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INBOUND MARKETING
FOR BtoB
@FedericoO6
For any doubt or question contact me on Twitter and I will answer in the next day
STRATEGY
INBOUND MARKETING: definition
Inbound Marketing refers to marketing activities that draw visitors in, rather than marketers having to go out to get prospects attention. It's all about earning the attention of customers, making the company easy to find online, and drawing customers to the website by producing interesting, helpful content. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time
Inbound Marketing
Email marketing &
lead nurturing
Social media marketing
Marketing automation
Content creation & curation
SEO
Market & performance
analysis
User Experience
Where are we now?
Situation analysis
Where do we want to be? Objectives
How do we get there?
Strategy How
exactly we get there? Tactics
Who does what and
when?
Actions
How do we monitor performance? Control
Specific Measurable
Actionable Relevant
Time-bound
SMART OBJECTIVES
Consider
Evaluate
Buy Experience
Bond
Advocate
BUYER PERSONA: definition
Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. Start by interviewing your current customers
BUYER PERSONA: key points
Role Company
Goals & challanges
Buying criteria
Watering holes
MANAGEMENT
Why change?
Your prospects often are unaware that they should consider a different product, service, or vendor. In this phase, don’t talk about your solution or its benefits. Instead, get them to recognize that an issue exists. Share industry insights that help them realize that their peers are experiencing similar costly issues. These insights can help prospects diagnose their own organization and challenges
VALUE PROPOSITION
Why now?
Help the prospect realize that the status quo isn’t just an issue but a real cost and business risk. Provide content that helps them quantify the cost of doing nothing. Give prospects a cost and value examination
VALUE PROPOSITION
Why you?
Each solution has unique advantages, but buyers often don’t notice the subtle differences among competitors. Today’s buyers are drawn to price and value as evaluating criteria. Communicate and quantify how your solution can deliver better business value (e.g., drive cost savings, improve productivity, lower risks, etc.). Show that you have a lower total cost of ownership (over the solution’s useful life cycle), superior ROI and faster payback
VALUE PROPOSITION
Discovery Loosening
of the status quo
Committing to change
Consideration Exploring possible solutions
Committing to a
solution
Decision Justifying
the decision Making the
selection
CONTENT MARKETING buyer’s journey
Discovery
Create awareness
around a new problem
Drive urgency
Consideration Solving the
problem
Align solution with specific
business needs
Decision Make the
business case for change
Prove best value
CONTENT MARKETING strategy
Discovery White papers
Blog post
Consideration Case studies Video
testimonials
Decision Report,
webinar, ebook
Interactive demo
CONTENT MARKETING recommended content
CONTENT MARKETING best practices
A/B Testing Competitors
benchmarking
Diversify your contents for the
different platforms and customer
journey moments
Take advantage of Keyword Planner for defining your
tone of voice
Costant measurement and
fine tuning
SEO OPTIMIZATION
Site Architeture
Content hierarchy
Urls SEO friendly
Visible contact info
User Experience
Lower your bounce rate
Mobile and loading time
optimized
Minimise pop-ups
SEO OPTIMIZATION
Keywords
Keep main keyword per
page
Forget keyword density
Steal competitor’s
keywords
Analytics
Traffic changes
Bounce rate and exite
pages
Landing pages
SEO OPTIMIZATION
Contents
Images optimization
Internal & external
links
Encourage social shares
Meta Description
Under 150/160
characters
Use 1-2 keywords
Avoid keyword
duplication
EMAIL MARKETING: database segmentation
Company segmentation
Industry Company size
and type
Role segmentation
Department and function
Seniority
Behavioral segmentation
Email, website and
social interactions
Conversion events
EMAIL MARKETING: tips
Show exclusive contents
Include social shares
Offer deal, free consultation or
demos
Create multiple email
subscription
Personalize emails based on info you know
about your prospects
Leverage custom insights through
surveys
LANDING PAGE: best practices
Write a cleare, concise action
oriented headline
Explain the offer clearly
and place visual
emphasis on the value
Remove the navigation menu and
links
LANDING PAGE: best practices
Keep the form as short as
you can
Include a relevant image,
animation or short video
A/B or Multivariate
testing
COMMUNITY MANAGEMENT
Be quick and responsive for a better social caring service
Optimize your response time rate through social media dashboards
Monitor the reputation
and response enquiries (also) in
(potential) earned media
COMMUNITY MANAGEMENT
Be focused on the right
platforms for your business
goals
Stimulate dialogue and social caring
through contents
Define the tone of voice and
write your style guidelines
COMMUNITY MANAGEMENT
• prospecting • lead generation • brand identity reinforce
• stakeholders & influencers relationship improving • customer care & support • brand identity reinforce
• brand awareness & community engagement • website traffic • brand identity reinforce
COMMUNITY MANAGEMENT
Character/Persona Professional and
authoritative
Tone
Personal and technical
Language
Insider
Purpose
Educate, build trust, thought leadership
Brand Voice
MEASUREMENT
Awareness > reach, impression, website traffic, % new visitor, video views
Connection > fan/follower, % returning visitor, average session duration, bounce rate
Prospecting > n° lead, landing page conversion rate
Conversion > n° purchases, sales volume, average value
Customer support > % enquiries resolution, average response time, keywords brand mentions
Loyalty > upselling, average order value, churn rate, advocacy and reviews
Thought leadership > brand mentions, sentiment, online & offline publications
MEASUREMENT: optimization
Set up goals in Analytics
Integrate your CRM system with
the online metrics
Install social tracking codes
Take advantage of Google URL
Builder
Choose an attribution model
Sentiment analysis through web monitoring
tools
RESOURCES
HubSpot Academy: certification & training http://academy.hubspot.com/
Kissmetric blog: analytics & testing https://blog.kissmetrics.com/
MarketingSherpa: email marketing & research http://sherpablog.marketingsherpa.com/
Google Partners: Analytics & AdWords certificate https://www.google.com/partners/
Content Marketing Institute: content marketing http://contentmarketinginstitute.com/
Distilled blog: SEO https://www.distilled.net/resources/
Gartner: research, stats & insights http://www.gartner.com/marketing/digital/?prm=g
/
HubSpot Marketing blog: inbound marketing http://blog.hubspot.com/marketing
Smart Insights: digital strategy http://www.smartinsights.com/blog/
Social Media Examiner: social media marketing http://www.socialmediaexaminer.com/
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