Build Your Inbound Marketing Strategy in 40 Steps
•
8 gostaram•1,360 visualizações
Creating an inbound marketing strategy is a crucial first step that you need to take before setting out to execute your marketing efforts. This strategy must include your marketing goals, a detailed plan of attack and measurement and analytics tactics. In today’s market, it’s key that you reach and nurture your visitors with information that they want to see, when they want to see it. Building your inbound marketing strategy is a complex process, and should include current brand and marketing analysis, analysis of your competition, development of your buyer personas and lifecycle stages, along with specific plans for your digital experience, content marketing, demand generation and lead nurturing. With a well thought-out strategy as your foundation, your marketing success will skyrocket. Join us as we take a look at how to build a strategy that will allow your organization to experience dramatic growth.
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Semelhante a Build Your Inbound Marketing Strategy in 40 Steps
Semelhante a Build Your Inbound Marketing Strategy in 40 Steps (20)
Mais de Pyxl
Mais de Pyxl (11)
Último
Último (20)
Build Your Inbound Marketing Strategy in 40 Steps
- 1. v How to Build Your Inbound Marketing Strategy Presented By: Nicole Denton Managing Director, Pyxl Scottsdale
- 2. What is Inbound Marketing?
- 3. The Traditional Marketing Playbook is Broken • 91% of people have unsubscribed from email lists. • Two-out-of-three people who record TV content do so to skip advertisements. • The average click-through rate on display ads is only 0.2%.
- 4. How is Inbound Different?
- 5. The Inbound Methodology 1. Attract 2. Convert 3. Close 4. Delight Strangers Visitors Leads Customers Promoters Content Blog Posts Social Media Search Premium Content Calls-to-Action Landing Pages Forms Email Workflows Lead Scoring CRM Integrations Social Media Smart Content Emails Events
- 6. Creating Your Inbound Marketing Strategy
- 7. The Importance of a Solid Strategy In a recent survey by DM News, 46% of the executives surveyed stated that a "lack of an effective strategy" was the biggest obstacle in achieving their inbound marketing goals.
- 8. The Process, Simplified Set Your Goals & KPIs Identify Your Audience Create Your Tactical Plan
- 9. Setting Your Goals & KPIs
- 10. Example Goals & KPIs GOAL: Sign up 50 new customers per month. KPI KPI KPI KPI Drive X new visitors per month. Drive X top-of-the-funnel (TOFU) leads per month. Drive X bottom-of- the-funnel (BOFU) leads per month. Close X% of BOFU leads.
- 11. Reverse-Engineering Your Marketing Funnel 50 Customers X% Conversion Rate X% Conversion Rate X% Conversion Rate X Visitors X TOFU Leads X BOFU Leads
- 12. Reverse-Engineering Your Marketing Funnel 50 Customers
- 13. Reverse-Engineering Your Marketing Funnel 50 Customers 30% Conversion Rate
- 14. Reverse-Engineering Your Marketing Funnel 30% Conversion Rate 167 BOFU Leads 50 Customers
- 15. Reverse-Engineering Your Marketing Funnel 30% Conversion Rate 167 BOFU Leads 50 Customers 20% Conversion Rate
- 16. Reverse-Engineering Your Marketing Funnel 20% Conversion Rate 835 TOFU Leads 30% Conversion Rate 167 BOFU Leads 50 Customers
- 17. Reverse-Engineering Your Marketing Funnel 20% Conversion Rate 835 TOFU Leads 30% Conversion Rate 167 BOFU Leads 50 Customers 10% Conversion Rate
- 18. Reverse-Engineering Your Marketing Funnel 10% Conversion Rate 8,350 Visitors 20% Conversion Rate 835 TOFU Leads 30% Conversion Rate 167 BOFU Leads 50 Customers
- 19. Example Goals & KPIs GOAL: Sign up 50 new customers per month. KPI KPI KPI KPI Drive 8,350 new visitors per month. Drive 835 TOFU leads per month. Drive 167 BOFU leads per month. Close 30% of BOFU leads.
- 20. Building Your Audience Personas
- 21. Identifying Your Audience • Establish What a Quality Lead is - What are your specific qualifications? • Identify Your Audience Personas - Who are they? - What questions/pains/problem s do they have? - Where do they hang out online?
- 22. Example Persona: Sample Susan BACKGROUND: • Marketing manager • Works at a large technology company DEMOGRAPHICS: • Skews female • Age 35-50 • Married with children • Suburban GOALS: • Meet quarterly lead generation goals • Support corporate initiatives through the launch of a variety of marketing campaigns CHALLENGES: • Getting everything done with a small staff • Getting quality leads that the sales team can close HOW WE HELP: • Provide a large team to support campaign initiatives • Utilize lead generation and nurturing programs to drive qualified leads COMMON OBJECTIONS: • Worried a marketing partner won’t be able to understand the intricacies of the business • Nervous about all the moving parts working with a marketing firm
- 23. Creating Your Tactical Plan
- 24. Components of the Plan 1 2 3 4 5 Digital Experience Demand Generation Lead Generation & Nurturing Reporting Content Marketing
- 25. 1. Digital Experience Critical Elements of an Inbound-ready Website: User-focused (Responsive) Design Blog Effective Calls to Action Intuitive Navigation Well-written Content
- 27. 2. Content Marketing Sample Susan
- 28. 2. Content Marketing Sample Susan Meet quarterly lead generation goals
- 29. 2. Content Marketing Sample Susan Meet quarterly lead generation goals eBook: Top Lead Generation Tips, Tricks & Ideas
- 30. 2. Content Marketing Sample Susan Meet quarterly lead generation goals eBook: Top Lead Generation Tips, Tricks & Ideas Case study focused on lead generation
- 31. 2. Content Marketing Sample Susan Meet quarterly lead generation goals eBook: Top Lead Generation Tips, Tricks & Ideas Case study focused on lead generation Free consultation
- 32. 3. Demand Generation Social Media SEO Public Relations PPC
- 33. 4. Lead Generation & Nurturing Frequency Weekly Topic: Whitepaper Don’t Convert * Form will help determine: - Persona * Form will help determine: - Persona LI FECYCLE STAGE: Subscriber LI FECYCLE STAGE: Lead LI FECYCLE STAGE: MQL LI FECYCLE STAGE: SQL LI FECYCLE STAGE: Customer LI FECYCLE STAGE: Evangelist LI FECYCLE STAGE: Opportunity Convert Convert Customer Blog Digest Email #1 Email #2 Topic: Demo Convert on Demo Request Complete Demo Email Thank You for Your Request Email Email #1 Topic: Welcome/Submit Your Info (internal) Email #3 Topic: Request for Logos, Photos, Images, Staff Email #4 Topic: Process Overview & Introduction & Location Info Topic: Refer a Colleague Email #2 Topic: Thank You Email #5 Topic: PMS Integration Email #6 Topic: Manual Mode Overview Email #7 Topic: Training Videos & User Manual Email #13 Topic: 90-day survey Email #12 Topic: 60-day survey Email #11 Topic: 30-day survey Email #10 Topic: Congratulations Chuck upgrades the lead to an opportunity in Salesforce. Opportunity enters the sales process. Opportunity informs Chuck of intent to purchase and customer w experience workflo begi ns. WORKFLOW WORKFLOW WORKFLOW WORKFLOW Persona 1 Persona 2 Persona 3 Persona 4 Persona 5 WORKFLOW Email #1 Topic: Thank You for Downloding CTA: Request a Demo Don’t Convert Email #2 Topic: About Smart Clinic CTA: Request Demo Topic: Customized Hot Topic CTA: Read the Blog Post Frequency: Monthly Topic: News CTA: News Frequency: Monthly Topic: Customized Hot Topic CTA: Read the Blog Post Frequency: Monthly Topic: News CTA: News Frequency: Monthly Topic: Customized Hot Topic CTA: Read the Blog Post Frequency: Monthly Topic: News CTA: News Frequency: Monthly Topic: Customized Hot Topic CTA: Read the Blog Post Frequency: Monthly Topic: News CTA: News Frequency: Monthly Topic: Customized Hot Topic CTA: Read the Blog Post Frequency: Monthly Topic: News CTA: News Frequency: Monthly Email Topic: HubSpot Alerts that Customer Info Has Been Received Email #8 Topic: Promotional Support Materials Email #9 m Topic: Confira t ion of Integration (not automated) Email #1 Topic: Intent to Purchase, Hand Off (internal) Email Topic: HubSpot Sends Customer Info Email #2 Registration Email & Introduction
- 36. Ready to Build Your Own Inbound Strategy? Visit pyxl.it/aztc to download an example inbound marketing strategy to help you get started.
- 37. Questions? © 2010 Pyxl, Inc. © 2014 Pyxl, Inc. 2099 Thunderhead Road, Suite 301 1475 N. Scottsdale Road, Ste. 301 Knoxville, Tennessee 37922 Scottsdale, AZ 85224 865.690.5551 - info@thinkpyxl.com Follow us on Twitter @ThinkPyxl Visit us online at ThinkPyxl.com 480.745.2575 | info@thinkpyxl.com Visit us online at ThinkPyxl.com Email ndenton@thinkpyxl.com for slides!
Notas do Editor
- Introduce self & Pyxl, topic Offer to ask questions throughout
- Ask how many people are familiar with inbound/foing it now – may be able to move fast through first couple of slides.
- These stats necessitate the need for change and a new approach for doing things! That’s where inbound comes in!
- Traditional marketing is interrupt-driven. You’re interrupting someone’s day with marketing. With inbound marketing, your site and your content is the destination.
- Inbound marketing is about attracting strangers to your site with great content, converting visitors into leads through calls to action and valuable offers, nurturing those leads until you close them into customers and ultimately turning customers into evangelists for your brand.
- Of the people who do inbound? How many have an actually strategy in place? Before you jump into creating content offers and re-building your site with CTAs, you need a solid inbound strategy!
- Having a strategy is important because it’s incredibly hard to achieve your goals if you haven’t taken the time to map out your strategy and build a path to those goals.
- Process can be fairly complex, but for the purpose of this presentation, I’m going to try to simplify it.
- If your goal is X, you need to find the KPIs that map that goal. Explain TOFU & BOFU.
- This is an exercise we like to do with our clients, and sometimes it can be a bit sobering, but it helps set KPIs, based on the goal.
- Example
- Example
- Example
- Example
- Example
- Example
- Example
- Now you know what you’re working towards, and it’s time to move onto the next step.
- For us, we use BANT - Budget, Authority, Needs, and Timeline You have the information to build these. Just sit down and think about who your best customers are!
- Just an example, these can be built out a lot deeper. This exercise can take some time and you will likely have about 5 of these, maybe more.
- Once you have your personas built out, you’re going to need to spend some time creating the tactical plan to reach them online.
- Not going into reporting for time sake, but wanted to include it here to ensure it’s something that’s focused on within the implementation of the plan.
- Your website is the hub of your inbound marketing outreach. Is it setup to achieve your goals?
- Once your digital presence is in order, you need content to bring in visitors and leads. Map content to personas, as well as stages of the buying cycle.
- Start with Sample Susan
- Map content to personas, as well as stages of the buying cycle.
- Map content to personas, as well as stages of the buying cycle.
- Map content to personas, as well as stages of the buying cycle.
- Map content to personas, as well as stages of the buying cycle.
- Once you have content, you need to get traffic to it.
- Visualize the progression you want someone to go through and all the different paths they may take on the path to becoming not just a customer but an evangelist.
- That’s of course a lot to take in, so I felt like it might help to learn more about Pyxl’s strategy process.