Inbound Marketing Gretchen Hoffman Madison Zahoruiko Continuum Marketing Inbound Marketing amp its evolution Inbound marketing is a strategy that utilizes many forms of pull marketing content marketing blogs events SEO ID: 772979
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Inbound Marketing Gretchen HoffmanMadison Zahoruiko Continuum Marketing
Inbound Marketing & its evolution Inbound marketing is a strategy that utilizes many forms of pull marketing – content marketing, blogs, events, SEO, Paid, social media and more – to create brand awareness and attract new business.
Where to start? Jumpstart: Get your business found 01 02 03 04 Define Business Objectives Create realistic measurable goals Know your audience Who is your target audience and where do they go for information? Build a web presence Make sure your site is SEO optimized and has new/dynamic content by leveraging or building a blog. Link with 3rd parties Link to third party content and join relevant online communities
Where to start? Scaling: Get leads and grow your business 01 02 03 04 Promote your business Drive awareness and leads using social media & paid media, by creating real news, using relevant gated content. Test your messaging Be targeted and relevant in your approach, test and measure results - pivot when results indicate to. Know the competition What are your competitors doing? What opportunities or areas can you beat them in? Build your reputation Leverage customer testimonials, proof points and speaking engagements to grow your credibility and reach.
Getting new business Through demand generation
Content Funnel Be sure your content is relevant, timely and dynamic. Content must engage your target throughout their buyer's journey. It can take 7-12 touches to pull a target into your pipeline, and more to pull them through your pipeline.
Inbound marketing channels
Top Channels Web (Contact Us) Phone Social SEO Paid Events What to Consider...
Web Offers that get faster action Valuable assets (infographics, webinars, eBooks, white papers) Messaging that is personalized and relevant to your target audience Dynamic, new content keeps people coming back to your website Easy way to contact you
Phone/Contact Us Be personal, seen and easily accessible
Social Blog Social Media
SEO GET YOUR MSP FOUND
Paid Advertising Types: Google Search Display Ads Paid Social Methods: PPC = Pay-per-click (paid for) Organic (earned)
Events get engagement – Your Checklist 15 6 Months + 3 Months Week/Day Of Set event goal, theme & budget Select your onsite event team & order appropriate uniforms/clothing Begin marketing to all registered and prospective attendees – social posts, emails, paid ads, PR Order any onsite lead capture mechanisms and determine post-event follow up campaign Confirm shipping dates and arrival times for giveaways, sales materials and booth graphics Ensure booth staff schedule has been worked out allowing for breaks, refreshments etc. Keep careful track of leads collected before and after the show, particularly those who booked 1:1 time at the event Call vendors to confirm all materials arrived on time. Call hotel or event venue to confirm accommodations. Plan and create booth graphics + sales & marketing materials i.e. handouts, giveaways, brochures Confirm event registration and book hotels and travel for onsite staff Choose your shipping, installation, tear-down and storage vendors Choose and confirm speakers and agenda Train booth staff to field questions about specific product features or enhancements. Be sure all product releases are tested and ready prior to the event. Hold final meeting with event team – ensure everyone understands how to engage attendees, goals for the event and dress code/etiquette SETUP MARKET & TRAIN EXECUTE & TRACK BUILD POST EVENT FOLLOW UP & START IT WITHIN 24 HOURS OF THE EVENT.
Cadences/SLAs
Cadences/SLAs for Strong Push Total Length: 29 Days Touches: every 3 days UNLESS response then next touch = within 24 hours * Typically should wait 7-9 days between cadences. This example is an isolated, short-term push for target accounts. Social, Email, Phone Example:
Offers
Offers Make them compelling, relevant and timely. Examples: Calculator, Special Pricing, Content, Training Also end dates on offers can create sense of urgency.
10 Tips
10 Tips Segmentation - Personalized messaging, know your target SLAs – speed to follow-up within 24 hours Compelling offers Clearly differentiated messaging – know your niche Dynamic relevant content 6. Consistent drumbeat and messaging across all channels 7. Train sales team on message and handling objections 8. Try new media (video) 9. Know your competition 10. A/B Test To bring your inbound marketing to the next level