Inbound Marketing.Giddy Up.
January 17, 2014
ErikMACPHERSON@erik_mac9
Content Marketer
> about.me/erikmacpherson
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AGENDA
Define Your Goal
Twitter Dos & Don’ts
Discussion!
Inbound Marketing
Buyer Personas
INBOUND
MARKETING1
The Marketing Playbook is Changing
78% of Internet users conduct product research online.
No more interrupting.Ask for permission.
Companies that blog get
website visitors.55% more
57% of businesses have acquired a customer through their company blog.
67%of B2C companies
(and 41% of B2B companies)
have acquired a customer through Facebook.
42%of companies have acquired
a customer through Twitter.
Outbound vs. Inbound Marketing
Outbound vs. Inbound Marketing
I get it. I’m in.Where do I start?
1Make stuff people want.
EDUCATIONAL EBOOKS HOW-TO VIDEOS ONLINE CALCULATORS PLANNING TOOLS ANSWERS TO COMMON
QUESTIONS
Giddy Up.
Food Service Equipment Example
Rock your keywords.2
Food Service Equipment Example
Giddy Up.
Give great directions.3
RELEVANT LANDING PAGES CLEAR CALLS TO ACTION COMPELLING OFFERS
21
Measurable is the new
‘gee, I hope this works.’
Create a Content Strategy and Plan.
Giddy Up.
Visualize an Offer to Give your Visitors, Leads or Customers.
Giddy Up.
Create a Landing Page toAdvertise your Offer & a Call to Action that Links
to your Landing Page.
Giddy Up.
Create Lead Nurturing Workflows that Follow
Up with Leads.
Giddy Up.
Publish a Series of Blog Articles on the Topic of
the Offer.
Giddy Up.
Promote Landing Pageand Blog Articles onSocial Media.
Giddy Up.
Create an Email Marketing Offer to Engage Existing Customers.
Giddy Up.
Analyze and MeasureResults. Rinse and
Repeat.
2DEFINE YOUR
GOAL
So much noise.
SMART Goal Setting
1 Specific: Significant, Simple
2Measurable: Meaningful, Manageable
3Attainable: Appropriate, Achievable
4Relevant: Results-oriented, Realistic
5 Timely: Time-oriented, Time-based
SMART Goal Setting
3BUYER
PERSONAS
Fictional Characters that Represent Your
IDEAL Customers
How to Create Personas
Talk to sales
Interview your current customers
Research your current customers
Look at data
1
2
3
4
What Questions You Should Answer
What does a day in their life look like?
What are their pain points?
What is their job & demographic information?
Where do they go for information?
What are their common objections to your product or service?
1
2
3
4
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4TWITTERDOs & DON’Ts
Contentto pull people in.
Context to pull people through.
WHERE To Start
200 Million active users
LeadsPartnersClientsManufacturers
Handle - @Perlick @MAFSIAssoc
TipsWhat’s a Hashtag?
Industry & Brand Specific#convectionoven#foodservice
Incorporate Into Marketing#onlyMAFSI
Promote Your ContentBlogs, Landing Pages, drive folks to website
TipsUse @Mentions … but wisely
Yes, only 140 characters
Tips Monitor and Thank Current Sales Opportunities.
New Customer? Tweet them. Delight them.
Monitor Customers For Service & Support.
Monitor the Competition.
Tips
Social MediaBrand Awareness
Drive Sales
ME! NO! It’s not all about you. It’s not about how great your company is. And please don’t ‘sell’!
TIME Plan. A strategy takes time. Focuson good content. See what works.
5DISCUSSION
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