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Using Inbound Marketing to Launch and
Grow Your Business
By Kathleen Booth
www.quintainmarketing.com/launch
The Way People Buy Has Changed
PRE-INTERNET
• Buyer: Relatively uninformed
• Buying Journey: Linear
• Marketing Playbook: Interrupt
(cold calling and advertising)
TODAY
• Buyer: Well-informed
• Buying Journey: Fluid and random -
starts with Google
• Marketing Playbook: Thought
leadership through content creation
2
People were SOLD things People BUY things
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This is a simplified timeline of the appearance of advertising in major communication channels.
What’s
behind the
change?
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VCRs. Caller ID. DVRs. The Do Not Call list. Spam software. Broadband internet. Smartphones. Social media.
This changed everything.
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Your website is your most important marketing asset
• More than 80% of all buying decisions begin online
• Purchasers review 10+ sources of data before buying
• 66% of people who see an ad perform a mobile search
• 90% of U.S. smartphone owners use their phone to access information on goods and services
• 87% take action (make a purchase, call a business, etc.)
• The average person gets 70% of the way through their purchasing process before they are willing to speak or meet with a salesperson
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How do buyers find you?
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~20% of clicks
~80% of clicks
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By aligning the content you publish with your
customer’s interests, you can earn permission
to market to prospects that you can convert into
leads, close into customers, and delight to the
point they come promoters of your brand.
Why permission is more effective than interruption
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9
How inbound marketing works
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What visitors really
want to know
• Contact us now!
• Sign up for a free trial
• Schedule an assessment
• Speak to a sales rep
• Schedule a demo
• Request pricing
• Request a proposal
10
What most
websites offer
• Answers to their questions
• Solutions to their problems
• Prices
• Reviews/best of
• Problems/challenges
Comparison/versus
• How to
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Using Content to
Drive Conversions
Your buyers’ information needs
change as they move through the
buying process, and so must
your content.
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Realizes a need
and begins
searching online
for solutions
Step 1
Step 2
Step 3
Finds a blog,
article, video or
review that answers
their question
Clicks on a call to
action offering
more in-depth
information
The Buyer’s Journey
12
FROM THE BUYER’S PERSPECTIVE…
Step 4
Is taken to a
landing page where
they must fill out a
form to get desired
content
Step 5
Receives the
content along with
a follow on offer
Makes contact
when they are
ready to make a
purchase
Performs additional
research
Strangers Visitors Leads Customers
www.quintainmarketing.com/launch
Colorado-based consulting
firm that offers white labelled
back office services to CPA
firms
Grey, Ryan, Wayne & Co
13
CASE STUDY
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Blogging
Premium content (ebooks,
webinars, case studies, checklists,
etc.)
Grey, Ryan, Wayne’s strategy
14
Landing pages and
conversions forms
GRWCO began its using inbound marketing in June, 2014. The company’s strategy includes…
INBOUND MARKETING
Social media
Email marketing
Lead nurturing
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Blogging
15
0
200
400
600
800
1000
1200
NEWLEADSINDEX
MONTHLY BLOG POSTS
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Premium content
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Social media
17
LinkedIn generated the bulk of the traffic and almost all of
the leads from social media.
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Email marketing
18
The monthly newsletter features a personal letter from the CEO as well as highlights from the blog and a content offer.
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Automated lead nurturing
19
New leads are nurtured through the sales funnel via a series of emails containing content offers.
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Results &
next steps
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Key takeaways for startups
• Stop selling and start educating
• Offer your audience something of value and in exchange,
ask for their contact information
• Use what you know about them to tailor your marketing
• Promote your content via social media and email
• Track and nurture your leads and know when to start selling
• Invest in tools that will make you efficient and effective
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Questions?
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(866) 788-3226 [email protected] www.quintainmarketing.com
Contact Us
1819 Bay Ridge
Ave. Suite 240
Annapolis, MD
21403
Phone Email Website
23
(443) 973-6087
Fax