GROWYOURBUSINESSWITH INBOUND MARKETING

BuyerPersonas

ContentStrategy

ConvertNew

Customers

RetainNew

Customers

Attract New

Customers

SEO

PaidSearc

h

SocialMedia

Email

Blog

Web

What Is Inbound Marketing?

a holistic, data driven approach to

marketing that attracts individuals

to your brand and converts them

into lasting customers

What Makes Inbound Marketing Different?

Cold Calling

Emails

Interruptive Ads

Marketer – Centric

Traditional

SEO

Blogging

Attraction

Customer – Centric

Inbound

VS

When You Use Inbound Marketing Customers Come To You

INBOUND MARKETING IS EFFECTIVE*State of Inbound Marketing, Hubspot 2012

54%More leads are generated with Inbound than Outbound

61%Inbound leads cost 61% less than Outbound

Inbound Marketing is About Content

The right content in the right place at the right time

Blogs InteractiveTools

Photos & Info Graphics

Videos & Podcasts

Presentations & eBooks

And Context

By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive.

Content

Time Place

Inbound Marketing is Multi-Channel Marketing

Website Content

Keyword Search / SEO

Blog

Social Media

MarketingAutomation

EmailMarketing

Landing Pages

Calls to ActionInbound Marketing is multi-channel by

nature because it approaches people where they are, in the channel where they want to interact with you.

INBOUND FUNNEL

GET TRAFFIC

GET LEADS

GET CUSTOMERS

Create blog content, search engine optimize (SEO) your content, and promote it on social media sites.

ANALYZE

Place calls-to-action throughout your websiteto drive visitors to landing pages with forms.

Send your leads automated emails to drive themalong your buying cycle.

Analyze the success of your marketing campaigns, and determine which areas need further optimizations for future success.

Who?You Need to Define Your Buyer Personas

RetainAttract

Convert

What Are Buyer Personas?

Buyer personas are fictional representation of your ideal customers. They are based on data about your customer demographics and online behaviour, along with educated speculation about their personal histories, motivations and concerns.

Who Are Your Buyer Personas?

Looking for products that will reduce time, sees herself as a engaged Mom but feels guilty

about working too much

Active senior who does not see herself as a old, cautious

about purchasing online

Extremely busy and only looks at products or services that

provide a ROI

Sarah Margaret John

CEO of a SoftwareCompany

Cautious and

Skeptical Senior

Busy Working

Mom

Developing Your Buyer PersonasBackground• Basic details about persona’s role• Key information about the persona’s company• Relevant background info, like education or

hobbies

Demographics• Gender• Age Range• Household Income• Urbanicity

Developing Your Buyer PersonasGoals• Primary Goal• Secondary Goal

Challenges• Primary Challenge• Secondary Challenge

How You Help• How do you solve your persona challenges• How do you help your persona achieve goals

Developing Your Buyer PersonasCommon Objections• Identify the most common objections your

persona will raise during the sales process.

Marketing Message• How should you describe your solution to your

persona?

Elevator Pitch• Make describing your solution simple and

consistent.

SALLY JONESHuman Resources Manager

Sally has worked at the same company for 10 years; and has worked her way up in the company. She has a calm demeanor, and is very loyal and hard working.

Demographics:Gender:

Income:

Marital Status:

Age:

Children:

Female

43

$140,000

Married

2 Kids 8 & 10

SALLY JONESHuman Resources Manager

Sally is looking for an easy to use system that will allow her to manage her data in one place.

Goals & Challenges:Sally’s goals are to keep employees happy and turnover low. She suppports the finance and legal teams. She has challenges getting everything done with a small staff and rolling out changes to the entire company.

Objections:Sally is worried she will lose date transitioning to a new system. She also doesn’t want to have to train the entire company on how to use the new system.

MARKETING MESSAGE

We provide easy to use Integrated HR Database Management Solutions

Elevator Pitch:

We give you an intuitive database that integrates with your

existing software and platforms, and lifetime training to help

new employees get up to speed quickly.

INBOUND MARKETING APPROACHProviding Customers with a Solution to Their Problem at Every Point of the Sales Funnel

ATTRACT CONVERT RETAIN

Blog & ContentSocial MediaKeywordsSEO

Landing PagesFormsCall to ActionsLead Nurturing

Social MediaEmail AutomationCustomer ServiceContent

INBOUND MARKETING CAMPAIGN

WriteA Blog PostAutomationOffer &

Landing PageSet

GoalsIdentify Audience

ReportTrackURLs

PaidSearchKeywords

SocialMedia

ATTRACT CONVERT RETAIN GROWTH

INBOUND MARKETINGKnow Your Audience. Create Valuable Content.

QUESTIONS

???

!

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Today’s slides and our Inbound Marketing Checklist can be found at: mcallistermarketing.com/smc2015

FOLLOW US

FACEBOOKfacebook.com/mcallistermarketing

TWITTERtwitter.com/mcallistermktg

LINKEDINlinkedin.com/company/mcallister-marketing

THANK YOU

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