Inbound marketing

is Your Business a good fit for inbound marketing?

Tony Lael - Inbound Marketing Strategist

Hi, I'm Tony Lael, a Fannit Partner and Marketing Strategist!

There are two types of business owners and marketing managers I speak with. Those that have already adopted inbound marketing, but not seeing success OR those who are trying to figure out if inbound marketing is a good fit for their business.

No matter which one of these you happen to be, IF your business meets the following requirements - we can help.

  • Business to Business (B2B) model
  • Longer sales cycle that requires lead nurturing 
  • Higher average sale price 

Get a no cost Website Analysis if you are ready to talk. But, if you are just looking to educate yourself and would like to stay connected, you can connect with me on LinkedIn or subscribe to Fannit's Blog

scott_hamlin_website_design_company1.png
The Fannit Inbound Marketing team helps me connect with my target market in a personal way through web design and content that has increased the right type of leads coming in by 125% to our Managed Service Provider's Pipeline.
Scott Hamlin - CEO, PacketDrivers IT Outsourcing

What is a sales funnel?

Inbound marketing is about attracting people to content they care about and educating them about your offerings at THEIR pace, not yours.
Inbound Marketing - Attract

Attract

It all starts with fresh, educational content. Are you putting out content Prospects would find valuable? It's not about you, its about them. Speak to them. 
Inbound Marketing - Convert

Convert

It about making it simple for Prospects understand you provide what THEY are looking for. What conversion path are you guiding Prospects through?

Inbound Marketing - Close

Close

If you can attract the right type of buyers and move them to the bottom of your funnel with contextual content, it makes it easier to close more of the right type of business.

Inbound Marketing - Delight

Delight

Marketing doesn't stop once you close the sale. Clients want to know they've made a good decision - is your marketing providing education post-sale?

Workflows

Workflows are created with marketing automation tools like HubSpot, Infusionsoft, and others. 

The best workflow tools, enable you to create the logic and automation to nurture leads. Below is an example of simple logic for a short workflow.

IF a contact is sent THIS email and they click on the offer in the email, THEN send them to a certain landing page. IF NOT, then wait 5 days, THEN send them THIS other email. 

CAUTION: You need to have the right tools in place and a clear understanding of how you want to communicate with your Prospects in order to create workflows to nurutre your leads appropriately. 

inbound marketing Analytics

Implementing marketing that is accountable to performance means being able to measure everything and understanding what the numbers are telling you.

Fannit uses several tools for gathering and interpretting the following marketing performance analytics.

  • Traffic volume
  • Lead conversion rates by Channel
  • Qualified leads (marketing and sales) 
  • Sales conversion rates
  • Acceptable cost per lead 

CRM

Customer Relationship Management (CRM) is a term used to describe the software companies provide to their sales staff for the following, and more! 

  • Itegrated into email and phone
  • Track Opportunities 
  • Set follow up tasks using sequences
  • Visibility on Sales or Deal Stages
  • Track performance to goals
  • Sales forecasting

There are several CRMs out there. A few Fannit has experience with are HubSpot, Infusionsoft, Salesforce and Zoho. 

Get a FREE HubSpot CRM Account Set Up

Calls To Action

A "call to action" is simply a button, graphic or text that asks a person to take a step in the marketing process.

Some people are ready to take big steps, like Get a Website Analysis if they are ready to talk with us.

Others want to learn more about our services, so they take smaller steps like See Results to get more information on some of the results we are driving for clients.

Calls-to-Action help people down a conversion path toward a deeper understanding of your services and products.

 

Landing Pages

Landing pages are the doorways to downloading content or other types of Offers like A Guide to Solving Your Biggest Inbound Marketing Problems

Since inbound marketing solutions are about helping educate people and taking them down a path landing pages are pages on your website that focus a Prospect's attention on a specific topic they are interested in because they clicked on a Call to Action. 

Thank You pages follow landing pages to present the information that was requested as well as present another potential Offer.

This "if you liked that, you also might like this" offer strategy works well IF you really understand your Prospects Buyer's Journey and Buyer Personas. 

email nurturing

Email is not just a weekly or monthly newsletter.

Email marketing is still a powerful tool for staying in front of your Prospects, especially if your emails contain relevant, thoughtful, and educational content to help your Prospects be more successful at their jobs.

Good emails have the following attributes.

  • Titles that are compelling to Prospects 
  • Short, but to the point - its what THEY care about
  • Send people to your blog and Offers - educate them, provide value

All Blog articles should contain compelling content Offers.

Content marketing

Content marketing is the foundation to Inbound Marketing and SEO.

Fantastic content educates people with the information they care about when investigating your services and products.

Before we decide what the best content is for our clients, we create a plan after gathering the following information.

  • Industry research
  • Competitor research
  • Keyword analysis & research
  • ideal client research
  • Buyer personas
  • Key differentiators

website design

A website is your digital salesperson, ready to communicate to people any time, any place.

A website design at it's core is made up of a few different pieces.

  • Informative home page - typically 40% - 70% of visitors go to this page
  • HTTPS - this is now required by Google 
  • Informative content offers for those that are not ready to "buy" yet
  • Messaging that speaks to ideal buyers and personas
  • Responsive design - 30%-40% of searches are done from a mobile
  • Design elements that communicate trust for your brand

Fannit takes a growth driven design approach to website improvement because we use analytics to tell us how visitors are engaging, just like a good salesperson would.

Learn more about growth driven web design.

Social promotion

Social promotion is not the same as social media marketing. Here is why.

Inbound marketing requires that your marketing team produce fresh, relevant content and it is typically all done through the blog and pages on your website. 

The reason you use your blog most frequently is because a blog can be set up to send out emails to Subscribers when a new blog is posted. However, you must also promote that blog content through your social channels. 

The best B2B (Business to Business) social channels tend to be LinkedIn and Twitter, although YouTube and Instagram are great platforms for showcasing video marketing and images to give your followers a sense for your business culture - something a lot of people care about. 

SEarch engine optimization

Search Engine Optimization (SEO) is a powerful way to attract organic traffic through Google, Bing, and Yahoo.

We use a proven 5 step process with our SEO strategy that allows us to consistently deliver high quality search engine ranking results to our client's. 

It's important to understand that not all SEO services are the same. There are many different styles of SEO that may, or may not, fall in line with your business goals.

We've taken everything we've learned over the last several years and condensed it into 5 of the most effective steps every company should take with their SEO. This includes best practices for on-site SEO, content, your local Google listing being properly setup, your local citations being properly filled out and optimized, and a strong link development campaign. 

Give Fannit a call

have questions about inbound?

It all starts with a discussion where we learn about your marketing goals and priorities.