Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015
-
Upload
tom-schwab -
Category
Retail
-
view
205 -
download
0
Transcript of Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015
![Page 1: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/1.jpg)
Inbound Marketing
The Future of
Selling Online
April 2, 2015
![Page 2: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/2.jpg)
Tom Schwab
Goodbye Crutches– eCommerce Store
Inbound for eCommerce– Consulting Agency
eCommerce HUGs Leader
@TMSchwab
![Page 3: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/3.jpg)
![Page 4: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/4.jpg)
1. Why every online company is eCommerce
2. How an Inbound Strategy works
3. The Buyer’s Inbound Journey
• Attract Visitors
• Engage Leads
• Convert Customers
• Delight Advocates
4. Review
Agenda
![Page 5: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/5.jpg)
• Online sellers
• Non Profits
• B2B and B2C
• Even SaaS like HubSpot
Every website is
eCommerce…
![Page 6: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/6.jpg)
Team Collaboration Product SaaS
Over 35k users
No Sales Force
Focus on Reducing Sales Friction
Revenue $150M (2013)
CONTEXT IS
GODHigh Touch
eCommerce
![Page 7: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/7.jpg)
What is an Inbound Strategy?
![Page 8: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/8.jpg)
Interruption Marketing
Focused on what
I HAVE TO SELL YOU
The Most $ Win
Tricks and Tactics
Transaction:
Picture and a Price
Outbound is…
![Page 9: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/9.jpg)
Inbound is
Permission based
Focused on helping people make the best purchase
Winning is not based on $, but caring
Content Builds Trust, Authority, Thought Leadership to
• Attract Visitors
• Engage Leads
• Delight Customers
Inbound is…
![Page 10: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/10.jpg)
![Page 11: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/11.jpg)
The Buyer’s Inbound Journey
![Page 12: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/12.jpg)
Context is god
Shows understanding
Builds relationship
CONTEXT IS
GOD
Content is King
Show expertise
Thought leadership
![Page 13: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/13.jpg)
A buyer persona is a semi-fictional
representation of your ideal customer
based on market research and real
data about your existing customers.
Buyer Persona Defined
![Page 14: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/14.jpg)
Demographics
• Age
• Race
• Household Income
• Occupation
• Income
• Marital Status
• Education
• Number of Children
• Zip Code Area
What the census bureau knows
![Page 15: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/15.jpg)
Psychographics
• Dreams
• Fears
• Aspirations
• Who do you trust
• How do you get information
• Who do you admire
• Major frustrations
• How you see yourself
• How you want to see yourself
What the spouse knows
![Page 16: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/16.jpg)
![Page 17: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/17.jpg)
MEDIUM(s) MATCH
THE PERSONA
THE PRESENTER
• Blogs
• Videos
• Slide shares
• Infographics
• Emails
• Podcasts
• Forums
CONTEXT IS
GOD
![Page 18: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/18.jpg)
![Page 19: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/19.jpg)
1. Have a single purpose
2. Speak to a single buyer persona
3. Move the person along their buyer’s journey
Golden Rules for
Every Piece of Content
![Page 20: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/20.jpg)
Attract Visitors
![Page 21: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/21.jpg)
Be Helpful
Answer common questions
Use similar words
(keywords)
Introduce new resource
Be present where they are
![Page 22: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/22.jpg)
What’s so great
about blogging?
1.Easy for Google to index
2.Easily consumed (bandwidth)
3.Easily shared
CONTEXT IS
GOD
![Page 23: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/23.jpg)
600 Words minimum
Clear and direct
Formatted to skim
Images of targeted buyer persona
Hyperlinks to other helpful content
Platform is not important, just make sure it’s your own
Part of a content strategy
Blogging Best Practice?
![Page 24: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/24.jpg)
BE A GUEST
Publishers need content
• Blog
• Podcasts
You need to
• Connect with your ideal buyer
persona
• Build trust, authority
CONTEXT IS
GOD
![Page 25: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/25.jpg)
Amplifying
Your Message
Social Media:
• Vine
Niche sites
Groups with major platforms
Your own community
CONTEXT IS
GOD
![Page 26: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/26.jpg)
Engage Leads
![Page 27: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/27.jpg)
Offer more value to start a discussion
The visitor along the the buyer’s journey
Goal of Engaging
![Page 28: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/28.jpg)
Call to Action
• Add Value
• Be Specific
• Be Brief
• Be Consistent
• Be Visible
![Page 29: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/29.jpg)
Great CTA’s are easy to make
![Page 30: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/30.jpg)
Landing Page
Elements
• No Navigation
• Minimal Clutter
• Short – Focused
• 1 Clear offer
• Allow social sharing
• Short Form
• Value is behind a form
![Page 31: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/31.jpg)
High Converting Landing Pages are easy to make
![Page 32: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/32.jpg)
Thank you page
Give them what you
promised
Send via email also
Navigation returns
Offer more value
Build Trust
![Page 33: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/33.jpg)
Convert Customers
![Page 34: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/34.jpg)
Nurturing
Targeted emails
Highly Segmented
Automated Workflows
Add more value
• Links to blogs
• Helpful videos
• Tips and Tricks
![Page 35: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/35.jpg)
• Nurturing to Purchase
• Abandon Cart Nurturing
• Post Purchase Nurturing
• Referral Nurturing
Types of Nurturing
![Page 36: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/36.jpg)
Nurture to Purchase
Jeff Walker – Launch
Sideway sales letter
Add Value
Spur conversations
Overcome objections
![Page 37: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/37.jpg)
Abandon Cart
Shows concern
Identify objections
Opportunity to upsell
Higher Ave Cart Price
![Page 38: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/38.jpg)
Selling Directly from
HubSpot COS
Single Platform
Lower Development Cost
Lower Monthly Cost
Easier entry into eComm
![Page 39: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/39.jpg)
COS The Ultimate eCommerce Personalization Tool
![Page 40: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/40.jpg)
Delight Advocates
![Page 41: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/41.jpg)
Post Sales
Share product tips & tricks
Lower Returns
Raise Life Time Value
Increase referrals
![Page 42: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/42.jpg)
Net Promoter Score
Predictive of:
• Life Time Value (LTV) of a
Customer
• Value of a company
• Profitable growth of a
company
Empowers you to:
• Address & Silence
Detractors
• Leverage Promoters
On a scale of 0 to 10, how
likely are you to
recommend __ to a friend
of colleague?
“The only number you
need to grow”
Harvard Business Review
December 2003
![Page 43: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/43.jpg)
![Page 44: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/44.jpg)
Questions
![Page 45: Using Inbound Marketing for eCommerce - Grand Rapids HUGs 2015](https://reader030.fdocuments.us/reader030/viewer/2022032420/55a614a91a28abee328b4603/html5/thumbnails/45.jpg)
Welcome to
eCommerceCONTEXT IS
GOD
Inbound for eCommerce . com
@TMSchwab
How can I help you?