Tiffany Sauder - Inbound Marketing Lessons for Growth
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This document discusses lessons learned from Element Three's experience implementing an inbound marketing strategy. It describes how the company struggled during the recession but then saw success by changing to an inbound approach. The key lessons are: 1) Inbound marketing must be a company culture, not just a strategy. 2) Companies need to clearly understand their brand identity and what value they provide customers. 3) Websites should be treated as the primary sales representative. 4) Content must be consistently produced to attract and engage customers. 5) Implementing inbound marketing requires patience as it takes time to achieve results.
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Tiffany Sauder - Inbound Marketing Lessons for Growth
- 1. L @TiffanySauder INBOUND MARKETING LESSONS FOR BUSINESS GROWTH Tiffany Sauder, President of Element Three L @TiffanySauder
- 9. L @TiffanySauder A Business Story About Inbound Marketing BUSINESS FIRST
- 10. L @TiffanySauder 1. Implement a better inbound marketing strategy. 2. Make inbound marketing a culture. 3. Get results faster. Learn how to...
- 11. L @TiffanySauder the ELEMENT THREE story Let’s start with where we started.
- 12. L @TiffanySauder The Recession (circa 2008...)
- 13. L @TiffanySauder And, started asking the right questions. (Can we calculate ROI?)
- 14. L @TiffanySauder What I learned about ROI... 1. Everyone talked about it, but few would invest in it. 2. Internal processes prevented anyone from knowing which client had closed and where they originated.
- 15. L @TiffanySauder Changing the game. x x x x x x x o oo o oo oo o o o
- 16. L @TiffanySauder the TURNING POINT
- 17. L @TiffanySauder How much should I invest?
- 18. L @TiffanySauder How much should I invest? Is it evolutionary or revolutionary?
- 19. L @TiffanySauder How much should I invest? Is it evolutionary or revolutionary? Will there actually be a ROI?
- 20. L @TiffanySauder How much should I invest? Is it evolutionary or revolutionary? Will there actually be a ROI? How long will it take to see results?
- 21. L @TiffanySauder How much should I invest? Is it evolutionary or revolutionary? Will there actually be a ROI? How long will it take to see results? Does this work?
- 22. L @TiffanySauder How much should I invest? Is it evolutionary or revolutionary? Will there actually be a ROI? How long will it take to see results? Does this work? Do I have anything relevant to say?
- 23. L @TiffanySauder How much should I invest? Is it evolutionary or revolutionary? Will there actually be a ROI? How long will it take to see results? Does this work? Do I seriously have to blog that much? Do I have anything relevant to say?
- 24. L @TiffanySauder How much should I invest? Is it evolutionary or revolutionary? Will there actually be a ROI? How long will it take to see results? Does this work? Do I seriously have to blog that much? Will the team follow me? Do I have anything relevant to say?
- 25. L @TiffanySauder How much should I invest? Is it evolutionary or revolutionary? Will there actually be a ROI? How long will it take to see results? Does this work? Do I seriously have to blog that much? Will the team follow me? Do I have anything relevant to say? HOLY CRAP!
- 26. L @TiffanySauder How much should I invest? Is it evolutionary or revolutionary? Will there actually be a ROI? How long will it take to see results? Does this work? Do I seriously have to blog that much? Will the team follow me? Do I have anything relevant to say? (We’ve never done this before!) HOLY CRAP!
- 27. L @TiffanySauder 1. Inbound Marketing is a culture, not a strategy. 2. You better know who you are. 3. Treat your website like your best paid sales person. 4. Feed the content beast. 5. Get comfortable with change and patience. 5 Lessons
- 28. L @TiffanySauder LESSON 01: Inbound marketing is a culture not a strategy.
- 30. L @TiffanySauder “People want to have their voices heard. When you give them that and respect what they have to say, they are more engaged, and that makes them more productive. — Traci Fenton, Founder of Worldblu
- 31. L @TiffanySauder “I’d rather be first than perfect. — Howard Schultz, CEO of Starbucks
- 32. L @TiffanySauder “Be something specific, instead of nothing in particular.
- 33. L @TiffanySauder Signs You Don’t (Yet) Have an Effective Inbound Culture:5 TAKEAWAY:
- 34. L @TiffanySauder 01: Approvals take 10 years because so many people have to sign-off.
- 35. L @TiffanySauder 02: You think what you do is proprietary. (and you’re not Bush’s Baked Beans or Coca-Cola)
- 36. L @TiffanySauder 03: No one’s willing to help with content.
- 37. L @TiffanySauder 04: Your company still blocks Facebook, Twitter, and other social media sites.
- 38. L @TiffanySauder 05: Everyone sees it as the marketing department’s job.
- 39. L @TiffanySauder LESSON 02: You better know who you are.
- 41. L @TiffanySauder 1. Know your personality. 2. Know what you’re great at and how it helps others. Rules To Live By:
- 42. L @TiffanySauder WHAT THEY THOUGHT THEY OFFERED Accounting financial support Posh retirement living Luxury RVs Inspection services for manufacturers CNC machines + engineering WHAT THEY ACTUALLY OFFERED A crystal ball to CEOs of growing businesses Excitement for the future Access to an elite lifestyle Peace of mind that someone’s got your back Certainty that your capital budget will get results
- 43. L @TiffanySauder TAKEAWAYS: 1. Brand is a reflection of your business strategy, not simply your company’s marketing strategy. 2. It’s not about what you DO; it’s about what CUSTOMERS GET. 3. Don’t forget that you’re selling to people - not robots.
- 44. L @TiffanySauder LESSON 03: Treat your website like your best paid sales person.
- 45. L @TiffanySauder
- 48. L @TiffanySauder of the sale is over before a sales person gets involved. 70%“ — 2012 Study by SiriusDecisions
- 49. L @TiffanySauder of B2B buyers use search to begin the buying process. “ — 2012 Study by SiriusDecisions 93%
- 50. L @TiffanySauder of B2B buyers say when they’re ready to buy, they’ll find you. “ — 2012 Study by SiriusDecisions 90%
- 52. L @TiffanySauder June 2011, Launch New Website $40,000 August 2012, Launch New Inbound-‐y Website $60,000
- 53. L @TiffanySauder TAKEAWAYS: SAME Need to look cool Never satisfied Expect them to generate qualified leads Have to work to be #1 Represent the brand Neither will work for $25,000/ year DIFFERENT Jeremy has to sleep - and my website works for me 24/7 My website can’t close a deal
- 54. L @TiffanySauder LESSON 04: Feed the content beast.
- 55. L @TiffanySauder
- 56. L @TiffanySauder TIPS TRICKS: • Give people a day(s) of the month they need to post. • Have a central blog administrator that reviews every blog and optimizes it. • Have a 1 month back-log. • Use an editorial calendar and write around a central topic. • Only have those who want to participate blog. • Don’t post more than 1 blog per day. • Don’t forget about human interest blogs. • Share the impact and results!
- 57. L @TiffanySauder ELEMENT THREE Q1 2013 BLOG REVIEW: • Wrote 46 blog posts. • Web traffic is up 498% over prior year. • Web traffic reached new all-time high. • Generated 87 leads. • Resulted in 2 new customers.
- 58. L @TiffanySauder June 2011, Launch New Website $40,000 August 2012, Launch New Inbound-‐y Website $60,000 January 2013, Begin publishing 16 blogs per month
- 59. L @TiffanySauder LESSON 05: Get comfortable with change and patience.
- 60. L @TiffanySauder EXCITEMENT RESULTS 6 months? 12 months? 18 months?
- 61. L @TiffanySauder Impact of Monthly Blog Articles on Inbound Leads 1200 1000 800 600 400 200 NONE 1 - 2 3 - 5 6 - 8 9 - 15 OVER 15 MONTHLY BLOG POSTS NEWINDEXLEADS Source: Hubspot Benchmark Study
- 62. L @TiffanySauder Impact of Number of Landing Pages on Lead Generation 600 500 400 300 200 100 1 - 5 6 - 10 11 - 15 16 - 20 21 - 40 OVER 40 LANDING PAGES NEWINDEXLEADS Source: Hubspot Benchmark Study
- 63. L @TiffanySauder Impact of Website Content on Inbound Leads 1,600 1,400 1,200 1,000 800 600 400 200 1 - 50 51 - 100 101 - 200 201 - 300 301 - 500 501 - 1000 OVER 1000 WEBSITE PAGES NEWINDEXLEADS Source: Hubspot Benchmark Study
- 64. L @TiffanySauder TAKEAWAY: • Every 6 months, it seems to take a little bit more content to make the same impact. • Don’t get fixated on perfection. • Takes longer than you think it’s going to for results to begin to appear. • Develop approval processes for your content - consider legal, internal stakeholders and brand managers. • Embrace that this is a risk - just like 1,000 other things in your business.
- 65. L @TiffanySauder living INBOUND MARKETING
- 66. L @TiffanySauder Element Three is a business story. We live inbound marketing every day, and it’s paid off.
- 67. L @TiffanySauder 201120102009200820072006 2012 Inbound Marketing Adoption
- 68. L @TiffanySauder THANK YOU. Join the conversation @ElementThree www.ElementThree.com L @TiffanySauder