1. Inbound Marketing & CRMS

2. LESSON OVERVIEW http://bit.ly/2Eew4ZR
In this lesson we will be going over what inbound marketing is and how to increase the rate of inbound leads and how to manage them.

3. What is Inbound Marketing?
Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention.
Since 2006, inbound marketing has been the most effective marketing method for doing business online. 

4. The Funnel

5. The Funnel
The funnel is the process of getting the strangers of the web and turning them into customers/promoters.
The process demonstrates strangers ‘funnelling’ through potential marketing strategies.
Your marketing can make strangers become visitors, then potential leads, then customers and even gives the possibility of promotion if they are satisfied with your product.

6. Inbound Attraction Channels
Blogging
Social Media
Keywords/descriptions
SEO
Forums
News & PR
Word of Mouth
White Papers
Webinars
Talks
Q&A sites
Document Sharing

7. Task 1: Research Competitor’s attraction channels and take note
Task 1: Research Competitor’s attraction channels and take note. (20mins)

8. Task 2: Using the document provided note down what inbound content you’ll produce for each stage of the funnel (20 mins)

9. It’s all about creating high quality (targeted) content!

10. Inbound Conversion Channels
Landing Pages
Forms
Call to Actions (CTA)

11. Task 3: Look for competitors landing pages and CTA’s, screenshot and analyse (10-15 mins)

12. Inbound Closing Channels
CRM’s (consumer/customer relationship manager)
Personalised Engagement ( , social etc)
Nurturing Leads
Marketing Automation

13. Inbound Delight Channels
Feedback forms
Engagement across all platforms
Social listening
Tailored content

14. Inbound Marketing Works
The consumers of today like to have the time to plan what they want with research and comparisons.
Outbound still works but the intrusive approach is not as effective as it can act as a deterrent.

15. Get your content in the right place at the right time
Understand your personas completely
Carry out surveys to understand your audience
Utilise all the tools out there
ANALYSE YOUR DATA

16. What is a CRM? “Customer/Consumer Relationship Manager”
Refers to any technologies and methods used to improve and facilitate customer interaction
Examples: Salesforce, SalesAchiever, Zoho, Sage, Microsoft Dynamics

17. Benefits of CRM Make well informed decisions Effective time management
High quality leads
Clear value to each relationship
Business anywhere
Integrates with a lot of tools (social, accounting etc)

18. Marketing Automation Usually in the form of Email and Social
has a much more strategic capability to it.
Social Scheduling
Pardot, Hootsuite, iContact etc

19. Task 4: Research CRM and marketing automation and how it could help you (20 mins)

20. Homework: 1) Using your blog post, think about how you’d share and present that across other digital channels. 2) Plan how you’d layout a landing page to convert visitors into leads