Inbound Marketing

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How Inbound Marketing and Content can Draw Prospects to Your Business

How Inbound Marketing and Content can Draw Prospects to Your Business

Hubspot surveyed 3339 marketing professionals in 128 countries about the current state of inbound marketing.

Why is this Important to You?

It is important to you as a small business owner because it gives you insight into what is working and where marketing trends are heading.

With the increasing use of the internet and businesses competing in the global marketplace, many businesses are replacing traditional marketing with inbound marketing. The common consensus is that to reach the global marketplace focus on using inbound marketing tactics and to pull prospects with content that is relevant to them.

The benefits of Inbound Marketing are:

  • Inbound marketing costs are 61% lower per lead
  • 41% of marketers say inbound marketing produced measurable ROI in 2013
  • 43% of marketers generated a customer via their blog
  • 82% of marketers who blog daily acquired a customer using their blog, as opposed to 57% of marketers who blog monthly — which, by itself, is still an impressive result
  • 79% of companies that have a blog report a positive ROI for inbound marketing this year
  • Just 20% of companies without a blog reported ROI from inbound marketing in 2013

How can Inbound and Content Marketing Help your Business?

  • Reach a targeted audience receptive to your message
  • Improve the ranking if your website or blog
  • Improve conversion rates of online sales
  • Establish you and your company as experts in your industry
  • Attract better qualified prospects to your website or blog
  • Repeat visitation to your website or blog from prospects and clients
  • Keep in touch with current clients and promoting referrals
  • Help to establish likeability, trust and credibility

What are the Different Types of Content Available for use by Your Business?

Blogs – Educate, entertain and inform readers about your topics, encourage return visits to your blogs with frequent updating, engages readers to share comments and share the information with others.

Social Media – Twitter, Facebook, , LinkedIn and other social media sites help promote your business, showcase talents, engage prospects and help spread the word about your business.

Presentations - Presentations provides readers with information that is appealing, informative, short and straight to the point.

ENewsletters – Inform, educate and entertain readers on a consistent and timely basis, helps promote your business, are shared with others, increases reputation, recognition, trust and loyalty among readers, and increases sales.

White Papers – Showcases your industry knowledge, provides the opportunity to be a thought leader, informs and educates the readers and can be shared with others.

Articles – Educate, entertain and inform readers about your topics, showcase your knowledge and lead readers to action.

Case Studies – Educates readers on your businesses pass success and tell how your business will help them achieve the same success.

Video – Educate, entertain, informs watchers, helps increase your likeability, trust, recognition and reputation among watchers.

eBooks – Establishes you and your business as experts in your industry, increases reputation, recognition and draws traffic to your website or blog.

Podcasts – Educates listeners, helps increase your likeability, trust and reputation.

Online Courses – Educate participants, showcases your knowledge, increases reputation and sales.

Workbooks – Educates readers, helps readers solve problems, increases reputation, trust and loyalty from readers.

Seminars – Webinars and teleseminars help educate participants, showcase your knowledge, increase reputation and recognition.

Businesses use a combination of the above inbound and content marketing tactics to create a online marketing strategy. While this is list is not comprehensive it is a good starting point to begin thinking about using content marketing in your business and what tactics are available. Inbound and content marketing allows small businesses and solopreneurs to level the playing field when competing against larger businesses.

Your Turn

How are you currently using inbound marketing and content to draw prospects to your business?

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Marketing and PR for the Professional Services Firms

Blogging for Business Growth

 

The Four Steps to Using your Blog for Online Lead Generation

The Four Steps to Using your Blog for Online Lead Generation

You did like the gurus told you and you step up a blog for your business.

You publish to your blog faithfully three times a week.

You share and promote your blog on all your social networks, friends, wherever you can think of.

You added a contact form for future clients to contact you.

Nothing.

No one is contacting you and you don’t understand why.

The Four Elements of a Inbound Lead Generation Program:

The Offer: Content that you offer to your target audience that will be of value to them.

  • EBook
  • White Paper
  • Free Consultation
  • Webinar
  • Coupon

The Call-to-Action: An image or button that stands out and links directly to your landing page.

The Landing Page: A special page that contains information about your special offer.

The Form: A form that will collect contact information in exchange for what you are offering.

That’s the basics of your inbound lead generating program. Now let’s take a look at this in action.

Hubspot does a great job of this so I am going to use them as an example.

The offer:

Hubspot if offering its readers a free guide to Pinterest Business Accounts.

The Call-to-Action

The Call-to-Action is straight forward and to the point, Download Ebook Now, not later, Now.

The Landing Page

Hubspot Pinterest

The landing pages tell you what you get learn when you download and read the free Ebook. A quick step-by-stepy guide to Pinterest business accounts.

The Form

Hubspot Form

The form turns your request into a lead for their business. They now know that you are interested in Pinterest for your business and what your marketing problems. They also offer you the chance to keep receiving information from them knowing that most people will choose yes.

If you are using monthly themes for your blogging, you can follow this four-step process at the end of every month to generate leads for your business. The beauty is that you will know what the reader’s interests are by the offers they accept.

Once they become a lead, you will know how to nurture the lead into a client from knowing offers appealed to them.

Have Your Say:

Are you using any of these steps to generate leads for your business?

 

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A Simple Guide to Creating Your Marketing Plan for 2013

A Simple Guide to Creating Your Marketing Plan for 2013

The current economic downturn is causing stress among small businesses owners. Yet, this is not the time to cut back on marketing, but it is a time to get your marketing plan of attack into gear. You must first decide what your goals are, who your target market is, how you will reach your targets and set up a long-term plan to reach your target market.

What are your goals and who is your target?
Before you can begin a marketing campaign, you need to know what your goals are and who your ideal client is. How many ideal clients would you like to add to your client base?

We will follow Michelle Davis as she creates a marketing plan of attack for her financial planning firm. Michelle started her business two years ago and currently has 55 clients. She wants to add to add 25 new clients to her roster over the next twelve months, an average of two clients per month.

She has decided that her ideal client has a yearly income of $100,000 and $500,000 in investable assets. Beginning with a broad look at the type of client’s she wants to attract now, she need to add more details.

What other traits can she add to help decide who her ideal prospects are? Does she want prospects that she will have to spend a great deal of time educating on benefits of financial planning? Does she want clients who want full details of their financials on a quarterly basis, or someone who just wants to know if they are on target to meet their financial goals?

At this point, Michelle has decided that her ideal client is someone who has a household income of $100,000 per year. The client has investable assets of at least $500,000, married, planning for college education of two or three kids, and planning for the retirement of both partners.

They have an understanding of the need for financial planning, implementing the plan and desires to be informed but not educated. They also do not need a detailed report on their finances, but an overview of how their investments and whether or not they are on target to reach their goals.

Deciding where your market is and how to reach your market:
Michelle knows that the type of clients she is prospecting for live in affluent neighborhoods, children attend prestigious private schools and belong to certain country clubs and civic organizations. She quickly decides that cold calling will not reach this group of prospects. She sits down and thinks about the type of marketing activities that will reach her prospective clients, the type of marketing activities she likes to do and is most likely to complete.

Through careful thought and research, she have decided to use a combination of networking, referral partners, writing articles, writing reports, newsletters, postcards,blog, podcasts, slideshare presentations, radio interviews, videos, webinars, online groups, public relations and community involvement.

Now that she has decided on what kinds of marketing activities, she wants to pursue. She decides to do a breakdown of how often she will do each activity for the year, estimating that she is able to spend 10 hours a week on her marketing activities.

Michelle’s breakdown looks like this:

  • Networking events: Attend one per a week.
  • Cultivating Referral Partners: Host a breakfast or lunch meeting once a month.
  • Online Groups: Join 3-4 online groups that her target audience participates in and actively participate.
  • Writing Reports: Write an in-depth report once per month.
  • Newsletter: Create a monthly newsletter.
  • Postcards: Send out postcards every six weeks.
  • Podcasts: Create a short podcast once a week and post to blog.
  • Slideshare: Create a slideshare presentation four times a year.
  • Radio Interviews: Become guest on radio talk shows twice a month.
  • Video: Create one short video a month and add to blog
  • Webinars: Create four webinars per year.
  • Community Involvement: Become a sponsor in two large events per year.
  • Press Releases: Sending out press releases telling of news concerning her business or for a free offer.
  • Blog: Create a blog educating her clients and prospects on financial planning and keeping readers updated on financial news, adding posts at least twice a week

Creating her long-term plan to reach your market:

Michelle has figured out who her target market is, how she will try to reach her target market. Now that she has a plan on ways to reach her market, she has to decide on a schedule to implement the plan. Michelle starts by creating a spreadsheet with each month listed. Then she breaks the month down by weeks and starts placing events into each month, trying to place at least four events in each month.

For Example:

Weekly: Two blog posts per week and podcast

January

Week 1- Send newsletter to current email list
Week 2 – Go to a networking event.
Week 3 – Create Video
Week 4 – Send Press release offering a free booklet geared toward my ideal prospects and add booklet to website
Week 5 – Create SlideShare Presenation

February

Week 1 – Send newsletter to current email list
Week 2 – Host a lunch to cultivate referrals from current clients
Week 3 – Create Video
Week 4 -.Send out a postcard to prospects reminding prospects of the services she offers that are helpful to them and referring them to her website and blog

She lays out her marketing plan for the rest of the year, outlining her activities.

She knows that the plan should be flexible and is a guideline for her marketing activities, not set in stone. It will help her know what she should be doing at any given time, but she will not hesitate to change the plan when activities are not meeting her desired goals, but allowing the activities to have time to work and not change things too quickly. Give the plan time to work, making sure you have an idea of how the activities are really working before you change things.

Tracking results and hitting her goals:

Michelle revises her spreadsheet adding columns to keep track of her costs, what marketing activities are generating inquiries and clients gained per month, helping her to keep on target.

She knows it is important for to track her results. If she writes a press release and offers a free booklet, she tracks how many people call and request the booklet, and finds out how they found out about the booklet. She also tracks how many invites she sends out for her seminars, how many people sign-up and how many people actually attend.

Along with tracking her marketing activities, she tracks how many prospects that contacted her throughout the year that actually became clients. How long it took the prospect to move through her sales pipeline before they became a client. What was the deciding factor that made them decide to become a client? She tracks how many people visit her website. How many people download her reports, and sign up for her newsletter. Constantly tracking her results lets her know what activities are bringing her business and what activities are wasting her time. When it comes time to do next year’s marketing plan, she will know what activities to continue and discontinue.

Marketing Success

Marketing is a cycle. You must first understand what you marketing activities need to do for you. Are you trying to increase your prospect base, follow up with prospects, get a meeting, or close a sale? Gear your activities to what you are trying to do and focus on those things. When you increase your prospect base, move on to following up, getting the meeting, and closing the sale, then start all over. NEVER stop marketing, if you want to keep doing business.

Creating a marketing plan does not have to be a daunting task, it can easily be broken down into small bites of manageable projects that can be tracked and repeated. Just remember the old saying “How do you eat an elephant? One bite at a time.”

Your Turn:

Have your created your marketing plan for 2013?

Join my LinkedIn group Marketing and PR for Professional Service  Firms