Inbound Marketing & Lead Generation

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 Inbound marketing & Lead Generation – Kalyan Chandra

  1. 1. Inbound Marketing & Lead Generation P. Kalyan Chandra 1
  2. 2. Kalyan Chandra Digital Marketing Consultant & Speaker www.kalyanchandra.com 2
  3. 3. What is Inbound Marketing ? Marketing is a widely used term to describe the communication between a company and the consumer audience that aims to increase the value of the company Marketing is a widely used term to describe the communication between a company and the consumer audience that aims to increase the value of the company or its merchandise or, at its simplest, raises the profile of the company and its products in the public mind.  or its merchandise or, at its simplest, raises the profile of the company and its products in the public mind.  Inbound marketing provides information, an improved customer experience and builds trust by offering potential customers information they value via company sponsored newsletters, blogs and entries on social media platforms. The term “inbound marketing” was coined by HubSpot CEO Brian Halligan and is synonymous with the concept of Permission Marketing a 1999 book by Seth Godin. 3
  4. 4. Outbound marketing Outbound marketing included trade shows, seminar series, email blasts to purchased lists, internal cold calling, outsourced telemarketing, and advertising. In “outbound marketing” marketers push his or her message. 4
  5. 5. Inbound Marketing Techniques ○ Organic SEO ○ Social Media Marketing ○ Blogging ○ Case Studies ○ Website Content ○ Webinars ○ Guest Post & Answers 5
  6. 6. Outbound Marketing Techniques ○ Cold Calling ○ Personal Visit ○ Email Blasting ○ Trade Shows ○ Newspaper Advertising ○ Press Releses ○ TV Ads ○ Radio Ads ○ Direct Mails 6
  7. 7. Permission Marketing Permission marketing is an approach to selling goods and services in which a prospect explicitly agrees in advance to receive marketing information. Opt-in e-mail, where Internet users sign up in advance for information about certain product categories, is a good example of permission marketing. Permission Marketing is a book published in 1999 by Seth Godin, founder of the Yoyodyne Entertainment. 7
  8. 8. Permission Marketing – Godin Views ● Godin believed that marketing strategies should be based on the following elements ● Anticipated: people will anticipate the service/product information from the company. ● Personal: the marketing information explicitly relates to the customer. ● Relevant: the marketing information is something that the consumer is interested in. 8
  9. 9. Inbound Marketing advantages Cost Efficient: Inbound Marketing adopts techniques like social media, search engine optimization, e-mails, etc. Promotions and advertisements target consumers who have expressed an interest, businesses can lower their marketing costs. 9
  10. 10. Inbound Marketing advantages High Conversion Rate: As the targeting audience are those who has expressed an interest to the product, it is easier to convert the leads into sales. 10
  11. 11. Inbound Marketing advantages Personalization: Permission marketing allows businesses to run personalized campaigns; it allows them to target specific audiences according to their age, gender, geographical location, etc. 11
  12. 12. Inbound Marketing advantages Maintains Marketing Reputation: Unlike Interruption marketing where consumers are bombarded with marketing messages, Inbound Marketing targets people through content marketing like social media, blogs , case studies, organic SEO. 12
  13. 13. Popular Techniques in Inbound Marketing 13
  14. 14. Website & Content Strategy ○ Website is a Brand ○ People visit Website before taking a decision before subscribing a product or service. ○ Essential content in Website: ○ Introduction to Organisation ○ Description about Products and Services ○ Contact Information about Organisation ○ Creative and Strategic Content 14
  15. 15. Search Engine Optimization ○ Optimising Website Results in Search Engines ○ Tens of lakhs of people search in Google to know about various products and services. ○ Websites which have proper placements for various keywords in search engines get amazing leads & conversions. ○ It is necessary for all the organisations and brands to get better visibility in Search engines like Google & Bing. 15
  16. 16. Social Media Marketing ○ Mostly for engagement, not promotion ○ Your best opportunity to have 2-way communication with your audience ○ Aim for deeper engagement on a few social media sites ○ Popular networks include Facebook, Twitter, YouTube, LinkedIn, Tumblr, Pinterest 16
  17. 17. Popular Social Media Networks ○ Facebook ○ Twitter ○ Linkedin ○ Google Plus ○ Youtube ○ Pinterest ○ Instagram ○ Slideshare ○ Scribd ○ Flickr ○ Tumblr ○ Stumbleupon 17
  18. 18. Online Advertising & Pay Per Click ○ Search engine marketing (SEM) = ads related to search engine keywords ○ Google Adwords ○ Google Grants (for charities) ○ Banner ads = ads on other websites ○ Social media advertising ○ Mostly seen on Facebook and YouTube 18
  19. 19. Blogging Blogging not only generates more leads, but it can also drive orgs to close more leads. If orgs strategically align the articles in blog with marketing process, and if orgs use content strategy through popular blog article topics, then orgs would see a more dramatic impact on overall marketing program performance. 19
  20. 20. White Papers & Case Studies ○ Rich, substantive content that educates, not sells ○ New ideas that prompt and provoke innovative thinking ○ A clearly communicated point of view on issues that are highly relevant and timely ○ Statistically sound data and well-researched findings 20
  21. 21. Other Online Inbound Channels ○ Location-based information ○ Google Places ○ Online event listings ○ Search “What to do in My Town this weekend” ○ Local bloggers 21
  22. 22. Inbound Marketing Strategy Plan & Steps 22
  23. 23. 1. Define Goals & Targets ○ Define Goals of your Organisation ○ The amount of Traffic you are targeting ○ The number of Facebook Likes/Twitter followers you are targeting ○ The number of Leads you are targeting ○ Targeted number of engagements in social platforms 23
  24. 24. 2. Get to know your Target Audience ○ Create a “persona” for the type of person you want to reach ○ How old are they? ○ What are their lives like? ○ Where do they live? ○ What else do they do for fun? ○ What social networks are they on? ○ What value would they get from what you do? 24
  25. 25. 3. Create & Optimize Digital Assets ○ Creation or Redesigning a website with customer centric content by analyzing the psychographics of the targeted audience. ○ Creation of Social Profiles and optimizing with the relevant & attractive Content. ○ Creation of Local Listings like Google Business Maps & Just Dial. ○ Initiating Search Engine Optimization Techniques 25
  26. 26. 4. Building Visibilty ○ Constant Updates in Social Media Pages/Profiles ○ Regular Blog Posting ○ Active participation in Facebook groups, Whatsapp groups, Quora and other relevant groups. ○ Regular Image sharing ○ Video Uploads ○ Increasing Search Engine Rankings ○ Increasing Social Followers & Engagements ○ Increasing newsletter subscriptions 26
  27. 27. 5. Lead Generation 27
  28. 28. 6. Inbound Leads & Conversions ○ Timely Follow ups ○ Personalised Emails ○ Offering Trial Versions ○ Aligning Marketing & Sales efforts ○ Dedicated Team to collect constant inputs from clients ○ Customised Content & Proposals 28
  29. 29. 7. Win Customers 29
  30. 30. Questions? Comments? www.kalyanchandra.com 30