Inbound marketing blueprint
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Transcript of Inbound marketing blueprint
Three Ways to Get Found Online
Search Engine
Social Media
Website Link
http://b2binboundmarketer.com
Internet Marketing Conversions
Website Visitor
Lead
Customer
A website visitor becomes a lead by clicking through
a call to action and completing a form on a landing page to receive
your content offer
A lead becomes a customer after purchasing your product or service. This typically occurs after the lead has progressed
through your lead nurturing sequence, where
he or she has been provided with the right
content as they progress through their buying cycle
http://b2binboundmarketer.com
Step 1: Keyword Strategy
• Develop an initial list of keyword phrases for each of your lines of business
• Solicit input from customer, employees, vendors and prospects
Brainstorm 3-6 word phrases that buyers use to describe your
products and services
• Find alternate keyword phrases and add them to your list of targeted keywords
• Review each phrase for the amount of search traffic and the difficulty in getting ranked
Research your keyword phrases using tools like
HubSpot or Google Adwords Keyword
Tools
• Match keyword phrases to content• Track your rankings for each keyword phrase
over time
Use your targeted keyword phrases to
optimize your website and to brainstorm
content topics
http://b2binboundmarketer.com
Step 2: Search Engine Optimization
• Use keyword phrases in page titles, headers, meta descriptions and content
• Best practice: optimize no more than two keyword phrases per page
On-Page SEO – estimated to
account for 25% of Google
ranking algorithm
• No quick fix – best tactic is to create good content and publish it frequently
• Link building – leverage relationships with vendors, bloggers and customers for links
Off-Page SEO (links from
credible sites) – estimated to
account for 75% of algorithm
http://b2binboundmarketer.com
Step 3: Create Blogs and Other Content
• Consider re-purposing existing content into blog posts, whitepapers, eBooks, videos, etc.
• Develop marketing personas for your various buyers and create content for those personas
Start with a content audit
• Keep on track with an editorial calendar• Publish weekly blogs at a minimum – 2 or 3 per week
is ideal
Develop an editorial calendar
• Decider whether to blog internally, outsource or a combination of the two
• Use keyword phrases in your titles and within your content – best practice is once every 2-3 paragraphs
Create Content
http://b2binboundmarketer.com
Step 4: Promote Content and Participate in Social Media
• 10 posts promoting others content (Trusted Advisor)
• 4 posts promoting your blog• 1 post promoting a landing page or other sales
item
Use the 10:4:1 Rule
• Include social media “follow” buttons on your website and e-mail signatures
• Participate in conversations with your followers and influencers
• Go-giver principle
Build your network
• Monitor social media for mentions of your company or industry
• Leverage relationships for “favors”
Let others promote you
http://b2binboundmarketer.com
Step 5: Convert Site Traffic into Leads
• Create content offers for each of the 3 stages of the buying process
• Consider creating content offers for each of your lines of business
Create content offers
• A button or link on your web page that directs a user to a landing page
• Display it prominently above the fold• Typically starts with a verb
Create a call-to-action
• Landing pages compel the user to complete a form to receive your content offer
• Converts a visitor into a lead and bring them into your marketing process
Put your content behind a landing
page
http://b2binboundmarketer.com
Step 6: Nurture Leads with E-Mail Marketing
• Develop lead nurturing campaigns for each of your content offers
• Match the content offer with the stages of the buying process (see following slide)
Lead nurturing provides
content to your leads as they
progress through their buying cycle
• Best practice is not to send e-mails to people that don’t know you or your company
• Keep relevant information in front of your potential buyers
• Keep in mind the WIIFM principle – What’s in it for me?
Use permission-based e-mail
marketing
http://b2binboundmarketer.com
Match Content Offers With the Stages of the Business to Business Buying Process
Prospect knows there is a problem that needs to
be solved
Prospect recognizes a need for a solution like
yours
Prospect seeks a solution to their need – they are ready to buy
Free WhitepaperFree Guides and Tip Sheets
Free eBooksFree Checklists
Free Videos
Free WebinarsCase StudiesFree SamplesFAQ Sheets
Catalogs
Free TrialsConsultations
DemosEstimates and Quotes
Coupons
http://b2binboundmarketer.com
Step 7: Expand Your Reach with Mobile Marketing
• Javascript determines the size of the monitor accessing your site and provides the appropriate version
• Consider a specialized mobile site that is specifically designed for mobile devices
Make sure your website is configured
for mobile devices
• QR codes are becoming more prevalent every day
• Can be used in your offline marketing materials, company vehicles and company buildings
Consider mobile
marketing
http://b2binboundmarketer.com
Step 8: Analyze and Iterate
• HubSpot provides analytics on web traffic, call-to-actions and landing pages, social media and leads and prospects
• Google Analytics provides free website analysis
Make sure you have
access to the proper
analytic tools
• Use A/B testing to optimize website conversions
• Tie analytics into sales – closed-loop marketing
• Monitor bounce rates and other web statistics to optimize usability
Do more of what works and less of
what doesn’t
http://b2binboundmarketer.com