Inbound Marketing & CRMS

LESSON OVERVIEW http://bit.ly/2Eew4ZR In this lesson we will be going over what inbound marketing is and how to increase the rate of inbound leads and how to manage them. http://bit.ly/2Eew4ZR

What is Inbound Marketing? Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Since 2006, inbound marketing has been the most effective marketing method for doing business online. 

The Funnel

The Funnel The funnel is the process of getting the strangers of the web and turning them into customers/promoters. The process demonstrates strangers ‘funnelling’ through potential marketing strategies. Your marketing can make strangers become visitors, then potential leads, then customers and even gives the possibility of promotion if they are satisfied with your product.

Inbound Attraction Channels Blogging Social Media Keywords/descriptions SEO Forums News & PR Word of Mouth White Papers Email Webinars Talks Q&A sites Document Sharing

Task 1: Research Competitor’s attraction channels and take note Task 1: Research Competitor’s attraction channels and take note. (20mins)

Task 2: Using the document provided note down what inbound content you’ll produce for each stage of the funnel (20 mins)

It’s all about creating high quality (targeted) content!

Inbound Conversion Channels Landing Pages Forms Call to Actions (CTA)

Task 3: Look for competitors landing pages and CTA’s, screenshot and analyse (10-15 mins)

Inbound Closing Channels CRM’s (consumer/customer relationship manager) Personalised Engagement (email, social etc) Nurturing Leads Marketing Automation

Inbound Delight Channels Feedback forms Engagement across all platforms Social listening Tailored content

Inbound Marketing Works The consumers of today like to have the time to plan what they want with research and comparisons. Outbound still works but the intrusive approach is not as effective as it can act as a deterrent.

Get your content in the right place at the right time Understand your personas completely Carry out surveys to understand your audience Utilise all the tools out there ANALYSE YOUR DATA

What is a CRM? “Customer/Consumer Relationship Manager” Refers to any technologies and methods used to improve and facilitate customer interaction Examples: Salesforce, SalesAchiever, Zoho, Sage, Microsoft Dynamics

Benefits of CRM Make well informed decisions Effective time management High quality leads Clear value to each relationship Business anywhere Integrates with a lot of tools (social, accounting etc)

Marketing Automation Usually in the form of Email and Social Email has a much more strategic capability to it. Social Scheduling Pardot, Hootsuite, iContact etc

Task 4: Research CRM and marketing automation and how it could help you (20 mins)

Homework: 1) Using your blog post, think about how you’d share and present that across other digital channels. 2) Plan how you’d layout a landing page to convert visitors into leads