1. Shifting SEO Into
Meaningful Marketing
By Tanner Petroff
For

2. Now We Know the SEO Basics

3. Where Does SEO Fall in Line?

4. This is Inbound Marketing
 Inbound Marketing is a combination of online
marketing strategies designed to increase revenue

5. Start by Defining Buyer Personas
 Fictional characters to represent your ideal buyer
 You probably have more than one buyer persona!

6. How to Create Buyer Personas
 Use this guide
 http://blog.hubspot.com/blog/tabid/6307/bid/33491/
Everything-Marketers-Need-to-Research-CreateDetailed-Buyer-Personas-Template.aspx

7. Buyer Personas Define Your Marketing
 Speak their language to turn this:

8. Buyer Personas Define Your Marketing
 Into this:

9. Attract Visitors
 SEO, Social Media and Blogging

10. Create Content that Attracts
 Create interesting content to attract visitors
 Blog posts, Infographics, Ebooks, Videos

11. Convert Visitors to Leads
 Target content to personas in the buying process
 Top of funnel - Awareness
 Middle of funnel - Evaluation
 Bottom of funnel - Purchase

12. Calls to Action (CTAs)
 CTAs consist of images and buttons when they
guide website visitors to a landing page
 Use CTAs to guide visitors to landing pages
 Place CTAs at the end of blog posts and
throughout website wherever relevant
 Speak to your buyer personas with your CTAs!

13. Ask for Contact Information
 Premium content offers
 Valuable information in exchange for contact info
 Ask for email addresses for top of the funnel
offers
 Ask for phone numbers at the bottom of the
funnel

14. Landing Pages
 Pages designed to convert visitors to leads
 Anatomy of a Landing Page
 No navigation
 Simple description
 Clear reason for downloading/consuming content
 Contrasting ‘Download’ or ‘Request’ button

15. Example of a Great Landing Page

16. Closing Leads into Sales
 Now you’ve got traffic & leads. It’s time to turn
those leads into dollars!

17. Score Your Leads
 Marketing Qualified Lead (MQL)
 Top of Funnel – Subscribers
 Send newsletters & promotions
 Middle of Funnel – Opportunity
 Send newsletters, promotions & other offers
 Sales Qualified Lead (SQL)
 Bottom of Funnel – Sales Leads
 Phone call
 If they’re not ready to purchase, put them back in with MQLs
until they’re ready to purchase

18. Delight your Customers
 Keep them coming back for more!
 Make them so happy that they can’t help but refer
everyone they know to you!

19. How Can I Tell If I’m Delighting My Customers?
 Find your Net Promoter Score (NPS)
 NPS is a simple way to tell if your customers like
you, with this one question survey:
 How likely is it that you would recommend our/my
services to a friend or colleague?

20. Net Promoter Score
 Find your Net Promoter Score by subtracting the
percentage of detractors from the percentage of
promoters
 55% Promoters – 25% Detractors = 30 NPS
 Always work to improve your NPS

21. Summary
 Define your buyer personas & market to them
 Attract visitors using SEO, blogs and social media
 Convert visitors to leads with landing pages and
calls to action
 Close leads into sales doing what you do best
 Delight your customers to get referrals and get
the most out of your work

22. Questions?
 Don’t be shy!
 This presentation is on SlideShare
 http://www.slideshare.net/tannerpetroff/john-w-
hansen-inbound-presentation
 I’ll send out a copy to anyone who may want it
 Let’s go through a real world example and audit
one of your websites!