Inbound Marketing for Small Businesses - Turn your website into a lead generation machine!

1

Turn your website into a lead generation machine!

Introduction to Inbound Marketing

Presented by:

2

Introduction to Inbound MarketingAgenda

Introductions, Objective, and Ice Breaker

Questions

Comparison of Inbound vs. Outbound (examples)

Steps to run an Inbound Marketing Campaign

Definition of Inbound Marketing

Benefits of Inbound Marketing

Website Tips for an “Inbound Friendly” website

✓

7

6

5

4

3

2

1

Presented by:

3

• What’s your biggest marketing challenge?

• Tell us something unique about you or

your business.

IntroductionsAnd Ice Breaker

Presented by:

4



Questions






✓

7

6

5

4

3

2

1

Presented by:

5

Definition: Inbound Marketing

Your Logo

Inbound marketing refers to

marketing activities that earn

prospects attention by producing

and sharing interesting content

rather than paying for prospects

attention using advertising.

Presented by:

6



Questions






✓

7

6

5

4

3

2

1

Presented by:

7

Comparison of Outbound vs. Inbound Marketing

Presented by:

8



Questions






✓

7

6

5

4

3

2

1

Presented by:

9


1) Helps you Understand your

Customer

2) Builds momentum and is

investment through production

of owned “evergreen” content

3) Inbound marketing costs 62%

less per lead than traditional

outbound marketing

Presented by:

10



Questions






✓

7

6

5

4

3

2

1

Presented by:

11

Identify Target Audience. Who are we talking to here? The most important part of any

marketing campaign is understanding your buyer persona.

Build Next Campaign. Build other campaigns that dovetail into this one. Eventually, you should have a clear

path that prospects can follow so they can be converted to customers.

Create Offer. eBook, FREE sample, whitepaper, etc. Build Landing page and CTA for offer. Thank you

Email, Follow-Up offer.

Promote the Blog. Use social media, paid search, and traditional promotion techniques (Newsletter, Facebook

Ads, etc.) to draw viewers to your blog(s).

Set Goals (SMART Goals). Set goals for what you wish to accomplish with this campaign. How many new

website visitors? How many leads?

Write a Blog (s). Write one or more blog articles to promote the offer. Make sure to follow SEO best practices

to ensure that your blog(s) will rank in organic search results.

Track Results. Use tracking URL’s and web analytic tools to track blog views and CTA conversions and

measure your progress to your SMART Goals. Continuously improve for next campaign.

Steps to Run an Inbound Marketing Campaign

1

2

3

4

5

6

7

Presented by:

12

• Persona – A fictitious representation of

your ideal customer.

– What are their pains/challenges?

– Where do they search for information?

– What is their demographic?

– Understand Buyers Journey? (on next

slide)

1) Identify Target AudienceThis is the most important step of any campaign!

Your LogoPresented by:

13

The Buyer’s JourneyHow do your customers make decisions?

Awareness

Realization

Decision


14

• S – Specific

• M – Measureable

• A - Attainable

• R – Realistic

• T – Time Bound

2) Set SMART GoalsDirection and Focus are critical to any campaign


15

• eBook

• Help Guide

• Free Trial or Sample

• Video

• Coupon

• Free Assessment or Consultation

3) Create and OfferAn offer is anything of value offered for free


16

• 2/3 of marketers say their company blog

is “critical” or “important” to their business.

• 57% of businesses have acquired a

customer through their company blog.

4) Write BlogsWrite more than one blog at periodic intervals


17

• 67% of B2C companies and 41% of B2B

companies have acquired a customer

through Facebook.

• 42% of businesses have acquired a

customer through Twitter.

• 57% of companies have acquired a

customer through LinkedIn.

5) Promote your BlogPromote using Social Media

Your LogoPresented by: Presented by:

18

• Measure things like Views, Clicks, and

especially conversions.

• The best marketing campaigns track

prospects to find out which campaigns

contributed to actual REVENUE and ROI!

• Google Analytics is FREE! There are also

many other tools out there like

HubSpot.com

6) Track Results! Must be able to measure it in order to improve it


19

• By building a repeatable campaign

execution process you will start to

learn what resonates with your

customers

• Use marketing automation tools where

possible

7) Build the Next Campaign Build on your success and continuously improve


20



Questions





Website Tips for an “Inbound Friendly” website✓

7

6

5

4

3

2

1

Presented by:

21

How to Make your Website Inbound FriendlyWebsite Tips

Let’s face it, your website exists to provide

information to prospective and existing clients. You

need to design your website in a way that provides

the right amount of information directed at each

“persona” and have CTA’s on each page/blog to

capture “leads” that might not be ready to purchase.

Mobile

Responsive

Design

Consistent and

Clean Design

CTA’s

(Calls-To-Action)

Presented by:

22

Why Mobile Responsive??

23

Examples of Mobile Responsive DesignNeed to cater to mobile users

This is an example text. Go ahead and

replace it with your own text. This is an

example text. Go ahead and replace it with

your own text.


replace it with your own text.

Presented by:

24

Examples of Mobile Responsive DesignNeed to cater to mobile users


replace it with your own text. This is an

example text. Go ahead and replace it with

your own text.


replace it with your own text.

Presented by:

25



Summary and Questions






✓ 7

6

5

4

3

2

1

Presented by:

26

Summary about Inbound Marketing

Inbound marketing refers to

marketing activities that earn

prospects attention by producing

and sharing interesting content

rather than paying for prospects

attention using advertising.

Presented by:

27

THANK YOU!Special Thanks to:

Presented by:

Twitter: inbound_pros

Facebook: Inbound Pros

Web: inboundpros.com

Click HERE to Visit Inbound PROs Website

Click HERE to Request a FREE Assessment!

http://hubs.ly/y0jG1N0

http://hubs.ly/y0jG1k0

Inbound Marketing for Small Businesses - Turn your website into a lead generation machine!

Marketing

Transcript of Inbound Marketing for Small Businesses - Turn your website into a lead generation machine!