A quick explanation of what inbound marketing is, why we need it and how it can transform your company. Then a dive in to buyer personas, attracting visitors and converting leads.
20. Inbound marketers plan to hire an
average of 9.3 people this year.
-- 125% more growth than teams
not executing inbound marketing
#BDNMaineWhatsNEXT
“
”
32. EVERYTHING.
• Blog posts
• Offers
• Calls-to-Action
• Landing pages
• Thank you pages
• Lead nurturing
• Automation
• Sales techniques
• Product/service
development
• Everything
MUST SPEAK
TO YOUR
BUYER PERSONA.
34. 1 Research your current customers
2 Interview your current customers
3 Work through worksheet with the sales team
4 Use lead tracking data
HOW TO RESEARCH
YOUR BUYER PERSONAS:
39. WAYS TO
ATTRACT VISITORS:
• Blog
• Paid Search
• On-page SEO
• Off-page SEO
• Social Media
• Press Releases
• Guest Posts
40. “82%
of marketers who blog daily
acquired a customer using their
blog, and 57% of marketers who
blog monthly acquired a
customer.
#BDNMaineWhatsNEXT
”
54. GOAL IS TO EDUCATE AND BUILD TRUST.GOAL IS TO EDUCATE & BUILD TRUST.
• It’s about the customer,
not the business.
• People don’t need to be
told how awesome you
are—let them come to
this conclusion
themselves.
55. 1 Write helpful articles (e.g. “how to” or “10
steps to”)
2 Gain your readers’ trust—become a reliable
source of valuable content.
BEST PRACTICES TO EDUCATE
59. Add keywords to
blog title
Naturally throughout
body and header text
1 1
2
2
3
3
4
4
Image Alt tag
In the meta description
ADD KEYWORDS TO A FEW KEY PLACES.
63. PROPER FORMATTING IS KEY!
Article length:
At least 600 words
Whitespace & Images
Bolding (in a way that
makes sense for users)
Subheads, numbers,
bullets
1
2
3
4
1
2
3
4
88. Make them action-oriented.
5 BEST PRACTICES FOR CALLS-TO-ACTION
Download the Free Ballroom Dancing Guide
ACTION-ORIENTED
VERB
89. Make them action-oriented.
Include keywords consistent with landing page and offer
5 BEST PRACTICES FOR CALLS-TO-ACTION
Download the Free Ballroom Dancing Guide
KEYWORDS DETAILING
THE OFFER
90. Make them action-oriented.
Include keywords consistent with landing page and offer
Make them attention-grabbing
5 BEST PRACTICES FOR CALLS-TO-ACTION
91. Make them action-oriented.
Include keywords consistent with landing page and offer
Make them attention-grabbing
Place them on appropriate pages
5 BEST PRACTICES FOR CALLS-TO-ACTION
Download the Free Ballroom Dancing Guide
92. Make them action-oriented.
Include keywords consistent with landing page and offer
Make them attention-grabbing
Place them on appropriate pages
Test, analyze, test, analyze
5 BEST PRACTICES FOR CALLS-TO-ACTION
93. Make them action-oriented.
Include keywords consistent with landing page and offer
Make them attention-grabbing
Place them on appropriate pages
Test, analyze, test, analyze
5 BEST PRACTICES FOR CALLS-TO-ACTION
2% Click-Through Rate
94. Write clear, concise, compelling headlines
Explain the value of the offer in a compelling way in 2-3 sentences, 5 max.
Explain a few benefits of the offer to the website visitor using 3-5 bullet
points
Place content above the fold
Include a relevant image
Perform the “blink test”
Include Social Media Share icons
10 BEST PRACTICES FOR LANDING PAGES
Create a form with 3-7 (15 max) relevant fields
No menu navigation or links
Redirect to a Thank You Page
95. Write clear, concise, compelling headlines
Explain the value of the offer in a compelling way in 2-3 sentences, 5 max.
Explain a few benefits of the offer to the website visitor using 3-5 bullet
points
Place content above the fold
Include a relevant image
Perform the “blink test”
Include Social Media Share icons
10 BEST PRACTICES FOR LANDING PAGES
Create a form with 3-7 (15 max) relevant fields
No menu navigation or links
Redirect to a Thank You Page
20% View to Submission Rate
96. Return the navigation
Deliver on the promised offer
Provide additional direction
Move leads further into the funnel
Get social
5 BEST PRACTICES FOR THANK YOU PAGES
99. 1 Persona Development Worksheet & Everything a
Marketer Needs to Create & Research Buyer Personas.
2 11 Step Blogging Guide
3 20 Ways to Brainstorm new Blog Content
4 Lead Generation Checklist
5 Become Inbound Marketing Certified
HELPFUL RESOURCES: