A Strategy to Grow your Business in 2015.

Inbound in an Hour

Tom Schwab

Goodbye Crutches– eCommerce Store

Inbound for eCommerce– Consulting Agency

Inbound Movement– Host

48 Days Group Leader– Online Selling & eCommerce

Tom@InboundForEcommerce.com

1. What is an Inbound Strategy

2. What is a Buyer Persona

3. Tools to

• Attract Visitors

• Engage Leads

• Delight Customers

4. Review

Agenda

What is an Inbound Strategy?

Interruption Marketing

Focused on what

I HAVE TO SELL YOU

The Most $ Win

Tricks and Tactics

Outbound is…

Inbound is

Permission based

Focused on helping people make the best purchase

Winning is not based on $, but caring

Build Trust, Authority, Thought Leadership to

• Attract Visitors

• Engage Leads

• Delight Customers

Inbound is…

“Helpful is the new sexy”

Dan Moyle

The Inbound Evangelist

@DanMoyle

1. Who is your next customer? (conceptually, not

specifically. Describe his outlook, his tribe, his hopes,

needs, dreams and wants

2. What is the the story he told himself (about the worlds,

about his situation, and his perceptions) before he met

you?

3.What change are your trying to make in him, his life or

his story?

4. How do you encounter him in a way that he trusts the

story you tell him about what you have to offer?

“4 Questions Worth Answering” by Seth Godin

Step 1: The Buyer Persona

A buyer persona is a semi-fictional

representation of your ideal customer

based on market research and real

data about your existing customers.

Buyer Persona Defined

Demographics

• Age

• Race

• Household Income

• Occupation

• Income

• Marital Status

• Education

• Number of Children

• Zip Code Area

What the census bureau knows

Psychographics

• Dreams

• Fears

• Aspirations

• Who do you trust

• How do you get information

• Who do you admire

• Major frustrations

• How you see yourself

• How you want to see yourself

What the spouse knows

FACT: Understanding your buyer

personas has the largest impact on:

• Your Business

• Your Products

• Your Marketing

• Your Profitability

• Your Happiness

Most Important Slide of the Hour

Tools

Context is god

Shows understanding

Builds relationship

CONTEXT IS

GOD

Content is King

Show expertise

Thought leadership

MEDIUM(s) MATCH

THE PERSONA

THE PRESENTER

• Blogs

• Videos

• Slide shares

• Infographics

• Emails

• Podcasts

• Forums

CONTEXT IS

GOD

1. Have a single purpose

2. Speak to a single persona

3. Move the person along their buyer’s

Rule for Every Piece of Content

Attack Visitors

Be Helpful

Answer common questions

Use similar words

(keywords)

Introduce new resource

Be present where they are

What’s so great

about blogging?

1.Easy for Google to index

2.Easily consumed (bandwidth)

3.Easily shared

CONTEXT IS

GOD

600 Words minimum

Clear and direct

Formatted to skim

Images

Hyperlinks to other helpful content

Platform is not important, just make sure it’s your own

Part of a content strategy

Blogging Best Practice?

BE A GUEST

Publishers need content

• Blog

• Podcasts

You need to

• Connect with your ideal buyer

persona

• Build trust, authority

CONTEXT IS

GOD

Amplifying

Your Message

Social Media:

• Facebook

• Twitter

• LinkedIn

• Pinterest

• Instagram

• Vine

Niche sites

Groups with major platforms

48 Days

Your own community

CONTEXT IS

GOD

Engage Leads

Offer more value to start a discussion

The visitor along the the buyer’s journey

Goal of Engaging

Call to Action

• Add Value

• Be Specific

• Be Brief

• Be Consistent

• Be Visible

Great CTA’s are easy to make

Landing Page

Elements

• No Navigation

• Minimal Clutter

• Short – Focused

• 1 Clear offer

• Allow social sharing

• Short Form

• Value is behind a form

High Converting Landing Pages are easy to make

Delight Customers

Thank you page

Give them what you

promised

Send via email also

Navigation returns

Offer more value

Nurturing

Targeted emails

Highly Segmented

Automated Workflows

Add more value

• Links to blogs

• Helpful videos

• Tips and Tricks

• Nurturing to Purchase

• Abandon Cart Nurturing

• Post Purchase Nurturing

• Referral Nurturing

Types of Nurturing

Nurture to Purchase

Jeff Walker – Launch

Sideway sales letter

Add Value

Spur conversations

Overcome objections

Abandon Cart

Shows concern

Identify objections

Opportunity to upsell

Post Sales

Share tips and tricks

Lower Returns

Raise Life Time Value

Increase referrals

Net Promoter Score

Predictive of:

• Life Time Value (LTV) of a

Customer

• Value of a company

• Profitable growth of a

company

Empowers you to:

• Address & Silence

Detractors

• Leverage Promoters

On a scale of 0 to 10, how

likely are you to

recommend __ to a friend

of colleague?

“The only number you

need to grow”

Harvard Business Review

December 2003

Review

• Identified my Ideal Buyer Persona

• Content with Context

• Amplified

• Engaged (Offer, Form, Landing Page, emails)

• Added more value

• Made another offer….

What you just experienced

Offer # 1

Get Featured on Inbound

Movement

Free PR

Get your question answered

Win a trip to Inbound 2015

• Boston Sep 8-11

• Valued at over $500

CONTEXT IS

GOD

Offer # 2

How to create and use your

Ideal Buyer Personas

• Two one Hour Webinars (recorded)

• All the Worksheets

• Step by Step Guides

• Best Practices

• Examples

Plus 30 Days Email access

Will be a digital product in 2015 for $199

CONTEXT IS

GOD

InboundMovement.com/48DaysOff

er

Questions