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@ArtilleryMarket
Hatch Norfolk – February 24, 2015
INBOUND MARKETING
@ArtilleryMarket
@ArtilleryMarket
@ArtilleryMarketSource: http://www.stateofinboundmarketing.com/
@ArtilleryMarket
Source: http://www.stateofinboundmarketing.com/
@ArtilleryMarket
Source: http://www.stateofinboundmarketing.com/
@ArtilleryMarket
Inbound Marketing Methodology
h/t HubSpot
@ArtilleryMarket
Inbound Marketing Methodology
@ArtilleryMarket
Key Ingredients
1. Define your buyer
personas

2. Identify your marketing
triggers

3. Create a list of keywords

4. Outline your content
strategy

5. Extend your reach with
social media
@ArtilleryMarket
Define your buyer personas
Fictional representation of
your ideal customers

Within your target market
there are likely numerous
types of buyers

Buyers in each of these
roles have very different
interests, priorities and
goals
@ArtilleryMarket
Buyer persona triggers
Identify the events and pain points that cause them to search
for information about your product, service or industry
Deep Dive: The Buyer Persona Institute
http://www.buyerpersona.com/
@ArtilleryMarket
Create a list of keywords
Determine what long-tail
keywords prospects use
when searching for a
solution that you provide

Create a list of key terms
and phrases to create
content about
Deep Dive: Backlinko Keyword Research: The Definitive Guide
http://backlinko.com/keyword-research
@ArtilleryMarket
Outline your content strategy
Deep Dive: The Advanced Content Marketing Guide
http://www.quicksprout.com/the-advanced-guide-to-content-marketing/
Blogging
@ArtilleryMarket
Extend your reach with social media
@ArtilleryMarket
Inbound Marketing Methodology
@ArtilleryMarket
What Does Costco
Have in Common with
Inbound Marketing?
FREE SAMPLES
@ArtilleryMarket
Offer Premium Content
In-depth information that
your prospects find helpful 

eBooks, webinars, tip
sheets, buying guides,
research reports

But… put it behind a
landing page
@ArtilleryMarket
Start with a Call-to-Action
Website button,
image, text link

Encourages action by
clicking

Takes visitor to a
landing page
@ArtilleryMarket
Landing Pages
Remove site navigation

Tell them how they will
benefit from offer

Fewer form fields the better
(but get email address)

Include key visual

Redirect to Thank You page
with download link
Deep Dive: The Smart Marketer’s Landing Page Conversion Course
http://unbounce.com/
@ArtilleryMarket
Inbound Marketing Methodology
UP TO 95% OF QUALIFIED PROSPECTS ON
YOUR WEBSITE ARE THERE TO RESEARCH
AND ARE NOT YET READY TO TALK WITH A
SALES REP
BUT, AS MANY AS 70% WILL EVENTUALLY
BUY FROM YOU OR ONE OF YOUR
COMPETITORS
Brian Carroll, Lead Generation for the Complex Sale
@ArtilleryMarket
Segment Your Leads
@ArtilleryMarket
Nurture Your Leads
Deep Dive: An Introduction to Lead Nurturing (HubSpot)
@ArtilleryMarket
Inbound Marketing Methodology
@ArtilleryMarket
Keep in touch with customers
Show appreciation

Keep using content to make
them successful

Offer customer specials

Ask for feedback and
referrals
@ArtilleryMarket
Deep Dive: Inbound Marketing
Free Inbound Marketing Certification from HubSpot
http://academy.hubspot.com/inbound-certification

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The Inbound Marketing Methodology