A formula for inbound marketing success

Call us: 08453 707 024 or visit: www.weareoctopusgroup.net

A formula for inbound marketing success

http://www.weareoctopusgroup.net





BUILD YOUR INBOUND

MARKETING TEAM

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Marketing Strategists Writers

Content producers SEO

specialists social media gurus

digital designers techheads.

Check out inbound.org

A mix of skills to win

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Digital fluent

Analytical

Reach

Content Creators

Check out: academy.hubspot.com

D.A.R.C Employees

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So lets build a winning team!

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ROLE: Strategy & Planning

Lead the inbound marketing program, development of

personas, messaging, user journeys, offers, and be

responsible for the ROI

An inbound champion

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ROLE: Brand & buzz

social media, influencer marketing, blogging, online PR

A brand engagement specialist

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ROLE: Copywriter & Content Producer

blogging, long form content, campaign content,

editorial. Storyboard & manage the production of

rich media formats such as video

A brilliant writer

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ROLE: Digital Design

Multi skilled across website, video, infographics,

UI, presentations and more.

An awesome designer

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ROLE: Product marketing

product marketing management, product content, website,

product launches, Social Media – e.g. technical forums,

linkedIn groups, Quora.

A product specialist (for some)

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ROLE: Demand generation

Campaign Management, expert in marketing automation and email

marketing, conversion optimisation, CRM, website management

A completer finisher for marketing ops

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1. Web analytics/data (71%)

2. Email marketing (69%)

3. Social media activity (62%)

4. Content marketing (61%)

5. Community management (59%)

Top 5 most popular disciplines to

manage in-house

Source: Econsultancy Insource and outsource survey 2014

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1. Apps development (48%)

2. Display advertising (43%)

3. Paid search (43%)

4. Website design/build (37%)

Top 4 most popular disciplines

to outsource

Source: Econsultancy Insource and outsource survey 2014

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THE RIGHT TOOLS FOR THE JOB

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What tools

should I

choose?

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Closed loop marketing

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Connect marketing and sales

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Call us: 08453 707 024 or visit: www.weareoctopusgroup.net 18






“We see these labels as a first step in

helping mobile users to have a better

mobile web experience.

We are also experimenting with using the

mobile-friendly criteria as a ranking signal.”

Google

Mobile friendly website

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INSIGHT

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Benchmark your own performance

Analyse current traffic

and online conversion

to lead

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Benchmark your own performance

Analyse by marketing

channel

What is working?

What is not?

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………And your competitors

Keyword

performance

Website authority

& backlinks

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Analyse your conversion down through the marketing and sales funnel

against available benchmark data

Check your funnel metrics

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Consider your sales goals by channel

UPSELLINBOUNDREFERRALSCHANNEL

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Understanding the scale and nature of the task is critical to developing inbound

marketing plans that will help you achieve your goals

And set your inbound goals with this in mind

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Top down …………………..

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……………..& Bottom up

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CRAFT YOUR INBOUND STRATEGY

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Reveal why some

buyers will make

your category of

solution a priority

whilst some will not

Reveal what buyers

expect to change

after implementing

your solution

Reveal why some

buyers would not

perceive your

company or solution

to be best option

Reveals what buyers

are involved in the

decision and what

content they will trust

to guide their decision

Reveals what

criteria buyers use

to evaluate

solutions, make a

purchasing decision

and why

Personas: 5 rings of buyer insight

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Messaging framework by persona

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Content user journeys

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Internal Team Roles

Outsource Partner (s)

Integrated Tools Deployed

Lead and Customer Targets

Traffic & Conversion Targets

Personas

Messaging and Offers

Content User Journeys

Inbound marketing checkpoint

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5% 95%

Serving those users that are not ready to buy

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Blog 3 – 4 times a week

Distribute blog creation across the organisation

Invest in Video Content

Get the balance right between free to consume content and sign up

content

Focus on high production values

Develop campaigns around key themes – one per quarter

Inbound content tips

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Unique content will drive audience engagement & sharing

Develop an influencer strategy in social media

Syndicate blogs to high ranking 3rd party sites

Audience tips

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Optimise conversion at each stage of the funnel

Create thank you landing pages with secondary offers

Track CTA conversion and dynamically change CTA content and

positioning to A/B test

Automate workflows and introduce lead scoring

Consider user tracking technology to enhance conversion rates

Conversion tips

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Weight budget across each

area

3 month activity plan

Update website and landing

pages

Campaign content & blogs

Keyword strategy

Brand engagement

Conversion optimisation

Key themes

and

campaigns

Marketing activity plan

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Useful Links

Econsultancy: Insourcing and Outsourcing Report

https://econsultancy.com/reports/insourcing-and-outsourcing-striking-the-right-balance-for-digital-success/

Google Blog Post: Mobile Friendly Websites

http://googlewebmastercentral.blogspot.co.uk/2014/11/helping-users-find-mobile-friendly-pages.html

Magento – Hubspot Integration

http://www.hubspotintegration.com/

Hubspot Academy

http://academy.hubspot.com/

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https://econsultancy.com/reports/insourcing-and-outsourcing-striking-the-right-balance-for-digital-success/

http://googlewebmastercentral.blogspot.co.uk/2014/11/helping-users-find-mobile-friendly-pages.html

http://www.hubspotintegration.com/

http://academy.hubspot.com/


A formula for inbound marketing success





A formula for inbound marketing success

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