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Building Your 2016 Inbound Marketing Strategy.PRESENTED BY /

Chad Elmore, Director of Digital CommunicationPyxl Knoxville

Native Knoxvillian

Client Experience

More About Chad

Director of Digital Communication, Knoxville

Chad Elmore

Vol for Life Movie Buff Coffee

*Business 2 Community

Inbound Methodology

The Strategy Process

Inbound Marketing Review1

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3

Our Agenda.

is interruptive and isn’t personalized — often, it isn’t even helpful to the audience it’s hitting.

is about creating and sharing relevant, targeted content online and with a specific audience. You seek to attract qualified prospects with content that they

actually want to see, where and when they want to see it.

Traditional Marketing

Inbound Marketing

vs.

*Business 2 Community

44% of direct mail is never opened.*

86% of people skip TV commercials.*

91% of people unsubscribe from company emails.*

Traditional Marketing Just Isn’t Working.

*Business 2 Community

But, Seriously. Does Inbound Marketing Really Work?

*Hubspot

as many marketers say inbound delivers below average cost per lead than outbound methods*

is saved by companies who invest in inbound marketing compared to those who don’t*

more leads are generated by inbound tactics than traditional marketing approaches*

2x $20k 54%

Attract

Blog Social Media

Keywords Pages

Calls-to-Action Landing Pages

Forms Contracts

Email Workflows

Lead Scoring CRM Integrations

Social Media Smart-Calls-to-Action

Email Workflows

Convert Close Delight

Strangers

The Inbound Methodology.

Visitors Leads Customers Promoters

*Business 2 Community

Start with a Strategy!

*DM News

How can you track success without first establishing goals and a strategy?

46% of executives surveyed stated “lack of an effective strategy” was the biggest obstacle in achieving their inbound marketing goals.*

Set your goals and KPIs1 Identify your audience2 Create your tactical plan3

The Process, Simplified.

Set Your Goals and KPIs.

Example Goals.

New Customers

Monthly Revenue

Customer Retention

Overall Growth

Market Share

Lower Cost Per Acquisition

Set SMART Goals

Put these goals into a marketing automation platform, spreadsheet or other tracking system to create your marketing dashboard.

If you’re using a marketing platform, like HubSpot, you can monitor your results in realitime.

Drive X bottom-of-the-funnel (BOFU) leads per month

KPI

Drive X new visitors per month.KPI Close X% of BOFU leadsKPI

Drive X top-of-the-funnel (TOFU) leads per month

KPI

Goal: Close 50 New Customers per Month.

Identify Your Audience.

Who are they?

are semi-fictional representations of your company’s ideal customers.

Buyer Personas

Patients or Physicians

Students or Parents

IT Execs and Consumers

Customers

Where do they spend time online?

What are their demographics?

What keywords do they use when searching?

Why is your product/service the best option for them?

What questions do they have?

How can you reach them?

An Example PersonaMarketing Mary

Background Marketing manager Works at a large technology company

Demographics Skews female Age 35-50 Married with children Suburban

Goals Meet quarterly lead generation goals Support corporate initiatives through the launch of a variety of marketing campaigns

Challenges Getting everything done with a small staff Getting quality leads that the sales team can close

How We Help Provide a large team to support campaign initiatives Utilize lead generation and nuturing programs to drive qualified leads

Common Objections Worried a marketing partner won’t be able to understand the intricacies of the business Nervous about all the moving parts working with a marketing firm

Create Your Personas

• Take advantage of persona-based marketing automation platforms.

• Contacts will identify via a form field

• Segment your contacts based on persona

• Personalized messaging

Select persona picture and name

Create a persona form field

Add internal notes

Create Your Tactical Plan.

*Business 2 Community

Key Components.

Analyze the digital experience you’re providing to visitors

Conduct a content audit & map content marketing to the buyer’s journey

Define demand generation and lead nurturing tactics

Identify key metrics to track and set a reporting schedule

Your website is often the first impression your company gives to potential customers.

Can they find it? Is it mobile-friendly? Is it inbound-ready?

Critical elements of an inbound-ready Website.

Responsive Design

BlogIntuitive Navigation

Effective Calls to Action

Well-Written Content

Know your competition

Gauge your digital presence against those who you know you’re competing against for leads and customers

Content Audit.

Go through your existing content.

Break it down by type.

Map it to personas.

Map it to stages of the buyer’s journey.

What do you have? What are you lacking?

Fill in the gaps.

1

2

3

4

5

6

Content Audit.

Go through your existing content.

Break it down by type.

Map it to personas.

Map it to stages of the buyer’s journey.

What do you have? What are you lacking?

Fill in the gaps.

1

2

3

4

5

6

Content Audit.

Go through your existing content.

Break it down by type.

Map it to personas.

Map it to stages of the buyer’s journey.

What do you have? What are you lacking?

Fill in the gaps.

2

3

4

5

6

1

Content Audit.

Go through your existing content.

Break it down by type.

Map it to personas.

Map it to stages of the buyer’s journey.

What do you have? What are you lacking?

Fill in the gaps.

2

3

4

5

6

1

Content Audit.

Go through your existing content.

Break it down by type.

Map it to personas.

Map it to stages of the buyer’s journey.

What do you have? What are you lacking?

Fill in the gaps.

2

3

4

5

6

1

Content Audit.

Go through your existing content.

Break it down by type.

Map it to personas.

Map it to stages of the buyer’s journey.

What do you have? What are you lacking?

Fill in the gaps.

2

3

4

5

6

1

Content and the Buyer’s Journey.

Awareness Stage

eGuides

eBooks

White Papers

Mission: Users are seeking

educational, third party, vendor neutral content.

Consideration Stage

Webcasts

Solution Comparisons White Papers

Expert/Editorial eGuides

Mission: Users are committing to

solving their clearly defined problem, more focused on solutions & comparisons.

Decision Stage

Vendor/Product Comparison

Case Studies

Trial/Software

Downloads

Mission: Users are seeking validation

in determining their short list and selecting a vendor.

Your Persona Problem or opportunity that the above persona

needs help with.

Lifecycle Stage

Consideration Stage: Users are committing to

solving their clearly defined problem, more focused on solutions & comparisons.

Decision Stage: Users are seeking validation

in determining their short list and selecting a vendor.

Awareness Stage: Users are seeking

educational, third party, vendor neutral content.

Content Marketing.

Marketing Mary

Your Persona Problem or opportunity that the above persona

needs help with.

Lifecycle Stage

Consideration Stage: Users are committing to

solving their clearly defined problem, more focused on solutions & comparisons.

Decision Stage: Users are seeking validation

in determining their short list and selecting a vendor.

Awareness Stage: Users are seeking

educational, third party, vendor neutral content.

Content Marketing.

Meet Quarterly Lead

Generation Goals

Your Persona Problem or opportunity that the above persona

needs help with.

Lifecycle Stage

Consideration Stage: Users are committing to

solving their clearly defined problem, more focused on solutions & comparisons.

Decision Stage: Users are seeking validation

in determining their short list and selecting a vendor.

Awareness Stage: Users are seeking

educational, third party, vendor neutral content.

Content Marketing.

Marketing Mary

eBook: Top Lead Generation

Tips, Tricks & Ideas

Meet Quarterly Lead

Generation Goals

Your Persona Problem or opportunity that the above persona

needs help with.

Lifecycle Stage

Consideration Stage: Users are committing to

solving their clearly defined problem, more focused on solutions & comparisons.

Decision Stage: Users are seeking validation

in determining their short list and selecting a vendor.

Awareness Stage: Users are seeking

educational, third party, vendor neutral content.

Content Marketing.

Marketing Mary

eBook: Top Lead Generation

Tips, Tricks & Ideas

Meet Quarterly Lead

Generation Goals

Your Persona Problem or opportunity that the above persona

needs help with.

Lifecycle Stage

A Case Study Focused on Lead Generation

Consideration Stage: Users are committing to

solving their clearly defined problem, more focused on solutions & comparisons.

Decision Stage: Users are seeking validation

in determining their short list and selecting a vendor.

Awareness Stage: Users are seeking

educational, third party, vendor neutral content.

Content Marketing.

Marketing Mary

eBook: Top Lead Generation

Tips, Tricks & Ideas

Meet Quarterly Lead

Generation Goals

Your Persona Problem or opportunity that the above persona

needs help with.

Lifecycle Stage

A Case Study Focused on Lead Generation

Consideration Stage: Users are committing to

solving their clearly defined problem, more focused on solutions & comparisons.

Free Consultation

Decision Stage: Users are seeking validation

in determining their short list and selecting a vendor.

Awareness Stage: Users are seeking

educational, third party, vendor neutral content.

Content Marketing.

Marketing Mary

Demand Generation.

Email Marketing

Social Media

BlogPublic Relations

PPCSEOPremium Content

Use demand generation tactics to nurture.

What paths might your leads take as they progress through the buyer’s journey?

MQL Opp.SQL Cust. Evan.

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand1 Content Marketing

Strategy11Quality Lead Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy12Definition of Lifecycle Stages7

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand

Content Marketing Strategy11Quality Lead

Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy127

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

1

Definition of Lifecycle Stages

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand

Content Marketing Strategy11Quality Lead

Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy127

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

1

Definition of Lifecycle Stages

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand

Content Marketing Strategy11Quality Lead

Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy127

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

1

Definition of Lifecycle Stages

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand

Content Marketing Strategy11Quality Lead

Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy127

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

1

Definition of Lifecycle Stages

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand

Content Marketing Strategy11Quality Lead

Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy127

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

1

Definition of Lifecycle Stages

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand

Content Marketing Strategy11Quality Lead

Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy127

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

1

Definition of Lifecycle Stages

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand

Content Marketing Strategy11Quality Lead

Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy127

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

1

Definition of Lifecycle Stages

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand

Content Marketing Strategy11Quality Lead

Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy127

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

1

Definition of Lifecycle Stages

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand

Content Marketing Strategy11Quality Lead

Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy127

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

1

Definition of Lifecycle Stages

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand

Content Marketing Strategy11Quality Lead

Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy127

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

1

Definition of Lifecycle Stages

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand

Content Marketing Strategy11Quality Lead

Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy127

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

1

Definition of Lifecycle Stages

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand

Content Marketing Strategy11Quality Lead

Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy127

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

1

Definition of Lifecycle Stages

Components of a Solid Strategy Document.

Analysis of Current Marketing & Brand

Content Marketing Strategy11Quality Lead

Identification6

Competitive Advantages & Brand Differentiation2 Demand Generation

Strategy127

Keyword Analysis3 Lead Nurturing Strategy13Outline of Goals8

Overview of Sales Team & Process4 Reporting14Marketing Systems9

Buyer Personas5 Digital Experience Strategy10

1

Definition of Lifecycle Stages

Is marketing having an impact on business goals?

Are you on track to meet your KPIs?

What’s working and what isn’t?

What should you be doing differently month over month?

Periodically evaluate your inbound marketing strategy.

Key Metrics to Measure.

Leads and Conversions

Website Traffic Statistics

Open/Click Rate (Email)

Keyword Ranking

Cost Per Click/Conversion (PPC)

Reach and Engagement (Social Media)

Pyxl’s Strategy Process.

Implementation & Reporting

Discovery and Modeling Session

Persona Development Goals Campaign

Creation

Competitive Audit

Website Audit

Content Audit

Strategy Creation and Delivery

Pyxl’s Strategy Process.

Any Questions?

Thank You For Joining Us Today!QUESTIONS? CONTACT /

Chad Elmore, Director of Digital Communications, Pyxl Knoxvilleemail | celmore@thinkpyxl.com

Ready to build your own strategy? Download our example strategy to get started.

pyxl.it/strategy