HOW TO MAKE PEOPLE TO LOVE YOU WHILE GROWING YOUR BUSINESS

INBOUND MARKETING

Félix Lámbiz

WHY AM I HERE?

NOT TO GIVE YOU YOUR TYPICAL DIGITAL MARKETING TALK:

“….IN 2017, EVERYONE WILL USE THEIR MOBILE TO BUY THINGS…”

I’M NOT HERE TO GIVE YOU JUST STATS.

I’M HERE TO GIVE YOU ACTIONABLE ADVICE TO GROW YOUR BUSINESS.

ARE YOU READY TO LEARN?

LET’S START

WHY INBOUND?

LET ME TELL YOU A BRIEF STORY

MY FIRST JOB

“FÉLIX… YOU NEED TO CALL THESE PEOPLE AND ASK THEM TO MAKE A MORTGAGE PAYMENT”

My Former Boss

MY FIRST DAY

AROUND 2008

MY JOB WAS TO TALK TO PEOPLE… ALL DAY

“FÉLIX… YOU ARE GOING TO HAVE TWO TYPES OF CALLS.. OUTBOUND AND INBOUND”

My Former Boss

WHAT’S INBOUND AND OUTBOUND?

“95% OF YOUR TIME WILL BE DEDICATED TO CALL PEOPLE AND COLLECT A DEBT”

My Former Boss

OUTBOUND?

“5% OF YOUR TIME WILL BE DEDICATED TO RECEIVE CALLS FROM PEOPLE”

My Former Boss

INBOUND?

EASY RIGHT?

SO…HOW DID IT GO?

OUTBOUND

Credits: Flickr (Tiara Rae Photography)

INBOUND

Credits: Flickr (Tiara Rae Photography)Credits: Flickr (Tom Simpson)

100 CALLS A DAY COLLECTED 1 PAYMENT (1% CLOSING RATE)

INBOUND Credits: Flickr (Glorious Treats)

4 CALLS A DAY COLLECTED 2 PAYMENTS (50% CLOSING RATE)

SO… EVERY AGENT WOULD KILL TORECEIVE INBOUND CALLS

WHY?

OUTBOUND CALLS ARE BASED ON INTERRUPTION

Credits: Adara Associates

YOU DON’T KNOW THE PERSON’S SITUATION

Credits: Adara Associates

INBOUND IS BASED

ON

ATTRACTION

PEOPLE WILL CALL YOU

WHENEVERTHEY ARE

READY

PEOPLE WILL GIVE YOU THEIR MONEY… THEY’RE JUST NOT READY YET

FIRST LESSON

PEOPLE WILL GIVE YOU THEIR MONEY… THEY’RE JUST NOT READY YET

FIRST LESSON

WHAT DOES THIS HAS TO DO WITH MARKETING OR YOUR BUSINESS?

WHAT DOES THIS HAS TO DO WITH MARKETING OR YOUR BUSINESS?

A. EVERYTHING

WHAT’S INBOUND MARKETING AND OUTBOUND MARKETING?

OUTBOUND MARKETING = TRYING TO GET PEOPLE’S ATTENTION WHEN THEY ARE NOT EXPECTING IT

Credits: Flickr (Sergio Alvarez)

Credits: siroppe.com

INBOUND MARKETING = ATTRACTING PEOPLE WHEN THEY ARE LOOKING FOR IT

SO YOU’RE PROBABLY THINKING…

FÉLIX… YOU ARE MAKING THIS UP.

You

NO… I’M NOT

Me

WHO “INVENTED” THE INBOUND MARKETING?

BRIAN HALLIGAN (RIGHT)

DHARMESH SHAH (LEFT)

IN 2005, THEY WROTE THIS

BOOK

DID I TELL YOU THAT WE ARE FRIENDS?

THEY FOUNDED HUBSPOT IN 2006

8 YEARS LATER, THEY GO PUBLIC

SO.. HOW DO THEY DID IT?

YOU KNOW THE ANSWER

HINT: INBOUND MARKETING?

OK FÉLIX… GET TO THE POINT

You

WHY INBOUND?

TRADITIONAL MARKETING (OUTBOUND) IS BROKEN

WHY IS IT BROKEN?

LET’S UNDERSTAND WHICH ACTIVITIES ARE OUTBOUND AND WHICH ARE INBOUND

<10% OF CLICKS

+90% OF CLICKS

OUTBOUND MARKETING IS LOSING EFFECTIVENESS

HERE ARE SOME FACTS FROM THE CUSTOMERS PERSPECTIVE

▸ 86% of people skip television ads. (Source: Voltier Digital)

HERE ARE SOME FACTS FROM THE CUSTOMERS PERSPECTIVE

▸ 86% of people skip television ads. (Source: Voltier Digital)

▸ 200 million americans have registered their phone numbers on the FTC “DO NOT CALL” list. (Source: Federal Trade Commission)

HERE ARE SOME FACTS FROM THE CUSTOMERS PERSPECTIVE

▸ 86% of people skip television ads. (Source: Voltier Digital)

▸ 200 million americans have registered their phone numbers on the FTC “DO NOT CALL” list. (Source: Federal Trade Commission)

▸ Cold calling doesn’t work 90% of the time. (Source: Harvard Business Review)

HERE ARE SOME FACTS FROM THE CUSTOMERS PERSPECTIVE

▸ 86% of people skip television ads. (Source: Voltier Digital)

▸ 200 million americans have registered their phone numbers on the FTC “DO NOT CALL” list. (Source: Federal Trade Commission)

▸ Cold calling doesn’t work 90% of the time. (Source: Harvard Business Review)

▸ People are exposed to 5000 marketing messages… PER DAY. (Source: Media Dynamics Inc.)

HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE

▸ 32% of brands decrease spending on outbound to spend more on Content Marketing. (Source: Inbound Marketing Agents)

HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE

▸ 32% of brands decrease spending on outbound to spend more on Content Marketing. (Source: Inbound Marketing Agents)

▸ Outbound budgets are annually declining, amounting to 23% of all marketing spending (Source: Hubspot)

HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE

▸ 32% of brands decrease spending on outbound to spend more on Content Marketing. (Source: Inbound Marketing Agents)

▸ Outbound budgets are annually declining, amounting to 23% of all marketing spending (Source: Hubspot)

▸ Traditional methods to source leads and customers generate 22% of all leads. (Source: Hubspot)

HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE

▸ 32% of brands decrease spending on outbound to spend more on Content Marketing. (Source: Inbound Marketing Agents)

▸ Outbound budgets are annually declining, amounting to 23% of all marketing spending (Source: Hubspot)

▸ Traditional methods to source leads and customers generate 22% of all leads. (Source: Hubspot)

▸ In 2015, 25% of businesses in Latin America said they were “Outbound Driven”. (Source: Hubspot)

I’M LISTENING.. SO HOW DOES INBOUND MARKETING WORKS?

You

REALLY SIMPLE…

BECAUSE IT’S THE WAY WE’RE CURRENTLY BUYING OUR PRODUCTS AND SERVICES

THIS IS THE INBOUND METHODOLOGY

LET’S GO OVER THE FOUR STAGES OF INBOUND MARKETING

FIRST…PEOPLE DON’T KNOW YOU YET… SO YOU HAVE TO ATTRACT THEM

WHAT DO YOU DO WHEN YOU WANT TO KNOW THE ANSWER TO A PROBLEM?

YOU SEARCH

PEOPLE AREN’T LOOKING FOR YOUR BUSINESS NAME… THEY’RE LOOKING FOR SOLUTIONS TO THEIR PROBLEMS

YOU NEED TO GET FOUND

KEYWORD: “HOW TO BUY A HOUSE”

WRITE HELPFUL AND RELEVANT CONTENT IN A BLOG

IT TAKES YOU TO A

RELEVANT CONTENT

WHICH TAKES US TO THE SECOND STAGE…

SECOND…YOU HAVE TO CONVERT THEM INTO LEADS (POTENTIAL BUYERS)

IT STARTS WITH A

CALL TO ACTION

THIS IS THE CALL

TO ACTION

AN ATTRACTIVE INCENTIVE RELATED TO YOUR CONTENT

THE CALL TO ACTION TAKES

ME TO A LANDING PAGE

TO COMPLETE THE ACTION

YOU MUST FILL IN A FORM

CONGRATULATIONS!YOU’VE JUST LEARNED HOW TO GENERATE A LEAD

NOW WE NEED TO CLOSE IT INTO A CUSTOMER

BUT NOT SO FAST…

50% OF LEADS ARE QUALIFIED BUT NOT YET READY TO BUY SOURCE: GLEANSTER RESEARCH

WHICH TAKES US TO THE THIRD STAGE…

THIRD…

YOU HAVE TONURTURE THE LEADS

LEAD NURTURING:THE PROCESS OF EDUCATING YOUR POTENTIAL BUYER IN ORDER TO HELP THEM MOVE THROUGH YOUR SALES FUNNEL

CRM (KEEP TRACK OF YOUR RELATIONSHIP)

E-MAIL (BUILD TRUST IN A PERSONAL WAY)

WORKFLOWS (A SERIES OF AUTOMATED MESSAGES TO EDUCATE CUSTOMERS )

NURTURE LEADS THROUGH EMAIL

THIS IS A CRM

KEEPS TRACK ALL OF YOUR POTENTIAL BUYERS INTERACTIONS

AND IDENTIFY WHEN THEY ARE READY TO BUY

CONGRATULATIONS! YOU’VE JUSTMADE A SALE

BUT NOT SO FAST…

CUSTOMERS ARE 4X MORE LIKELY TO BUY WHEN REFERRED BY A FRIEND SOURCE: NIELSEN

SO REFERRALS HELP YOU GROW YOUR BUSINESS

HOW DO I KEEP THEM COMING FAST?

WHICH TAKES US TO THE FOURTH AND FINAL STAGE…

YOU SHOULD CONVERT YOUR CUSTOMERS INTO PROMOTERS OF YOUR BUSINESS

HOW MANY OF YOU HAVE DECIDED TO BUY PRODUCT BY THE REVIEWS IT HAS?

THIS GIVES SOCIAL PROOF TO YOUR BUSINESS

MONITOR CONVERSATIONS RELATED TO YOUR BRAND

THE FRAMEWORK YOU MUST FOLLOW

OK.. SO WHAT TOOLS DO YOU USE?

ATTRACT

▸ Blogging:

▸ Wordpress

▸ Blogger

▸ Squarespace

▸ Keywords:

▸ Google Keyword Planner

▸ Bing Keyword Tool

▸ Social Publishing:

▸ Hootsuite

▸ Buffer

▸ SproutSocial

CONVERT

▸ Forms:

▸ Formstack

▸ NinjaForms

▸ SumoMe

▸ Leadin

▸ Calls-to-Action:

▸ Canva

▸ Landing Page:

▸ Unbounce

▸ LeadPages

▸ Instapage

CLOSE

▸ CRM

▸ Hubspot CRM

▸ Salesforce

▸ RelateIQ

▸ Pipedrive

▸ InfusionSoft

▸ E-mail and Workflows

▸ Mailchimp

▸ Campaign Monitor

▸ GetResponse

▸ Autopilot

▸ Emma

▸ AWeber

▸ Marketing Automation

▸ Hubspot

▸ Marketo

▸ Act-on

DELIGHT

▸ Surveys

▸ Typeform

▸ SurveyMonkey

▸ Wufoo

▸ Monitoring

▸ Mention

▸ Hootsuite

▸ Topsy

OR.. YOU COULD USE ONLY ONE TOOL

ALL IN ONE MARKETING SOFTWARE

▸ Hubspot

▸ Marketo

▸ Act-on

DOES IT REALLY WORK?

HERE ARE SOME FACTS FROM THE BUSINESS PERSPECTIVE

▸ The # of marketers who practice Inbound Marketing grew from 60% to 85% this year. (Source: Hubspot)

▸ E-mail marketing has 2x higher ROI than cold calling, networking or trade shows. (Source: Marketing Sherpa)

▸ Inbound marketing costs 62% per lead than traditional outbound marketing. (Source: Mashable)

▸ In 2015, 75% of businesses in Latin America said they were “Inbound Driven”. (Source: Hubspot)

“MARKETING ISN’T ABOUT BEING PRESENT… IT’S ABOUT BEING RELEVANT”

Félix Lámbiz (@felixlambiz)Linkedin: Félix Antonio Lámbiz

E-mail: flambiz@optin.marketing