Buyer Personas, Attracting Visitors & Converting Leads
- 1. EXPERT INBOUND MARKETING TIPS: How to Attract Visitors & Generate Leads.
- 3. Sarah Bedrick Helped thousands of customers transform their companies with inbound marketing. @sbedrick
- 4. Spent every summer until I was 18 on Little Sebago Lake.
- 6. THE INTERNET IS THE LARGEST SOURCE OF INFORMATION WE’VE EVER SEEN.
- 7. FACT: The Internet has shaped the way we share, connect, engage & buy. #BDNMaineWhatsNEXT
- 16. WHAT IS INBOUND MARKETING & WHY USE IT? 1
- 17. Inbound marketing is a fundamental shift in the way we connect and engage with potential customers. #BDNMaineWhatsNEXT
- 18. “60% of companies have adopted some element of the inbound marketing methodology into their overall strategy. #BDNMaineWhatsNEXT ”
- 19. “53% of CEOs/CMOs increased their 2013 inbound marketing budgets. #BDNMaineWhatsNEXT ”
- 20. Inbound marketers plan to hire an average of 9.3 people this year. -- 125% more growth than teams not executing inbound marketing #BDNMaineWhatsNEXT “ ”
- 21. How does one do inbound marketing?
- 22. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
- 23. Better way to connect with prospects.
- 24. Financially a great approach.
- 26. Make marketing that people love.
- 28. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
- 29. BUYER PERSONAS are semi- fictional characters marketers create through research. They represent your ideal customer & help to refine marketing activities.
- 30. BUYER PERSONAS are semi- fictional characters marketers create through research. They represent your ideal customer & help to refine marketing activities.
- 31. Every future marketing action you take will be dictated by your BUYER PERSONA.
- 32. EVERYTHING. • Blog posts • Offers • Calls-to-Action • Landing pages • Thank you pages • Lead nurturing • Automation • Sales techniques • Product/service development • Everything MUST SPEAK TO YOUR BUYER PERSONA.
- 33. Download the Persona Worksheet
- 34. 1 Research your current customers 2 Interview your current customers 3 Work through worksheet with the sales team 4 Use lead tracking data HOW TO RESEARCH YOUR BUYER PERSONAS:
- 36. MAJOR TAKEAWAY: #BDNMaineWhatsNEXT To be successful long-term, research and develop your company’s buyer personas.
- 38. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
- 39. WAYS TO ATTRACT VISITORS: • Blog • Paid Search • On-page SEO • Off-page SEO • Social Media • Press Releases • Guest Posts
- 40. “82% of marketers who blog daily acquired a customer using their blog, and 57% of marketers who blog monthly acquired a customer. #BDNMaineWhatsNEXT ”
- 42. WHAT IS A BLOG?
- 43. WHAT IS A BLOG? Container for marketing content.
- 44. Why blog, again?
- 45. • Enhances our company’s brand • Improves on-page SEO • Attracts inbound link • Gets our content shared socially Picture BENEFITS OF BLOGGING:
- 46. HOW DO WE GET THE MOST OUT OF OUR BLOGGING STRATEGY?
- 48. Best practices are you GPS to success.
- 49. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
- 50. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
- 51. “Blog as often as you want people to pay attention to you.”
- 52. Write consistently. (AT LEAST 2X PER WEEK)
- 53. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
- 54. GOAL IS TO EDUCATE AND BUILD TRUST.GOAL IS TO EDUCATE & BUILD TRUST. • It’s about the customer, not the business. • People don’t need to be told how awesome you are—let them come to this conclusion themselves.
- 55. 1 Write helpful articles (e.g. “how to” or “10 steps to”) 2 Gain your readers’ trust—become a reliable source of valuable content. BEST PRACTICES TO EDUCATE
- 56. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
- 57. 1 The blog post title 2 Naturally, throughout the body of your text 3 Image Alt tag 4 Meta description ADD THE LONG-TAIL KEYWORD PHRASE TO:
- 58. “SEARCH ENGINES DON’T BUY YOUR PRODUCTS/SERVICES, CONSUMERS DO. #BDNMaineWhatsNEXT
- 59. Add keywords to blog title Naturally throughout body and header text 1 1 2 2 3 3 4 4 Image Alt tag In the meta description ADD KEYWORDS TO A FEW KEY PLACES.
- 60. Write consistently. BEST PRACTICES FOR BLOGGING Become a thought-leader Use keywords. Use irresistible formatting.
- 61. PROPER FORMATTING TO MAKE IT IRRESISTIBLE.
- 62. What do you think about this post?
- 63. PROPER FORMATTING IS KEY! Article length: At least 600 words Whitespace & Images Bolding (in a way that makes sense for users) Subheads, numbers, bullets 1 2 3 4 1 2 3 4
- 65. To attract visitors, follow best practices when creating blog content. MAJOR TAKEAWAY:
- 67. Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
- 68. Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads. #BDNMaineWhatsNEXT “ ”
- 69. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
- 70. Google “How to create a Facebook business page”
- 71. Google “How to create a Facebook business page”
- 72. Google “How to create a Facebook business page”
- 73. Read the blog post – and get to the bottom:
- 74. Great relevant call-to-action at the bottom:
- 76. A call-to-action is a button that directs traffic to a landing page.
- 77. Great relevant call-to-action at the bottom:
- 78. Land on the landing page:
- 79. CONVERSION PROCESS 2 Landing Page
- 80. The sole purpose of a landing page is to generate leads.
- 81. Land on the landing page:
- 82. Taken to a thank you page.
- 83. CONVERSION PROCESS 3 Thank You Page
- 84. The sole purpose of a thank you page is to follow- up with your new lead.
- 85. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
- 87. CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page 2% Click- Through 20% View to Submit
- 88. Make them action-oriented. 5 BEST PRACTICES FOR CALLS-TO-ACTION Download the Free Ballroom Dancing Guide ACTION-ORIENTED VERB
- 89. Make them action-oriented. Include keywords consistent with landing page and offer 5 BEST PRACTICES FOR CALLS-TO-ACTION Download the Free Ballroom Dancing Guide KEYWORDS DETAILING THE OFFER
- 90. Make them action-oriented. Include keywords consistent with landing page and offer Make them attention-grabbing 5 BEST PRACTICES FOR CALLS-TO-ACTION
- 91. Make them action-oriented. Include keywords consistent with landing page and offer Make them attention-grabbing Place them on appropriate pages 5 BEST PRACTICES FOR CALLS-TO-ACTION Download the Free Ballroom Dancing Guide
- 92. Make them action-oriented. Include keywords consistent with landing page and offer Make them attention-grabbing Place them on appropriate pages Test, analyze, test, analyze 5 BEST PRACTICES FOR CALLS-TO-ACTION
- 93. Make them action-oriented. Include keywords consistent with landing page and offer Make them attention-grabbing Place them on appropriate pages Test, analyze, test, analyze 5 BEST PRACTICES FOR CALLS-TO-ACTION 2% Click-Through Rate
- 94. Write clear, concise, compelling headlines Explain the value of the offer in a compelling way in 2-3 sentences, 5 max. Explain a few benefits of the offer to the website visitor using 3-5 bullet points Place content above the fold Include a relevant image Perform the “blink test” Include Social Media Share icons 10 BEST PRACTICES FOR LANDING PAGES Create a form with 3-7 (15 max) relevant fields No menu navigation or links Redirect to a Thank You Page
- 95. Write clear, concise, compelling headlines Explain the value of the offer in a compelling way in 2-3 sentences, 5 max. Explain a few benefits of the offer to the website visitor using 3-5 bullet points Place content above the fold Include a relevant image Perform the “blink test” Include Social Media Share icons 10 BEST PRACTICES FOR LANDING PAGES Create a form with 3-7 (15 max) relevant fields No menu navigation or links Redirect to a Thank You Page 20% View to Submission Rate
- 96. Return the navigation Deliver on the promised offer Provide additional direction Move leads further into the funnel Get social 5 BEST PRACTICES FOR THANK YOU PAGES
- 97. To generate leads, follow best practices when creating conversion paths. MAJOR TAKEAWAY:
- 98. Q&A.5
- 99. 1 Persona Development Worksheet & Everything a Marketer Needs to Create & Research Buyer Personas. 2 11 Step Blogging Guide 3 20 Ways to Brainstorm new Blog Content 4 Lead Generation Checklist 5 Become Inbound Marketing Certified HELPFUL RESOURCES:
- 100. QUESTIONS?
- 101. THANK YOU.