Importance of Inbound Marketing and its best practices

by Sanchit Malik

Sanchit Malik Co-Founder, Townscript

Driving Sales, Marketing & Customer Success for Townscript

5000+ Events

40+ Events Created/ Day

18,000+ Tickets sold/ month

1.5L+ Unique visitors/month

@maliksanchitBlog: startupo2.com

Stranger Lead Customer Promoter

Inbound

e,g, Blogging, SEO, etc

Outbound

e,g, cold emails, telemarketing, etc

Attract Convert Close Delight

Inbound Marketing Methodology

Outbound Inbound

- Cold calls (DND) - Cold Emails (Spams) - TV Ads (interruptive)

- Blogging - SEO - Social Media - Adwords - Educating customers by generating quality content

Why should you focus highly on Inbound marketing?

• Inbound Marketing has really higher conversion rates.

• The cost of acquiring customers is much less.

• Email spam filters/Call Do not Disturb are stronger than before. Your cold mails go in spam. Hence very low success rate.

#1 Define your target customer

Characteristics

Runs 1-2 Marathons every month

Active on Facebook, facebook groups.

Not much active on twitter/linkedin

What is valuable for him?

Create Your Objectives around their needs

Blogging Videos/webinars

Info-graphics

E-Books Case Studies

#2 Attract Target Customers with Valuable ContentCreate Content with Context

#3 Channels of acquisition

Valuable Content

#4 Connect with your audience on Social MediaShare the content with your network

Useful Tools

1. Tweetdeck 2. Crowd fire 3. BufferApp

Useful Read: Check Beginners Guide to SEO by MOZ.com

Valuable Content comes on the top of Search Engines!

#5 Convert Visitors into Leads

Call to Action

Useful Tools: 1. sumome.com for lead capturing 2. gumroad.com for hosting PDF’s

Call to Action (Ebook)

Call to Action (PDF)

#6 Create Better Landing Pages

Useful Tools: Unbounce, Kickofflabs for creating landing pages

#7 Qualify Leads and close them into customers

Not all the leads are at buying stage.

Need to qualify the leads

Analyse the leads if they are fit for sales

Check their website, company social page

#8 Measure your efforts!

Useful Tools: Check out Google Analytics, Clevertap, Mixpanel Use UTM Parameters to track campaigns (check URL Builder)

Thank You!