What is Inbound Marketing?

In this video, you will discover the answers to 3 key questions:

• What is ‘Inbound’ Marketing and how it can attract customers to your small business?

• How will Inbound Marketing boost your small business sales?

• Where should you start with Inbound Marketing?

Matt Edmundson Chats to Brandon Mcdonald, Inbound Marketing Whiz of YelloVeeDub

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Transcript

Welcome Brandon. We're going to talk about digital marketing and Inbound Marketing for e-commerce in this Facebook Live, so if you run an e-commerce website and are interested in how Inbound Marketing works and how we do digital marketing at Jersey for the next 10 or 15 minutes we're going to get into that a little bit.

That's awesome, yeah.

I've got some questions by Beth. Beth is normally who sits with me. She is much prettier than you, no offence. She's given me some questions--

So, let's start off with this question:

What is Inbound Marketing and Why should we be Interested in it?

Well Matt, the best way I can describe Inbound Marketing is if you think of it this way:

  • You take your ideal customer and you attract them to your website with great educational content that is SEO optimised... that you've pushed out along all your digital channels.

  • Then once you've got that visitor, your ideal customer to your website, you then try to set up a conversion pathway,(Which is just a fancy way for saying landing pages and web forms) So you're trying to get information from that contact to make them into a lead.

  • Once they're in your database, you segment them. You score them and then you set up what we call workflows, which is just automated emails.

  • You drip feed them to nurture them, so that you can then try and get them to a stage where they are predefined as they're ready to buy.

  • Then they can get passed off to sales.

  • Sales will convert those people. And then, obviously, once they're customers it's a lot less expensive to re-engage your existing customers so then you have to then send them great content and information to keep them loyal customers.

So that's kind of the long version on Inbound Marketing!

To summarise the process:
Visitors -----> Leads -----> Marketing Qualified Leads ----> Customers ----> Nurture.

'Inbound marketing is basically using educational and informational products or information to attract people to your website'

How to attract people to your website

We attract the guys into our website using predominately information, right? So the way this works with Jersey, our blog, on Facebook Live and things like that, we attract people in with those. They obviously then go on a journey with us from that information, to hopefully becoming a customer. Right? And the marketing methodology that you've put into place here at Jersey is:

It segments these guys off, doesn't it? So rather than, the way we used to do it, as you know, was... Back in 2006, when we started, it was really easy just to say I'm going to send this one email to a gazillion people. And every man and his dog would buy it, right? Because the emails, you wouldn't get spam back then. I mean it was great. One, broadcasting mail worked super well.
What you do though with this inbound stuff is super different

Hyper-segmenting customers = Not sending one email to everybody. You're sending maybe one email to one person

Yeah so that's an element of Inbound.

'I think the best way to describe Inbound is the old way was like a megaphone. You would push content and information to your audience and try to throw things on the wall and whoever stick was your customer, whereas inbound is a magnet approach'

Using the blog, by answering the questions that your ideal customer has in their mind, makes them come to you and to your business. And then, once they're in your database, and you've got a little bit of information about them, because that's the whole process. We try to get as much information of that person.

We then segment them so that we are communicating in context, because I think that's the big issue.

That's a really critical point, yeah.

Communicating in context,

I like that. It is the big issue, isn't it, with marketing?

That's the difference between spam or 'I'm happy to hear from you'. That's the simple, it's just the context of which you're communicating to me. So if I'm a male and you're sending me women's face cream so I can look like Beth, you know, that's spam. Because they're not gonna work really, is it?

I think we're not that good. So in the context of e-commerce, I mean what are some of the key things, I guess we've learned with Jersey doing it, over the last year or so, on e-commerce. Because obviously, we have thousands of people coming to the site. In one sense, you think, man, this could get real complicated real quick.

Yes, so there's three elements.

  1. Attracting new people, which is through the... 'You just solve problems'. Your products that you're selling solves a particular problem, right?

  2. Create content that'll help educate that person so you can get in front of your competition. Because what happens is people into a stage, they wanna buy a product. They're gonna do their own education and research online. So why not do it on your website? And so you win.

  3. The third part is actually when inbound works for e-commerce really well, is if you get your first customer, and it's the process of how you communicate with them after, once they're in your database, that is the key to really changing things up. Because if you are clever about the way you communicate with them through the automation, the segmenting. All that sort of stuff. Then you can get more out of your customer and keep them as loyal customer.

How does this inbound marketing boost our sales?

There are two key ways,
1. It attracts new clients.
2. What we do with them once they're in our system.

So again, there's one or two things we've changed as a result now when somebody becomes a customer at Jersey that we've seen work.

Yes it's about the communication sequences that they get afterward. So I think, You get a post-purchase workflow, which is a series of e-mails, which is kinda just indoctrinating you in the brand, telling you what to expect, when you should get your delivery, asking for a survey. Asking to get feedback and kind of share their experience on social media. And then we also have sequences which are 'up sell' and 'cross sell' sequences.

'The ultimate aim, from Inbound, and just email marketing and such, is to increase the average order value and the lifetime value of your customer.'

And that's worked super well, hasn't it? Because it used to be that if you ordered from the Jersey site... To be fair, this is a default for most e-commerce websites I shop on. You order from them, you get one email saying thanks for your order, here's a confirmation of your order. And then maybe I get another email saying Matt, your orders shipped. And then I'm on their marketing email and I always get their blasts, right? So what you're saying is actually when someone becomes a customer on Jersey, that don't just get one email. They're like on an entire sequence. And then, depending on what they do during that sequence, depends on what happens and what emails they get for that--

It sounds complicated, but it isn't. Actually, it's quite simple because they're setting behavioural trigger points. Then you change the context of your communication and so it is actually super simple to do. It's not this massive, big thing that you think, oh my god, I need a professional. It's just a matter of the communication string, constantly being in touch with that person, making them used to getting emails from you, because the biggest problem that e-commmerce companies have is your emails going to the promotion tabs, or it feels like spam, and it might sound contradictory or counterintuitive, but the more you email someone, the more likely they are going to open the emails.

Because they get used to opening the emails from you.

When they're customers, you don't have to always sell to them.

You share really good content, which is part of inbound

Exactly, and then they find that more valuable and then you're kind of trusted. You're whitelisted. That's where all e-commerce people wanna be, in the whitelisted email list.

Yeah straight through to their inbox. Especially, in this day. Super important. You say it's not complicated, but what you're doing is you're tailoring the communication much more towards that customer, what it is they want, which if you think about it, makes an awful lot of sense. Right? And so we're just doing that with our email, and with all kinds of things. Even displaying certain things on the website for certain people and not for other people, right? So we're trying to tailor that journey much more. So this is all... I mean this sounds all great. You know, and I remember when we first started having conversations about, you know, that's brilliant, how do we do that? So where do we start?

Where should you start with something like this?

  • The first place to start is you have to plan and you have to go back.

  • You first have to understand who your ideal customer is and what their common questions are and at what stage.

Core to the Inbound Methodology is this concept that people go through three stages in their buying journey.

  1. Awareness stage - I have symptoms but I don't know the definition of the problem.' So I search and find out what is my problem, what's the name of my problem?

  2. Consideration stage - I know what my problem is. How do I solve it? There are many ways to solve it.

  3. Decision stage - I know what I want. Who am I going to buy it from?

And so you need to understand your ideal customer, what are the common questions of each of those stages.

Because that will help you with the content.

And then, you start blogging!

It's literally as simple as that!

Because that is technically SEO-optimized content, because you're answering questions that people have. Yeah and the tip, you can check it out on the Jersey site, because you'll see our blog, it's exactly that. And the title of the blog is the question that we found our customers would type in into Google. And so if that's the question they typed in, let's make that the title of our blog post. Well, then answer that question in the blog post, so if customers or visitors or leads, they get educated.

And actually that blog thing is something you can do. People always struggle daily with blogs, because, oh I don't know what I'm going to write about. And I haven't got time to fill in all that content. But it's simple.

The best thing you can do is- Interview your customers and record them. Or you can interview experts. You might have someone who's a product expert in your business. Get the phone, iPhone, stick it on and ask them the question. They can answer it, transcribe it. We've got lots of services that are less than a dollar a minute. So it really is sustainable. And then that creates the content. And even if you are the person who's the expert, record yourself and then get it transcribed. And then if you have to outsource an editor, if you don't have that internally, that's not gonna cost a fortune, and I think that's a good start.

Yeah and that's a great place. In fact, when we started out, we went to customer service.

We got a list of the questions that the customer service staff get asked all the time.

Yeah so if you've got a zen desk, go through those questions and there's your blogs! You don't even have to research them because you know, from your own customers, the list of the common questions.

  • Just look at them and see what emails you've already sent after them. You can probably copy and paste that text into a blog post, right?

  • And also what we did was we sent a survey. So we created a Google form, free to use Google form, created 10 or 15 questions. We said we were going to create more educational information, which we were. And we got a tremendous response. And there's load of cool things that they answered there that helped us with the content creation. So you know, inbound's a lot more than that, but that's a great place to start.

Summary

Great, great thank you. So, from my experience, and from Brandon's experience, Inbound has been great. We have seen some good impact on our bottom line. That way, which is always good, right? With the use of the inbound kind of content, multi-methodology that we've talked about a little bit here, specifically on the front end with the blog posts and getting those leads and visitors in by asking questions. And also on the post-purchase, with the email sequences and being a bit smarter with our email. Two big wins I think. There's a lot more to it, but that's two big things that they can do. And you can get started with the blog posts today and start creating that content pretty easily. And Brendan showed some great tips.

Maybe we should do a Facebook Live on how to just do a blog post. Super simple, right? And getting you guys started on that might be a good thing to do.

But how do people get a hold of you, and if they want to touch base?

They can obviously message me on Twitter. I'm @yellowbren, or just email me direct, [email protected]

We'll put those links below if you want to get a hold of Brendan. Top guy when it comes to digital marketing.

Any Questions?

I'm sure if you've got any questions, if you put them in the comments below, either me or Beth or even Brendan will look at them, and try to answer them for you and see how you guys get on. But it's something worth thinking about for your e-commerce business, especially if your traditional business that just does broadcast emails, and the whole source of traffic is Google AdWords and you just send one email out every week to everybody. You really need to think about this kind of thing.

Wouldn't it be great if you didn't have to pay for your traffic. That's what inbound solves

That's the dream right, isn't it? We can all get there.
So Brendan, thanks for coming in, bud, thanks for asking for asking that question.
So like I said, any questions, leave them below.

Facebok Live Plan

Now, next week I will be in the studio and we're gonna look at the question here that Beth has given me. She's great, Beth. Notice the questions, right. Because we're talking about writing blog posts with questions. Did we do this on Facebook Live? Same thing, right? I'm just really rubbish at writing. I can talk to a camera, so we do Facebook Live rather than blog posts.

The Facebook Live you'll notice will get transcribed. Right? We put the video on YouTube. It's on Facebook. And then we put a blog post with a transcription in it from the Facebook Live.

Next week, the question is:
'How can I make people buy and engage with my e-commerce business once they visit my website?'

That is a massive topic, isn't it? Website engagement. And so we're gonna get into that a little bit next week.

So make sure that you sign up to get notified when we do these Facebook Lives. We do them every Wednesday. This week has been at 5:00. Next week we'll be at 6:00 GMT. So 6:00 UK time, which is 1:00 PM Eastern Standard Time in the states. And it's about 5:00 in the morning in New Zealand, I think. Anyway, thanks for watching and we'll see you in the next video.

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