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How to use Inbound marketing for real business results.
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Inbound Marketing For Real Results
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Don Stanley 3Rhino Media [email protected] 561 7097
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Think Magnets not Sledgehammers
Why interruption marketing doesn’t work
DON STANLEY | @3rhinomedia | 3rhinomedia.com
3 Simple Steps to the Sales Funnel
DON STANLEY | @3rhinomedia | 3rhinomedia.com
3 Simple Steps to the Sales Funnel
DON STANLEY | @3rhinomedia | 3rhinomedia.com
3 Simple Steps to the Sales Funnel
DON STANLEY | @3rhinomedia | 3rhinomedia.com
What is InBound?Inbound marketing is marketing that's useful.
It means acquiring customers by attracting and nurturing prospects with exceptional content, data and customer service, not interrupting them with spam.
It means pulling prospects in with a magnet, not beating them over the head with a sledgehammer.
DON STANLEY | @3rhinomedia | 3rhinomedia.com
• Inbound is just a tool, and only as good as the person using it.
• Inbound marketing will not work overnight. (Usually great results are seen between the 3-12 month time period)
• Inbound marketing requires time. (I tell everyone, the first 2 months require about 10 hours of dedication a week, and then goes down with time.)
• Inbound marketing is a culture. To have success, you must stay at it and be consistent.
• It’s amazing, but it’s NOT a magic pill.
Nothing is Free
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Why InBound?
Companies that focus on inbound tactics have a 62% lower cost-per-lead than companies that focus on outbound tactics.
62%
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Why InBound?
Companies that focus on inbound tactics have a 62% lower cost-per-lead than companies that focus on outbound tactics.
62% | 60% of Sales Cycle completed BEFORE a customer reaches outto you to make a purchase.
DON STANLEY | @3rhinomedia | 3rhinomedia.com
How does it work?Ostrich Marketing Doesn’t Work
DON STANLEY | @3rhinomedia | 3rhinomedia.com
October 27,2007
A quick case study: River Pools and Spas
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Thinking Moneyball
15%
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Moneyball: #s that Matter
15%Typical closing
rate
DON STANLEY | @3rhinomedia | 3rhinomedia.com
A quick case study: River Pools
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Thinking Moneyball
15%|30Typical closing
ratePages read
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Thinking Moneyball
15%|30 = 80%
Typical closingrate
Pages read River Pools New closing rate
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Value of a Single Post?
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Value of a Single Post?
$1.2M
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Value of a Single Post?
$1.2MValue of a Three Posts?
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Value of a Single Post?
$1.2MValue of a Three Posts?
$2.5M
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Where to Start? 1: Get Found
Attract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation:
Here are 4 of the most important
1. Blogging2. Search Engine Optimization3. Social Media4. Content Marketing
DON STANLEY | @3rhinomedia | 3rhinomedia.com
DON STANLEY | @3rhinomedia | 3rhinomedia.com
DON STANLEY | @3rhinomedia | 3rhinomedia.com
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Pre: 5-10 leads per month
Now: 400 leads per month
Guys,
Had a refreshing and revolutionary experience yesterday. It was a script of how it’s supposed to happen. Lead comes in from someone in New Zealand. I follow up with one email then he calls me. He’s been working with someone he didn’t trust, went to Google then downloaded and read our entire buyers guide, educated himself. He already was convinced I was the expert and he wanted to work with me by the time I picked up the phone, I didn’t have to sell myself at all. The funnel worked exactly like it is supposed to. With very little effort, we just narrowed down the models that will work for his budget and I will be sending out a quote tomorrow. He has the funds, knows what he needs, knows what refurbished means etc. Unless something crazy happens I expect to have the deal signed early next week. The snowball is cresting the hill.
Best Regards,Chris SharrockProduct Manager X-ray, Cath-Angio, C-armsBLOCK IMAGING INTERNATIONAL, INC.
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Step 1: Get FoundAttract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation:
Here are 4 of the most important
1. Blogging2. Search Engine Optimization3. Social Media4. Content Marketing
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Step 1: Get Found
1:BloggingA blog is the single best way to attract new visitors to your website. Companies that blog get 55% more leads than those who don't. In order to get found by prospective customers, you need to have content that attracts them. Your blog is the home of this magnetic content.
DON STANLEY | @3rhinomedia | 3rhinomedia.com
1:BloggingA blog is the single best way to attract new visitors to your website. Companies that blog get 55% more leads than those who don't. In order to get found by prospective customers, you need to have content that attracts them. Your blog is the home of this magnetic content.
2: Search Engine Optimization Customers begin their buying process online, usually at a search engine. So you need to make sure you're listed prominently when they search. To get there, you need to carefully, analytically pick keywords, optimize your pages, create content and build links.
Step 1: Get Found
DON STANLEY | @3rhinomedia | 3rhinomedia.com
3: Social MediaBusiness isn’t B2B or B2C it’s P2P. Social let’s us return to the marketplace model that has existed for millennia
Step 1: Get Found
DON STANLEY | @3rhinomedia | 3rhinomedia.com
3: Social MediaBusiness isn’t B2B or B2C it’s P2P. Social let’s us return to the marketplace model that has existed for millennia
4: Content Marketing Content marketing is another Get Found tactic. Like blogging, it means publishing content that will attract people to your website. Unlike blogging, Content Marketing is not restricted to a specific channel — it's the general idea of using content to attract people to your site. It can also include videos, whitepapers, webinars, and other content.
Step 1: Get Found
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Step 2: Converting LeadsConvert tactics help you take the visitors you attracted to your site with blogging, social media, and search engine optimization and convert them into into paying customers. You can generate a lot of activity on your website without convert tactics, but you won't generate any revenue.
Here are some of the most important convert tactics:
1. Calls to Action (CTA)
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Step 2: Converting LeadsConvert tactics help you take the visitors you attracted to your site with blogging, social media, and search engine optimization and convert them into into paying customers. You can generate a lot of activity on your website without convert tactics, but you won't generate any revenue.
Here are some of the most important convert tactics:
1. Calls to Action (CTA)2. Landing Pages
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Step 2: Converting LeadsConvert tactics help you take the visitors you attracted to your site with blogging, social media, and search engine optimization and convert them into into paying customers. You can generate a lot of activity on your website without convert tactics, but you won't generate any revenue.
Here are some of the most important convert tactics:
1. Calls to Action (CTA)2. Landing Pages3. Email Marketing
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Step 2: Converting LeadsConvert tactics help you take the visitors you attracted to your site with blogging, social media, and search engine optimization and convert them into into paying customers. You can generate a lot of activity on your website without convert tactics, but you won't generate any revenue.
Here are some of the most important convert tactics:
1. Calls to Action (CTA)2. Landing Pages3. Email Marketing4. Lead Nurturing
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Step 2: Converting LeadsConvert tactics help you take the visitors you attracted to your site with blogging, social media, and search engine optimization and convert them into into paying customers. You can generate a lot of activity on your website without convert tactics, but you won't generate any revenue.
Here are some of the most important convert tactics:
1. Calls to Action (CTA)2. Landing Pages3. Email Marketing4. Lead Nurturing5. Marketing Automation
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Step 3: Analyze TacticsAnalysis is the critical third category of inbound marketing tactics. Once you start attracting people to your site with blogging, social media and SEO, once you start converting those new website visitors into leads and customers, you need to begin analyzing your sales and marketing funnel and figure out ways to make it more efficient.
You need to focus on 1. Key Metrics2. Methods of Analysis3. Goal Setting
DON STANLEY | @3rhinomedia | 3rhinomedia.com
1. Website Visitors: top of the funnel metric
Step 3: Key Metrics
DON STANLEY | @3rhinomedia | 3rhinomedia.com
1. Website Visitors: top of the funnel metric2. Leads: middle of the funnel. They took action
Step 3: Key Metrics
DON STANLEY | @3rhinomedia | 3rhinomedia.com
1. Website Visitors: top of the funnel metric2. Leads: middle of the funnel. They took action3. Customers: Bottom of the funnel. Your goal!
Step 3: Key Metrics
DON STANLEY | @3rhinomedia | 3rhinomedia.com
1. Website Visitors: top of the funnel metric2. Leads: middle of the funnel. They took action3. Customers: Bottom of the funnel. Your goal!4. Conversion Rates: % of those moving in the
funnel
Step 3: Key Metrics
DON STANLEY | @3rhinomedia | 3rhinomedia.com
1. Website Visitors: top of the funnel metric2. Leads: middle of the funnel. They took action3. Customers: Bottom of the funnel. Your goal!4. Conversion Rates: % of those moving in the
funnel5. Benchmarks: goals
Step 3: Key Metrics
DON STANLEY | @3rhinomedia | 3rhinomedia.com
1. Website Visitors: top of the funnel metric2. Leads: middle of the funnel. They took action3. Customers: Bottom of the funnel. Your goal!4. Conversion Rates: % of those moving in the
funnel5. Benchmarks: goals6. Content Performance: How each item
performed
Step 3: Key Metrics
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Where to Start? 1: Get Found
Attract visitors to your website (prospects to the top of your funnel). They're the most important inbound marketing tactics because they're like a building's foundation:
Here are 4 of the most important
1. Blogging2. Search Engine Optimization3. Social Media4. Content Marketing
DON STANLEY | @3rhinomedia | 3rhinomedia.com
1. How do your website visitor numbers compare to your peers?
2. Are you getting as many leads are you competitors?
3. Are you happy with your lead volume, but not your sales numbers?
Step 3: Methods of Analysis
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Quick Review: It’s about Sales Right?
Question/Next Steps
DON STANLEY | @3rhinomedia | 3rhinomedia.com
Don Stanley 3Rhino Media [email protected] 561 7097