inbound & outbound marketing • Best practices and benefits of each strategy • How to integrate both strategies into your marketing plan • How to measure success
Contacts Turn Contacts into Leads Turn Leads into Customers Turn Customers into Advocates The New Buyer’s Journey EXPAND CONVERT NURTURE ATTRACT CAPTURE
buying process with a web search. 50% turn to social media and peer reviews to influence their buying decisions. Demand Gen Report EXPAND CONVERT NURTURE ATTRACT CAPTURE The New Buyer’s Journey
but are not yet ready to buy. Gleanster Research Companies that excel at lead nurturing generate 50% more sales ready leads at a 33% lower cost. Forrester Research The New Buyer’s Journey EXPAND CONVERT NURTURE ATTRACT CAPTURE
Update the blog weekly, at least. 1 2 3 4 Create an editorial calendar. Include social sharing buttons. Keep a consistent blog schedule. Add a call to action. 5 6 7 Use keywords that match your blog copy. Make your content valuable to your reader.
Content Marketing Strategy Identify the right content formula. 1 2 3 4 Analyze your customers buying process. Understand and segment your audience. Repurpose your content.
need permission to engage with them on an ongoing basis. • Every Inbound CTA should have a dedicated landing page. • Conduct A/B testing to improve your conversions.
What is it? • Trigger an email based on an action (or lack of action) • Let your audience self-identify • Use digital body language to find your messaging sweet spot
Lead Outbound | Nurture Email Programs What is it? • Nurturing is an automated email program that encourages prospects to interact with your brand. • Nurturing allows you to send highly targeted messages by segmenting based on data you are collecting.
C-Level Wait 5 days Wait 5 days Wait 5 days Wait 1 day 30 points Copy to List Email 1 Email 2 Email 3 Email 4 Wait Email Cold Email 1 Email CXO Testimonial Wait YES NO Opened Previous Conditional Branching Conditional Messages Invite Wait Copy to List Change Field Value Outbound | Nurture Email Programs
is it? The process of targeting your prospects, via a website cookie, so you can serve ads to them across different channels on any pages they visit online.
is it? Video assets used to increase education about your product or service and promote your brand. Types of Videos: • Explainer (How-to) • Customer Testimonials • Event Videos • Teaser Videos • Content Videos
What is it? A strategic approach where your marketing efforts focus on engaging named accounts, which have been identified as a similar in size and industry to existing top tier customers.
Integrating Inbound & Outbound 1 2 3 5 4 Develop a cohesive messaging strategy. Track key metrics across the buyer’s journey. Develop an integrated mindset. Consider your prospects activity when making outbound contact.
Marketing Objectives Attract Attract 5,000 site visitors in six months. Capture Get 750 forms filled out on your landing pages in the fiscal year Nurture Convert 25% of inbound leads to first-time buyers in the quarter Convert Produce $750,000 in topline revenue in 12 months. Expand Convince 15% of new customers to try another product within 18 months of first purchase. Measuring Success 1. Set clear goals for what you want to do. 2. Set a time period for reaching goals. 3. Share goals with the whole team.
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