Inbound marketing - Join The Revolution

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  • Inbound Marketing Join The Revolution

  • Darin Doc Berntson

    Twitter @iGoByDoc @BerncoMedia - 801.438.4055

    Founder, Chief Remarkable Officer Bernco Media

    16+ Years Internet Marketing


  • At that moment Everything Makes Sense?

  • So why this story?

  • What Is Inbound Marketing?

  • What Is Inbound Marketing?

    Instead of buying ads, buying email lists, or cold calling, Inbound

    marketing focuses on creating educational content that pulls

    people towards your website where they can learn more about what you sell, on their own accord.

  • Inbound Is an Approach To Marketing That Teaches Todays Consumer

    Get found by qualified leads online with content (website pages, blog articles, social messaging)

    optimized for search and social media

    Understand what content pulls your buyers through the

    sales funnel, and use that context to

    personalize your marketing at scale

  • In Summary, Inbound Marketing

    is about Building trust, not skepticism

    among your prospects Being loved, not ignored by

    your customers Outsmarting, not out spending

    your competitors

  • In 2000-2005How Did You Research / Buy A Product?

    Catalog, Mail, Phonebook, Pick Up The Phone

  • In 2016How Do You Research & Buy Products & Services?

    Buy online Price match (showrooming)

    Trusted advisor, friend on social, Facebook, LinkedIn, Twitter word of mouth

  • Why?You Want To Keep The Power of


    Not Be Bothered By Pushy Salespeople

  • Cold Calling?Is It Good For A Brand?

  • Does This Happen To You?

    Are You Being Interrupted?

    Are You Getting SPAM eMails?

    Does This Make You Want To Buy?

  • Is There A Better Way?

    Businesses can eventually STOP Cold Calling

    Buyers Are Sick Of Marketing Interruptions

  • Traditional Marketing Is BrokenBuyers are taking control. Theyre turned off by

    old-school marketing thats impersonal and interrupts

  • Dont Interrupt Buyers, Attract Them.

  • The Inbound MethodologyThe Best Way To Turn Strangers Into Customers And Promoters Of Your Business

  • In a nutshell

    Market with a Magnet, not a sledgehammer

  • 70% (zero moment of truth)

  • Zero Moment Of Truth

    1st time someone contacts via a form, phone call, walked in to retail

    Its the moment when they say they trust you enough to actually contact you, and you know it

    The moment you know they might give their money to you

  • Zero Moment Of Truth

    ZMOT was a Forrester Research Group study

    Started off as a B2B (business to business) study

    Then Google did the exact same study, but focused on B2C as well

  • 70% Do you know the correlation?

  • Zero Moment Of Truth 70% of the buying decision is made

    before ZMOT

    Before they call you, fill out a form, walk in to your store, before they talk to a sales person

    They have done their research

    Buyers are way more educated today

    You want to be a part of that 70%?

  • Zero Moment Of Truth Lets go back 10 years, what do you

    think the ZMOT percentage was?Maybe between 20-30%?

    Lets go back 5 years?Maybe 40-50%

    Today its 70%

    Whats the number going to be over the next 10 years? Only going up!

  • No More Buyer BewareIts The Time OfSeller Beware!

  • If This 70% Number Is True

    Which Department Has The Greater Impact On The Sale? Is It Sales, Or Is It Marketing?

  • Marketing!

  • Marketing Again!

  • Why are we doing it this way?

  • Data & Facts 87% of buyers say online content has a major impact on vendor


    57% of companies have acquired a customer through blogging

    65% of companies have acquired a customer on LinkedIn

    69% saw increase in sales revenue

    30% reduced sales cycle

  • Again: Which Department Has More Impact on the Sales Process - Sales or Marketing?

    Who is typically first to get laid off? Marketing

    Who typically gets hired first? Sales

    This is backwards!

    Within 10 years, marketers will make more money than sales people

  • How To Implement Inbound

  • SEO & Responsive Design Must have responsive website, blog and email - People are MOBILE! Think Mobile First!

    Search engine optimization strategy:

    On and Off page SEO

    Keyword research


    Landing pages

    Stay up to date with SEO changes

  • Blogging Minimum of 1 blog post per week

    Pick a blog series to help organize ideas

    Feature guest bloggers and team members

    Ensure each post is properly optimized (keywords etc)

    Include calls-to-action and links throughout

  • Email Marketing & Automation Promote targeted / segmented offers and increase awareness

    Include appropriate offers on each email marketing campaign to increase lead reengagement efforts

    Send at least 2 emails per month to selected buyer personas/segments

    Increase marketing automation efforts based on lead insights, web traffic, social traffic

    Make sure each email has one single focus, or action you want your contact to take

  • Lead Capture Forms & Landing Pages

    Ensure content is behind a landing page with a form

    Develop at least 1-3 offers per month

    All offers include:

    Call-to-action, Landing page, TY/Offer Page and Follow up email

    Utilize progressive profiling (smart content)

  • Social Media Marketing & Monitoring

    Developed social media channels:

    LinkedIn company page, Facebook page, Twitter, Google+ (?) and LinkedIn Groups

    Determine appropriate strategy & frequency

    B2B audience benefits from LinkedIn sharing

    Post 80% external, helpful, curated content and 20% brand

    Monitor relevant conversations. LISTEN. ENGAGE.

  • Analyze, Analyze, ANALYZE! Track weekly analytics

    Define where traffic is coming from

    Understand where leads and customers are generated

    See which pages generate the most traffic and leads

    Identify which social media posts and channels are most beneficial

    Optimize your marketing efforts

  • Yeah Right, Doc! Who Can Do All This? What Is The ROI?

  • I Know a Pool Guy 2007/2008, wondering how he

    would pay bills, and salaries

    Wondered if he and his partners would lose their homes

    Sales were down

    They embraced Inbound Marketing, and embraced They ask, you answer and blogged daily!

  • Fast Forward #1 pool site, probably in the world

    Expanding into manufacturing

    Outranks all competitors

    Outsells competitors, and is usually $5-10K higher than competitors

    Prospects became more educated

    Sales cycle dropped dramatically

  • $3 MillionIn Sales

    Attributed to that ONE blog post

    ROI Anyone?And there are many more success stories

  • Start Content Marketing

  • Anything you think has to be sold face to face will be able to be sold online in the future

    Two of my clients - Never met in person, they found me via Inbound

    Pool example:

    Last year 95 pools sold

    80 sold online

    $50K+ each w/o ever going to home to measure Why?

    Trust agents in their industry

  • For Inbound / Content Marketing To Work

    MUST have management and employee buy-in

    All employees, staff are in marketing now

    We call this insourcing

    No one knows your business better than you!

    Take your marketing back!

  • Dont Over Think Content Yes, eventually do persona development, but dont let that stop you

    from getting started, NOW!

    Persona = prospect with pain - What is their challenge/symptom?

    They ask, you answer. good, bad or ugly you write about it

    Listen to what customers ask. If one asks, hundreds or thousands more are asking as well. Thats a blog post!

  • Cost Problems Versus Reviews Best

    The Big Five Content Types

  • How Many Salespeople Does A Business Have?

    How Many Emails Do They Send Every Day?

  • How Many Salespeople Does A Business Have?

    How Many Emails Do They Send Every Day?

  • How Many Salespeople Does A Business Have?

    How Many Emails Do They Send Every Day?

  • Every Company

    Should have a DEDICATED content / inbound manager

    Cant afford it? Outsource to a knowledgeable partner! (I know a guy)

    Hire a journalist coming out of school. $30-40K year. They can 5 - 10x their salary in revenue

  • Seriously, Blogging Works!

    The average company that blogs generates:

    55% more website visitors

    97% more inbound links

    434% more indexed pages

  • Focussed Mainly On Content Today

    So much more to Inbound

  • Just Leave With This:

    Become The BEST Teacher In The World!

  • You May Find Interesting:

  • Darin Doc BerntsonFounder, Chief Remarkable Officer

    Bernco Media

    Want More Stats, Examples, Case Studies?

    Know Anyone Who Needs A Free Inbound Marketing Assessment?

    Twitter @iGoByDoc