...

One message after Social Media...

Examine

Google Website Facebook Linkedin Twitter Pinterest Which to choose and why?

Google

Google SearchPeople research where to go and who to trust87% never go off the first page66% don't look at the paid spots

Question: What are the challenges and opportunities for your business in getting to the top spot or first page?

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How Do You Find Out What People Are Saying About

You?Set Up Google Alerts: Your name, your company's name

Go To SocialMention.com: Best for monitoring social media like Facebook and Twitter

MyReputation.com Best for Monitoring blogs, forums and review sites ($99 a year and up)

Question

What would you do if someone wrote a bad review about your business?

What suggestions do you have for a B2B and/or a B2C business? Would your answer be different, depending on business?

Why or why not?

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ReviewsYelpCity SearchGoogle

You need to generate an average of at least 4/5 to be considered good!

If not it is a problem!

Why do Businesses Get Bad Reviews?

Competitors are targeting them and giving false reviews

Customers are dissatisfied and upset

Employees are angry

Where does B&B have Control? Influence? No Control?

Some Nasty Customer Reviews

This Business is very emotional: Tatoos/Skin Care/makeup are Special.You can't solve all issuesBenchmark against competitorsRespond Rapidly--within minutes, not hours: Solution isn't as important as CommunicationUse Google Alerts Solve all real problemsGet Employees Involved

Many Customer Complaints Start with Disengaged Employees

How to Engage Employees

Do they feel their workhas significance?Do they feel valued?Do they feel they haveautonomy?

Communicate, Communicate, Communicate!

What makes a good website

?

VideoAddition of Social

MediaAbility to Quickly

Make ChangesCustomer Service

Call

What are the differences?

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How do you get the right people to your

Website?

And how can youget these people to want to help you

for...Free??

Three Steps:

Establish GoalsListen

Connect....

Build a Fan Base!

"On a 1-10 scale, how likely are you to recommend Company to friends, relatives and colleagues?"

A Net Promoter is a Super Fan

Who is needed?

Super Fans

With Good Klout Scores

What about CLTV?

Ask them to be Brand Ambassadors

Identify through Survey

Connection on Social Media

Make Them Feel Important

Nurture and Support

Ideas???

1,000,000,000+ 2,000,000 Fan

PagesActive Worldwide

Users

156,000,000+ registered users, 8,000,000/month recommendations

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Most Searched: Google #1, YouTube #2

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5. Analyze & Optimize

Where Are You?

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Grade your company on each of the following 6 dimensions (1-10)

INSIGHTWe clearly understand what our customers and clients want and need ___ We have a keen knowledge of our competitors and why they win ___

PURPOSEOur company communicates compelling and unique value propositions to our market ___ Our plan for growth is specific, feasible and includes potential new offerings or markets ___

PRECISIONWe have tactical marketing methods identified to achieve our growth objectives ___ We have an aligned measurement and feedback system that allows management to see progress and adjust plans ___

Inbound Marketing

For B2B and B2CBarbara M Fowler, bfowler@chiefoutsiders.com