Inbound Marketing - A Practical Application

Transcription

1 INBOUND MARKETING PROGRAMME RESERVOIR DIGITAL LTD February, 2016 CONTENTS: SUMMARY... 2 THE PROGRAMME... 3 COSTS... 4 ABOUT RESERVOIR DIGITAL... 4 INTRODUCTION TO THE INBOUND MODEL Reservoir Digital Ltd Inbound Marketing Programme

2 SUMMARY Most CEOs complain that they spend a lot of money on their website and get very little in the way of benefit, other than a brochure-ware site. Furthermore, it s often the case that the website doesn t say what the company is really about. This proposal helps to resolve many of these, seemingly intractable, issues. Our proposal is about developing an action plan based on your digital marketing strategy to increase the number of qualified leads generated via your web-site. Our Programme lasts 6 weeks with an additional 6 month support element to ensure the plan is executed and marketing people get the support they need. We call our process The Inbound Model and it exists to drive high quality visitors to your website and using different techniques and processes to convert the visitors into leads and then sales. The following diagram shows the different stages in a buyer s journey and the more important techniques used to move them through the buying process. In order to attract a higher quality of visitor and drive better engagement with these visitors that ultimately ends up in a purchase, there are a number of steps that need to be taken. The following diagram demonstrates the process Reservoir Digital Ltd Inbound Marketing Programme

3 THE PROGRAMME The programme is designed to help you increase the productivity of your Marketing Organisation by developing your Inbound Marketing strategy, plans and campaigns from first principles. We believe that the whole process should take around 6 weeks from beginning to end. We have also included a six month, telephone support service to ensure that you can access expertise just when you need it. Much of the research work is undertaken by Reservoir Digital, some of it is undertaken by you and a great deal is done through the process of joint workshops. A typical 6 week engagement to build your Inbound Marketing strategy, develop the plan and execute the first programmes, looks like this: Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Research Workshop Planning Execution Outputs Bench- Marketing, Website analysis, Inbound Marketing Assessment Agree goals, Website changes, document buyers Website Changes IMA results, Grader Initial Recommendations Introduction to Inbound Goals & Objectives Buyer Personas and Buying Cycle Initial Buyer Personas and Buying Cycle Research Buyer Personas, Competitors, Customers Conversion Strategy Content Keywords, SEO , Social Media First blogs and content. Keywords, Content, Blogs Inbound Marketing Plan Planning Workshop - Development of first programme And Content Automation Strategy First Programme, Premium Content, Blogs, , Social media Calendar, Plan for Campaign execution and review process, plus automation. Changes to program Execute Programme Stats, results of campaign. Review of Ongoing plan and Content Calendar. Review Programme Results Next Program Reservoir Digital Ltd Inbound Marketing Programme

4 COSTS The complete programme as detailed above costs excluding VAT. Cost includes all workshops, on-site activities, research etc. The price also includes an Eighteen Week telephone support programme this starts from the end of the 6 week programme. This price includes all materials, reports, recommendations and documents. ABOUT RESERVOIR DIGITAL We want UK companies to be better at Marketing because we know that there are endless opportunities afforded by taking advantage of the Internet. As your customers spend more time on the Internet and less time with sales people, even small companies, with the right approach, can beat much larger competitors. We help you do this by exploiting inbound marketing techniques to drive new visitors to websites and then converting them into leads and ultimately customers. How you drive new visitors to your website is the thing that s radically changed in the past few years SEO just isn t enough, that s why we utilise the power of Inbound Marketing. Why we re different is because we help you understand your customers and the processes they go through to buy your products and services. We help companies by running workshops, training and consulting sessions over short bursts to help you get your inbound strategy in place with content, keywords, landing pages and a host of other techniques to drive visitor conversion. The good news is that we don t charge monthly retainers or huge fees for our work. We work on the basis that this may be new to you and it s important therefore to take a step at a time, to show you that it works and give you confidence to continue with the process. CONTACT DETAILS For any questions on the programme please contact me on my mobile number below. Benny Placido Reservoir Digital Ltd 23 Mitchell Street Leith Edinburgh EH6 7AW E: benny@reservoirdigital.co.uk M: Reservoir Digital Ltd Inbound Marketing Programme

5 INTRODUCTION TO THE INBOUND MODEL We have identified a 10 step process for the planning and implementation of the Inbound Model 1. Developing goals and objectives It s always useful to have some broad goals right from the start, even although you may update and modify in the light of your results. We use a process developed over the years called the Inbound Marketing Assessment which works backwards from one question how many channel partners do you need to recruit to achieve your goals? From this we work out how many leads you need, how many visitors and how many conversions. 2. Building your unique buyer personas Most of what happens in Inbound Marketing is based around Buyer Personas. Buyer Personas work because they are a composite picture of your ideal customer. They try to distil the very important aspects of your customers, and you may have one, two three or thirty of them, built up over time. The process of building your buyer personas is a great way to involve all of the people in your organisation from sales, marketing, customer support etc. each will have something to add to the profiles as you build them. You may also need to gather information from research, the industry and any other external or internal resources and information you have. Remember that Buyer Personas are not real people, they are composites and therefore you should be wary of using just one or two real people as models. More importantly, you need to identify very clearly who, within the channel partners you target, are the right job descriptions to profile 3. Defining your buyer lifecycle stages Once you have your buyer personas, you can start to think about their buying cycle. In a B2B environment this can be quite complex, depending on the size of your average deal. To simplify this, because buying processes can be lengthy and convoluted, we normally split the buying cycle into three parts Awareness, Consideration and Decision. 4. Developing a conversion process How you move the visitor through the different stages of the buying cycle is one of the most important areas of Inbound but sometimes it s often neglected or forgotten. You cannot simply present features and benefits messages to partners you have to demonstrate knowledge and credibility as well as knowledge of their business and how your solution fits. You do this with your content. Moving people through your sales cycle has to be done in conjunction with the buying cycle. It s vital therefore that your content reflects the buying cycle and there is a progression through your website with quality content that recognises buying cycles. Landing Pages, Forms and Calls To Action are vital these are all covered in Step Developing a content strategy, mapping and calendar Content is king and your content tells your business partner whether you are interested in their problems or your own products and services. We would contend that building content for customers that focuses on their challenges, issues, interests and problems, rather than your own product and feature set is vital. Mapping this content to the buying cycle also helps you with content ideas and often a session around buyer personas, buying cycle and content will provide you with 6 months material or more. Content can be anything video, white papers, hints, tips and top tens, best ways and Infographics are all powerful ways of generating interest. These can be written in the form of blogs, premium (downloaded) content Reservoir Digital Ltd Inbound Marketing Programme

6 and written material of many different types. Our recommendation is to start blogging straight away 600 words on topics you can be authoritative about. 6. Building the right keywords for Search Engine Marketing Although SEO is becoming less vital as the focus moves to your content, it s still important that you ensure that you are focusing on the right keywords. SEO is a highly specialised area and therefore we recommend that you engage someone who both understands SEO and marketing to ensure that you get the right keywords. It s probably the piece of this puzzle that needs some expert help, because of the keyword research and analysis that needs to happen. But if you focus your keywords on a few important ones and ensure that the content is relevant, you can usually succeed. Please don t focus on being on Page 1 position 1, as this will lead you to develop irrelevant keywords make sure your keywords are appropriate. 7. Promoting content through social media, blogs, PPC, All the key ingredients are now in place you should be in a position to start to work out which of the many media you can use to communicate your content, your story, your products and services etc. We do not recommend buying in lists to use for they are usually worthless better to build your own database by encouraging sign up to blogs and also through the process of downloading documents. You ll have to understand which of the Social Media you want to use and some research into audiences is vital. 8. The Importance of Landing Pages, Forms and Calls To Action Calls To Action and Landing Pages can be make or break for most websites. Calls To Action have to stand out and they have to be pithy and enticing. Subscribe to Our Blog is better than just Subscribe. Download our guide to Inbound Marketing is better than Download Landing Pages likewise need to be built in such a way that they don t detract from the main task of getting your visitor to provide an address and any other details. That s where forms come in don t ask for the world just a few details. 9. Technology for measuring, reporting and review As an Inbound Marketing company we use Marketing Automation technology to help us with almost every aspect of our marketing. We build our Buyer Personas using it, we build Landing Pages, Calls To Actions, Forms, , and we use it to help us schedule Social Media. We use it for blogging and to host our premium content. But most of all we use it to measure what we are doing, analyse it and improve it, so we know who s visiting our website and what they are doing and how we can further encourage leads and conversions. We use Hubspot but there are many other systems available. 10. Programme development We include in our process time to develop the first programme. This means building up the internal processes like landing pages, thank you pages, measurement, analytics etc, for a real life programme. We will always be on hand to assist with this process, even beyond the engagement period Reservoir Digital Ltd Inbound Marketing Programme