Building Your 2016 Inbound Marketing Strategy.

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1 Building Your 2016 Inbound Marketing. PRESENTED BY / Chad Elmore, Director of Digital Communication Pyxl Knoxville

2 Chad Elmore Director of Digital Communication, Knoxville Native Knoxvillian Client Experience More About Chad Vol for Life Movie Buff Coffee

3 1 Inbound Marketing Review Our Agenda. 2 Inbound Methodology 3 The Process *Business 2 Community

4 Traditional Marketing is interruptive and isn t personalized often, it isn t even helpful to the audience it s hitting. vs. Inbound Marketing is about creating and sharing relevant, targeted content online and with a specific audience. You seek to attract qualified prospects with content that they actually want to see, where and when they want to see it.

5 91% of people unsubscribe from company s. * Traditional Marketing Just Isn t Working. 44% of direct mail is never opened. * 86% of people skip TV commercials. * *Business 2 Community *Business 2 Community

6 But, Seriously. Does Inbound Marketing Really Work? as many marketers say inbound delivers below average cost per lead than outbound methods * is saved by companies who invest in inbound marketing compared to those who don t * 2x $20k 54% more leads are generated by inbound tactics than traditional marketing approaches * *Hubspot

7 The Inbound Methodology. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contracts Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Workflows

8 46% of executives surveyed stated lack of an effective strategy was the biggest Start with a! obstacle in achieving their inbound marketing goals. * How can you track success without first establishing goals and a strategy? *Business 2 Community *DM News

9 The Process, Simplified. 1 Set your goals and KPIs 2 Identify your audience 3 Create your tactical plan

10 Set Your Goals and KPIs.

11 New Customers Overall Growth Example Goals. Monthly Revenue Market Share Customer Retention Lower Cost Per Acquisition

12 Set SMART Goals Put these goals into a marketing automation platform, spreadsheet or other tracking system to create your marketing dashboard. If you re using a marketing platform, like HubSpot, you can monitor your results in realitime.

13 Goal: Close 50 New Customers per Month. KPI Drive X new visitors per month. KPI Close X% of BOFU leads KPI Drive X bottom-of-the-funnel (BOFU) KPI Drive X top-of-the-funnel (TOFU) leads per month leads per month

14 Identify Your Audience.

15 Buyer Personas are semi-fictional representations of your company s ideal customers. Who are they? Patients or Physicians IT Execs and Consumers Students or Parents Customers

16 Where do they How can you reach them? spend time online? What are their demographics? Why is your product/service the best option for them? What keywords do they use when searching? What questions do they have?

17 Marketing Mary An Example Persona Background Marketing manager Works at a large technology company Demographics Skews female Age Married with children Suburban Goals Meet quarterly lead generation goals Support corporate initiatives through the launch of a variety of marketing campaigns Challenges Getting everything done with a small staff Getting quality leads that the sales team can close How We Help Provide a large team to support campaign initiatives Utilize lead generation and nuturing programs to drive qualified leads Common Objections Worried a marketing partner won t be able to understand the intricacies of the business Nervous about all the moving parts working with a marketing firm

18 Create Your Personas Take advantage of persona-based marketing automation platforms. Contacts will identify via a form field Segment your contacts based on persona Personalized messaging

19 Select persona picture and name

20 Create a persona form field

21 Add internal notes

22 Create Your Tactical Plan.

23 Analyze the digital experience you re providing to visitors Conduct a content audit & map content marketing to the buyer s journey Key Components. Define demand generation and lead nurturing tactics Identify key metrics to track and set a reporting schedule *Business 2 Community

24 Your website is often the first impression your company gives to potential customers. Can they find it? Is it mobile-friendly? Is it inbound-ready?

25 Responsive Design Critical elements of an inbound-ready Website. Intuitive Navigation Blog Well-Written Content Effective Calls to Action

26 Gauge your digital presence against those who you know you re competing against for leads and customers Know your competition

27 1 Go through your existing content. 2 Break it down by type. 3 Map it to personas. Content Audit. 4 Map it to stages of the buyer s journey. 5 What do you have? What are you lacking? 6 Fill in the gaps.

28 1 Go through your existing content. 2 Break it down by type. 3 Map it to personas. Content Audit. 4 Map it to stages of the buyer s journey. 5 What do you have? What are you lacking? 6 Fill in the gaps.

29 1 Go through your existing content. 2 Break it down by type. 3 Map it to personas. Content Audit. 4 Map it to stages of the buyer s journey. 5 What do you have? What are you lacking? 6 Fill in the gaps.

30 1 Go through your existing content. 2 Break it down by type. 3 Map it to personas. Content Audit. 4 Map it to stages of the buyer s journey. 5 What do you have? What are you lacking? 6 Fill in the gaps.

31 1 Go through your existing content. 2 Break it down by type. 3 Map it to personas. Content Audit. 4 Map it to stages of the buyer s journey. 5 What do you have? What are you lacking? 6 Fill in the gaps.

32 1 Go through your existing content. 2 Break it down by type. 3 Map it to personas. Content Audit. 4 Map it to stages of the buyer s journey. 5 What do you have? What are you lacking? 6 Fill in the gaps.

33 Content and the Buyer s Journey. Awareness Stage Consideration Stage Decision Stage Mission: Users are seeking educational, third party, vendor neutral content. Mission: Users are committing to solving their clearly defined problem, more focused on solutions & comparisons. Mission: Users are seeking validation in determining their short list and selecting a vendor. eguides ebooks White Papers Webcasts Solution Comparisons White Papers Expert/Editorial eguides Vendor/Product Comparison Case Studies Trial/Software Downloads

34 Content Marketing. Lifecycle Stage Your Persona Problem or opportunity that the above persona needs help with. Awareness Stage: Users are seeking educational, third party, vendor neutral content. Consideration Stage: Users are committing to solving their clearly defined problem, more focused on solutions & comparisons. Decision Stage: Users are seeking validation in determining their short list and selecting a vendor.

35 Content Marketing. Marketing Mary Lifecycle Stage Your Persona Problem or opportunity that the above persona needs help with. Awareness Stage: Users are seeking educational, third party, vendor neutral content. Consideration Stage: Users are committing to solving their clearly defined problem, more focused on solutions & comparisons. Decision Stage: Users are seeking validation in determining their short list and selecting a vendor.

36 Content Marketing. Marketing Mary Lifecycle Stage Your Persona Problem or opportunity that the above persona needs help with. Awareness Stage: Users are seeking educational, third party, vendor neutral content. Consideration Stage: Users are committing to solving their clearly defined problem, more focused on solutions & comparisons. Decision Stage: Users are seeking validation in determining their short list and selecting a vendor. Meet Quarterly Lead Generation Goals

37 Content Marketing. Marketing Mary Lifecycle Stage Your Persona Problem or opportunity that the above persona needs help with. Awareness Stage: Users are seeking educational, third party, vendor neutral content. Consideration Stage: Users are committing to solving their clearly defined problem, more focused on solutions & comparisons. Decision Stage: Users are seeking validation in determining their short list and selecting a vendor. Meet Quarterly Lead ebook: Top Lead Generation Generation Goals Tips, Tricks & Ideas

38 Content Marketing. Marketing Mary Lifecycle Stage Your Persona Problem or opportunity that the above persona needs help with. Awareness Stage: Users are seeking educational, third party, vendor neutral content. Consideration Stage: Users are committing to solving their clearly defined problem, more focused on solutions & comparisons. Decision Stage: Users are seeking validation in determining their short list and selecting a vendor. Meet Quarterly Lead Generation Goals ebook: Top Lead Generation Tips, Tricks & Ideas A Case Study Focused on Lead Generation

39 Content Marketing. Marketing Mary Lifecycle Stage Your Persona Problem or opportunity that the above persona needs help with. Awareness Stage: Users are seeking educational, third party, vendor neutral content. Consideration Stage: Users are committing to solving their clearly defined problem, more focused on solutions & comparisons. Decision Stage: Users are seeking validation in determining their short list and selecting a vendor. Meet Quarterly Lead Generation Goals ebook: Top Lead Generation Tips, Tricks & Ideas A Case Study Focused on Lead Generation Free Consultation

40 Marketing Social Media Demand Generation. Public Relations Blog Premium Content SEO PPC

41 What paths might your leads take as they progress through the buyer s journey? Use demand generation tactics to nurture. MQL SQL Opp. Cust. Evan.

42

43 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

44 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

45 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

46 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

47 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

48 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

49 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

50 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

51 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

52 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

53 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

54 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

55 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

56 Components of a Solid Document. 1 Analysis of Current Marketing & Brand 6 Quality Lead Identification 11 Content Marketing 2 Competitive Advantages & Brand Differentiation 7 Definition of Lifecycle Stages 12 Demand Generation 3 Keyword Analysis 8 Outline of Goals 13 Lead Nurturing Overview of Sales 4 9 Marketing Systems 14 Reporting Team & Process 5 Buyer Personas 10 Digital Experience

57 Periodically evaluate your inbound marketing strategy. Is marketing having an impact on business goals? What s working and what isn t? Are you on track to meet your KPIs? What should you be doing differently month over month?

58 Leads and Conversions Website Traffic Statistics Key Metrics to Measure. Open/Click Rate ( ) Keyword Ranking Cost Per Click/Conversion (PPC) Reach and Engagement (Social Media)

59 Pyxl s Process.

60 Pyxl s Process. Discovery and Modeling Session Persona Development Goals Campaign Creation Competitive Audit Website Audit Content Audit Creation and Delivery Implementation & Reporting

61 Any Questions?

62 Thank You For Joining Us Today! QUESTIONS? CONTACT / Chad Elmore, Director of Digital Communications, Pyxl Knoxville Ready to build your own strategy? Download our example strategy to get started. pyxl.it/strategy

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