inbound marketing blueprint

http://b2binboundmarketer.com

An Inbound Marketing Blueprint

http://b2binboundmarketer.com/

Three Ways to Get Found Online

Search Engine

Social Media

Website Link



Internet Marketing Conversions

Website Visitor

Lead

Customer

A website visitor becomes a lead by clicking through

a call to action and completing a form on a landing page to receive

your content offer

A lead becomes a customer after purchasing your product or service. This typically occurs after the lead has progressed

through your lead nurturing sequence, where

he or she has been provided with the right

content as they progress through their buying cycle



Step 1: Keyword Strategy

• Develop an initial list of keyword phrases for each of your lines of business

• Solicit input from customer, employees, vendors and prospects

Brainstorm 3-6 word phrases that buyers use to describe your

products and services

• Find alternate keyword phrases and add them to your list of targeted keywords

• Review each phrase for the amount of search traffic and the difficulty in getting ranked

Research your keyword phrases using tools like

HubSpot or Google Adwords Keyword

Tools

• Match keyword phrases to content• Track your rankings for each keyword phrase

over time

Use your targeted keyword phrases to

optimize your website and to brainstorm

content topics



Step 2: Search Engine Optimization

• Use keyword phrases in page titles, headers, meta descriptions and content

• Best practice: optimize no more than two keyword phrases per page

On-Page SEO – estimated to

account for 25% of Google

ranking algorithm

• No quick fix – best tactic is to create good content and publish it frequently

• Link building – leverage relationships with vendors, bloggers and customers for links

Off-Page SEO (links from

credible sites) – estimated to

account for 75% of algorithm



Step 3: Create Blogs and Other Content

• Consider re-purposing existing content into blog posts, whitepapers, eBooks, videos, etc.

• Develop marketing personas for your various buyers and create content for those personas

Start with a content audit

• Keep on track with an editorial calendar• Publish weekly blogs at a minimum – 2 or 3 per week

is ideal

Develop an editorial calendar

• Decider whether to blog internally, outsource or a combination of the two

• Use keyword phrases in your titles and within your content – best practice is once every 2-3 paragraphs

Create Content



Step 4: Promote Content and Participate in Social Media

• 10 posts promoting others content (Trusted Advisor)

• 4 posts promoting your blog• 1 post promoting a landing page or other sales

item

Use the 10:4:1 Rule

• Include social media “follow” buttons on your website and e-mail signatures

• Participate in conversations with your followers and influencers

• Go-giver principle

Build your network

• Monitor social media for mentions of your company or industry

• Leverage relationships for “favors”

Let others promote you



Step 5: Convert Site Traffic into Leads

• Create content offers for each of the 3 stages of the buying process

• Consider creating content offers for each of your lines of business

Create content offers

• A button or link on your web page that directs a user to a landing page

• Display it prominently above the fold• Typically starts with a verb

Create a call-to-action

• Landing pages compel the user to complete a form to receive your content offer

• Converts a visitor into a lead and bring them into your marketing process

Put your content behind a landing

page



Step 6: Nurture Leads with E-Mail Marketing

• Develop lead nurturing campaigns for each of your content offers

• Match the content offer with the stages of the buying process (see following slide)

Lead nurturing provides

content to your leads as they

progress through their buying cycle

• Best practice is not to send e-mails to people that don’t know you or your company

• Keep relevant information in front of your potential buyers

• Keep in mind the WIIFM principle – What’s in it for me?

Use permission-based e-mail

marketing



Match Content Offers With the Stages of the Business to Business Buying Process

Prospect knows there is a problem that needs to

be solved

Prospect recognizes a need for a solution like

yours

Prospect seeks a solution to their need – they are ready to buy

Free WhitepaperFree Guides and Tip Sheets

Free eBooksFree Checklists

Free Videos

Free WebinarsCase StudiesFree SamplesFAQ Sheets

Catalogs

Free TrialsConsultations

DemosEstimates and Quotes

Coupons



Step 7: Expand Your Reach with Mobile Marketing

• Javascript determines the size of the monitor accessing your site and provides the appropriate version

• Consider a specialized mobile site that is specifically designed for mobile devices

Make sure your website is configured

for mobile devices

• QR codes are becoming more prevalent every day

• Can be used in your offline marketing materials, company vehicles and company buildings

Consider mobile

marketing



Step 8: Analyze and Iterate

• HubSpot provides analytics on web traffic, call-to-actions and landing pages, social media and leads and prospects

• Google Analytics provides free website analysis

Make sure you have

access to the proper

analytic tools

• Use A/B testing to optimize website conversions

• Tie analytics into sales – closed-loop marketing

• Monitor bounce rates and other web statistics to optimize usability

Do more of what works and less of

what doesn’t

