Certificate: Diploma in MarCom & Inbound Marketing Instructor to Participant Ratio: 1 : 5 *
Course Details: Duration: 48 Hours Includes Mini Project: 12 Hours Placement Assistance: ✔
Available Training Modes: In-person ✔ Online ✔ On-site ✔
Inbound tactics through Value driven Marketing Communication
Inbound marketing is value driven marketing which does not disturb the consumer, rather attracts them towards the value proposition. Since the era of web 2.0 it has been widely recognized as the most effective way to grow any kind of business through digital channels. It replaces the age old outbound marketing(read interruptive) methods of buying ads, email lists, and going after leads through cold calling and other direct marketing tactics.
Inbound marketing focuses on creating value without the expectation of anything in return during the early stage of a buyer persona. Later the prospective buyer is served with targeted quality content that pulls them toward a company and product, at a time and in the manner that works for them. This way Inbound Marketing tactics helps a prospective buyer complete the journey through the sales funnel.
What is covered in the course?
This high end program will cover the 4 primary actions (Attract, Convert, Close, Delight) that businesses must take in order to get more visitors, leads, customers, and later brand advocates. We also show you the different tools that should be used to accomplish these goals.
What is course Outcome?
By the end of the course, participants would learn to align the content they create with their target audience’s interests, paint points and goals. They will also learn how to naturally attract inbound Organic traffic which they can later convert, close, and delight over time.
Course Goals & Key Objectives
Participants will be able to understand the Inbound Methodology and how it helps businesses attract, convert, close and delight. Learn the importance of buyer personas in relation to a company’s overall marketing strategy. Participants will be able to develop a marketing plan focused on specific buyer personas.
- Develop a persona for a real business
- Find social networks where the persona is active
- Create content in various forms to educate the persona
- Create an offer that’s relevant for the persona
- Create a landing for the offer
- Create a call-to-action to promote the offer
- Write an email to send to the persona after they download the offer
- Present the marketing campaign and collateral to the class
MarCom & Inbound Marketing - Course Topics
- Traditional marketing: interruptive, marketer/salesperson-centric
- Inbound marketing: be part of the conversation, buyer/human-centric
- Focus efforts on getting the right people to your site
- Empower customers
- The Inbound Methodology: attract, convert, close, delight
- Analysis is essential to a successful inbound strategy
How to Achieve Inbound Marketing success?
- Use buyer personas:
- Represent who you’re trying to reach
- Universally useful across all industries
- Create based on research
- Persona profile stories
- Use the Buyer’s Journey:
- Active research process potential customer goes through leading up to a conversion
- 3 stages
- Different content fits into different stages
- Create remarkable content:
- Content + Context: both are important
- Definition of content
- Definition of context
- Leverage your content:
- Delivery makes content relevant
- Content delivery enables achievement of business goals: different techniques for different goals
Creating a Effective Inbound Marketing strategy
- Create content designed to attract, convert, close, and delight specific personas
- Content to attract and content to convert can both fit into two stages of the buyer’s journey
- Content purpose determined by delivery mechanism
- Content to close and delight
MARKETING COMMUNICATION THROUGH CONTENT
- Online Market Research
- Selecting Topics for Content creation
- Mapping Topics as per the Buyer persona
- Content shelf life
- CopyWriting style, techniques
- Writing Tools, aids,
- Proof checks & collaboration
- Duplicate checking
- Developing an effective Content publishing calendar
- Publishing on CMS platform
- Optimizing On-page elements on CMS platforms
- Improve search engine findability for your content
- Infograph / Quotograph Design ideas and tools
- Video Creation for web – ideas and tools
- Content distribution techniques and channels
- Content Repurposing, and brand recall
- Writing techniques & Posting on Social Media channels
- Personal Branding Tips
PHASE 1: ATTRACT CUSTOMERS TO YOUR WEBSITE
- Optimize for searchers (buyer personas).
- Optimize for search Engines (through On-page)
- There are over 200+ different ranking factors that Google looks at when determining where to rank an indexed
- Focus on creating quality content for your buyer personas and great ranking will follow
- Understand your buyer personas: they will dictate how you decide to optimize your website including the design and layout, language used and content available.
- Determine what type of “optimization” you’re trying to
- Depending on a company’s long-term goals or short-term goals, optimization may mean something
- Make your site easy to understand for humans and crawlable to search engines
PROFESSIONAL BLOGGING WITH WORDPRESS:
- Why Business blogs differ from personal
- Why Blogs are Great for SEO:
- Indexed pages
- Each page is an opportunity to rank for solutions to industry-related issues
- Blogs convert leads and demonstrate authority, expertise and trust
- Remarkable content is rewarded
- Use blogging to get inbound links
- Rewards also come in the form of social shares
- Blogging best practices:
- Blog for personas, not search engines
- Pick a great title, address one topic per post, cover content that’s important to your buyer personas
- Blog consistently and frequently, optimize following SEO best practices
- Use formatting to draw the attention of the reader and keep them there
- Give your readers an opportunity to convert as a lead
- What to blog about
- Long-tail keywords, recent industry/relevant news, customer questions, blog comments, hot industry topics, go negative or positive, invite guest bloggers
- Reuse and recycle your blog posts
- Ways to promote blog content:
- Leverage your website, use social media presence, email marketing, tap into your network, PR releases,
- What to analyze / does it work?
- Number of article views, blog subscription growth, most popular articles, inbound links
- Don’t expect overnight success
PHASE 2: AMPLIFY WITH SOCIAL MEDIA CHANNELS
- Billions of people use social media – there’s a lot of traffic
- Can be used to attract, convert, close, or delight
- Foster connections with prospects
- Keep customers happy
- Show personality with socially shared content
- Content is king, distribution is Queen
- Considerations for a strong social strategy:
- Ensure you’re posting the right content in the right places
- Timing and positioning of social updates
- Social media as a listening tool
- Social media best practices:
- Optimize profiles to attract people and aid your website
- Personas: identify and build
- Build reach by utilizing the cocktail party rule and other social media etiquette
- Customize content for each platform: keep in mind the different personalities of the “big 4” social networks before posting
- Analyze to refine and iterate.
- Align with all stages of the Buyer’s Journey
- Share content that fits into each stage of the Buyer’s Journey
Tailor content to each network upon which it’s posted.
PHASE 3: CONVERT : CONTENT MARKETING
- Content is information
- Limiting factor for marketing success is attention, not space
- 60% of the sales cycle is in the marketer’s hands
- Can influence the sales cycle with content
- Content should focus on the solution. To know the solution, you have to know:
- The problem
- Who you’re solving the problem for
- Two keys to creating remarkable content
- Buyer personas are who you’re creating content for
- The Buyer’s Journey dictates what that content should be
- Different content format performs better in different stages of the Buyer’s Journey
- Develop a content creation process for sustained success
- Plan how to reach business goals, utilize the 80/20 rule, and focus on benefits
- Produce: focus on helpful content
- Distribute: determine distribution methods and be consistent and delivery schedule
- Analyze specific metrics
- Content quality is most important factor to increasing conversion rates
- Awareness stage content helps educate on nature of problem in general
- Consideration stage content helps educate on specifics of problem
- Decision stage content helps educate on solution strategies
- Use analysis to determine which stage of the Buyer’s Journey needs
PHASE 3: CONVERT : LANDING PAGES
- What are landing pages?
- Why Landing pages are digital sales reps that work 24/7?
- Gather lead intelligence through an equal exchange of information
- Landing pages are the heart of the conversion process:
- Inbound marketers double the average site conversion rate of non- inbound
- The number of landing pages accessible on your website plays a significant role in number of leads generate on a website.
- Something offered by an organization that has perceived value to website visitors other than the core products or services the organization sells
- Landing pages and offers go together like peanut butter and jelly
- Offers come in many different forms and are only limited by your imagination and understanding of what your personas want and need in each stage of the buyer’s journey
- Buyer’s Journey:
- A large majority of purchase decisions start with a search engine
- Providing offers relevant to website visitors in each stage of the buyer’s journey
- Buyer Personas:
- It is critical that the offers on your landing pages are relevant to your buyer personas
- Persona Relevancy vs. Irrelevancy Factor
- Landing Page Best Practices:
- Clear, concise, compelling headlines; explain the value & importance of the offer to your persona; use bullet points; select the appropriate number of form fields; remove navigation and links; include a relevant image or video; add testimonials when relevant; leverage industry awards/recognition.
Best practices as your guide to analyze landing pages
- Always take into consideration if the offer and landing page language aligns with a persona(s) in a specific stage of the buyer’s journey
- Take the conversion process into consideration when analyzing landing pages
- You need a conversion process to convert visitors into leads
- Use CTAs, landing pages, and thank you page
- Use these building blocks to create conversion paths
- Use conversion paths to lead people through the buyer’s journey
- What to offer at each stage
- How to use the right CTAs
- CTAs must be relevant to the content where they live
- Align with content topic and buyer’s journey stage
- Attract the eye with a helpful offer
- Optimize CTAs using A/B Testing
- Follow call-to-action and thank you page best practices
- CTAs should have action-oriented copy and live above the fold
- Thank you pages should deliver the offer
- Use your thank you page to bring someone to the next stage of the buyer’s journey
PHASE 4: CLOSE
- Email has ROI of 4300%
- Marketers’ use of email is growing year over
- Attract visitors via email by sending likeable content
- Convert leads by gaining trust
- Close leads into customers via lead nurturing and segmentation
- Continue engaging customers even after the close
- Determine who your audience is
- Segmentation creates context
- Use personas and the buyer’s journey
- Segment your contacts database
- Work towards specific goals: increased deliverability, engagement, and reach
- Maintain your email lists – they deteriorate without attention
- Create targeted (segmented) lists based on a variety of factors
- Let prospects spread the love and increase your reach
- Send the right content at the right time
- Tailor email sends to buyer’s journey stage
- Nurture a lead into a customer
- Emails should always add value
- Successful emails are optimized around goals, content, helpfulness, and
- Email optimization tactics:
- Identify a specific goal
- Personalize sender information and email copy
- Get to the point
- Use actionable language
- Focus on benefits
- Use multiple CTAs
- Encourage sharing
- Edit the plain text version
- Optimize for mobile
- Analyze results
- The sales and marketing relationship is often a negative one
- Smarketing’s goal should be to get sales and marketing on the same team and focused on revenue
- Alignment around goals: establishing related goals as well as transparent communication
- Alignment around personas: knowledge sharing to solve for target personas
- How to scale alignment for any size organization: collaboration
- Speak the same language
- Create a metrics-based goal for marketing tied to the sales goal
- Define the stages of the sales and marketing funnel
- Establish the definition of a sales-ready lead
- Define the handoff process between marketing and sales
- Define your buyer persona(s)
- Set up closed-loop reporting
- Signs that you don’t have closed-loop reporting
- Benefits of closed-loop reporting for marketing and sales
- Example reports based on closed-loop data
- Implement a service level agreement
- Definition of an SLA: agreement between sales and marketing
- Maintain open communication
- Types of meetings and topics for each
- Types of emails and content for each
- How to maintain open communication outside meetings and emails
- Rely on data
- Dashboards are effective because they provide frequent, public, and transparent communication around progress towards goals
- Example marketing dashboards and reports
- Example sales dashboards and reports
- The role of data in issue resolution and problem solving
- Buying habits have changed
- Your sales process has to change in order to support the buying process
- Buyers have so much information available to them that they typically have already made 60% of their purchase decision before even talking to a sales rep
- Give the buyer a relevant, personal, “delightful” experience that is driven by their needs and happens on their timeline
- Inbound sales approach:
- Attract visitors to website with relevant content
- Be an open book and share your content
- Leverage the buyer’s context
- Buyer now has all of the power
- Transform the way you target accounts:
- Make sure you are targeting the right people – stay focused on your buyer personas.
- Only the people who are experiencing the pain you solve should enter the top of the
- Transform the way you prospect accounts:
- Research your lead thoroughly
- Company information
- Read about their industry
- Check social media
- Lead intelligence
- Determine the goal of the call before picking up the phone
- Transform the way you connect with accounts:
- Build rapport
- Know your audience
- Speak the prospect’s language
- Be helpful
- Transform the way your prospects perceive you as a salesperson:
- Be a sales educator
- Make your sales organization human
- Become trusted advisors
PHASE 5: DELIGHT
- Customer delight is a competitive advantage in the market
- The more trust you build with people the more promoters you will create. Your promoters will attract more strangers to your business
- Building trust is core to customer delight
- Trust is what will create lasting relationships with people
- Your number one priority should be to serve people
- Customer delight is not just a post-sale It should be a priority both pre- and post-sale and wherever customers are in the Buyer’s Journey
- The three pillars of customer delight are innovation, communication, and education
- Customers and employees are a business’s greatest assets.
- Delight your employees & they will delight your customers
- Every small interaction makes a difference because they create the larger experience
- Develop team principles that your employees live by
- Everyone at the business should be able to identify a customer by persona
- Educate and empower employees with the customer delight checklist
- The businesses that are the best educators will be the most successful
- It’s not what you say, but how you make them feel that creates a lasting relationship
- Developing & establishing trust is critical to creating an inbound experience
BRINGING IT ALL TOGETHER
Digital Marketing is driving the agenda in marketing departments and this module will teach you the complexities of planning, buying and executing a marketing campaign that integrates traditional marketing with all digital activities including display, search, affiliate, email, mobile & social.
Examples of integrated marketing plans
Using the best digital marketing channels for maximum impact
Creating an integrated digital marketing plan
Costing and resourcing your internet plans.
Aligning business objectives, strategy and tactical solutions.
MarCom & Inbound Marketing Course - FAQ
- Students in their final year of B.Tech, MCA, BBA, MBA or any other discipline who want to make a career in Digital Marketing
- Professionals who want to shift to online marketing or those who are beginners in online marketing.
- Professionals in Marketing/ Sales/ Publishing/ e-business/ Advertising/ PR/ Traditional Marketing
- Professionals who seek to improve the performance of their online marketing campaigns.
- Professionals with understanding of Marketing from any background
- Professionals experienced in online advertising / SEM/ PPC and want to learn the opportunities with Organic / Inbound Marketing.
- Entrepreneurs / Businessman looking to promote their product / service through organic search and Inbound marketing tactics.
A basic knowledge of “Web / Internet”. No technical knowledge required. Basic internet knowledge is good enough to start. Graduation in any discipline with (including Diploma holders).
The future of Inbound Marketing is very bright, as the core principle of this form of marketing is customer centric rather than marketer centric. That means the customer is the winner with this type of marketing. The idea is to add value to customers and then get business from them.
All Fortune 500 MNC companies have some form of Inbound Marketing strategy in their overall marketing mix. The world needs more number of professionals in Inbound vs SEM/ PPC.
Yes, we have special batches and workshops on weekends. You can join our one-to-one or/and group training program as well.
Yes, Learnpact has Placement tie-ups with more than 227+ companies in Chennai, Kolkata. Our dedicated HR desk is tasked to put your profile in front the right Hiring Managers.
An Inbound Marketing Manager would be responsible to do some or all of the below activities
- You will be the person who can build and grow your inbound marketing strategy from the ground up in your organization.
- A data-driven inbound marketer will oversee and manage the majority of the marketing funnel for your company.
- You will Build and manage rich content/editorial calendar to attract audience to your company’s owned properties (with the help of blog posts, whitepapers, ebooks, reports, webinars, quotographics, infographics, etc.).
- Help in growing new leads, including MQL(marketing-qualified leads), by converting your site traffic through calls-to-action, landing pages, and optimized content that helps in lead generation (including coupon offers).
- Optimize your overall campaign marketing automation and lead nurturing processes through email, content, and social channels.
Hubspot is the world’s most popular Marketing Automation Company. Hubspot made the term “Inbound” popular and meaningful in the marketing context.
Hubspot’s Inbound Certification is of of its kind in the world and next to none. This certificate is a gold standard for professionals who want to specialize in Inbound Marketing. It is valid globally and the pass score is 80%.
The course fees for the MarCom & Inbound Certification in Kolkata is Rs 21,000 + taxes
Key Takeaways from this program:
- You will get professional training from 10+ years experienced faculty
- A Gov of India recognized certificate of achievement
- A globally recognized certificate from HubSpot.
I wanted to utilize the 1 month vacation in India to learn Digital Marketing & visit my folks. It was a good time spent & very informative course.
Neeraj Mehra, California, USA
The Diploma in Digital Marketing course from Learnpact helped me in the Final rounds of my Campus interview. I am working as a Brand Manager with a MNC in Mumbai.
Thank you Learnpact for the information and case studies shared during the course.