Introduction to Inbound Marketing
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This document provides an overview of inbound marketing strategies presented by Danny Chan, marketing manager of Imagine Easy Solutions. It discusses key inbound marketing concepts like creating valuable content to attract and engage customers, developing customer personas to better understand buyer journeys, using blogs and landing pages to convert leads, and testing marketing strategies through an iterative process. Throughout the document, Danny emphasizes focusing marketing efforts on customer needs and creating concise, relevant content.
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Introduction to Inbound Marketing
- 1. @dannyc_c inbound Marketing Solutions Marketing on A budget
- 2. @dannyc_c Danny chan Marketing manager Imagine Easy solutions danny@imagineeasy.com @dannyc_c Linkedin.com/in/danchan888
- 3. @dannyc_c Imagine Easy Solutions A tiny company with big ideas. We focus on building educational products that work well. Our products make life easier, faster and better for our users.
- 5. @dannyc_c Course Takeaways 1. Understanding the inbound marketing methodology 2. Customer Personas & Lifecycle STages 3. Blog and Landing Page optimization techniques 4. Marketing software that works well.
- 6. @dannyc_c Marketing is the communication of the value of services or products from a company to their consumers. What is marketing?
- 7. @dannyc_c Radio and Print ads and Television Commercials Cold calling Online Advertisement Traditional
- 8. @dannyc_c
- 9. @dannyc_c How do we break through the noise?
- 10. @dannyc_c Make Marketing people love. - Hubspot (Marketing Automation Software Company)
- 11. @dannyc_c Inbound marketing costs 62%less per lead than traditional outbound marketing - Voltier Digital
- 12. @dannyc_c A strategy that focuses on getting found by the right customers. Inbound marketing
- 13. @dannyc_c We conduct 5.92 billion searches on Google in a day Comscore, january 2013
- 14. @dannyc_c Attract By Creating great content Convert with calls-to-action and landing pages close with the right tools Delight by engaging over and over again The theory
- 15. @dannyc_c Focus on your customers
- 16. @dannyc_c An imaginary person created with a name, history and story with enough detail for you to understand his/her needs and wants Customer/buyer Personas
- 17. @dannyc_c Questions you need to answer: • What is their demographic info? • What is their job title and level? • What happens during their day? • What are their Challenges & Goals? • Common objections to purchasing? • Where are they searching?
- 18. @dannyc_c A picture is worth a thousand words
- 19. @dannyc_c Marketing Manager Danny Chan Manages a small team wants to improve marketing efficiency 27 years old, unmarried, no children. College educated with 5 years of marketing experience Lives in Park Slope, Brooklyn, about 45 minutes from his office Fun fact: an obscene obsession of pandas and has a wonderful smile
- 20. @dannyc_c Current salary: $100 million Danny has been with Imagine Easy Solutions for over a year after working in several startups in different industries Imagine Easy Solutions, a technology company, currently has 50 employees with a net revenue of $100 Billion
- 21. @dannyc_c Goals: danny wants to improve company marketing efforts to set his company apart from competitors Pain Points: Danny and his team work long hours and has trouble meeting project deadlines Objections: Marketing tools are expensive and difficult to implement
- 22. @dannyc_c Activity: answer these questions: • What is their demographic info? • What is their job title and level? • What happens during their day? • What are their Challenges & Goals? • Common objections to purchasing? • Where are they searching?
- 23. @dannyc_c You’re going to have several personas for each of your products
- 25. @dannyc_c Craft focused marketing messages Work on developing pitches that work Make your marketing efforts more relevant Use your persona to:
- 26. @dannyc_c “What makes content engaging is relevancy. You need to connect the contact information with the content information.” - Gail Goodman, President and CEO Of Constant contact
- 27. @dannyc_c Unaware Interested First-Time Customers Repeat Customers Brand Ambassadors Lifecycle Stages
- 28. @dannyc_c Use content to start conversations and get these people to interact with you The Unaware
- 29. @dannyc_c Use your content marketing to prove your company’s trustworthiness Interested but not buying
- 30. @dannyc_c Use your content marketing to position your brand as a Thought-Leader in the industry The first-Time Buyer
- 31. @dannyc_c Generate personalized content to build a lasting relationship with the customer The Repeat Customer
- 32. @dannyc_c Create Content that reinforces their perception of you. Empower them to share more about you. The Brand Ambassador
- 33. @dannyc_c First step in starting your inbound marketing
- 34. @dannyc_c Build your blog. Optimize it. Promote it.
- 35. @dannyc_c Your website works 24-hours a day, 7 days a week, 365 days a year Make it epic Your best employee
- 36. @dannyc_c 92%of companies who blogged multiple times a day acquired a customer through their blog - Hubspot state of inbound 2010
- 37. @dannyc_c Blogs give 434% more indexed pages and 97%more indexed links - Content+ (UK Consulting firm)
- 38. @dannyc_c The ninja Marketer’s good blog
- 41. @dannyc_c Sell your products Content.easybib.com
- 42. @dannyc_c One click shares Content.easybib.com
- 43. @dannyc_c The anatomy of a great blog post
- 44. @dannyc_c Easy to remember Shows up correctly on Social Media Platforms Should be engaging and descriptive Short Titles
- 45. @dannyc_c Because pictures are better Breaks up text Also great for Social Media Featured Image
- 46. @dannyc_c Look…magic! Featured image Short title A fantastic post on huffpo
- 47. @dannyc_c Highlights important information Higher value in search engine ranking Breaks up text subheaders
- 48. @dannyc_c Easier to read Breaks up text People love lists Bullets and lists
- 49. @dannyc_c The copy vomit
- 50. @dannyc_c Much easier on the eyes Less copy Lists
- 51. @dannyc_c Even easier on the eyes Lists Subheaders (that are meaningful) highlights
- 52. @dannyc_c A title of 4-8 words up to 70 characters A “Featured” Image Subheaders Bullets and Lists Some basic Standards
- 53. @dannyc_c People hate reading
- 54. @dannyc_c “Less is more. People don’t like to read. Stop the copy vomit.” - Danny chan, marketing manager at imagine Easy SOlutions
- 55. @dannyc_c Imagine your blog as a real conversation “me me me” vs “Me, You, Him and Her” Outbound links
- 56. @dannyc_c Add links to old posts Add links to other stuff you own Give them something to do Bring them back
- 57. @dannyc_c Write for a human not a machine
- 58. @dannyc_c The greatest succinct guide to landing pages (maybe)
- 59. @dannyc_c Tell them what Tell them why Tell them how What it needs
- 60. @dannyc_c The Landing PAge
- 61. @dannyc_c “Submit” Navigation bar Too many distractions Social sharing features (WHAT?!) Things you can do without
- 62. @dannyc_c Social Share Links Instant Access to Download Reengagement Opportunities Thank You PAge
- 63. @dannyc_c The outbound part
- 64. @dannyc_c Email Marketing Social media Outreach Digital advertising (of your content) Cold Calling, Conferences and others Outbound tactics
- 65. @dannyc_c marketing is iterative. Test every theory.
- 66. @dannyc_c Mailchimp • unbounce • zapier Asana • Google Analytics • Hootsuite Wordpress Free/Low-Cost Tools
- 67. @dannyc_c Helps to combat the Writing Vomit Hemingwayapp.com
- 68. @dannyc_c
- 69. @dannyc_c WP-CRM (basic CRM) MYMAil Plugin (Marketing Automation) Wordpress Plugins
- 70. @dannyc_c Customer.io • userfox Hubspot • marketo • Eloqua optimizely • visual website optimizer Kissmetrics • Clicky • mixpanel Not so Cheap Tools
Notas do Editor
- What is Marketing?
- These marketing tactics are interruptive and overwhelming. There’s a lot of big brands with big budgets dominating this space.
- Traditional marketing is both interruptive and saturated. It often takes a huge budget to compete for attention. We live in a world where there’s a lot of information but not enough time to consume it all. How do you get people’s attention?
- By focusing on creating good content, we can create marketing that people want. Entertaining and/or educational marketing materials aligned with the services you sell is key. (Hubspot is a marketing automation company. They offer both small business and enterprise level software)
- You can probably create the world’s best ads and commercials, but chances are it’s going to cost a ton of money for you to promote it…
- Your customers are already looking for you. People search for things all the time on the web. You just need to capture them and keep them engaged.
- So make sure your work is being found.
- Create entertaining and/or educational blog posts, e-books, handouts and other resources your audience might want to hear about. Convert your visitors by having them subscribe to your blog or give you their emails in exchange for content. Repeat over and over to build your brand’s authority. Close your customers through constant re-engagement. Delight your customers to make them your brand advocates!
- Your buyer personas helps to identify Who your buyers are, What they are trying to accomplish, What goals drive their behavior, How they think and buy, Why they buy, When and where.
- Are they married? Do they have kids? What’s their annual income? Job title and seniority are often important for B2B businesses. Senior level may need less education and they also have less time to react. Their day helps you to consider what type of person this is. Does work encompass their entire life? Do they have daily routines? Having this information helps to market to them. Challenges and goals help you to consider from an emotional perspective, what you need to communicate to have them relate. Knowing the most common objections helps you to frame the key points that you need to clarify to help them overcome this obstacle. Google searches? Facebook? Webinars? Where they look for information helps you ID channels you need to focus on.
- A photo just to make this archetype real. The more real it is, the easier it is to relate. A good persona will require research. Check analytics, surveys and polling on your customers. If you don’t have customers yet, research competitors. Meet with internal teams to understand all the nuances of all your customers.
- This is an imaginary archetype. This will help to humanize this concept. The more you know, the more you can do to engage. This is from the perspective of a company that sells a calendar app to organize work.
- Salary is important. You can understand limitations on how much they’re willing to spend. If you are a B2C company, knowing the company’s information is crucial.
- Are they married? Do they have kids? What’s their annual income? Job title and seniority are often important for B2B businesses. Senior level may need less education and they also have less time to react. Their day helps you to consider what type of person this is. Does work encompass their entire life? Do they have daily routines? Having this information helps to market to them. Challenges and goals help you to consider from an emotional perspective, what you need to communicate to have them relate. Knowing the most common objections helps you to frame the key points that you need to clarify to help them overcome this obstacle. Google searches? Facebook? Webinars? Where they look for information helps you ID channels you need to focus on.
- It happens, you sell to a wide variety of people. Most companies will have many personas to account for many potential clients. The key is, understanding enough of the common attributes so that you can have a well segmented audience.
- The next step is understanding where in the marketing process the individuals you’re focusing on are. This will help you craft the content you need to attract each level.
- Blogging, social media updates.
- Somehow capture leads. Sign up for a newsletter, email me tips, these are all great ways to collect top of the funnel leads.
- Middle of the funnel are going to probably be more engaged and want more content. Offer additional resources as a way to nurture leads and drive re-engagement.
- Bottom of the funnel are probably waiting for a chance to buy. Sell your products or services, somewhere.
- Make sharing as simple as possible. The more shares = the more views = the more chances of lead capture
- Good blogs always have alternative sources to prove validity of information. SEO is affected by the quality of your outbound links as well! If you’re using resources to write your blog that have high credibility, search engines will notice this and value your site higher as well. Readers will also feel as if your blog is more credible if you’re not just talking about yourself. This adds page ranking and authority, too.
- Always loop them back into the fray.
- Landing pages are pages created to capture lead information in exchange for either free resources, content, e-books and other things of value to your audience. These are also useful to help sell a product. Keeping your landing page focused is essential.