How To Do Inbound Marketing The Right Way - with Owen Fuller

How To Do Inbound Marketing RightOwen Fuller

Chief Qwizard @Qzzr_Founder @FitInbound

@owenfuller

What is Inbound Marketing?

(HubSpot.com)

Why Inbound Marketing?

• Consumers have taken control (TV to DVR)• Technology is the next phase of our evolution• Hammer vs. Magnet• Brains vs. Money• Rent vs. Own

Make the Cash Register RingMarcus Sheridan, River Pools & Spas•Cut budget from $250K/mo. in marketing to $25k/mo.•Moved from outbound to blogs and videos•Was radically transparent – listing prices and praising competitors•Answered every question people ask in his blogs•Revenue surpassed earlier levels achieved with the $250K spend

(NY Times)

How to Begin

• Know your business strategy– Broad aspirations – Where you play – How you win

• Goals• Plans• Challenges• Consequences

Inbound Marketing Calculator• New monthly revenue target

– Average revenue per buyer X new buyers

• Number of new monthly buyers needed– Close ratio

• Number of leads needed– Conversion ratio

• Number of website visitors needed

• Email owen.fuller@fitmarketing.com for excel version of calculator

Document Buyer Personas• Background• Demographics• Problems• Tech profile• How to help• Real quotes• Common objections• Elevator pitch

[name][demographic][problems]

Website Checklist• Tells your true story• Easy to use• Easy to manage• Purpose on every page• Clear calls to action• Loads quickly• Social integration• SEO optimized• Mobile optimized• Analytics set up right• Never finished

Attracting Website Visitors

• Search marketing• Influencer outreach• Blogging• Social media marketing• Video marketing• World-class content

Search Marketing

Influencer Outreach

Pro Tips – Influencer Outreach

Blogging

Social Media Marketing

Video

Pro Tips – Video

World Class Content

Pro Tips – Quizzes

Converting Visitors to Leads

• Offers & CTAs• Landing pages• Email marketing • Marketing automation• Conversion rate optimization

Offers & CTAs

Problems with Most Sites

• Focus solely on the sale• Only offer value for those who are ready to

buy• No clear calls to action

Create clear paths for all buyers

Want something from someone? Offer them value first. Focus on them. – The Sales Whisperer

How?

Create the right offers and position them the right way:

– Step 1: Know your buyers– Step 2: Understand their buying cycle– Step 3: Match offers to buying cycle– Step 4: Link Offers/CTAs to landing pages– Step 5: Capture Leads

Step 1: Know your buyers• Who are my buyers?• What problem(s) are they are trying to solve?• What pressures or obstacles are they facing?• What are their interests?• What is their decision making process?

– What is their role or position?– What questions do they have?– What are they comparing?

• Where are they looking for info?

Step 2: Understand their buying cycle

• Awareness - realizes they have a need or need to solve a problem (looking for information/education)

• Consideration - defined their problem and are looking for a solution (looking for options)

• Decision - defined their solution strategy and are looking to buy (comparing options; ready to pull the trigger)

Step 3: Match offers to buying cycle

Jimmy is new to gym

ownership. He needs to buy

some gym equipment, but

is unsure where to begin,

how much he should spend,

etc.

• Beginner’s Guide to

Buying Gym Equipment

[Ebook]

• New or Used: When to

Stretch Your Gym

Equipment Budget &

When to Splurge

[Infographic]

• Gym Equipment Budget

Template [Excel

spreadsheet]

• Purchasing Timeline for

Gym Equipment: What

Should You Buy First?

[PowerPoint worksheet]

• Request a quote

• Phone assessment of

equipment needs

Jimmy Gym Owner

Step 4: Link Offers/CTAs to landing pages

• Position offer on a landing page• Determine appropriate form fields to

require

Landing Pages

Email Marketing

Pro Tips –Email Marketing

Marketing Automation

Pro Tips –Marketing Automation

Conversion Rate Optimization

Pro Tips – Conversion Rate Optimization

Measurement

• Connect efforts to business goals

• Leading KPIs & Lagging KPIs

• Use the NPS for rapid buyer feedback– “On a scale of 0-10, how likely are you to refer a

friend or colleague to __”– Why?

How To Do Inbound Marketing RightOwen Fuller

Chief Qwizard @Qzzr_Founder @FitInbound

@owenfuller