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Inbound Marketing Certification (Why? (Traditional Marketing is…
Inbound Marketing Certification
What?
Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer's buying journey
Fundamentals of inbound marketing
Contacts
People we provide value to
What?
Anybody your company markets, sells, partners, engages, with, or employs. An individual you're creating a relationship with
A strong contact db is instrumental in allowing your business to grow
Segmentation
Buyer personas and buyers journey
Who we're trying to reach
Ideal customers
Semi fictional representation of ideal client
How?
Research
Actual research, not assumptions
Ask your prospects, leads, and old customers questions.
Why? Motives
Find out their goals
Start interviewing
Look for trends
Content
Goals
Why?
Traditional Marketing is interruptive and marketer centric
Buyers are more empowered
Inbound is about adapting to this evolving behavior
Inbound is customer centric
Inbound marketing attracts qualified prospects and builds trust and credibility for your business
How?
Role of an inbound marketer
Be Helpful
Problem solving blog post
Personalized email
Educational social media videos
Be human
Technology is an extension of self
Enable consumers to feel connected to your business
Create a marketing experience that your prospect will love
Content Marketing
What?
Strategy to build trust with prospective clients through useful educational content
Art of communicating with your prospects
Create a plan
Long term content plan is like a savings account
Give yourself the best chance for optimal ROI
Obstacles and roadblocks will come up
Helps you stay organised
Tell a story
Three steps to creating a long term content plan
Setting marketing goals
Long term vision and short term motivation
Set SMART goasl
Auditing or assessing your organizations initiatives and assets
Content audit
Identify all of your marketing assets and resources
Event based audit
Identifying the buyers journey for your buyer personas
Buyers Funnel
Marketing Funnel