WBDC- Inbound Marketing by Scott B. Stern

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WBDC- Inbound Marketing

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PRESENTATION OUTLINE

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Scott stern

founder, red stripe strategy, @redstripestrat, scott@redstripestrategy.com

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Resources

Red Stripe Strategy: redstripestrategy.com/blog
HubSpot: http://blog.hubspot.com/
Duct Tape Marketing: ducttapemarketing.com/blog
Ittybiz: ittybiz.com
Buffer: blog.bufferapp.com

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Overview

What is inbound marketing?
Inbound methodology
Campaign Planning
Questions

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“Not only do they not necessarily trust traditional advertising anymore, they don’t even see traditional advertising anymore,” said S. Adam Brasel, marketing professor at Boston College.

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SEO
Blogging
Social Media
Content
Attraction

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The goal is to be part of the conversation

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Sharing helpful, relevant content that is customized to our ideal customer

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Engaging content acts like beacon that draws prospects to you

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So how do we actually "do" inbound?

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Spot and assess; Attract

Strangers to Visitors

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Buyer Personas

Semi-fictional representations of your ideal customer based on real data and educated speculation about customer demographics, behavioral patterns, motivations, and goals.

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There's 3 billion people online

and you can't reach all of them, so focus on the most valuable

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Personas help you create the right content

to most effectively attract, convert, and close your ideal customers

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Steps to Creating buyer personas

Research, research, research
Identify trends
Create persona profile stories

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Steps to Creating buyer personas

Research, Research, Research

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Buyer personas must be based on facts, not assumptions

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Why Not WHAT

Focus on motivations, not actions

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Talk to current and former customers, prospects, co-workers, LinkedIn/Facebook connections, etc.

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Steps to Creating buyer personas

Look for trends

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Bucket trends and similarities

these point out who your personas really area

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Most businesses find they have 3-5 personas, but can have as few or as many as you want

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Steps to Creating buyer personas

create buyer persona stories

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You need to know more than who you're trying to reach.

You have to know what they're looking for and where.

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Specific Attract Tactics

Keyword Research (SEO)
Blog Posts
Social Media
Sponsored Content

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Develop; Convert

Visitors to Leads

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Buyers Journey

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Specific Convert Tactics

Premium Content
Landing Pages
Calls-to-Action
Forms

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Recruit; Close

Leads into Customers

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"Spying is waiting"

- John le Carre, The Russia House

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Companies that excel at lead nurturing generate 50% more sales-ready lead at 33% lower cost

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Specific Close Tactics

CRM
Email
Lead Nurturing
Marketing Automation

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Handle/Turnover: Delight

Customers to Promoters

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Marketing doesn't end with the sale

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71% of Americans says reviews from friends and family have a "significant" or "fair" amount of influence on their purchasing decisions.

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84% of millennials say user-generated content (i.e. reviews) has at least some influence on what they buy (compared to 70% of Boomers).

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Specific Delight Tactics

Surveys
Social engagement/Monitoring
Referral System

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Executing Inbound

Bringing it all together

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