UNR Extended Studies Inbound Marketing Class 3

Principles and Practices

POST SOME CONTENT!

• Be creative

• Be engaging

• Be strategic

• Share it on several communication channels

MEASUREMENT

Inbound Marke-ng Principles and Prac-ces © Mike McDowell. Not to be reproduced without permission.

1. Measurement

2. Converting Visitors to Leads and Leads to Customers

3. The Full Inbound Marketing Cycle

4. Course Conclusion

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• Understand more about your overall business

• Know what’s going on with marketing efforts

• Make smart decision about which efforts to invest in

• To show it’s worthwhile

MEASUREMENT


• Brand Awareness

• Brand Loyalty

• Brand Trust

• Brand Evangelists

• These things are tough to measure

MEASUREMENT


• Reach

• Frequency

• Website/blog

• Conversations/Transactions

• Sentiment

• Conversions

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• Facebook fans = reach

• Twitter followers = reach

• LinkedIn contacts = reach

• Have you expanded reach? Increased engagement?

• Mentions vs competitors (share of voice)

• “There is only one thing in the world worse than being talked about, and that is not being talked about” – Oscar Wilde

MEASUREMENT


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Business Objective Improve financial performance

Business Metric Reduce call center traffic

Social Media Metric % of inquiries resolved outside of the call center

• Number of customers (per day, per week, per month…)

• Revenue per customer

• Number of customer service calls

• Avg time per customer service call

• Number of transactions

• Number of items per transaction

• What else is important to your business to measure?

MEASUREMENT


• Know how much a lead and a customer typically cost to acquire

• Lead cost = marketing cost/number of leads

• ie - $1000/50 leads = $20 per lead

• Customer cost = marketing & sales cost/number of customers

• ie - $1000/5 customers = $200 per customer

• Know your baselines before you begin

• Set weekly/monthly/annual goals

MEASUREMENT


• Record all that you do associated with inbound marketing so that you’re able to correlate it with what you’re tracking

• 10/1/11 – Begin tweeting

• 10/11/11 – Webinar 1

• 10/12/11 – Blog post about new product

• 10/12/11 – Share link to blog post on Facebook and Twitter

• 10/13/11 – Video on new product to YouTube

• 10/20/11 – Facebook contest begins

• 10/30/11 – Hit 150 Twitter followers

MEASUREMENT


• Website analytics will be one of your most valuable tools

• Your website can and should help move visitors as close to sales as possible

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Awareness Understanding Perceptions Attitudes Intent Behavior

• Measure month over month, 6 month over 6 month, year over year…

• Look at where your traffic is coming from

• Which pages are converting visitors to leads? And leads to customers?

• You should have conversion forms (forms that collect information, effectively turning a visitor into a lead)

• Are visitors going to the pages you want them to go to?

MEASUREMENT


• Measure keyword performance

• Which words/phrases do you want to “own?”

• When you type that into a search engine, how many of the first 10 results are you? First 20?

• Your goal is first page DOMINATION

MEASUREMENT


• Subscriptions (reach)

• Comments (engagement)

• Inbound links (SEO)

• These can help you understand if your blogging investment is worthwhile and also to gauge your audience’s interests

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• Something was likely sacrificed in order for you to do inbound marketing

• There will be expectation that your efforts provide results

• So, you need to measure the things that prove …

RETURN ON INVESTMENT (ROI)

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…if you have more traffic, more fans, more friends, more followers or more blog comments if the company isn’t selling more.

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(gain from investment - cost of investment)

cost of investment

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Converting Visitors to

CONVERT LEADS



sales!


Total Audience

Visitors

Leads

Sales

CONVERT LEADS

• Tweet > Landing Page > Form > Lead

• Facebook Post > Landing Page > Form > Lead

• Blog Post > CTA > Landing Page > Form > Lead

• Sometimes the Call to Action goes straight to a sale


CONVERT LEADS

• Critical in order to capture information about the lead

• Can be simple like name and contact information

• Can be more complete and include questions to identify the lead’s intent to buy (info that’s helpful to your sales team)

• This is an informational transaction. You have information they want. They have information you want. You make a trade.

• Each of you places a value on your information.


CONVERT LEADS

• The GOAL is to convert from a visitor to a lead or customer

• Should have limited text and multiple places for somebody to take action that results in generating a lead or a sale (remove distractions)

• Graphic links are more effective than text links


CONVERT LEADS


CONVERT LEADS


CONVERT LEADS

CTA Views Clicks Views to Clicks Submissions Clicks to Submissions

Download the white

paper 100 25 25% 10 40%

Redeem coupon 100 45 45% 30 67%

• Use inbound marketing strategies to drive visitors and convert to leads

• BIG QUESTION: How do we get them from a lead to a sale?


CONVERT LEADS

• There are many people involved in the sales team

• Inbound team can create visitors with strong content/engagement

• Inbound team can drive visitors to the conversion pages

• Inbound team can identify leads through social media

• Inbound team and sales team can work together to determine most valuable leads and customers (tracking)

• Is sales team converting qualified leads? Why or why not?


CONVERT LEADS

CONVERT LEADS



sales!

• Somebody’s got to punch the numbers

• Many free monitoring tools

• Google Analytics, Alerts, Tweetdeck…

• You can also employ paid tools to help track

• Hubspot, Radian6, Scoutlabs…


CONVERT LEADS


The Full Inbound Marketing


FULL CYCLE

1. Build your base

2. Create killer content

3. Monitor

4. Make it easy to discover and share

5. Convert

6. Measure everything and evolve

• Know who you are and what makes you different.

• Decide on keywords/phrases you can “own”

• Focus your presence (prioritized engagement)

• Start creating content of value (it doesn’t have to be perfect)

• Build reach (friend/follow/connect)

• Reach out to existing contacts

• Consider all existing means (AEM) to let people know where they can continue a relationship with your brand


FULL CYCLE

• Content should correspond to your keywords/phrases (strategic)

• Content calendar

• Create and share content regularly

• Engage. Put in the time. If you want better marketing, automation is not the answer.

• 52 weeks of ideas

• The lynchpin of successful inbound marketing


FULL CYCLE

• Listen (it will give you incredible insight)

• search.twitter.com

• Monitor words/phrases/products/services (Google Alerts, blog monitoring…)

• Monitor in 20 minutes a day

• Again, prioritize engagement (decide when and how you engage and the value of your time for engagement)


CONVERT LEADS

• Optimize your content, optimize your website

• Make your content easy to find via search

• Search brings you very qualified leads

• Make your content easy to share (through sharing tools or via the medium – social network, etc)

• The more your content is discovered and shared, the greater the reach and the greater the chance of converting them to visitors, leads and ultimately customers


FULL CYCLE

• Clear Call to Action is a must!

• Track conversion so you know what’s working

• Try A/B testing to see which CTA is more effective

• Work with your sales team to identify leads and convert to SALES!


FULL CYCLE

• Crave measuring everything. Measure what matters.

• Use monitoring/analytics tools

• Do the math. See what’s working and what’s not.

• Keep. Start. Stop.

• Increase your conversion to leads and to customers.

• Prove the ROI


FULL CYCLE

What are your thoughts?

What are your takeaways?

What can you use?


THOUGHTS?

UNR Extended Studies Inbound Marketing Class 3

Business

Transcript of UNR Extended Studies Inbound Marketing Class 3