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Owen Fuller, Chief Qwizard at Qzzr discusses how to do inbound marketing the right way. This presentation was given on a Stukent Expert Session online webinar for thousands of students across the world.
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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 [email protected] 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