Built to Last: 7 Essential Steps to Building a True Culture of Successful Inbound Marketing Marcus Sheridan @TheSalesLion
Steve Sheinkopf Yale Appliance “Why aren’t we seeing results?” @TheSalesLion
"I'm so frustrated." -Krista Kotrla of Block Imaging #inbound12
“We want to be great…” #inbound12
Inbound/Content Marketing Success is the Ultimate Chain of Necessary Parts: All of Which Matter #inbound12 cc: Jamie McCaffrey - https://www.flickr.com/photos/15609463@N03
#1. Get Buy-In Whatever it takes #inbound12 Workshop, Mission Statement, and Total Participation cc: Government Press Office (GPO) - https://www.flickr.com/photos/69061470@N05
A Inbound Workshop: • Explains "What" it is so everyone understands it easily • Explains "How" we're going to do it. (Roles/Strategy) • Explains "Why" it's critical-- for the individual and collective #inbound12 cc: pfarrell95 - https://www.flickr.com/photos/65005341@N03
"We're going to be the best teachers in the world." #inbound12
#2. Define the Owner (The Content Manager) Don’t kid yourself, this is a full time gig #inbound12 cc: nlafferty - https://www.flickr.com/photos/23093930@N04
"I want my sales team to look like geniuses." -said by some smart content manager #inbound12 cc: Redfishingboat (Mick O) - https://www.flickr.com/photos/41711515@N00
#3.Insourcing Unless we help create it, we don't value it as much #inbound12
The 4 Types of Content Producers in Every Organization • Writers • Actors • Talkers • Questioners
#4. Start at the Bottom Following They Ask, You Answer #inbound12 cc: Nick Kenrick. - https://www.flickr.com/photos/33363480@N05
#inbound12
The Big Five: • Cost The subjects that move every buying decision, • Problems in every industry, • Vs/Comparisons period. • Reviews • Best
$3,500,000.00 Off one-single article
#inbound12
River Pools Most Viewed Website Pages #inbound12
#inbound12
Block Imaging Most Viewed Pages #inbound12
#inbound12
Yale Appliance (B2C) Most Viewed Website Pages #inbound12
#5. Make it Your Greatest Sales Tool (How does your Sales team see/use it?) #inbound12 cc: Wiertz Sébastien - https://www.flickr.com/photos/36169570@N08
Most Sales Teams Don’t (Intentionally) Use Content in the Sales Process @TheSalesLion
#6. Start Obsessing over Video NOW #inbound12 cc: Justin Ornellas - https://www.flickr.com/photos/85297901@N00
By the year 2019, 80% of the content consumed online will be video. #inbound12 cc: Justin Ornellas - https://www.flickr.com/photos/85297901@N00
How much of the content on your website right now is video/visually-base d content? @TheSalesLion
If you don’t show it, it doesn’t exist. @TheSalesLion
Consumers and buyers don’t care about whether or not you or I feel comfortable on camera. They care about whether or not they feel comfortable enough to give us their money. @TheSalesLion
#7. Measure It. Show ROI. Keep Everyone Aware. #inbound12 cc: Justin Ornellas - https://www.flickr.com/photos/85297901@N00
#inbound12
Your Inbound Newsletter... • SEO victories • Read, watch, listen stats • Lead generating stats • Customer comments • Sales • Revenue attribution #inbound12 cc: just.Luc - https://www.flickr.com/photos/9619972@N08
Reviewing the 7 Steps of an Inbound Culture •Get the Buy-In •Define Who Owns This (Content Manager) •Leverage the Team with Insourcing •Start at the Bottom of the Funnel •Make it Your Greatest Sales Tool •Start Obsessing Over Video NOW •Measure It. Prove It. Show It.
“We want to be great…” #inbound12
OSV Vehicle Leasing Traffic
"I'm so frustrated." -Krista Kotrla of Block Imaging #inbound12
The Rise of Block Imaging #inbound12
“Because of Insourcing and Content Marketing, we can account for at least 25 million in sales we otherwise would never have gotten.” -Krista Kotrla, Block Imaging #inbound12 cc: Jhong Dizon | Photography - https://www.flickr.com/photos/27636029@N05
(An email from Block Imaging’s Sales Dept., 5 Years After they Started Content Marketing) Guys, Y’all may be sick of hearing these stories but I still get a kick out of it. I just had a conference call with a pain management center in Arkansas. Come to find out before we even spoke, the purchaser had printed off several of my blogs to bring to her board meeting. It enabled her to answer questions on comparison models, budgets, what equipment they needed etc. She had read and seen so much of our content she said she couldn’t wait to talk to me. She told me who my competitors were and how much they were quoting. Even when I told her we would likely charge more, she said “but I trust you guys, I’d rather work with you”. I realize they don’t all line up like this, but when our funnel is working at its best it’s so so so sweet … I’m sure I could still find a way to screw up the deal but the point is, I couldn’t be better set up to succeed. The effort to produce the content is WORTH IT! Thank you to the stellar efforts of the marketing team for really setting us apart. -Member of Block Imaging Sales Team #inbound12
When was the last time your Marketing department received an email from Sales like that? @TheSalesLion cc: j_baer - https://www.flickr.com/photos/43835739@N05
Steve Sheinkopf Yale Appliance “Why aren’t we seeing results?” @TheSalesLion
@TheSalesLion
Today, Yale’s Sales Team is *required* to participate in the company’s Content Marketing Efforts. @TheSalesLion
Guts Consistency Transparency Steve Sheinkopf Yale Appliance
@TheSalesLion
Yale Traffic Growth
• 37 million in 2011 • 85 million in 2016 …… while spending $700,000 less in advertising annually • 2 stores, 2 warehouses Vs 1 • Margins up 5% in a brutal industry • Average of 3700 leads monthly @TheSalesLion
Real Numbers. Real ROI . @TheSalesLion
Get the book (Because it’s Awesome) Marcus1@thesaleslion.com
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