inbound marketing 101: becoming magnetic to today's consumers

INBOUND

MARKETING

BECOMING MAGNETIC TO TODAY’S CONSUMERS

101:

Inbound marketing focuses on educating consumers as they search online for information to make a purchasing decision.

It’s not about the traditional marketing tactics of cold-calling and pushing the same content to everyone.

It’s understanding where a person is in the buying cycle and providing content accordingly.

WHAT EXACTLY IS INBOUND MARKETING?So...

INBOUND MARKETINGIS BASICALLY THIS:

CONTENT

PLACE TIME

HubSpot’s Inbound Marketing Methodology consists of 4 stages.

HubSpot’sINBOUND MARKETING METHODOLOGY

Provide content that caters to where a consumer is in the buying cycle.

ATTRACTPHASE

Emphasis is on bringing new people to your website and social media through educational content:

Use your blog to provide relevant, informative content that will rank well in search engines.Promote your content on social media.

Develop buyer personas - ideals of what your customers are like in terms of company goals/challenges and personal characteristics

Create a positive user experience for your visitors:Search Engine Optimization

Mobile-friendly/responsive design

Relevant content

Build relationships

Quick load speeds

Process of converting an anonymous website visitor into a lead

Create calls-to-action, encourage them to fill out contact forms, and provide free content to further educate them.

CONVERTPHASE

Process of converting a lead into a customer

Make sure your sales and marketing teams are working together (customer relationship management).

Use email marketing and lead nurturing to specifically focus on the products/services the prospect is interested in. Personalization is key!

Monitor which marketing strategies are most effective and allocate your time accordingly.

CLOSEPHASE

Even though the prospect is now a customer, the process isn’t over!

Keep these customers happy with additional free content, exclusive promotions, surveys, etc.

Be sure to address any comments or concerns customers have (monitor your social networks for both positive and negative feedback).

If they have a positive experience with your company, they’re likely to tell others and hopefully provide referral business.

DELIGHTPHASE

INBOUND MARKETING IMPACTYOUR BUSINESS?

HOW CAN

Website traffic

Time spent on your website

Return traffic

Social media following and interaction

Blog viewership

Email open and clickthrough rates

Leads

Revenue

Referrals

INCREASE:

54% MORE LEADS

INBOUND MARKETING CAN

ARE GENERATED BYINBOUND THAN OUT

Number of marketing messages ignored

Negative perceptions of your brand due to forced and disruptive sales/marketing tactics

Website bounce rate

Cost per lead

DECREASE:

INBOUND LEADS

COST 61%THAN OUTBOUND

WANT TO LEARN HOW INBOUND MARKETINGCAN WORK FOR YOU?

CLICK TOLEARN MORE.

THANK YOU!

BROUGHT TO YOU BY:

http://www.hubspot.com/inbound-marketing | http://www.slideshare.net/HubSpot/what-is-inbound-marketing-29665969

DIGITAL MARKETING AGENCY SINCE 1999