HOW TO MAKE PEOPLE TO LOVE YOU WHILE GROWING YOUR BUSINESS
INBOUND MARKETING
Félix Lámbiz
NOT TO GIVE YOU YOUR TYPICAL DIGITAL MARKETING TALK:
“….IN 2017, EVERYONE WILL USE THEIR MOBILE TO BUY THINGS…”
I’M NOT HERE TO GIVE YOU JUST STATS.
I’M HERE TO GIVE YOU ACTIONABLE ADVICE TO GROW YOUR BUSINESS.
ARE YOU READY TO LEARN?
LET ME TELL YOU A BRIEF STORY
“FÉLIX… YOU NEED TO CALL THESE PEOPLE AND ASK THEM TO MAKE A MORTGAGE PAYMENT”
My Former Boss
MY FIRST DAY
MY JOB WAS TO TALK TO PEOPLE… ALL DAY
“FÉLIX… YOU ARE GOING TO HAVE TWO TYPES OF CALLS.. OUTBOUND AND INBOUND”
My Former Boss
WHAT’S INBOUND AND OUTBOUND?
“95% OF YOUR TIME WILL BE DEDICATED TO CALL PEOPLE AND COLLECT A DEBT”
My Former Boss
OUTBOUND?
“5% OF YOUR TIME WILL BE DEDICATED TO RECEIVE CALLS FROM PEOPLE”
My Former Boss
INBOUND?
SO…HOW DID IT GO?
OUTBOUND
Credits: Flickr (Tiara Rae Photography)
INBOUND
Credits: Flickr (Tiara Rae Photography)Credits: Flickr (Tom Simpson)
100 CALLS A DAY COLLECTED 1 PAYMENT (1% CLOSING RATE)
INBOUND Credits: Flickr (Glorious Treats)
4 CALLS A DAY COLLECTED 2 PAYMENTS (50% CLOSING RATE)
SO… EVERY AGENT WOULD KILL TORECEIVE INBOUND CALLS
OUTBOUND CALLS ARE BASED ON INTERRUPTION
Credits: Adara Associates
YOU DON’T KNOW THE PERSON’S SITUATION
Credits: Adara Associates
INBOUND IS BASED
ON
ATTRACTION
PEOPLE WILL CALL YOU
WHENEVERTHEY ARE
READY
PEOPLE WILL GIVE YOU THEIR MONEY… THEY’RE JUST NOT READY YET
FIRST LESSON
PEOPLE WILL GIVE YOU THEIR MONEY… THEY’RE JUST NOT READY YET
FIRST LESSON
WHAT DOES THIS HAS TO DO WITH MARKETING OR YOUR BUSINESS?
WHAT DOES THIS HAS TO DO WITH MARKETING OR YOUR BUSINESS?
A. EVERYTHING
WHAT’S INBOUND MARKETING AND OUTBOUND MARKETING?
OUTBOUND MARKETING = TRYING TO GET PEOPLE’S ATTENTION WHEN THEY ARE NOT EXPECTING IT
Credits: Flickr (Sergio Alvarez)
Credits: siroppe.com
INBOUND MARKETING = ATTRACTING PEOPLE WHEN THEY ARE LOOKING FOR IT
SO YOU’RE PROBABLY THINKING…
FÉLIX… YOU ARE MAKING THIS UP.
You
WHO “INVENTED” THE INBOUND MARKETING?
BRIAN HALLIGAN (RIGHT)
DHARMESH SHAH (LEFT)
IN 2005, THEY WROTE THIS
BOOK
DID I TELL YOU THAT WE ARE FRIENDS?
THEY FOUNDED HUBSPOT IN 2006
8 YEARS LATER, THEY GO PUBLIC
SO.. HOW DO THEY DID IT?
YOU KNOW THE ANSWER
HINT: INBOUND MARKETING?
OK FÉLIX… GET TO THE POINT
You
TRADITIONAL MARKETING (OUTBOUND) IS BROKEN
WHY IS IT BROKEN?
LET’S UNDERSTAND WHICH ACTIVITIES ARE OUTBOUND AND WHICH ARE INBOUND
<10% OF CLICKS
+90% OF CLICKS
OUTBOUND MARKETING IS LOSING EFFECTIVENESS
HERE ARE SOME FACTS FROM THE CUSTOMERS PERSPECTIVE
▸ 86% of people skip television ads. (Source: Voltier Digital)
HERE ARE SOME FACTS FROM THE CUSTOMERS PERSPECTIVE
▸ 86% of people skip television ads. (Source: Voltier Digital)
▸ 200 million americans have registered their phone numbers on the FTC “DO NOT CALL” list. (Source: Federal Trade Commission)
HERE ARE SOME FACTS FROM THE CUSTOMERS PERSPECTIVE
▸ 86% of people skip television ads. (Source: Voltier Digital)
▸ 200 million americans have registered their phone numbers on the FTC “DO NOT CALL” list. (Source: Federal Trade Commission)
▸ Cold calling doesn’t work 90% of the time. (Source: Harvard Business Review)
HERE ARE SOME FACTS FROM THE CUSTOMERS PERSPECTIVE
▸ 86% of people skip television ads. (Source: Voltier Digital)
▸ 200 million americans have registered their phone numbers on the FTC “DO NOT CALL” list. (Source: Federal Trade Commission)
▸ Cold calling doesn’t work 90% of the time. (Source: Harvard Business Review)
▸ People are exposed to 5000 marketing messages… PER DAY. (Source: Media Dynamics Inc.)
HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE
▸ 32% of brands decrease spending on outbound to spend more on Content Marketing. (Source: Inbound Marketing Agents)
HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE
▸ 32% of brands decrease spending on outbound to spend more on Content Marketing. (Source: Inbound Marketing Agents)
▸ Outbound budgets are annually declining, amounting to 23% of all marketing spending (Source: Hubspot)
HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE
▸ 32% of brands decrease spending on outbound to spend more on Content Marketing. (Source: Inbound Marketing Agents)
▸ Outbound budgets are annually declining, amounting to 23% of all marketing spending (Source: Hubspot)
▸ Traditional methods to source leads and customers generate 22% of all leads. (Source: Hubspot)
HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE
▸ 32% of brands decrease spending on outbound to spend more on Content Marketing. (Source: Inbound Marketing Agents)
▸ Outbound budgets are annually declining, amounting to 23% of all marketing spending (Source: Hubspot)
▸ Traditional methods to source leads and customers generate 22% of all leads. (Source: Hubspot)
▸ In 2015, 25% of businesses in Latin America said they were “Outbound Driven”. (Source: Hubspot)
I’M LISTENING.. SO HOW DOES INBOUND MARKETING WORKS?
You
REALLY SIMPLE…
BECAUSE IT’S THE WAY WE’RE CURRENTLY BUYING OUR PRODUCTS AND SERVICES
THIS IS THE INBOUND METHODOLOGY
LET’S GO OVER THE FOUR STAGES OF INBOUND MARKETING
FIRST…PEOPLE DON’T KNOW YOU YET… SO YOU HAVE TO ATTRACT THEM
WHAT DO YOU DO WHEN YOU WANT TO KNOW THE ANSWER TO A PROBLEM?
PEOPLE AREN’T LOOKING FOR YOUR BUSINESS NAME… THEY’RE LOOKING FOR SOLUTIONS TO THEIR PROBLEMS
YOU NEED TO GET FOUND
KEYWORD: “HOW TO BUY A HOUSE”
WRITE HELPFUL AND RELEVANT CONTENT IN A BLOG
IT TAKES YOU TO A
RELEVANT CONTENT
WHICH TAKES US TO THE SECOND STAGE…
SECOND…YOU HAVE TO CONVERT THEM INTO LEADS (POTENTIAL BUYERS)
IT STARTS WITH A
CALL TO ACTION
THIS IS THE CALL
TO ACTION
AN ATTRACTIVE INCENTIVE RELATED TO YOUR CONTENT
THE CALL TO ACTION TAKES
ME TO A LANDING PAGE
TO COMPLETE THE ACTION
YOU MUST FILL IN A FORM
CONGRATULATIONS!YOU’VE JUST LEARNED HOW TO GENERATE A LEAD
NOW WE NEED TO CLOSE IT INTO A CUSTOMER
50% OF LEADS ARE QUALIFIED BUT NOT YET READY TO BUY SOURCE: GLEANSTER RESEARCH
WHICH TAKES US TO THE THIRD STAGE…
THIRD…
YOU HAVE TONURTURE THE LEADS
LEAD NURTURING:THE PROCESS OF EDUCATING YOUR POTENTIAL BUYER IN ORDER TO HELP THEM MOVE THROUGH YOUR SALES FUNNEL
CRM (KEEP TRACK OF YOUR RELATIONSHIP)
E-MAIL (BUILD TRUST IN A PERSONAL WAY)
WORKFLOWS (A SERIES OF AUTOMATED MESSAGES TO EDUCATE CUSTOMERS )
NURTURE LEADS THROUGH EMAIL
KEEPS TRACK ALL OF YOUR POTENTIAL BUYERS INTERACTIONS
AND IDENTIFY WHEN THEY ARE READY TO BUY
CONGRATULATIONS! YOU’VE JUSTMADE A SALE
CUSTOMERS ARE 4X MORE LIKELY TO BUY WHEN REFERRED BY A FRIEND SOURCE: NIELSEN
SO REFERRALS HELP YOU GROW YOUR BUSINESS
HOW DO I KEEP THEM COMING FAST?
WHICH TAKES US TO THE FOURTH AND FINAL STAGE…
YOU SHOULD CONVERT YOUR CUSTOMERS INTO PROMOTERS OF YOUR BUSINESS
HOW MANY OF YOU HAVE DECIDED TO BUY PRODUCT BY THE REVIEWS IT HAS?
THIS GIVES SOCIAL PROOF TO YOUR BUSINESS
MONITOR CONVERSATIONS RELATED TO YOUR BRAND
THE FRAMEWORK YOU MUST FOLLOW
OK.. SO WHAT TOOLS DO YOU USE?
ATTRACT
▸ Blogging:
▸ Wordpress
▸ Blogger
▸ Squarespace
▸ Keywords:
▸ Google Keyword Planner
▸ Bing Keyword Tool
▸ Social Publishing:
▸ Hootsuite
▸ Buffer
▸ SproutSocial
CONVERT
▸ Forms:
▸ Formstack
▸ NinjaForms
▸ SumoMe
▸ Leadin
▸ Calls-to-Action:
▸ Canva
▸ Landing Page:
▸ Unbounce
▸ LeadPages
▸ Instapage
CLOSE
▸ CRM
▸ Hubspot CRM
▸ Salesforce
▸ RelateIQ
▸ Pipedrive
▸ InfusionSoft
▸ E-mail and Workflows
▸ Mailchimp
▸ Campaign Monitor
▸ GetResponse
▸ Autopilot
▸ Emma
▸ AWeber
▸ Marketing Automation
▸ Hubspot
▸ Marketo
▸ Act-on
DELIGHT
▸ Surveys
▸ Typeform
▸ SurveyMonkey
▸ Wufoo
▸ Monitoring
▸ Mention
▸ Hootsuite
▸ Topsy
OR.. YOU COULD USE ONLY ONE TOOL
ALL IN ONE MARKETING SOFTWARE
▸ Hubspot
▸ Marketo
▸ Act-on
DOES IT REALLY WORK?
HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE
▸ The # of marketers who practice Inbound Marketing grew from 60% to 85% this year. (Source: Hubspot)
▸ E-mail marketing has 2x higher ROI than cold calling, networking or trade shows. (Source: Marketing Sherpa)
▸ Inbound marketing costs 62% per lead than traditional outbound marketing. (Source: Mashable)
▸ In 2015, 75% of businesses in Latin America said they were “Inbound Driven”. (Source: Hubspot)
“MARKETING ISN’T ABOUT BEING PRESENT… IT’S ABOUT BEING RELEVANT”
Félix Lámbiz (@felixlambiz)Linkedin: Félix Antonio Lámbiz
E-mail: flambiz@optin.marketing