GOING

IN B O UN D ers to lovers,
How to turn strang
ess
and lovers to busin
wan
By: Ferdi Anggria
 Let’s start with some cliche 💩

Everyone wants to be loved

 Let’s start with some cliche 💩

Everyone wants to be loved

But they still do this

Nobody download your app just to get
bombarded with push notifs 󰚦
It has the same energy as sending tons of love
letters to your crush in the 80s.
Okay, you’re doing free e-book, but you are also…
 SENDING
TOO MANY
E AILS
 ❤ ❤

How can somebody love

you if you keep on showing
t
up on their window at nigh
I am not here to change your love language
 I am not here to change your love language

But if you’re patient enough, I would like to introduce you to…

INBOUND
MARKETING
Attract, Engage, Delight
ATTRACT

Get them to
discover you
The key to amazing first impression? 😎
THE SMELL
 ELEMENTS OF GREAT SMELL

Distinct, not generic Communicates authority,

not incompetence
Distinct,
not generic
Build content to showcase the distinct quality of your brand
across the competition.
Distinct,
not generic
Build content to showcase the distinct quality of your brand
across the competition. This can be done by:

Analyzing Implementing
Competition Topic Clusters
 See what most of the competitions are doing, and try to
find your way to cut through the noise.

Analyzing
Competition

For ‘growth marketing template’ keywords, most

websites are offering one template fits all
 See what most of the competitions are doing, and try to
find your way to cut through the noise.

Analyzing
Competition

For ‘growth marketing template’ keywords, most While Hubspot offers the directory of templates
websites are offering one template fits all along with other marketing materials
 See what most of the competitions are doing, and try to
find your way to cut through the noise.

Analyzing
Competition

If most of the competition is aiming for lower

price for a premium category
 See what most of the competitions are doing, and try to
find your way to cut through the noise.

Analyzing
Competition

If most of the competition is aiming for lower Keep your price high, but offer the option for
price for a premium category value-seekers without burning your promo cost
 You can also use perceptual mapping to identify where
you should stand among the competition. Basic
perceptual mapping is based on price & quality, but you
can experiment more.
Analyzing
Competition
 For every content, especially on website, there should be a pillar &
supporting topic. We call this topic clusters.

Implementing
Topic Clusters
 Topic clusters apply to everything, including social media posts. But it
works best for website due to its SEO value attribution.

Implementing How to make

Topic Clusters content
marketing for
gen Z

How to make
How to make
content
content
marketing for
marketing
B2B

How to make
content
marketing for
beginner
The content can be anything
Don’t limit to some, as long as you have enough resources (interns) to do it 😂
 Remember that your goal is not to create free content
Your goal is to attract strangers with your content and get them
to opt-in for your future content.
 Communicates
Authority
not incompetence
The goal of inbound marketing is to build topic authority
& credibility; and not just mere handing out free answers
How do you spot the anime protagonist?
Show, not tell
Show Tell
Show Tell
Show Tell
 Show Tell

Reason-to-believe Reason-to-use

Customer behavior first Business goals first

Integrate product value in Focus only on free

the brand offerings content distribution
ENGAGE

Hit them with

your charm
 The worst time to say hi
to your school crush? ( ͡❛ ͜ʖ ͡❛)
 t h e s c hoo l i t s e lf !
In In front of his/h
er friends, teache
r, principal, and school janito
rs
 Noisy & cluttered

Prone to get shamed by

his/her friends

Most of the times, it’s

too early

He/she might get turned off

for being humiliated
 Know when to be
Reactive 🛰 & Proactive 🔊
Reactive 🛰 Proactive
🔊
Triggered based on page view behavior Triggered based on buyer inactivity
Reactive 🛰 Proactive
🔊
Triggered based on user activity Triggered based on buyer drop-off
Reactive 🛰 Proactive
🔊
- When the strangers consumed - When the strangers have been
your content multiple times in a considering to buy your product
particular period after they based on their web/app
opted-in. activity.
Reactive 🛰 Proactive
🔊
- When the strangers consumed - When the strangers have been
your content multiple times in a considering to buy your product
particular period after they based on their web/app
opted-in. activity.

- Triggered based on their - Triggered based on their

activity. inactivity.
Reactive 🛰 Proactive
🔊
- When the strangers consumed - When the strangers have been
your content multiple times in a considering to buy your product
particular period after they based on their web/app
opted-in. activity.

- Triggered based on their - Triggered based on their

activity. inactivity.

- The goal is to nurture strangers - The goal is to guide strangers to

to either business prospects or your content & prevent drop-off
your brand evangelist. in your sales funnel.
 🔊
Offer
limited-time
discount
Read min.
three articles 🔊
Opt-in to your Send email to pitch
newsletter 🛰 Downloaded
complimentary
product demo
Non-User request
for sales demo
Read your web
Wait for 7 Days another
content
e-book
Downloaded
your e-book 🛰
Send email
Didn’t open
containing paid Wait for 14 Days
any email content at no cost

Request to opt them

THE WORKFLOW
out at the cost of
missing all of your free
premium content

🛰
 The 🔑 to Great

WORKFLOW
Limit how often🚸 Learn from Onlyfans 🔞 Opt-out 🥊
the user receive your build paywall, but instead of the non-performing ones to
proactive content. money, ask for email address. save your email & CRM quota.
DELIGHT

When they’re
happy, pitch em’
When do you know that it’s time to confess? 💌
When most of
the dates went
SPECTACULAR
When most of
the dates went
SPECTACULAR
Definitely not when you send 100 push notifs 🙇
The Pareto Rule of Inbound Marketing
 The Pareto Rule of Inbound Marketing

20%
Of conversion probability is
determined by audience profiling

Age
Gender
Location
Buying Power
Size of Company
Funding Status
Tech-savviness
 The Pareto Rule of Inbound Marketing

20% 80%
Of conversion probability is Of conversion probability is
determined by audience profiling determined by user & non-user behaviour

Age Funnel drop-off

Gender Time Spent Browsing
Location Buying Intent
Buying Power Blog View Behavior
Size of Company Number of content consumed
Funding Status Past purchasing behavior
Tech-savviness Promo awareness
Incorporate
these in your
Audience
Scoring Method to gauge the probability
of closing a deal from 0-100
 If you are B2C company, you can try these out:

Time-Sensitive Promo Free products Bundled Offers

 If you are B2B or SaaS company, these might help better:

Trial Warranty 1st Year Discount Partial Trial

The bigger question in
delighting audience
is more about
when than how
Too early and they’ll be turned off. Too late and someone will take them away 💔
Those are
the path of
inbound
marketing
 And these are the tools that you can use along the way

ATTRACT ENGAGE DELIGHT

Two last tips
Blog isn’t a must-have
Your goal is not to create articles that people won’t read. Your
goal is to create attractive & engaging content. Why spend
80% of your energy to create content that people won’t read
A little kindness
goes a long way
Just like gossip & free e-book. If you can’t write good e-book,
at least be kind to those strangers in your website.
Who knows one of them can be your lovers 💕

Why screenshot when you can
download it for free below:
Thanks!
All photos credits goes to Austrian
Let’s be fren in Linkedinz: National Library, Museums Victoria,
Boston Public Library, Galt Museum at
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