Inbound Marketing Funnel

The Anatomy of Tomorrow's INBOUND MARKETING STRATEGY TODAY INBOUND MARKETING is based on the concept of earning the attention of prospects, making yourself easy to be found and drawing customers to your website by producing content customers value. THE INBOUND MARKETING ANATOMY An inbound marketing strategy has five ordered sections. OWNED & LANDING LEAD SALES RETENTION EARNED MEDIA PAGES NURTURING INTERACTION CRO marketing automation content CRM re-marketing marketing THE INBOUND MARKETING FUNNEL OWNED & EARNED MEDIA BLOG POSTS, WEB PAGES, PRESS RELEASES SEARCH & SOCIAL micro-conversions: likes, shares, RTs, links, SERP clicks f You Tube Generates Traffic, Educates Prospects, Grows Brands, Produces Thought Leadership, Reduces Churn CTA's & LANDING PAGES OFFER macro-conversions: form completion TOFU content free whitepapers, guides, Generates Leads ebooks, videos, checklists MOFU content webinars, case studies, Generates Prospects free samples, catalogs, FAQ sheets, spec sheets, brochures BOFU content free trials, demos, assessments, Generates Sales Qualified Leads consultations, estimates, coupons SALES INTERACTION Generates Customers thought leadership content, deliverables RETENTION fulfilled, expectations met or exceeded, Reduces Churn client-facing advanced content THE COMPONENTS OF THE INBOUND FUNNEL TOFU MOFU BOFU content content content ТОР MIDDLE OF THE FUNNEL BOTTOM OF THE FUNNEL OF THE FUNNEL PURPOSE » Generates Leads PURPOSE » Generates Prospects PURPOSE » Generates Sales Qualified Leads OFFERS* » OFFERS* » OFFERS* » free whitepapers, guides, videos, webinars, case studies, free trials, demos, free samples, catalogs, FAQ sheets, spec assessments, checklists consultations, sheets, brochures estimates, coupons * Ultimately, which content resides at what stage of the funnel is defined by current and past customer behavior. CONTENT MARKETING Content marketing is the fuel that drives successful inbound marketing, social media marketing, search engine optimization and, ultimately, demand generation. CONVERSION RATE OPTIMIZATION (CRO) Maximizing click-throughs on calls-to-action and conversions on landing pages is critical for successful inbound marketing. Through A/B or multivariate testing conversion rates can be optimized over time. MARKETING AUTOMATION Software solutions like HubSpot, Marketo, Eloqua, Aprimo and Unica allow marketers to deliver the right content on the right channel at the right time in order to maximize profitable consumer behavior. CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Connecting marketing automation tools with a CRM helps close the gap between Marketing and Sales while facilitating open communication. Some popular CRM solutions include Salesforce, Oncontact, Sage ACT!, Prophet and SugarCRM. RE-MARKETING Marketing automation tools can be utilized as a retention tool, too. However, re-marketing doesn't make up for missed deadlines, expectations not fulfilled or incomplete deliverables. Slingshot Brought to you by: seo November 2012 @SlingshotSEO | www.SlingshotSEO.com RESOURCES: seomoz.org/blog, hubspot.com Slingshot SEO, Inc 8900 Keystone Crossing Suite 100 Indianapolis, Indiana 46240 Phone: (888) 603-7337, Local: (317) 575-8852 02012 Slingshot SEO, Inc. All rights reserved. v.1, November 2012 PPC, SEM, TV, radio, call center OUTBOUND MARKETING OUTBOUND MARKETING direct mail, signage, advertising LEAD NURTURING, SCORING, SEGMENTATION, INTELLIGENCE The Anatomy of Tomorrow's INBOUND MARKETING STRATEGY TODAY INBOUND MARKETING is based on the concept of earning the attention of prospects, making yourself easy to be found and drawing customers to your website by producing content customers value. THE INBOUND MARKETING ANATOMY An inbound marketing strategy has five ordered sections. OWNED & LANDING LEAD SALES RETENTION EARNED MEDIA PAGES NURTURING INTERACTION CRO marketing automation content CRM re-marketing marketing THE INBOUND MARKETING FUNNEL OWNED & EARNED MEDIA BLOG POSTS, WEB PAGES, PRESS RELEASES SEARCH & SOCIAL micro-conversions: likes, shares, RTs, links, SERP clicks f You Tube Generates Traffic, Educates Prospects, Grows Brands, Produces Thought Leadership, Reduces Churn CTA's & LANDING PAGES OFFER macro-conversions: form completion TOFU content free whitepapers, guides, Generates Leads ebooks, videos, checklists MOFU content webinars, case studies, Generates Prospects free samples, catalogs, FAQ sheets, spec sheets, brochures BOFU content free trials, demos, assessments, Generates Sales Qualified Leads consultations, estimates, coupons SALES INTERACTION Generates Customers thought leadership content, deliverables RETENTION fulfilled, expectations met or exceeded, Reduces Churn client-facing advanced content THE COMPONENTS OF THE INBOUND FUNNEL TOFU MOFU BOFU content content content ТОР MIDDLE OF THE FUNNEL BOTTOM OF THE FUNNEL OF THE FUNNEL PURPOSE » Generates Leads PURPOSE » Generates Prospects PURPOSE » Generates Sales Qualified Leads OFFERS* » OFFERS* » OFFERS* » free whitepapers, guides, videos, webinars, case studies, free trials, demos, free samples, catalogs, FAQ sheets, spec assessments, checklists consultations, sheets, brochures estimates, coupons * Ultimately, which content resides at what stage of the funnel is defined by current and past customer behavior. CONTENT MARKETING Content marketing is the fuel that drives successful inbound marketing, social media marketing, search engine optimization and, ultimately, demand generation. CONVERSION RATE OPTIMIZATION (CRO) Maximizing click-throughs on calls-to-action and conversions on landing pages is critical for successful inbound marketing. Through A/B or multivariate testing conversion rates can be optimized over time. MARKETING AUTOMATION Software solutions like HubSpot, Marketo, Eloqua, Aprimo and Unica allow marketers to deliver the right content on the right channel at the right time in order to maximize profitable consumer behavior. CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Connecting marketing automation tools with a CRM helps close the gap between Marketing and Sales while facilitating open communication. Some popular CRM solutions include Salesforce, Oncontact, Sage ACT!, Prophet and SugarCRM. RE-MARKETING Marketing automation tools can be utilized as a retention tool, too. However, re-marketing doesn't make up for missed deadlines, expectations not fulfilled or incomplete deliverables. Slingshot Brought to you by: seo November 2012 @SlingshotSEO | www.SlingshotSEO.com RESOURCES: seomoz.org/blog, hubspot.com Slingshot SEO, Inc 8900 Keystone Crossing Suite 100 Indianapolis, Indiana 46240 Phone: (888) 603-7337, Local: (317) 575-8852 02012 Slingshot SEO, Inc. All rights reserved. v.1, November 2012 PPC, SEM, TV, radio, call center OUTBOUND MARKETING OUTBOUND MARKETING direct mail, signage, advertising LEAD NURTURING, SCORING, SEGMENTATION, INTELLIGENCE