This is a presentation that was given at the Market Campus Amplify event on February 25, 2016

1. Inbound Marketing
Join The Revolution

2. Darin “Doc” Berntson
Twitter @iGoByDoc @BerncoMedia
doc@berncomedia.com
www.berncomedia.com - 801.438.4055
Founder, Chief Remarkable Officer
Bernco Media
16+ Years Internet Marketing

4. At that moment
Everything Makes Sense?

5. So why this story?

6. What Is
Inbound Marketing?

7. What Is
Inbound Marketing?
Instead of buying ads, buying
email lists, or cold calling, Inbound
marketing focuses on creating
educational content that pulls
people towards your website where
they can learn more about what
you sell, on their own accord.

8. Inbound Is an Approach To Marketing That
Teaches Today’s Consumer
Get found by
qualified leads online
with content (website
pages, blog articles,
social messaging)
optimized for search
and social media
Understand what
content pulls your
buyers through the
sales funnel, and use
that context to
personalize your
marketing at scale

9. In Summary,
Inbound Marketing
is about…
• Building trust, not skepticism
among your prospects
• Being loved, not ignored by
your customers
• Outsmarting, not out spending
your competitors

10. In 2000-2005
How Did You Research / Buy A Product?
Catalog, Mail, Phonebook, Pick Up The Phone

11. In 2016
How Do You Research & Buy Products & Services?
Buy online
Price match (showrooming)
Trusted advisor, friend on social, Facebook, LinkedIn, Twitter… word of mouth

12. Why?
You Want To Keep The Power of
Negotiation.
Not Be Bothered By Pushy
Salespeople

13. Cold Calling?
Is It Good For A Brand?

14. Does This Happen
To You?
Are You Being Interrupted?
Are You Getting SPAM eMails?
Does This Make You Want To Buy?

15. Is There A Better Way?
• Businesses can eventually
STOP Cold Calling
• Buyers Are Sick Of Marketing
Interruptions

16. Traditional Marketing Is Broken
Buyers are taking control. They’re turned off by
old-school marketing that’s impersonal and interrupts

17. Don’t Interrupt Buyers, Attract Them.

18. The Inbound Methodology
The Best Way To Turn Strangers Into Customers And Promoters Of Your Business

19. In a nutshell…
Market with a Magnet,
not a sledgehammer

21. 70%
(zero moment of truth)

22. Zero Moment Of Truth
• 1st time someone contacts via a
form, phone call, walked in to retail
• It’s the moment when they say they
trust you enough to actually contact
you, and you know it
• The moment you know they might
give their money to you

23. Zero Moment Of Truth
• ZMOT was a Forrester Research
Group study
• Started off as a B2B (business to
business) study
• Then Google did the exact same
study, but focused on B2C as well

24. 70%
Do you know the correlation?

25. Zero Moment Of Truth
• 70% of the buying decision is made
before ZMOT
• Before they call you, fill out a form,
walk in to your store, before they talk
to a sales person
• They have done their research
• Buyers are way more educated today
• You want to be a part of that 70%?

26. Zero Moment Of Truth
• Let’s go back 10 years, what do you
think the ZMOT percentage was?
Maybe between 20-30%?
• Let’s go back 5 years?
Maybe 40-50%
• Today it’s 70%
• What’s the number going to be over
the next 10 years? Only going up!

27. No More Buyer Beware…
It’s The Time Of
Seller Beware!

28. If This 70% Number Is True
Which Department Has The Greater Impact On The
Sale? Is It Sales, Or Is It Marketing?

29. Marketing!

30. Marketing Again!

32. Why are we doing it this way?

33. Data & Facts
• 87% of buyers say online content has a major impact on vendor
preferences
• 57% of companies have acquired a customer through blogging
• 65% of companies have acquired a customer on LinkedIn
• 69% saw increase in sales revenue
• 30% reduced sales cycle

34. Again: Which Department Has More Impact on the
Sales Process - Sales or Marketing?
• Who is typically first to get laid off? Marketing
• Who typically gets hired first? Sales
• This is backwards!
• Within 10 years, marketers will make more money than sales people

35. How To Implement Inbound

36. SEO & Responsive Design
• Must have responsive website, blog and email - People are MOBILE! Think Mobile First!
• Search engine optimization strategy:
• On and Off page SEO
• Keyword research
• Blogging
• Landing pages
• Stay up to date with SEO changes

37. Blogging
• Minimum of 1 blog post per week
• Pick a blog series to help organize ideas
• Feature guest bloggers and team members
• Ensure each post is properly optimized (keywords etc)
• Include calls-to-action and links throughout

38. Email Marketing & Automation
• Promote targeted / segmented offers and increase awareness
• Include appropriate offers on each email marketing campaign to increase lead
reengagement efforts
• Send at least 2 emails per month to selected buyer personas/segments
• Increase marketing automation efforts based on lead insights, web traffic, social
traffic
• Make sure each email has one single focus, or action you want your contact to
take

41. Lead Capture Forms & Landing Pages
• Ensure content is behind a landing page with a form
• Develop at least 1-3 offers per month
• All offers include:
• Call-to-action, Landing page, TY/Offer Page and Follow up email
• Utilize progressive profiling (smart content)

42. Social Media Marketing & Monitoring
• Developed social media channels:
• LinkedIn company page, Facebook page, Twitter, Google+ (?) and LinkedIn
Groups
• Determine appropriate strategy & frequency
• B2B audience benefits from LinkedIn sharing
• Post 80% external, helpful, curated content and 20% brand
• Monitor relevant conversations. LISTEN. ENGAGE.

43. Analyze, Analyze, ANALYZE!
• Track weekly analytics
• Define where traffic is coming from
• Understand where leads and customers are generated
• See which pages generate the most traffic and leads
• Identify which social media posts and channels are most beneficial
• Optimize your marketing efforts

44. Yeah Right, Doc! Who Can Do All This?
What Is The ROI?

45. I Know a Pool Guy
• 2007/2008, wondering how he
would pay bills, and salaries
• Wondered if he and his partners
would lose their homes
• Sales were down
• They embraced Inbound Marketing,
and embraced “They ask, you
answer” and blogged daily!

46. Fast Forward
• #1 pool site, probably in the world
• Expanding into manufacturing
• Outranks all competitors
• Outsells competitors, and is usually
$5-10K higher than competitors
• Prospects became more educated
• Sales cycle dropped dramatically

48. $3 Million
In Sales
Attributed to that ONE blog post
ROI Anyone?
And there are many more success stories

49. Start Content
Marketing

50. Anything you think has to be sold face to face
will be able to be sold online in the future
• Two of my clients - Never met in person, they found me via Inbound
• Pool example:
• Last year 95 pools sold
• 80 sold online
• $50K+ each w/o ever going to home to measure… Why?
• Trust agents in their industry

51. For Inbound / Content Marketing To Work…
• MUST have management and employee buy-in
• All employees, staff are in marketing now
• We call this insourcing
• No one knows your business better than you!
• Take your marketing back!

52. Don’t Over Think Content
• Yes, eventually do persona development, but don’t let that stop you
from getting started, NOW!
• Persona = “prospect with pain” - What is their challenge/symptom?
• They ask, you answer…. good, bad or ugly you write about it
• Listen to what customers ask. If one asks, hundreds or thousands
more are asking as well. That’s a blog post!

53. • Cost
• Problems
• Versus
• Reviews
• Best
“The Big Five” Content Types

54. How Many Salespeople Does A
Business Have?
How Many Emails Do They Send Every Day?

55. How Many Salespeople Does A
Business Have?
How Many Emails Do They Send Every Day?

56. How Many Salespeople Does A
Business Have?
How Many Emails Do They Send Every Day?

57. Every Company
• Should have a DEDICATED content / inbound manager
• Can’t afford it? Outsource to a knowledgeable partner! (I know a
guy)
• Hire a journalist coming out of school. $30-40K year.
They can 5 - 10x their salary in revenue

58. Seriously, Blogging Works!
The average company that blogs generates:
• 55% more website visitors
• 97% more inbound links
• 434% more indexed pages

59. Focussed Mainly
On Content Today
So much more to Inbound…

61. Just Leave With This:
Become The BEST Teacher
In The World!

62. You May Find Interesting:
www.berncomedia.com/resources

63. Darin “Doc” Berntson
Founder, Chief Remarkable Officer
Bernco Media
Want More Stats, Examples, Case Studies?
Know Anyone Who Needs A Free Inbound
Marketing Assessment?
Twitter @iGoByDoc
doc@berncomedia.com
www.berncomedia.com - 801.438.4055