Difrent Strategic Marketing – www.difrent.se – Stockholm, Sweden
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New Rules Inbound Marketing
A new era of informed buyers requires
us to market and sell differently.
(10 Slide Introduction)
Difrent Strategic Marketing – www.difrent.se – Stockholm, Sweden
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Before, we used outbound marketing and
sales push to find & persuade potential buyers
The bigger your marketing budget the more contacts you could feed
into and “push” through your funnel.
• Telemarketing• Trade shows• Conferences• Direct mail/email blasts• Print advertising• Print directories
Old Outbound Marketing
Difrent Strategic Marketing – www.difrent.se – Stockholm, Sweden
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Things have changed!Now it’s often the buyer who finds the seller.
Buyers use Google, Bing and Social Mediato find and research possible vendors.
Difrent Strategic Marketing – www.difrent.se – Stockholm, Sweden
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Buyers use the web to find you.But before they’re ready to meet you, they want to be
informed.
Buyer is in control. They don’t need to meet with sales teams to get informed.
Buyer & Salesshare control
• Educational online content• Search Engine Optimization• Pay per Click advertising• Targeted landing pages with lead
capture forms• Blogging & social media
engagement• Online analytics and conversion
tools
New Inbound Marketing
Difrent Strategic Marketing – www.difrent.se – Stockholm, Sweden
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Engaging informed buyers is about “pull”.
Helping them discover what they need to know throughout
their entire buying cycle. It’s not pushing product features.
It’s about building early relationships, trust and top-of-mind.
Customer Buying Cycle
Status Quo
Buyer hasn’t seen reason for changing what they have.
Awareness
Buyer under-stands that they need to make a change.
Information Search
•Can be short or lengthy process.•Buyer looks deeper into the problemand future challenges.•Educates & takes stand on relevant issues.• Identifies & analyzes options.•Commits to a solution.•Maybe writes Request for Proposal (RFP)• Identifies vendors & builds preferences.
Evaluation
Decision makers and influencers collaborate.Consider details of offering, brand, and how they “feel” about them.
Decision
Now it’s time for the buyer to act.Maybe trial the product first, or just place an order.
Difrent Strategic Marketing – www.difrent.se – Stockholm, Sweden
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How well is your website performing?6 key questions that reveal how well you are doing.
www.yourcompany.com
What do your target customer’s find when they search? Is it you?
Where do your visitors come from: organic search, paid search, email, social media,
direct?
How many registered leads visited your
website last month; who were they and what pages did they visit?
What marketing programs work best at generating leads and nurturing them
through your pipeline? What’s the ROI?
Are enough people clicking through to your website? Do they visit the pages you want
them to?
How many anonymous online visitors do you convert to identified
leads?
Do marketing & sales have the visibility needed to drive business in
an online world?
Difrent Strategic Marketing – www.difrent.se – Stockholm, Sweden
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Is your content doing its job?Today’s informed buyers expect to get what they want
online.
CONTENTIs King!
Educating Buyers
CreatingBuyer Trust
Converting WebVisitors to Leads
Nurturing Leads
Helping ConvertLeads to BuyersAttracting Buyers
Difrent Strategic Marketing – www.difrent.se – Stockholm, Sweden
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The better you understand and fulfill individual buyer content needs at each
stage of their buying cycle, the more likely they’ll want to engage with you.
Compelling content drives conversion. It’s what helps you turn anonymous website visitors into
leads.And what you use to nurture leads to be sales-ready.
Difrent Strategic Marketing – www.difrent.se – Stockholm, Sweden
KnowledgePull
NurtureTo Buy
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Buyers get interested in content that helps them resolve their
problems.
Yourproduct
What different
buyer personas
want to know. Often this
involves 3-10 people.
Engage
Educate
Earn trust
Your knowledgeand ideas.
Your Company Target Customer
Difrent Strategic Marketing – www.difrent.se – Stockholm, Sweden
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3 Key Steps to Success
ATTRACT anonymous buyers to you with optimized online content – educational information that buyers look for to solve their problems.
CONVERT anonymous website visitors to leads with compelling content and optimized landing pages. Use marketing automation to nurture leads to be sales ready.
ANALYZE your online marketing metrics to understand what works and what doesn’t.
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Difrent Strategic Marketing – www.difrent.se – Stockholm, Sweden
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The rules have changed for selling toinformed buyers in today’s online
world.
Capture and nurture leads to win more customers.- Landing Pages- Lead Tracking &
Intelligence- Lead Nurturing- Prospect Tracking- CRM Integration
- Blogging- Social Media
- Website pages- SEO- Email Campaigns
Create, optimize & promote compelling content.
Market-oriented analytics for smart decision making.- Understand impact of
differentmarketing activities ontraffic, leads and sales
- Competitor comparisons- Blog analytics- Social media reach
CompellingContent
1. Get Found
2. Convert3. Analyze
Difrent Strategic Marketing – www.difrent.se – Stockholm, Sweden
Thank you for your interest.
Difrent specializes in using Inbound Marketing to helpScandinavian companies generate leads and nurture them to
customers.
Contact Dante Iacovoni if you are interested in knowing more.
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Contact information:Location: Stockholm, SwedenEmail: [email protected]: www.dirent.se
Tel (mobile): +46 73 88 00 150 Linkedin: se.linkedin.com/in/danteiacovoniTwitter: twitter.com/im_dante
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