Cra$inganInboundMarke1ngStrategy

Aquickintro...

MynameisRikkiLear

IamaDirectoratDigital22

Beenworkingindigitalmarke9ngfor10years

Digital22isaninboundmarke9ngagencyandaHubSpotPla9numPartner

Allstartswithmarke1ngtosalesfunnel

Visitors Contacts Leads Proposals Customers

Buildingthefunnel

Companygrowthgoalis£2m

Wanttoachievethisin3years

Life9mevalueofcustomeris£18.5k

Thereforeweneed108customers

Equals3customerspermonth

Workbackuptoproposals,leads,contacts,visitors

Willbeverydifferentforeverybusiness

Nowyouhavetofigureouthowtoachieveeachsegmentofthefunnel...

Visitors

Contacts

Leads

Proposals

Customers

4000

200

3

3%

20

10%

6

30%

50%

Buyerpersonas

Itwillhelpwillalltheelementstocome

Improvesunderstandingofyourmarket

Focusyourcontenttotherightaudience

Whattoinclude...

Buyerjourneys

Traffictoreality

Firsttask:

Keywordresearch

Fourkeyways:

SEO

Blogging

Social

Paid

GeEngtheleads

Awareness Considera9on DecisionBlogseBooks

WhitepapersResearchreports

PodcastsLists

Howto’sNews

ComparisonguidesVideoFAQsQ&A

InterviewsProsandCons

CasestudiesTrialsDemos

Product/serviceliteratureVendorcomparisons

BenchmarksReviews

Tes9monials

Marke1ngcanhelpclose

Marke9ngCRM

Automa9on/leadnurturing

Qualifyingviamarke9ng

Providingdatatosales

Otherconsidera1ons...

Planformto9eitalltogether

Rolesandresponsibili9es

Copywri9ng

Webanaly9cs/dataanalysis

Webdesign

Searchengineop9misa9on

Pay-per-clickmarke9ng

Conversionrateop9miza9on

Emailmarke9ng

Socialmedia

Projectmanagement

Analyseanditerate

Thankyou...

Downloadtheinboundstrategystarterpack(willbesentviaemailtoalladendees)

Marke9ngtosalesfunnel

Personaworksheet

Buyer'sjourneytemplate

Workflowplanner

Seemeaherthefinaltalkforanyques9ons

UpnextVaughnfromToastInbound

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