1. Why go digital?
Marketing Services
Overview

2. whether you see it or not,
marketing has already been
disrupte

3. The Changing Marketing Landscape
THEN… NOW…

4. The OLD Rules of Marketing & PR
• The old model followed a linear path
from first “contact” with the brand, to
the purchase decision;
• Marketing was based on campaigns
with limited life;
• Only way to get column inches and
air time was through legacy media;
• Companies had to have significant
news before they could write a press
release;
• Advertising and PR were separate
disciplines run by different people;

5. The NEW Rules of Marketing & PR
• Customers are now smarter, and
the path is more complicated (no
longer linear)
• You are what you publish;
• People want authenticity, not
spin;
• People want participation, not
propaganda;
• PR is not about your boss seeing
your company on TV, but about
your buyers seeing your company
on the Web;

6. The Millennial Marketing Cycle
Earned media
(everybody else)
Social
Networks
Authority
sites &
Influencers
Search
Engines
News
outlets
Own media
(your platform)
Content
Product
or
Service
Blog
Social
FEEDBACK & DATA
CONTENT CREATION PAID MEDIA
#Videos #Blog posts #Ebooks
#Webinars #Infographics
#Audio
#PPC #Offline #Social
#Display #Affiliate partners
SOCIAL SHARING
TRAFFIC TRAFFIC
CONSUMERS

7. people’s behaviors have changed…
They are tuning out traditional marketing tactics.
Source: 2013 State of Inboun Marketing Report (European Edition)

8. Lead sources & cost implications
Source: 2013 State of Inboun Marketing Report (European Edition)
• SEO, blogs deliver lower average cost
per lead
• Inbound marketing tops European
marketers’ lead sources

9. people’s behaviors have changed…
Source: 2013 State of Inboun Marketing Report (European Edition)
• Facebook & LinkedIn are the top social
channels for acquiring customers in
Europe
• SEO produces solid annual lead
conversions in Europe

10. Awareness (TOP)
Prospect knows there’s a problem
that needs to be solved
Consideration (MIDDLE)
Prospect recognizes a need for a
solution like yours
Purchase (BOTTOM)
Prospect seeks solution to their
need; ready to buy
VAGUE NOTION
OF ‘POSSIBLE’
SOLUTION
INTERESTED IN
A SOLUTION
RESEARCHING
VENDORS
EVALUATING
PRODUCTS
NARROWING
FIELD
REFERENCE
CHECK
NEGOTIATING
PURCHASE
SUBSCRIBE | OPEN | VIEW | SHARE FOLLOW | DOWNLOAD | PARTICIPATE | INQUIRE ENGAGE
PIPELINE STAGE
BUYER’SOBJECTIVE
KEY OUTCOMES
DEMOS
eNEWSLETTER
Q&A
WEBINARS
ARTICLES
STEP-BY-STEP
EBOOKS
DEMO
VIDEOS
FAQ
SHEETS
DATA
SHEETS
ANALYST
REPORTS
ROI
CALCULATORS
FEATURE
GUIDES
Q&A
EBOOKS
TREND
REPORTS
STEP-BY-STEP
WEBINARS








CASE
STUDIES
CUSTOMER
TESTIMONIALS
PRICE
GUIDES
CHECKLISTS
Mastering Visitor Flow & Conversions

11. definition
Inbound marketing is
an integrated, data-
driven approach to
digital lead generation
that attracts
individuals to your
brand and converts
them into lasting
customers who willingly
promote your
business.

12. methodolo
gy
Strangers
• Blog
• Search
• Social Media
Visitors
• Forms
• Calls-to-Action
• Landing Pages
Leads
• Email
• Signals
• Workflows
Customers
• Events
• Social Inbox
• Smart Content
Promoters
• Open Source
• Learning
• Support
attract conver
t
close delight
Leads come to you, and you have the power to turn strangers
into customers and promoters of your business.

13. Source: SocialmediaToday
The 5 key steps for inbound success
1. Attract your potential customers by creating unique and informative
content specifically tailored for their persona on various online
platforms
2. Make it easy for potential customers to find you by being active on
major social networks and optimize your website for industry related
key words
3. Capitalize on every interaction a visitor has with your website by
making sure that all of your content includes a landing page or a call
to action
4. Tailor your content, landing pages and call to actions to your
audience in order to receive more leads from qualified customers
5. Pay constant attention to which tactics are working, which ones are
not, and adjust your future efforts accordingly in order to ensure best
results

14. STEP 1: Create a compelling online presence
• In order for visitors to find you, you
must first create an appealing and
multifunctional website
• Your website needs to be
populated with valuable content
which will attract potential
customers by providing them with
useful information.
• Blog posts,
• White papers & eBooks,
• Infographics,
• Videos

15. STEP 2: Get found by the people who need you
• Make sure that your content is found
by web users who are actively
searching for the information you
provide, by using advanced search
marketing techniques and keyword
optimization
• Share your posts on social media and
use relevant hashtags and mentions
• Build up your social presence and turn
employees, partners and clients into
advocates for your business
• SEO is improving the structure, content, and authority of a
website, to increase the number and quality of visits via
organic means.
19.9%
37.4%
48.5%
52.4%
56.7%
68.9%
0.0% 10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%
Online Media Buys
PR
Email/In-Store Marketing
Return on investment (ROI)
from Leads Generated Clicks by
clicks…

16. STEP 3: Turn visitors into leads and nurture them
• Create carefully designed landing
pages, that allow website visitors to
share their contact information with
you
• Calls to action enable you to tell
your visitors what you want them
to do and to direct them to the
landing pages you have created
• Continue to nurture these new
relationships through social media
and email marketing until the leads
you have generated through
inbound are ready to buy.

17. STEP 4: Convert the qualified leads to customers
• Inbound marketing allows you to
tailor your offers and landing pages
to people at all stages of the
buying process
• Empower your sales team to spend
their valuable sales time focusing
on the bottom of the sales funnel
i.e. to people who are ready to buy
• For leads who are at an earlier
stage in the sales cycle, you can
automate communication

18. STEP 5: Analyze and adjust your marketing style
• Monitor and analyze your results in
order to make adjustments to your
marketing strategy
• Allowing people to flow through
your sales funnel, quickly, efficiently
and without complications is a
cornerstone of inbound marketing
success
• Proper monitoring and analysis will
help you identify the areas where
you might need to adjust your
offers and content

19. the inbound cycle
Growth
Create blog content, search engine optimize
(SEO) your content and promote it on social
media sites
Place calls-to-action throughout your website to
drive visitors to landing pages with forms. Visitors
will fill out the forms to get whatever you’re
offering and become leads
Send your leads automated emails to drive them
along your buying cycle. Provide your sales team
with lead intelligence so they can make more
effective sales calls.
Analyze the success of your marketing
campaigns, and determine which areas need
further optimizations for future success.

20. And context…
• There are so many channels, and there is a different tool for each
channel.
• Trying to manage a campaign across all these different platforms can take
up a lot of time and resources –
how to make inbound work successfully?
and that lowers effectiveness.
This is where we come

21. Integrated Service Bundles
• Marketing Analysis and Strategic Action Plan to improve marketing ROI.
• Social Media Analysis and Strategic Action Plan to increase reach and leads.
• Website analysis and Strategic Action Plan to increase traffic and leads.
• Blogging - strategy, training or implementation to increase traffic and leads.
• Content creation: web, ebooks, press releases to increase leads and
customers.
• Offer campaigns & lead conversion landing pages to increase leads.
• Email marketing to improve sales conversion rates.
• Social Media Marketing (set up, design, optimisation, building reach,
engagement and promotion) - free up your time.
• Paid Search help increase traffic and leads.
• Marketing automation and workflows to customise your visitors' experience
to their specific need to increase sales conversion rates.

22. Consulting Services
Deliverables
• 2 Marketing/Brainstorming/Coaching Calls per month (1 hour each)
Details
• Every call has an agenda that is sent out before the call:
• Action items from previous call
• Recommendations and next steps for the next call
• Every call ends with a written re-cap of what the next steps are and will include links to topical resources
as necessary.
• Ex. We discussed writing your first blog article. The next step would be to get your thoughts on paper and find an
image. Resources might include a link to an example blog article or a "best practices" blog article to help you get
going.
Price
• EUR 500 per month
• Billed up front monthly
• No long-term contract required
• *If you're trying to move more quickly, we also offer a weekly coaching package for EUR1,000/month.
This package is best for marketers or teams, not CEOs or owners.