3 Practical Ways Inbound Marketing Can Help With Growth In Your Business

Originally given at a Digital Summit with WSI partners & customers, hosted by Microsoft Bing in November '14.

Transcript

1. 3  Prac&cal  Ways  Inbound  Can  Help   With  Growth.  
2. 1. Get the right people, at the right time.
3. SEO •  SEO feels like a dark art. •  The question to ask is: “What do I want to be found for?!” •  People who have a question ask Google Bing first.
4. Answering People’s Questions •  ‘Blogging’ can feel a bit like a buzz word. •  Blogs are the best way to post relevant, regular updates to an audience. •  Your blog is more likely to answer a question than your pricing page.
5. Create valuable assets for your visitors Blog & eBooks Tools Photos Vids/Podcasts Slides
6. This Is Modern Marketing •  People clicking through organic methods (search, social media, etc.) are far more engaged visitors. •  Once they’re on your site, it’s time to talk to them directly about what they need.
7. 2. Have your content speak to your personas.
8. What’s A Persona? •  A semi-fictional representation of your ideal customer based on real data & some educated speculation about demographics, behavior, patterns, motivations & goals.
9. Talk To Those Personas Directly •  Personalising content on your site results in a 42% increase in conversion performance.
10. Email Marketing Shouldn’t Feel Like Marketing •  Target emails to specific personas, but personalise the content of the email to add context.
11. 3. Get smart. Test, iterate, rinse & repeat.
12. Marketing Measurement Isn’t Just A/B Tests! •  A/B testing content is important & useful. But it’s not the only measurement to prove out ROI in marketing. •  Improving & optimising your marketing starts with understanding your marketing data!
13. Measure Your Funnel •  Measure how many visits you generate from your marketing channels. •  But also measure the conversions resulting from those Inbound connections. •  Then tie down ROI with those Inbound leads to those who become customers.
14. Always Think Of The Humans •  When writing your content, measuring the results & running campaigns, always think of the humans behind the numbers.
15. 1. Get the right people, at the right time. 2. Have your content speak to your personas. 3. Get smart. Test, iterate, rinse & repeat.