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ROI Marketing and Advertising Your Web Presence (Inbound)
The document provides an overview of an inbound marketing presentation given by Keith Gutierrez, CEO of Structure Marketing. The presentation discusses the evolution of marketing from traditional advertising to inbound marketing. It defines inbound marketing as a process of attracting and converting website traffic into leads and customers through content creation and social media engagement. The presentation also outlines the key components of an inbound marketing campaign, including developing targeted offers, optimizing websites, blogging, social media promotion, and using analytics to measure results.
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ROI Marketing and Advertising Your Web Presence (Inbound)
- 1. ROI: (Return-on-Influence) Marketing and Advertising Your Web Presence (Inbound) Ohio Turf Foundation Conference & Show December 5, 2012 Presented by: Keith Gutierrez CEO Structure Marketing Structure Marketing.com @keithgutierrez Building Remarkable Brands #OTFINBOUND
- 2. Success Is AboutMaking Those Who Believed In You Look Brillant -Dharmesh Shah Hi I’m Keith Gutierrez. Nice To Meet You. #OTFINBOUND @keithgutierrez CEO @StructureM www.structuremarketing.com
- 3. Today’s Agenda Your Web Presence 1 The Evolution of Marketing and Advertising 2 Why the Real ROI is Return-on-Influence 3 The Story of Inbound Marketing 4 How Inbound Marketing Campaigns Work 5 Why you should Structure Your Marketing Targeted Audience
- 4.
- 5. What is Marketing? “Tome … marketing is about Targeted Audience values.” -Steve Jobs, Apple Inc. Founder
- 6. The Golden Circle Why How What
- 7. People don’t buy what you do. They buy why you do it!
- 8. Build a Triangleof Trust & Be Transparent Brand Why Purpose & Belief Trust Customer Experience Communication Transparency Value How What Story & Promise Product & Service
- 9.
- 10. Start Helping. StopSelling. "You will get all you want in life if you help enough other Targeted Audience people get what they want.” -Zig Ziglar, Motivational Speaker, and Author
- 11. Be the PurpleCow “The world has changed. There Targeted are far more choices, but there Audience is less time to sort them out.” -Seth Godin, (Purple Cow) Best Selling Author
- 12. Marketing has Changed!
- 13. Before, During, andAfter
- 14. The Story ofInbound Marketing Targeted Audience Brian Halligan – Founder Dharmesh Shah – Founder CEO, HubSpot CTO, HubSpot
- 15. The Old Days: HowAdvertising Worked
- 16. The Death ofAdvertising Targeted Audience
- 17. Now What? • Startwith the Why • Be Helpful • Stop Selling • Build a Triangle of Trust • Be Transparent • Be Remarkable
- 18. New Marketing 2013+
- 19. Inbound Marketing isthe Solution Targeted Audience
- 20. Be Attractive SEO, Blogging, Social Media, Viral Videos, Freemi Attract Targeted um Trials Audience Online Marketing VS. Audience Telemarketing, Direct Mail, Email Blast, Print, R adio Ads, PR, Paid Search
- 21. The Good NewsAbout Inbound Marketing
- 22. Increase Marketing Assets VS.
- 23. Great News! LowerCost Per Lead Average Cost Per Lead Inbound Vs. Outbound 400 Average Cost Per Lead USD 350 Targeted cost per lead 300 Audience 61% lower 250 Outbound Marketing Domainated 200 Organizations 150 Inbound Marketing Dominated Organizations 100 50 0 2010 2011 2012 Source: HubSpot
- 24. Inbound Marketing Works • Attracts customers • Builds relationships • Increases marketing assets • Is Cost effective
- 25. Inbound Marketing Methodology Get Found Inbound Convert Marketing Analyze
- 26. Inbound Marketing Campaigns Process Offer Offer Develop Targeted Offer to Generate New Email Contacts CTA + Analyze LP CTA + LP Advertise Offer On Your Website LN Automate Follow-up Emails Targeted Email Market Offer to Existing Contacts Audience Social LN Blog Attract Leads Through Blogging Social Use Social Media To Promote Blog Email Analyze Measure Every Element with Analytics
- 27. The Process Offer Develop Targeted Offers to Generate New Email Contacts CTA + LP Advertise Offer On Your Website LN Automate Follow-up Emails Email Market Offer to Existing Contacts Blog Attract Leads Through Blogging Social Use Social Media To Promote Analyze Measure Every Element with Analytics
- 28. Offer CTA + Analyze LP Targeted Social Audience LN Blog Email
- 29. Set Clear Goals Offer Offer LP LP CTA Blog More CTA More LN More Traffic Leads Customers SM Email Blog Blog SM SM
- 30.
- 31. Build Your SalesFunnel with Offers TOFU - Prospect knows there’s a problem Inbound Marketers are Publishers that needs to be solved Free Free Guides & Whitepapers Tip Sheets Free eBooks Free Videos TOFU MOFU MOFU – Prospect recognizes a need for BOFU a solution like yours Free Case Studies Free Sample FAQ Sheets Webinars BOFU – Prospect seeks solution to their Customer need; ready to buy Free Estimates or Demos Coupons Consultations Quotes
- 32. How Inbound Grows your Business
- 33.
- 34.
- 35. Create a LandingPage to Advertise the Offer
- 36. Create a Call-To-Actionthat Links to the Landing Page
- 37. Create Lead Nurturing Workflow Emails that Follow Up with Leads
- 38. Create an EmailMarketing Offer for Existing Contacts
- 39. Create and Publisha Series of Blog Posts on the Topic of the Offer
- 40. Promote Landing Pageand Blog Articles on Social Media
- 41. Integrate Pay-Per-Click Efforts (PPC)& Outbound Marketing
- 42. Use Closed LoopMarketing Analytics To Measure Results
- 43. Results! Weed Pro Inbound Marketing January 1st, 2012 November 1st, 2012 Website Grade: 36 Website Grade: 90 Indexed Pages: 33 Indexed Pages: 383 Social Media Reach: 868 Social Media Reach: 1,391 2011 2012 9,950 Visits 25,973 Visits 166 Program Estimate 537 Program Estimate Requests Requests 76 Program Sales 321 Program Sales $22,724 in Program Sales $74,006 in Program Sales
- 44. Fall Aeration InboundCampaign • Campaign to existing and new customers promoting Fall Aerations and Over seeding. • Email Marketing, and social media opportunities were created featuring Fall Recovery Guides that stressed the importance of Fall Aerations. •Generated 319 estimate requests, 244 sales that returned $34,784 in revenue.
- 45.
- 46. Get Going • Learnmore • Get Resources • Commit to the Process • Invest • Begin
- 47. Learn More aboutInbound www.structuremarketing.com/boost-your-business-with-inbound-marketing
- 48. How we do inbound!
- 49. Build a Triangleof Trust & Be Transparent Brand Why Purpose & Belief Trust Customer Experience Communication Transparency Value How What Story & Promise Product & Service
- 50. Structure Marketing System 7 Cycles for Inbound Marketing Success Listen to Demand Build a Analyze Powerful Growth Website Define Your Brand Transform Drive Traffic Customers and Leads Engage Your Community
- 51. Define Your Brand Policies & Guidelines Hedgehog & BHAG Core Buyer Personas' Cycle 1: Goals, Plans, Challenges, & Timelines Define Leads Scoring Framework Your Brand Benchmarks & Milestones Key Performance Service Level Agreement Indicators
- 52. Listen to theDemand Groups and Your Communities Employees Your Keyword Customer Research & Wins & Alerts Cycle 2: Listen Losses to Monitor Your Brand Demand Your Industry Your Your Prospects Competitors
- 53. Build a PowerfulWebsite Publishing Content Strategy Calendars Website Content Email Strategy Cycle 3: Build a CTAs &Landing Pages Powerful Lead Workflow Strategy Website TOFU, MOFU, BOFU Mobile Strategy Offers SEO Strategy
- 54. Drive Traffic andLeads Integrating Activate Outbound Inbound Strategies Campaigns Cycle 4: Newsletter Drive Living By The Calendar Traffic & Leads Activate PPC PR Campaigns Opportunities
- 55. Engage Your Community Customer Keyword Service Alerts Customer Social Media Relationship Participation Management Cycle 5: Engage Your Answering Community Blogging & Guest Questions Blogging Industry Brand Pages Groups & Forums
- 56. Transform Customers Lead Marketing Conversion Attraction Lead Scoring Cycle 6: Emotional Connection Transform Customers Lead Buying Workflows Behavior Lead Management
- 57. Analyze Growth Conversion Website Rate Analytics Optimization Loyalty, Rete ntion and, Growth Cycle 7: Closed Loop Marketing Analytics Metrics Analyze Growth A/B & Multi- Content Variant Lifecycle Testing Key Performance Indicators
- 58. Structure Marketing Success Getting the best from inbound by: • Listening to every new lead • Creating content that educates, builds trust, and profile • Engaging in conversation that is more than a one-way process • Generating compounding results – Your improvement never ends • Transforming your sales leads into customers
- 59.