Industrial Marketing: Inbound Marketing Strategy For Lead Generation

Industrial Marketing: Inbound Marketing Strategy For Lead Generation


There’s so much content out there about email
marketing, PPC, social, content marketing, all those things, and we’re going to bring
everything together to talk about one overarching theme of inbound marketing, and how you can
develop your strategy around what works. (singing). Inbound marketing. Let’s look at the difference between inbound
and outbound, because that’s pretty much the conversation. A lot of times people don’t know the difference. I don’t know what the market says it is. This is just my definition. Inbound marketing is the responsibility of
the marketing department. Outbound marketing, while it can be handled
by the marketing department, I view that as sales, so keeping that completely separate. Outbound marketing going out to people, I
view that as sales. We’re going to focus strictly on the inbound,
and bringing all these ideas together. In my opinion, it all starts with just the
fundamentals of inbound marketing is you’re bringing people into your pipeline by putting
something in front of them, or they search something and find you somehow, and then bring
them into the funnel. That’s essentially what my definition of inbound
marketing is. So, how do you do that? It’s basically broken into a bunch of different
categories of tactics that you can use, but at the highest level you’re going to start
with the content. You have to produce something. Now, I’m not specifically talking about content
marketing in relation to video, audio, or written articles, but you have to have a website. So when people search, your website is going
to show up. You have to produce some sort of content,
obviously, to have a website that’s got content on it. You have to have SEO for that to show up when
people do search. So we’re just looking at, you’re producing
something out there, and people are finding it and then coming into your brand awareness
and into your funnel. So starting with the content side, on the
website you have to look at it from the standpoint of ongoing content, content marketing plan,
creating articles, doing SEO research, all those things go into it, but content marketing
at the top of the funnel of inbound is the way that I see it. So starting at the top with the content marketing,
what does that mean? It means that you need to be producing regular,
consistent, relevant content, and putting it out there through all the different channels,
which we’ll talk about next. But, there has to be a strategy behind that. You cannot just create a piece of content
based on what you want to create. You have to look at it from two main standpoints. Either it has to provide value to the target
demographic from a standpoint of you getting education, entertainment, whatever out of
it, educating you, or it has to be high from a search standpoint. We’ve done numerous videos on the content
marketing and distribution side of it, so you can check those out. We’ll link to them above, but you want to
break down those two main categories of either providing value, or people search for it a
lot and maybe it doesn’t provide the most value to your target demographic, but bringing
brand awareness in. You want to show up on the top for that search,
but at the end of the day you have to have some sort of content marketing strategy. The team in place, either an agency, internal
resources, this has to be the priority, because without content the only thing that you’re
doing is going to be sitting back waiting for people to find you, which a lot of companies
do. If you have strong SEO that can work to a
certain degree, but if you want to pull people into it, if you want to then support the outbound
marketing side of it, and support your sales team by giving them things to push out, then
you have to have the content. So, the content marketing at the top basically
support the inbound marketing aspects, but then you also have content for the outbound
to then use, so these things go hand in hand. The next step of it’s going to be the distribution
of it. Now, how you distribute that content. The main areas are going to be send it through
email marketing, either through a one-off post, having some sort of email marketing
automation system, whether it is one of the big guys like Pardot, Marketo, or if you use
an Infusionsoft, or Zoho, or cheap ones like Constant Contact, MailChimp, whatever it is
that you’re using. Having some sort of system form an email marketing
standpoint, while still understanding that it is not as effective as it was 15 years
ago, push the content out there into your lists that you have built over time from a
newsletter, whether that’s weekly, monthly, quarterly, you’re going to be using that content
to send it out through email marketing. The second area of distribution is going to
be from the standpoint of social, wherever the attention of your target demographic is,
whether it’s LinkedIn, Facebook, you can get them on Instagram. You’re going to want to take the content,
change the type of post you’re doing, where you’re basically trying to link back to the
website where you posted this piece of content. Or if it’s a video and it’s on YouTube, link
it back to YouTube to try and drive the attention there, where you have other playlists and
things like that to really make yourself a subject matter expert. But you’re going to create the content, push
it out into social, change the post, make it a longer form post. Use the hashtag, use emojis, put it out on
your company page, share it out through your personal pages from there. If it’s on Linkedin, if it’s on Facebook,
put it on the company page. Run some ads against it. You could do that on LinkedIn, but it’s so
ridiculously expensive, it’s not going to be effective for you to run an ad against
an article. Really, that’s a Facebook play. That’s an Instagram play, if you want to do
that, or if it’s a video, put it on, you know, run an ad against it on Facebook and Instagram,
but you’re using social basically to get eyes on it out there, because if not, then when
you make this piece of content, you’ve put it on your website. The only people that are going to see it is
the existing traffic that you get. While over time your traffic should be increasing
on a monthly basis, you’re not going to be bringing that much new traffic in if you don’t
push it out through social, push it out through email, or run paid advertising against that. So from a social standpoint, you’re going
to be doing it organically and you can also run paid advertising. You could do it on a PVC or some retargeting
if you wanted to push the content out there like that. I wouldn’t recommend that that’s going to
be extremely effective depending on what business, you know, what specific product or service
that you’re selling, but mainly looking at the core two areas of email marketing and
social as the distribution hubs for that content initially. The last part of it’s going to be SEO organic. When you write that piece of content, you’re
going to want to make sure that it is relevant. Like we said in the first two points, either
relevant to the target demographic or has the search volume, preferably both. If it is relevant to the target demographic,
try and make it to where it has some level of search volume behind it. Try and optimize it for SEO. The Organic SEO, it’s going to take time. Even if you go longtail keyword and your SEO
target you’re going after is a sentence with nine words in it, it’s still going to take
time for you to rank and to rank number one. You want to get the content out there quickly
and start that process, but you need to have it optimized for SEO because over time as
people are searching, you want your posts to be showing up numbers one, two, three,
for all the different topics that people are searching. That’s a way to bring the search into the
search side of it, into your pipeline. So, if you’re pushing out an email, and you’re
pushing out on social to try and bring that traffic in, then you’ve also got the SEO side
people are searching. You’re getting some of that brand awareness
out there, and some of that attention, bringing that into your funnel. That’s the way that I look at it from an inbound
marketing standpoint. Now, some people may think that that’s outbound. If it’s email, if you’re pushing things out,
it’s outbound. If it’s social, it’s outbound. I don’t view it like that because of my background. I don’t come from the marketing agency world. I also don’t have a marketing degree, but
that does not prevent us from creating the best agency around. So, inbound looking at those three areas,
that’s going to get you a good, good grasp of just the core fundamentals of the strategy. Now, breaking it into exactly how to do that
with social, and email marketing, and SEO. You just have to look at taking it one step
at a time, making sure that you’re testing something, looking at the reports, looking
at the data, go to Google Analytics. Look to see, are you getting new traffic in,
but most importantly, what is their bounce rate? The bounce rate is the percentage of people
that come to your site and leave after seeing that one page. So if I come to your site, and I look at one
page, that’s 100% bounce rate. If I come to your site, and I click on the
first page and go to a second page, that’s zero. Bounce rate is just all of your traffic and
saying, how many people went past one page? How many people left right after they saw
it? Here’s your total overarching percentage of
your average, and that is your bounce rate, which can tell you is the channels that you’re
bringing in from a referral standpoint, your social channels, is it the right type of traffic? Because you can get all these likes and views,
and comments, and things like that on social. You can get all these opens and clicks in
email, but if they come to your website and they end up just bouncing right away, then
that is completely useless effort. That may look good for traffic, but the retention
is bad and you’re not going to get anybody that’s actually spending money with you, which
is what you’re trying to do. You need to focus on those conversions. So, testing things and seeing how is that
traffic coming in? You may run some LinkedIn stuff and see that
the traffic comes in and you’ve got a 90% bounce rate. Whether that means that it’s the wrong traffic,
or it’s the wrong creative, or the wrong landing page, wherever that traffic is going to. That’s why your website’s important at the
highest level for your inbound marketing. They’re going somewhere. It’s going to be your website because you
want them to do something with that information, and learn more about you, and then eventually
contact you. So what you need to do that, you have to make
sure that that’s optimized, because otherwise you’re bringing all this traffic in. They’re just going to bounce and never come
back. What’s the point of spending the money to
do that? That’s the best way to look to see is your
inbound marketing strategy effective? If wherever you’re sending them to, look at
the retention, look at the bounce rate, look to see how much time they’re spending. Learn Google Analytics. It needs to be your best friend. It’s kind of like Microsoft Excel. You could use it a little bit, or you could
use it a ton. The people that really understand Google Analytics,
you’re going to be the most effective. That’s the way to do your checks and balances
to see if your inbound marketing is working. Don’t just rely on each distribution channel
or look at that data. At the end of the day, all that matters is
conversions and traffic, and see how much time you’re getting people to engage, and
see how deep they’re getting into your brand. So if you … I’m too tired. I need a break. I’m done with this. Kyle is done. We filmed two videos today. If you guys found value out of this content,
hit the like button. If you have any questions, we do Q&As every
Friday. Leave a comment and we’ll see you on the next
one. Man, I’m not used to being on camera. Hi, Mom.

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