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HOW CONTENT AND
INBOUND MARKETING
NOURISH RELATIONSHIPS
WITH STAKEHOLDERS
AND DELIVER RESULTS
@jasna #IABC16
MARKETING
HAS CHANGED
OUTBOUND MARKETING:
PUSH INFORMATION
TODAY WHEN
YOU NEED
INFORMATION
YOU
_________GOOGLE
THE BEST
PLACE TO
HIDE A
DEAD BODY
IS PAGE
TWO
OF GOOGLE
(Dharmesh Shah,
Hubspot)
THE BEST WAYTO INCREASE LEADS
IS NOTTO INCREASE TRAFFIC.
INBOUND MARKETING
GENERATES
3X MORE LEADS
THAN TRADITIONAL,
OUTBOUND MARKETING
SOURCE: HUBSPOT
SO ... WHAT IS INBOUND MARKETING?
INBOUND MARKETING
PULLS CUSTOMERS WITH
CREATING USEFUL
AND INTERESTING
CONTENT
HELPING
CUSTOMERS
SOLVE
PROBLEMS
SHARING
RE...
INBOUND MARKETING TOOLS
WEBINARS
PODCASTS
EMAIL, NEWSLETTERS
E-BOOKS, WHITE PAPERS
VISUAL CONTENT
VIDEO
SOCIAL MEDIA
WEB S...
INBOUND MARKETING STRATEGY
INBOUND METHODOLOGY
WHO IS YOUR
STAKEHOLDER?
WHAT DO THEY
WANT AND NEED?
WHAT ARE THEIR
PAIN POINTS?
	
PERSONA
DIFFERENT NEEDS
IN DIFFERENT STAGES
FEED THE
CONTENT
BEAST
CONTENT
FUELS
INBOUND
MARKETING
BLOG:
ANSWERING
THEIR QUESTIONS
ESTIMATED SEARCH VOLUME
RELEVANCY
DIFFICULTY
TECHNICAL ON SITE SEO
CONTENT SEO
SEO OUTSIDE YOUR WEBSITE
18	
SOCIAL MEDIA
RECEIVED
AN ANSWER
IN LESS THAN
AN HOUR
20	
VISUALS
73% OF CONTENT
CREATORS
PLAN TO PRIORITIZE
CREATING MORE
ENGAGING CONTENT
IN 2016,AND 55%
PLAN TO PRIORITIZE
C...
21	
VIDEO
PEOPLE SPEND MORE
TIME WITH DIGITAL
VIDEO THAN WITH
SOCIAL MEDIA
	
eMarketer
E-BOOKS & WHITEPAPERS
GREAT WAYTO
GENERATE LEADS
CTA – CALLTO ACTION
IS EXTREMELY
IMPORTANT
NEWSLETTERS
REVIVAL
NURTURE LEADS
PODCASTS
WEBINARS
• REACH A NEW
AUDIENCE
• EDUCATE &
ESTABLISH
AUTHORITY
• CREATE LONG
TERM CONTENT
NOT JUSTTACTICS.
WE NEED A FULL SOLUTION.
HOW TO GENERATE LEADS?
CTA SHOULD BE VEPA
WHAT DOES THAT MEAN?
	
PROMINENT
VALUABLE
EASYTO USE
ACTION ORIENTED
CTAs
WORK BETTER
PERSONALIZED
VISITORS LEADS CUSTOMERS
CONVERSIONS
VISITORS
LEADS
LANDING PAGE
LEADS
CUSTOMERS
HOW TO NURTURE
LEADS AND CUSTOMERS?
COMPANIES THAT EXCELAT
LEAD NURTURING GENERATE
50% MORE SALES READY LEADS
ATA 33% LOWER COST.
(MARKETO)
73% OF ALL B2B LEADS
ARE NOT SALES-READY.
(SOURCE: MARKETINGSHERPA)
(SOURCE: AUTOPILOT)
COMPANIES THATAUTOMATE
LEAD MANAGEMENT SEE A
10% OR GREATER INCREASE
IN REVENUE IN 6-9 MONTHS.
(GARTNER)
MARKETING	AUTOMATION
SMART CONTENT
WHAT ARE THE TRIGGERS?
EDITORIAL
BOARD
MEMBERS
EDITOR
AGENCY HELP?
SME: BIGGEST
TREASURE
SOCIAL MEDIA CALENDAR
STOP PRODUCING CONTENT
IF YOU DON’T DO IT EFFICIENTLY
AND EFFECTIVELY!
ONE OF THE
BIGGEST REASONS
INBOUND MARKETING
IS GROWING IS ITS
ROI
AS LIKELYTO SEE
HIGHER ROI ON
INBOUND MARKETING
CAMPAIGNS THAN ON
OUTBOUNDState of Inbound 2015, Hubspot
3X
COMPANIES ARE
WHO VISITED?
OF YOUR FOCUS
ABOUT BRAND,
INDUSTRY &
COMPETITION
SHOULD BE
OUTSIDE OF YOUR
WEBSITE.
75%
ADVERTISING IS NOT DEAD
HUBSPOT’S
CLIENTS USE ADS
TO INCREASE
ACTIVITIES OF
INBOUND
MARKETING
(HUBSPOT)
53%
CREATE
PLAN	
MEASURE
CHANGE
THANK YOU!
jasna@virtuaPR.com
@jasna
www.linkedin.com/in/jasnasuhadolc
How Content and Inbound Marketing Nourish Relationships with Stakeholders and Deliver Results
How Content and Inbound Marketing Nourish Relationships with Stakeholders and Deliver Results
How Content and Inbound Marketing Nourish Relationships with Stakeholders and Deliver Results
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How Content and Inbound Marketing Nourish Relationships with Stakeholders and Deliver Results

Slide deck for the session I had at 2016 IABC World Conference in New Orleans.

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How Content and Inbound Marketing Nourish Relationships with Stakeholders and Deliver Results

  1. 1. HOW CONTENT AND INBOUND MARKETING NOURISH RELATIONSHIPS WITH STAKEHOLDERS AND DELIVER RESULTS @jasna #IABC16
  2. 2. MARKETING HAS CHANGED
  3. 3. OUTBOUND MARKETING: PUSH INFORMATION
  4. 4. TODAY WHEN YOU NEED INFORMATION YOU _________GOOGLE
  5. 5. THE BEST PLACE TO HIDE A DEAD BODY IS PAGE TWO OF GOOGLE (Dharmesh Shah, Hubspot)
  6. 6. THE BEST WAYTO INCREASE LEADS IS NOTTO INCREASE TRAFFIC.
  7. 7. INBOUND MARKETING GENERATES 3X MORE LEADS THAN TRADITIONAL, OUTBOUND MARKETING SOURCE: HUBSPOT
  8. 8. SO ... WHAT IS INBOUND MARKETING?
  9. 9. INBOUND MARKETING PULLS CUSTOMERS WITH CREATING USEFUL AND INTERESTING CONTENT HELPING CUSTOMERS SOLVE PROBLEMS SHARING RELEVANT INFORMATION
  10. 10. INBOUND MARKETING TOOLS WEBINARS PODCASTS EMAIL, NEWSLETTERS E-BOOKS, WHITE PAPERS VISUAL CONTENT VIDEO SOCIAL MEDIA WEB SITE BLOG SEO
  11. 11. INBOUND MARKETING STRATEGY
  12. 12. INBOUND METHODOLOGY
  13. 13. WHO IS YOUR STAKEHOLDER? WHAT DO THEY WANT AND NEED? WHAT ARE THEIR PAIN POINTS? PERSONA
  14. 14. DIFFERENT NEEDS IN DIFFERENT STAGES
  15. 15. FEED THE CONTENT BEAST CONTENT FUELS INBOUND MARKETING
  16. 16. BLOG: ANSWERING THEIR QUESTIONS
  17. 17. ESTIMATED SEARCH VOLUME RELEVANCY DIFFICULTY TECHNICAL ON SITE SEO CONTENT SEO SEO OUTSIDE YOUR WEBSITE
  18. 18. 18 SOCIAL MEDIA
  19. 19. RECEIVED AN ANSWER IN LESS THAN AN HOUR
  20. 20. 20 VISUALS 73% OF CONTENT CREATORS PLAN TO PRIORITIZE CREATING MORE ENGAGING CONTENT IN 2016,AND 55% PLAN TO PRIORITIZE CREATING VISUAL CONTENT. Content Marke+ng Ins+tute
  21. 21. 21 VIDEO PEOPLE SPEND MORE TIME WITH DIGITAL VIDEO THAN WITH SOCIAL MEDIA eMarketer
  22. 22. E-BOOKS & WHITEPAPERS GREAT WAYTO GENERATE LEADS CTA – CALLTO ACTION IS EXTREMELY IMPORTANT
  23. 23. NEWSLETTERS REVIVAL NURTURE LEADS
  24. 24. PODCASTS
  25. 25. WEBINARS • REACH A NEW AUDIENCE • EDUCATE & ESTABLISH AUTHORITY • CREATE LONG TERM CONTENT
  26. 26. NOT JUSTTACTICS. WE NEED A FULL SOLUTION.
  27. 27. HOW TO GENERATE LEADS?
  28. 28. CTA SHOULD BE VEPA WHAT DOES THAT MEAN? PROMINENT VALUABLE EASYTO USE ACTION ORIENTED
  29. 29. CTAs WORK BETTER PERSONALIZED
  30. 30. VISITORS LEADS CUSTOMERS CONVERSIONS
  31. 31. VISITORS LEADS
  32. 32. LANDING PAGE
  33. 33. LEADS CUSTOMERS
  34. 34. HOW TO NURTURE LEADS AND CUSTOMERS?
  35. 35. COMPANIES THAT EXCELAT LEAD NURTURING GENERATE 50% MORE SALES READY LEADS ATA 33% LOWER COST. (MARKETO)
  36. 36. 73% OF ALL B2B LEADS ARE NOT SALES-READY. (SOURCE: MARKETINGSHERPA)
  37. 37. (SOURCE: AUTOPILOT)
  38. 38. COMPANIES THATAUTOMATE LEAD MANAGEMENT SEE A 10% OR GREATER INCREASE IN REVENUE IN 6-9 MONTHS. (GARTNER)
  39. 39. MARKETING AUTOMATION
  40. 40. SMART CONTENT
  41. 41. WHAT ARE THE TRIGGERS?
  42. 42. EDITORIAL BOARD MEMBERS EDITOR AGENCY HELP? SME: BIGGEST TREASURE
  43. 43. SOCIAL MEDIA CALENDAR
  44. 44. STOP PRODUCING CONTENT IF YOU DON’T DO IT EFFICIENTLY AND EFFECTIVELY!
  45. 45. ONE OF THE BIGGEST REASONS INBOUND MARKETING IS GROWING IS ITS ROI
  46. 46. AS LIKELYTO SEE HIGHER ROI ON INBOUND MARKETING CAMPAIGNS THAN ON OUTBOUNDState of Inbound 2015, Hubspot 3X COMPANIES ARE
  47. 47. WHO VISITED?
  48. 48. OF YOUR FOCUS ABOUT BRAND, INDUSTRY & COMPETITION SHOULD BE OUTSIDE OF YOUR WEBSITE. 75%
  49. 49. ADVERTISING IS NOT DEAD
  50. 50. HUBSPOT’S CLIENTS USE ADS TO INCREASE ACTIVITIES OF INBOUND MARKETING (HUBSPOT) 53%
  51. 51. CREATE PLAN MEASURE CHANGE
  52. 52. THANK YOU! jasna@virtuaPR.com @jasna www.linkedin.com/in/jasnasuhadolc

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