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Inbound Marketing

by Bradley N Turner
by

Brad Turner

on 10 August 2015

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Transcript of Inbound Marketing

It works

24 hours
a day,
7 days

a week.
how ?
On average, it costs
62% less
to acquire a new customer using inbound marketing.
So what is it that makes inbound better?
What is the
most important
problem your customers face?
Determining your offer
It works, even when you don't
Inbound Marketing
for the Green Industry
Your 21st century sales rep - Google
Inbound marketing can turn
your
website
into a
qualified
lead generation machine
Customers come to us, ready to buy.
It's measurable...so what?
The
landing page
is the cornerstone
of Inbound Marketing.
So what does Inbound Marketing look like?
What
is

inbound marketing
, exactly?
Well, it's the opposite of
outbound
marketing
...
Or, more appropriately,
interruption marketing
like...
print advertising
TV commercials
unsolicited e-mails
cold calling
banner ads
press releases
direct mail
radio ads
Traditional marketing methods like these are increasingly tuned out by consumers.
So what can we do to
reach new customers
?
200 Million
Americans registered on the Do-Not-Call list
86% of people
Skip TV commercials given the opportunity

44% of direct mail
is never even opened
That's where
Inbound Marketing
comes in.
Inbound Marketing works by
earning
attention, rather than
buying
it.
By providing customers:
VALUABLE
information
for
FREE
when they
REQUEST
it
One word:
Return
on
Investment
It's

measurable
Customers
come to us
And when they do, they're
ready to buy
"We know that half of our advertising money is wasted...we just don't know

which half!
"
vacation days
No lunch breaks
holidays
weekends
It eliminates the guesswork
.
With inbound marketing, we're able to:
Rank products and services

by customer importance
Conduct A/B testing for

continuous improvement
Control and prioritize

our growth
Brad Turner
They've already identified that they need
the services that you offer.
They've
found you
via search engines and
chosen
to leave their contact information, they're
just waiting on us
to
close the deal
.
A landing page is a web page with:
An
offer
(ie. free eBook)
in exchange for
Personal information
This converts your everyday website traffic into
actionable leads
How to maintain a beautiful lawn on a busy schedule?

How to build a weed-resistant lawn?

How to find an affordable lawn care service?

How do I create a new landscape design for my lawn?

Or simply offer a free estimate!
Rely on your experience
when choosing an offer at first; after we have created several landing pages, we'll be able to identify which offer is
most effective
Core Content
`
This is the
free
digital product you provide in exchange for visitors' contact information

If your core content is perceived as highly valuable, customers
subconsciously transfer
that value to your products and services
They think:
"If this is what they give away
for free
, imagine what their
paid
products must be like!"
Designing your Core Content
Determine the best method of delivery:

Text
(eBook or blog post)
Audio
(Podcast)
Video
(YouTube, Vimeo)
What
resources
are available to you?
Do you know a good writer?
Graphic designer?
Have a video camera?
Are you a convincing speaker?
If you need to,
outsource
it. It's a one-time expense and many marketing firms now specialize in content creation!
Feeding your Landing Page
Visualize your landing page as a hub, converting your traffic streams into high-quality leads.
Like this:
Landing
Page
YouTube
Blog posts
Facebook
Forums
E-mail
Marketing
Collateral
Sharpening the Saw
So now we have a
lead-generating
Landing Page
,
with a
persuasive offer
,
fed by
multiple streams of traffic
.
This is a
fully functional
Inbound Marketing campaign!
But we're not done yet...
Analysis & Continuous Improvement
If we cannot measure it, we cannot improve it.
Two of the best web development tools available:
Google Analytics
Google Webmaster Tools
And the good news? They're
free
Continuous Improvement
So as we build more landing pages for each of the services we offer, we can compare their performance using these free Google tools.
This way, we can control the amount of time we spend converting these leads into sales by making followup calls
To take on
new business
Free Inbound Marketing Tools
Google Analytics - http://google.com/analytics
Webmaster Tools - http://google.com/webmastertools
Marketing Grader - https://marketing.grader.com
Alexa - http://www.alexa.com
PhotoPin - http://photopin.com
PicMonkey - http://www.picmonkey.com
WordPress - https://wordpress.com
Hootsuite - https://hootsuite.com
Tweepi - http://tweepi.com


More on Landing Pages -
http://thelandingpagecourse.com/landing-page-101-intro

when we have the
manpower & equipment
for
controlled, sustainable growth
Traditional Marketing:
Full transcript