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Guide to Inbound Marketing
- 1. B2B buyers have changed & so should your marketing. #inbound
- 2. Buyers are more informed than ever before.
- 3. Power has shifted from the seller to the buyer. Traditional Buyer Journey Todays Buyer Journey Awareness Solution Exploration Compare Vendors Purchase SalesMarketing Awareness Solution Exploration Compare Vendors Purchase SalesMarketing
- 4. The way people buy has changed. New Expectations Relationships Not products Insight Not pitches Outcomes Not ownership
- 5. Start their research with a generic search 83% Source: Google B2B Trends, 2017 Search on average before engaging with a specific brand 12 Of links clicked are organic results not Pay Per Click 77% More minutes spent on blogs, than social & email 3x The B2B buyer… Source: Google B2B Trends, 2017 Source: Google B2B Trends, 2017 Source: Google B2B Trends, 2017
- 6. Every market is in a state of disruption.
- 7. The old orthodoxies are no longer effective. ‘Stop interrupting’
- 8. Outbound Aggressive Interruption Noisy About You Sporadic Direct Email Direct Mail PPC Advertising Cold Calling Tradeshows Buying Lists Inbound Complimentary Relational Valuable About Them Targeted SEO/SEM Web Lead Nurturing Social Content Landing PagesOpt-in Analytics vs.
- 9. ‘Get found.’ Switching the balance of activity from outbound to inbound means you will…
- 10. 1. Create stuff people want. Start creating and publishing content that is helpful & valuable to your customers: • FAQs • How-To’s • eBooks • Videos • Blog But always ask yourself this: • Is this content helpful? • Will people want to read it? • Is this content fair and balanced, or is it biased? • Does this content answer my customers’ needs?
- 11. 2. Be generous. The More You Give, The More You’ll Get Back. Increase # of Pages and Inbound Links Put your brand front of mind building trust, credibility and good will.
- 12. 3. Map your keywords. • Get on page 1 • Double traffic • Significantly cut (or remove) PPC spending How you might ask? 1. List all of the questions your customers have ever asked. 2. Answer them all in detail. Honestly. Openly. 3. Publish all of the answers online.
- 13. 4. Give great directions. • Create relevant landing pages • Clear calls to action • Compelling offers
- 14. 5. Growth is science, not art. • Create a hypothesis, test it, learn and iterate. • Fail fast and get better • If it doesn’t result in deal, it don’t make sense
- 15. The kit bag
- 16. Complete Stranger New Visitor Qualified Lead Excited Customer Advocate ATTRACT CONVERT CLOSE DELIGHT • Blogging • Website • Social • SEO/SEM • Ads • Forms • Call To Action • Landing Pages • Case Studies • Email • Marketing Automation • Sales Enablement • Lead Scoring • CRM Integration • Transactional emails • Smart Content • Reviews • Reporting & Analytics Building a growth machine.
- 17. + Contextual Data Target Market Understanding High Level Strategy Granular Reality Develop Personas Build Out Propositions Create Content Plan Craft Content Deliver Content Stage 1: GTM Strategy to Reality SEO Blog Display Content Social Email WebinarSEM Stage 2: MARKETING Plan to Execution Target Market List Retargeting No Action Taken Stage 3: SALES Enablement Action Taken Sales Qualification Added to Pipeline Closed No Sale Sale That’s why we built Gripped.
- 18. The end, but you might also like… Incoming: Your complete guide to inbound marketing This book compiles Gripped's learnings and insights from working with tech companies for over fifteen years. Read about all the insights on how to successfully grow your tech business today. Visit: Gripped.io to download today