GROW YOUR BUSINESS WITH INBOUND MARKETING. Content Strategy. Buyer Personas. Blog SEO. Web. Convert. New. Customers. Attract New.
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1 Blog Buyer Personas SEO Content Strategy Web GROW YOUR Convert Attract New Customers BUSINESS WITH INBOUND MARKETING Social Media New Customers Retain New Customers Paid Search
2 What Is Inbound Marketing? a"holis(c,"data"driven"approach"to" marke(ng"that"a5racts"individuals" to"your"brand"and"converts"them" into"las(ng"customers""
3 When You Use Inbound Marketing Customers Come To You
4 What Makes Inbound Marketing Different? Tradi(onal" Inbound" Cold"Calling" VS! SEO" s" Blogging" Interrup(ve"Ads" A5rac(on"" Marketer" "Centric"! Customer" "Centric"!
5 INBOUND MARKETING IS EFFECTIVE *State!of!Inbound!Marke2ng,!Hubspot! % More"leads"are"generated"with" Inbound"than"Outbound" 61% Inbound"leads"cost"61%"less" than"outbound"
6 Inbound Marketing is About Content The!right!content!in!the!right!place!at!the!right!2me! Blogs! Interac2ve! Photos!&!! Videos!&! Presenta2ons! Tools! Info!Graphics! Podcasts! &!ebooks!
7 And Context! By!publishing!the!right!content!in!the!right!place!at!the!right!2me,!your! marke2ng!becomes!relevant!and!helpful!to!your!customers,!not! interrup2ve. Content!! Place! Time!!!!
8 Inbound Marketing is Multi-Channel Marketing Keyword" Search"/"SEO! Inbound!Marke2ng!is!mul2Ichannel!by! nature!because!it!approaches!people! where!they!are,!in!the!channel!where! they!want!to!interact!with!you.! Landing" Pages! Calls"to" Ac(on! Website" Content" Blog! Social"" Media! " Marke(ng! Marke(ng" Automa(on!
9 INBOUND FUNNEL GET"TRAFFIC" Create!blog!content,!search!engine!op2mize!(SEO)! your!content,!and!promote!it!on!social!media!sites. GET"LEADS" GET" CUSTOMERS" Place!callsItoIac2on!throughout!your!website! to!drive!visitors!to!landing!pages!with!forms.! Send!your!leads!automated! s!to!drive!them! along!your!buying!cycle.! ANALYZE" Analyze!the!success!of!your!marke2ng! campaigns,!and!determine!which!areas!need! further!op2miza2ons!for!future!success.
10 Convert!! AVract! Retain!! Who?! You!Need!to!Define!Your!Buyer!Personas
11 What Are Buyer Personas? Buyer!personas!are!fic2onal! representa2on!of!your!ideal! customers.!they!are!based!on!data! about!your!customer!demographics! and!online!behaviour,!along!with! educated!specula2on!about!their! personal!histories,!mo2va2ons!and! concerns.!
12 Who Are Your Buyer Personas? Busy" Working" Mom" Cau(ous" and" Skep(cal" Senior! CEO"of"a" SoUware" Company! Sarah Margaret John Looking!for!products!that!will! Ac2ve!senior!who!does!not! Extremely!busy!and!only!looks! reduce!2me,!sees!herself!as!a! see!herself!as!a!old,!cau2ous! at!products!or!services!that! engaged!mom!but!feels!guilty! about!purchasing!online! provide!a!roi! about!working!too!much!
13 Developing Your Buyer Personas Background" Basic!details!about!persona s!role! Key!informa2on!about!the!persona s!company! Relevant!background!info,!like!educa2on!or! hobbies!! Demographics" Gender! Age!Range! Household!Income! Urban!/!Rural!
14 Developing Your Buyer Personas Goals" 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!
15 Developing Your Buyer Personas Common"Objec(ons" Iden2fy!the!most!common!objec2ons!your! persona!will!raise!during!the!sales!process." " Marke(ng"Message" How!should!you!describe!your!solu2on!to!your! persona?!! Elevator"Pitch" Make!describing!your!solu2on!simple!and! consistent.!
16 SALLY JONES Human!Resources!Manager Demographics:! Gender:!! Age:!! Female! 43! Income:!! Marital!Status:! Children:! $140,000! Married! 2!Kids!8!&!10! 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.!
17 SALLY JONES Human!Resources!Manager Goals:" Easy!to!use!system!to!manage!date!in!one! place! Keep!employees!happy!and!turnover!low! Suppor2ng!the!finance!and!legal!teams!! Challenges:! Gegng!everything!done!with!a!small!staff!! Rolling!out!changes!to!the!en2re!company! Objec(ons:" Worried!she!will!lose!date!transi2oning!to! a!new!system! Training!the!en2re!company!on!how!to! use!the!new!system!
18 MARKETING MESSAGE Easily"manage"data"in"one"place! Elevator"Pitch:" We!provide!easy!to!use!Integrated!HR!Database!Management! Solu2ons.!We!give!you!an!intui2ve!database!that!integrates! with!your!exis2ng!soiware!and!plajorms,!and!life2me!training! to!help!new!employees!get!up!to!speed!quickly.!
19 INBOUND MARKETING APPROACH Providing!Customers!with!a!Solu2on!to!Their!Problem!at!Every!Point!of!Contact ATTRACT CONVERT RETAIN Blog!&!Content! Social!Media! Keywords! SEO! Landing!Pages! Forms! Call!to!Ac2ons! Lead!Nurturing! Social!Media! !Automa2on! Customer!Service! Content!
20 INBOUND MARKETING CAMPAIGN Iden(fy"" Audience" Set" Goals" Offer"&"" Landing"Page" Automa(on" Write" A"Blog"Post" Social" Media" SEO" Paid" Search" Track" URLs" Report"
21 INBOUND MARKETING Know!Your!Audience.!Create!Valuable!Content. ATTRACT! CONVERT! RETAIN! GROWTH!
22 !??? QUESTIONS
23 Today s!slides!and!our!inbound!marke2ng!checklist!can!be! found!at:!!mcallistermarke2ng.com/smcamp!
24 FOLLOW US TWITTER twitter.com/mcallistermktg FACEBOOK facebook.com/mcallistermarketing LINKEDIN linkedin.com/company/mcallister-marketing
25 THANK YOU
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