ANOTAES AULA INBOUND MARKETING

TODAS AS AULAS

AULA 1 INBOUND MARKETING INTRODUO

No marketing tradicional, o foco das empresas encontrar clientes. Geralmente
eles usam tcnicas intrusivas. Essas tcnicas podem ser cold calling, anncios
impressos, comerciais de TV e de mala direta.
Inbound uma mudana fundamental no jeito que fazemos negcios. Em vez
dessa mensagem antiga e inconveniente onde o profissional de marketing ou
vendedor tem todo o controle, o inbound trata-se de CAPACITAR potenciais
clientes.
Criar contedo relevante para o pblico, tornar o contedo atrativo para o
target. Acima de tudo, criar marketing que as pessoas adoram.
Metodolodia inbound:
Atrao, converso, fechamento e encantamento.
Atrair usurios e visitantes: blog.
Blog, otimizao de site e social media.
Leads, contato e informao.
Converter visitantes calls to action e landing pages.
e-mail crm, leads.
Anlise implantar novas solues de maneira eficiente.
Vdeo 2 quais so os fundamentos do sucesso no inbound?
Analysis should be inherent in every single thing you do with your inbound
strategy.

WHAT ARE THE FUNDAMENTALS OF INBOUND SUCCESS ?

INBOUND BEST PRACTICES
Use buyer personas. Create remarkable content. Leverage your content. Use
the Buyers Journey.

BUYER PERSONAS
Semi-fictional representations of your ideal customer based on real data and
some select educated speculation about customer demographics, behavior
patterns, motivations, and goals.
CONDUCTING PERSONA RESEARCH
Buyer personas must be based off of actual research, not assumptions.
SAMPLE PERSONA RESEARCH QUESTIONS
Persona Detail
Role
Company/organization
Goals
Challenges
Watering Holes
Shopping Preferences

Sample question to Ask

What is your job role? Your title?
What industry or industries does your
company work/is your role in?
What are you working to accomplish
What are your biggest challenges?
How do you learn about new
information for your job?
Do you use the internet to research
vendors or products?

Start by interviewing your current customers.

PERSONA NAME
BACKGROUND:
Basic details about personas role, key information about the personas
company
Relevant background info
DEMOGRAPHICS:
Gender, age range, household income (consider a spouses income, if
relevant)
IDENTIFIERS:
Buzzwords & mannerisms
GOALS:
Personas primary & secondary goal
CHALLENGES:

 Primary and secondary challenge to personas success

HOW WE HELP:
How you solve your personas challenges & help achieve their goals
COMMON OBJECTIONS:
Identify the most common objections your persona will raise during the sales
process
REAL QUOTES:
Include a few real quotes (taken during interviews) that well represent your
persona to make it easier for employees to relate to/understand to them
HR BLAST - SAMPLE SALLY
BACKGROUND:
Head of HR, married with 2 children (10 and 8)
Worked at same company for 10 years; worked up from HR Associate
DEMOGRAPHICS:
Skews female, age 30-45, suburban, dual HH Income: $140,000
IDENTIFIERS:
Calm demeanor, usually assistant screening calls, wants collateral
mailed/printed
GOALS:
Keep employees happy and turnover low, support legal and finance teams
CHALLENGES:
Getting everything done with a small staff, rolling out changes to the entire
company
HOW WE HELP:
Make it easy to manage all employee data in one place
Integrate with legal and finance systems
COMMON OBJECTIONS:
Worried will lose data moving to a new system, doesnt want to have to train
the entire company on it.

REAL QUOTES:
Its been difficult getting company-wide adoption of new technologies in the
past.
Ive had to deal with so many painful integrations with other departments
databases and software.

INBOUND BEST PRACTICES

Awareness Consideration - Decision
Stage
Identificao do problema solues deciso
IF YOU WERE TO CREATE A BLOG POST ABOUT YOUR PRODUCT OR
SERVICE, WHERE WOULD IT FALL INTO THE BUYERS JOURNEY?
A. Awareness stage xxxx
B. Consideration stage
C. Decision stage

WHEN CREATING CONTENT, KEEP IT EDUCATIONAL. Not educating your

buyer personas on who you are and what you do, but educating them on their
problems and solutions to those problems.

Create remarkable content.

Content Context

CONTEXT
Who are you creating content for?

Leverage your content.

Distribution makes content relevant.

LEVERAGING CONTENT VIA DISTRIBUTION The right distribution technique

gets the right content in front of the right person at the right time.
Websites business blog social media landing pages calls-to-action
marketing e-mails
WHAT DOES INBOUND 3LOOK LIKE?
Financial services advisory group that help business owners in Australia and
New Zealand.
CFO On-Call once relied heavily on telemarketing and cold calling to generate
leads for sales.
CFO On-Call began working on developing their buyer persona. By
understanding their main customers demographics, role, and business
problems, the team could create better targeted content, emails and offers for
that audience.
GARY THE BUSINESS OWNER
BACKGROUND:
He runs a small business that he started after a career in the industry
Married with a couple of children
Hes been running his own business for about 3 years
DEMOGRAPHICS:
Typically in his mid 40s
IDENTIFIERS:
Drives a modest vehicle
Achiever
Determined individual and a natural leader
Entrepreneurial flair
GOALS:
Has high ambitions for his business
Can see great opportunities in his marketplace for growth
Likes to be his own boss

CHALLENGES:
Cash flow can limit growth potential
Lenders arent too helpful about borrowing funds to grow
Income can be a little erratic at times due to business cash flow
Occasionally has to borrow funds to borrow money which causes stress
Isnt on the same wavelength as his accountant
Feels stretched at times

The team at CFO On-Call worked on expanding the content offerings on their
website. Whitepapers eBooks Blog posts
BLOG POSTS
22 Warning Signs of a Business in Trouble
9 Keys to Small Business Growth for 2014
8 Ways to Improve Profitin a Business
Increase in web traffic within a six-month period.
Increase in leads because of the tools they have in place to easily capture more
leads from their site.
With lead management and nurturing, theyve improved sales-ready leads by

AULA 2
SEO COMO OTIMIZAR SEU SITE PARA OS MOTORES DE BUSCA
SEO is the process of improving your website so that it attracts more visitors
from search engines.
Search engines need to find the most relevant, useful, trustworthy answers.
They send spiders to crawl through the web searching for that content.

From that data, they create a list of results. They rank the results in order of the
popularity and authority of the websites.
YOUR GOAL IS TO BE IN THE TOP ORGANIC RESULTS.
SEO STRATEGY AND BEST PRACTICES

Do keyword research.
Promote your content.
Earn links to your content.
Optimize content around a primary keyword.
Create content around your keywords.

Keywords are the words typed into search engines. Theyre the topics that
searchers are trying to learn more about.
HOW TO DO KEYWORD RESEARCH
1. Make a list of keywords your buyer personas would search for.
Lets say your business makes smart phone accessories. One of your buyer
personas is a teenager, Lanky Luke
What are the common industry questions Luke might have? Drying out a
smart phone
What questions might Luke have that your company provides solutions to?
Waterproof smart phone cases
What questions might Luke have when deciding to buy your waterproof
case? Smart Phone Preserver case reviews

THE BUYERS JOURNEY

Categorize keywords by the stages of the buyers journey

Awareness consideration decision

Stages
Problem based keywords solution keywords branded keywords

MIMIC THE LANGUAGE THAT YOUR BUYER PERSONAS USE.

WHICH LANGUAGE WOULD LUKE BE

MOST LIKELY TO USE IN A SEARCH?
A. Where is the iPhone liquid exposure device indicator
B. Is there an iPhone water damage indicator
C. How to tell if iPhone has water damage
D. How to detect iPhone water damage

HOW TO DO KEYWORD RESEARCH

Make a list of keywords your buyer personas would search for.

2. Expand that list by searching the web for alternatives

Expand your keyword list by searching the web for alternatives.

Type one of your keywords into a search engine and see what the results
are.
Determine which keywords people are using to find your site.
Decide which keywords you have the best opportunity to rank for.

Shoes is a short or broad keyword. Its harder to rank for because theres a
lot of competition around it and its very general.
Best womens running shoes for flat feet is a long-tail keyword. Its easier
to rank for because its more specific and targeted.

Drill down into your keyword analytics. Look at your current rank for the
keyword, how many monthly searches it gets, and what the competition or
difficulty level is.
Search engines are getting smarter and smarter. They dont just understand
keywords they try to understand a searchers intent.
HOW TO OPTIMIZE A PAGE
Optimize the page around a primary keyword.

Include relevant links with the content.

Promote a good user experience.
Optimize your website for mobile.

Add the keyword to the page title and URL.

Is it in the URL?
If a website page, use a pipe:
Primary Keyword | Company Name
(mybusiness.com/long-tail-keyword)
If editing a live page, set up a 301 Redirect that will direct the old URL
to the new one, sending people seamlessly to the right page.

Add the keyword to the body, headers and image alt-text.

Place the primary keyword in the meta description. Each page should have a
unique meta description, no more than 140 characters.
Include relevant internal and external links within the content. Hyperlink text
with keywords that youd like to rank for.
Promote a good user experience.
Make sure your website is intuitive and easy to browse.
80% SOURCE: GLOBALWEBINDEX, Q3 2014 of internet users own a
smartphone
Optimize your website for mobile. Make sure your website pages can be
easily viewed on any screen size.
Search engines follow links between pages to see how theyre related to
each other. Links coming into your website are called inbound links. They
help search engines analyze how authoritative your website is.
NOT ALL LINKS ARE CREATED EQUAL.
Build relationships.
Make connections with authoritative sites and industry thought leaders.
Create content with input from industry thought leaders. Theyll share the
content, giving you new visitors and a new link.

CREATE CONTENT WITH INPUT FROM INDUSTRY THOUGHT LEADERS

Create a best-of or resources list.
Interview an industry thought leader.
Write crowdsourced content.
Ask an industry thought leader to write the forward or give a quote for an
eBook.

Set up a page on the top online directories.

Directories are websites like Yelp, YP (Yellow Pages), and local chambers of
commerce.
If location-specific, create a Google+ Local Listing Page.
This will tie your business to a specific location, which Google will use in its
search results.

WHAT DOES A SUCCESSFULLY OPTIMIZED WEBSITE PAGE 3LOOK LIKE?

Never lose a customer to an unanswered question again
60% Increase in monthly leads in the first two months.
55% Increase in social media traffic in the first two months
10% increase in website traffic in the first two months

Did they pick the right keyword?

Are they linking to other sources?
Are they offering a good user experience?
Did they pick the right keyword?
Have they optimized the page around the keyword?
Are they linking to other sources?
Are they promoting their content?
Are they earning inbound links? They have other websites linking to them
looks like it

AULA 3 - CRIAO DE CONTEDO SIGNIFICATIVO

Creating Content with a Purpose

Professor: Lindsay Thibeault

WHY IS CONTENT IMPORTANT TO INBOUND?

What is content? Content is the message your inbound strategy delivers.
Without content, the internet would be empty.
IMAGE CREDIT: FLICKR USER SERGEYUS

2
HOW DO YOU CREATE REMARKABLE CONTENT?
Space
Pre-Internet Era Post-Internet Era
Attention
44% of B2B marketers have a documented content strategy.
SOURCE: B2B Content Marketing, MarketingProfs, 2014
39% of B2C marketers have a documented content strategy.
The Content Process
1. Plan 2. Create 3. Distribute 4. Analyze (Repeat)
1. Purpose
2. Format
3. Topic
CONTENT IS DEFIND BY: CONTENT PURPOSE
Offer? Blog post or Gated by a website content?
landing page or behind a form.
Open access to anyone on the internet.

1 Case Studies
2 Videos
3 Infographics
4 Whitepapers
5 Calculator/Worksheets
6 eBooks
7 Templates
8 Research reports
9 Checklists
10 Webinars
11 SlideShare decks
12 Whatever else you can come up with!
CONTENT FORMAT
Whats the difference between all these content formats?
Picking the best format for your content is all about your personas.
What are you writing about?
CONTENT TOPIC
Buyer personas
HOW TO CREATE REMARKABLE CONTENT
The Buyers Journey
Keyword research what you want to rank for
Internet forums
Popular industry news
Sales/support FAQs
Your personas goals
Your personas challenges

WAYS TO IDENTIFY TOPICS THAT MATTER HOW TO CREATE

REMARKABLE CONTENT
The Buyers Journey
Buyer personas
The Buyers Journey: the active research process people go through leading up
to making a purchase.
THE BUYERS JOURNEY
PROBLEM SOLUTION PRODUCT/SERVICE
Analyst reports
Research reports
eBooks
Editorial content
Expert content
Whitepapers
Educational content
Expert guides
Live interactions
Webcast
Podcast
Video
Comparison whitepapers
Vendor comparison
Product comparison
Case studies
Trial download
Product literature
Live demo
Prospect is experiencing and expressing symptoms of a problem or opportunity.

Prospect has now clearly defined and given a name to their problem or
opportunity.
Prospect has now decided on their solution strategy, method, or approach.
THE BUYERS JOURNEY AND CONTENT
Provide educational content to help prospects educate themselves about the
overarching issue, root problem, or potential opportunity at hand.
THE BUYERS JOURNEY
Provide educational content to help prospects learn more about the solution to
their problem, opportunity, or issue.
THE BUYERS JOURNEY
Provide content and resources that help prospects learn more about and
choose your best solution for their problem.
THE BUYERS JOURNEY
Persona
Content title
eBook/
Whitepaper Template Checklist
Worksheet/
Calculator
Video/
Webinar
Case
Study
Comparison
Chart
Purchasing
Podcast Guide*
List How-to FAQ Best of

News/Trends Q&A Opinion Curated

Productfocused*
(choose 1)
Persona
Buyers
Journey stage
Format/Type
Content title
Your Topic/Keyword
Awareness Consideration Decision
eBook/Whitepaper Template Checklist
Worksheet/Calculator
Video/Webinar
Case
Study
Comparison
Chart
Purchasing
Podcast Guide*
List How-to FAQ Best of
News/Trends Q&A Opinion Curated
Product focused*

CONCEPTING WORKSHEET
(choose 1)
Content Structure
(choose 1)

How will this help

your buyer persona?
Business Beth
Redesigning websites
Business Beth needs help with knowing what a redesign of a website looks
like, how it will benefit him/her, and what type of commitment it is.
X
X
9 Steps to Redesigning Your Website
X
Chart
Purchasing
Podcast Guide*
List How-to FAQ Best of
News/
Trends Q&A Opinion Curated
Productfocused*
(choose 1)
(choose 1)
(choose 1)
CONCEPTING WORKSHEET
(choose 1)
Content Structure
(choose 1)
How will this help
your buyer persona?
Business Beth

Redesigning websites
Business Beth needs help with knowing what a redesign of a website looks
like, how it will benefit him/her, and what type of commitment it is.
X
X
9 Steps to Redesigning Your Website
X
The Content Process
1. Plan 2. Create 3. Distribute 4. Analyze (Repeat)
Always focus on mapping content to your personas AND where they are in the
Buyers Journey.
Keep it educational, not promotional. Its not until the decision stage of the
Buyers
Journey when your product should ever be mentioned.
Focus on the informational part of the content first, worry about design second.
Prioritize writing great content over making that content look nice.
BEST PRACTICES FOR CONTENT CREATION
Less is more: your personas are probably just as busy as you aremake it
easy for them to consume your content.
Always focus on mapping content to your personas AND where they are in the
Buyers Journey.
Keep it educational, not promotional. Its not until the decision stage of the
Buyers
Journey when your product should ever be mentioned.
Focus on the informational part of the content first, worry about design second.
Prioritize writing great content over making that content look nice.
BEST PRACTICES FOR CONTENT CREATION
Less is more: your personas are probably just as busy as you aremake it
easy for

them to consume your content.

Always focus on mapping content to your personas AND where they are in the
Buyers Journey.
Keep it educational, not promotional. Its not until the decision stage of the
Buyers
Journey when your product should ever be mentioned.
Focus on the informational part of the content first, worry about design second.
Prioritize writing great content over making that content look nice.
BEST PRACTICES FOR CONTENT CREATION
Less is more: your personas are probably just as busy as you aremake it
easy for
them to consume your content.
Always focus on mapping content to your personas AND where they are in the
Buyers Journey.
Keep it educational, not promotional. Its not until the decision stage of the
Buyers
Journey when your product should ever be mentioned.
Focus on the informational part of the content first, worry about design second.
Prioritize writing great content over making that content look nice.
BEST PRACTICES FOR CONTENT CREATION
Less is more: your personas are probably just as busy as you aremake it
easy for
them to consume your content.
Always focus on mapping content to your personas AND where they are in the
Buyers Journey.
Keep it educational, not promotional. Its not until the decision stage of the
Buyers
Journey when your product should ever be mentioned.
Focus on the informational part of the content first, worry about design second.

Prioritize writing great content over making that content look nice.
BEST PRACTICES FOR CONTENT CREATION
Less is more: your personas are probably just as busy as you aremake it
easy for
them to consume your content.
Always focus on mapping content to your personas AND where they are in the
Buyers Journey.
Keep it educational, not promotional. Its not until the decision stage of the
Buyers
Journey when your product should ever be mentioned.
Focus on the informational part of the content first, worry about design second.
Prioritize writing great content over making that content look nice.
BEST PRACTICES FOR CONTENT CREATION
Less is more: your personas are probably just as busy as you aremake it
easy for
them to consume your content.
The Content Process
1. Plan 2. Create 3. Distribute 4. Analyze (Repeat)
Spend as much time on content promotion as you did with creating a piece of
content.
@LindsayRegina
LEVERAGING CONTENT
THROUGH DISTRIBUTION
The right distribution technique gets the right content in front of the right person
at the right time.
Landing pages
Calls-to action
Business
blog

Website
pages
Social
media
Marketing
emails
FLICKR USER keem. your neighbourhood kage
Maximize the
shelf life of
your content.
The Content Process
1. Plan 2. Create 3. Distribute 4. Analyze (Repeat)
1 Number of visits
2 Leads generated
3 Social proof, share-ability
4 Inbound links
5 Content performance by author
6 Content performance by topic
7 Content performance by format
METRICS TO CONSIDER WHEN ANALYZING CONTENT EFFICACY
The Content Process
1. Plan 2. Create 3. Distribute 4. Analyze (Repeat)
The Content Process
1. Plan 2. Create 3. Distribute 4. Analyze (Repeat)
3
WHAT DOES REMARKABLE CONTENT
LOOK LIKE?

National
Fatherhood
Initiative (NFI)
A nonprofit organization that aims to improve the well-being of
children through the promotion of responsible fatherhood.
National
Fatherhood
Initiatives eBook
Designed to help NFIs buyer persona connect with their child
so they can become closer and more connected.
WHERE DOES THIS CONTENT OFFER
FIT INTO THE BUYERS JOURNEY?
A. Awareness Stage
B. Consideration Stage
C. Decision Stage
WHERE DOES THIS CONTENT OFFER
FIT INTO THE BUYERS JOURNEY?
A. Awareness Stage
B. Consideration Stage
C. Decision Stage
WHERE DOES THIS CONTENT OFFER
FIT INTO THE BUYERS JOURNEY?
A. Awareness Stage
B. Consideration Stage
C. Decision Stage
How does NFI distribute
their content?

Social media Website pages Business blog Marketing emails

Sample file of
DoctorDad Workshops
Organizations can use the workshop content that they are providing to
implement in their own practice and build out their parenting programs.
WHERE DOES THIS CONTENT OFFER
FIT INTO THE BUYERS JOURNEY?
A. Awareness Stage
B. Consideration Stage
C. Decision Stage
WHERE DOES THIS CONTENT OFFER FIT INTO THE BUYERS JOURNEY?
A. Awareness Stage
B. Consideration Stage
C. Decision Stage

AULA 4