1 THE TOP 8 WAYS TO LEVERAGE NEW ONLINE MARKETING METHODS TO ATTRACT CUSTOMERS A PRACTICAL GUIDE TO DIGITAL MARKETING
2 TABLE OF CONTENTS 3 Inbound Methodology 9 Mobile Friendly Website 12 Blog Regularly 17 A Call-To-Action on Every Page 20 Create Compelling Offers 23 Build a List 27 Marketing Automation 31 A/B Testing 33 Track Everything With Analytics
3 INTRODUCTION THE INBOUND METHODOLOGY
4 THE INBOUND METHODOLOGY Before we get into the specific tactics that will help your company to take advantage of the new online marketing strategies that are working today, it is important to first introduce you to the inbound marketing methodology. Since 2006 inbound marketing has been the most effective marketing method for doing business online. Instead of the old outbound marketing methods of buying ads, buying lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. 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.
5 THE INBOUND METHODOLOGY Along the top are the actions inbound companies use to obtain and retain new customers. Along the bottom are the tools inbound companies use to accomplish these actions.
6 THE INBOUND METHODOLOGY
7 THE INBOUND METHODOLOGY
8 THE INBOUND METHODOLOGY Inbound leads cost 61% LESS than Outbound leads. Source: Search Engine Journal Not only does Inbound bring in more qualified leads, Inbound is cheaper. Now that you know the benefits of an Inbound Marketing Strategy, here are 8 Methods To Leverage in Your Marketing Campaign
9 CHAPTER ONE Have a Mobile Friendly Website
10 Have a Mobile Friendly Website Mobile Users have overtaken Desktop Users in numbers. If you don t have a mobile-friendly site, you can bet your competition probably does (or is planning to).
11 Have a Mobile Friendly Website Thanks to their low cost and portability, tablets continue to significantly increase in popularity.
12 CHAPTER TWO Blog Regularly
13 Blog Regularly Thanks to consumers desire to conduct pre-purchase research online, blogging has never played a more critical role in B2B marketing. Unlike traditional outbound marketing that is focused on selling a blog is focused on helping and when you help potential customers find solutions to their problems, they reward you with their wallets.
14 Blog Regularly Given the massive increase in the popularity of business blogs, chances are pretty good that your competition has one now or is planning to get started.
15 Blog Regularly Blogging regularly brings in more customers and increases the likelihood your content is seen, both by people and by search engine algorithms. 82% of companies that create daily blog posts report having customers coming from their blog.
16 Blog Regularly Because blogging is a digital activity, tracking metrics and calculating ROI is extremely easy to do.
17 CHAPTER THREE A Call-To-Action on Every Page
18 Call-To-Action CTAs should move people to Landing Pages where you can collect valuable customer information for relevant content. If used correctly, a good CTA should lead to more conversions. Without it, you may miss out on converting your visitors into leads. When a CTA is clicked, the visitor is taken to an offer for premium content.
19 Target Your Call-To-Action
20 CHAPTER FOUR Create Compelling Offers
21 Create Compelling Offers Blog content will be the driver that increases your website traffic. The key to converting traffic into leads is to make compelling content offers. The more compelling the offer, the more likely a lead will be to give you private information like a name and .
22 Create Compelling Offers Below is another example of what is called a landing page. Notice how the only action to take is to enter your details to download the SEO Optimization Worksheet.
23 CHAPTER FIVE Build a List
24 Build a List of Subscribers & Drive Traffic on Demand When a website visitor enters their information on a landing page, they are added to your list. With a list you can drive traffic on demand, segment your leads, and nurture them down through your marketing funnel.
25 Build a List People who join your list want to hear from you. They want to see your content and offers.
26 Nurture Your List Once you have permission to a prospect, you can build trust and position your company as the leading provider. Over time, a portion of these leads will become salesqualified.
27 CHAPTER SIX Marketing Automation
28 Marketing Automation Marketing Automation allows you to take the offline sales-process online. With automated follow up, you can help leads move from the Awareness Stage to the Consideration Stage to the Decision Stage.
29 Marketing Automation Marketing Automation allows you personalize the user experience and ensure that leads don t go cold.
30 Marketing Automation
31 CHAPTER SEVEN A/B Testing
32 A/B Testing A/B Tests, or Split Tests, allow you to run multiple pieces of content (landing pages, CTAs, etc.) simultaneously to see which leads to better results. These tests are essential to verifying the success of your campaigns.
33 CHAPTER EIGHT Track Everything with Analytics
34 Analytics As a marketer, tracking and analyzing data is an important part of the gig. But there are so many different metrics you can track. Where do you begin? (And more importantly, how do you ultimately improve your metrics once you understand them?) 7 Key Metrics Every Marketer Should Check Weekly 1) Blog Post Views
35 Analytics 2) CTA Clickthrough Rates After someone reads your content, you want that person to take the next step and click on your call-to-action (CTA). The metric you should most closely measure for CTAs, then, is your clickthrough rate, or the percentage of folks who clicked on the CTA.
36 Analytics 3) Social Media Reach Tracking the performance of your social media is important to understanding its ROI. A social media goal that many companies have is increasing the size of their social network, or their total number of fans and followers. Why is a large social reach valuable? It allows you to reach a large number of people who might read and share content that you publish.
37 Analytics 4) Clickthrough Rates When you're looking at your marketing metrics, the most important metric is not how many people opened your . It's how many people clicked through to reach the content that the was promoting. That could be the number of people who clicked a link in your , or clicked on the CTA in that . This metric is known as your clickthrough rate.
38 Analytics 5) Landing Page Conversion Rates Arguably the most important metric for marketers to keep their eyes on is lead conversion, or the percentage of visitors who convert into contacts by filling out a form on a landing page. The conversion rates of your landing pages will then determine how many leads you're able to generate.
39 Analytics 6) Traffic Sources You need to figure out who's coming to your website, and how they found you. If you do anything, make a habit to check this report once week -- at least!
40 Analytics 7) Monthly Goal Progress Even though you should be looking at certain metrics on a weekly basis, you should always keep your eye on the prize: your end of month goals. The adjustments you make throughout the month by looking at your data on a weekly basis can really contribute to whether or not you reach your monthly goals
41 Groove Digital Marketing is an inbound marketing agency that helps our clients to leverage content marketing and marketing automation to more easily attract & retain their most desirable customers. Call us today at (208) to learn how we can help you or learn more about our process.
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