Inbound Marketing Join The Revolution

Darin “Doc” Berntson

Twitter @iGoByDoc @BerncoMedia doc@berncomedia.com

www.berncomedia.com - 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 Today’s 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

Negotiation.

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. They’re turned off by

old-school marketing that’s impersonal and interrupts

Don’t 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

• It’s 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• Let’s go back 10 years, what do you

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

• Let’s go back 5 years?Maybe 40-50%

• Today it’s 70%

• What’s the number going to be over the next 10 years? Only going up!

No More Buyer Beware…It’s 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

preferences

• 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

• Blogging

• 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!

Don’t Over Think Content• Yes, eventually do persona development, but don’t 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. That’s 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

• Can’t 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:

www.berncomedia.com/resources

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 doc@berncomedia.com

www.berncomedia.com - 801.438.4055