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Call us: 08453 707 024 or visit: www.weareoctopusgroup.net
A formula for inbound marketing success
Call us: 08453 707 024 or visit: www.weareoctopusgroup.net
BUILD YOUR INBOUND
MARKETING TEAM
2
Call us: 08453 707 024 or visit: www.weareoctopusgroup.net
Marketing Strategists Writers
Content producers SEO
specialists social media gurus
digital designers techheads.
Check out inbound.org
A mix of skills to win
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Digital fluent
Analytical
Reach
Content Creators
Check out: academy.hubspot.com
D.A.R.C Employees
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So lets build a winning team!
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Call us: 08453 707 024 or visit: www.weareoctopusgroup.net
ROLE: Strategy & Planning
Lead the inbound marketing program, development of
personas, messaging, user journeys, offers, and be
responsible for the ROI
An inbound champion
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ROLE: Brand & buzz
social media, influencer marketing, blogging, online PR
A brand engagement specialist
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ROLE: Copywriter & Content Producer
blogging, long form content, campaign content,
editorial. Storyboard & manage the production of
rich media formats such as video
A brilliant writer
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ROLE: Digital Design
Multi skilled across website, video, infographics,
UI, presentations and more.
An awesome designer
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ROLE: Product marketing
product marketing management, product content, website,
product launches, Social Media – e.g. technical forums,
linkedIn groups, Quora.
A product specialist (for some)
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ROLE: Demand generation
Campaign Management, expert in marketing automation and email
marketing, conversion optimisation, CRM, website management
A completer finisher for marketing ops
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1. Web analytics/data (71%)
2. Email marketing (69%)
3. Social media activity (62%)
4. Content marketing (61%)
5. Community management (59%)
Top 5 most popular disciplines to
manage in-house
Source: Econsultancy Insource and outsource survey 2014
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1. Apps development (48%)
2. Display advertising (43%)
3. Paid search (43%)
4. Website design/build (37%)
Top 4 most popular disciplines
to outsource
Source: Econsultancy Insource and outsource survey 2014
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THE RIGHT TOOLS FOR THE JOB
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What tools
should I
choose?
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Closed loop marketing
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Connect marketing and sales
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“We see these labels as a first step in
helping mobile users to have a better
mobile web experience.
We are also experimenting with using the
mobile-friendly criteria as a ranking signal.”
Mobile friendly website
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INSIGHT
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Benchmark your own performance
Analyse current traffic
and online conversion
to lead
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Benchmark your own performance
Analyse by marketing
channel
What is working?
What is not?
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………And your competitors
Keyword
performance
Website authority
& backlinks
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Analyse your conversion down through the marketing and sales funnel
against available benchmark data
Check your funnel metrics
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Consider your sales goals by channel
UPSELLINBOUNDREFERRALSCHANNEL
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Understanding the scale and nature of the task is critical to developing inbound
marketing plans that will help you achieve your goals
And set your inbound goals with this in mind
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Top down …………………..
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……………..& Bottom up
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CRAFT YOUR INBOUND STRATEGY
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Reveal why some
buyers will make
your category of
solution a priority
whilst some will not
Reveal what buyers
expect to change
after implementing
your solution
Reveal why some
buyers would not
perceive your
company or solution
to be best option
Reveals what buyers
are involved in the
decision and what
content they will trust
to guide their decision
Reveals what
criteria buyers use
to evaluate
solutions, make a
purchasing decision
and why
Personas: 5 rings of buyer insight
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Messaging framework by persona
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Content user journeys
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Internal Team Roles
Outsource Partner (s)
Integrated Tools Deployed
Lead and Customer Targets
Traffic & Conversion Targets
Personas
Messaging and Offers
Content User Journeys
Inbound marketing checkpoint
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5% 95%
Serving those users that are not ready to buy
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Blog 3 – 4 times a week
Distribute blog creation across the organisation
Invest in Video Content
Get the balance right between free to consume content and sign up
content
Focus on high production values
Develop campaigns around key themes – one per quarter
Inbound content tips
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Unique content will drive audience engagement & sharing
Develop an influencer strategy in social media
Syndicate blogs to high ranking 3rd party sites
Audience tips
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Optimise conversion at each stage of the funnel
Create thank you landing pages with secondary offers
Track CTA conversion and dynamically change CTA content and
positioning to A/B test
Automate workflows and introduce lead scoring
Consider user tracking technology to enhance conversion rates
Conversion tips
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Weight budget across each
area
3 month activity plan
Update website and landing
pages
Campaign content & blogs
Keyword strategy
Brand engagement
Conversion optimisation
Key themes
and
campaigns
Marketing activity plan
38
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Useful Links
Econsultancy: Insourcing and Outsourcing Report
https://econsultancy.com/reports/insourcing-and-outsourcing-striking-the-right-balance-for-digital-success/
Google Blog Post: Mobile Friendly Websites
http://googlewebmastercentral.blogspot.co.uk/2014/11/helping-users-find-mobile-friendly-pages.html
Magento – Hubspot Integration
http://www.hubspotintegration.com/
Hubspot Academy
http://academy.hubspot.com/
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A formula for inbound marketing success