INBOUND MARKETING 101Presented by Jonathan Berthold

Rank Media Agency

• On average, inbound practices cost 62% percent less per lead than traditional outbound practices

• 75% of inbound marketing channels cost less than any traditional outbound channel

• Marketers that measure inbound ROI are 17 times more likely to see the same or greater ROI over the previous year

• Marketers who emphasize blogging are 13 times more likely to have increased ROI year over year

INBOUND MARKETING TRENDS

Sources:HubSpot – State of Inbound Marketing: http://offers.hubspot.com/2014-state-of-inboundHubSpot – 23 Reason Inbound Marketing Trumps Outbound Marketing: http://blog.hubspot.com/blog/tabid/6307/bid/28330/23-Reasons-Inbound-Marketing-Trumps-Outbound-Marketing-Infographic.aspx

• Search Engine Optimization

• Pay Per Click Advertising

• Social Media Marketing

• Content Marketing

• Email Marketing

INBOUND MARKETING CHANNELS

JB’s Key Takeaway

SEARCH ENGINE OPTIMIZATION

• 61% of global Internet users research products online

• 44% of online shoppers begin by using a search engine

• 75% of users never scroll past the first page of search results

• 33% of organic traffic goes to 1st search engine listing

SEARCH ENGINE OPTIMIZATION

Sources: HubSport http://www.hubspot.com/marketing-statistics#Lead GenerationWebDam Solutions http://www.webdamsolutions.com/2014-marketing-statistics-infographic/

• Cost-effective when executed strategically

• Provides a better overall user experience

• Search engines drive the most traffic

• Builds brand awareness and branding opportunities

• Capture mobile traffic with upcoming Google Mobile Usability update

MAIN BENEFITS OF SEO

JB’s Key Takeaway

PPC ADVERTISING

• Marketers spent $4 billion on click-to-call advertising in 2014

• Search advertising accounted for 51% of total Internet advertising revenue in the first half of 2014

• Google continues to dominate with 84% of the world's paid search market share

• Mobile now represents 20% of total search spending worldwide

PPC ADVERTISING

Sources: eConsultancy http://econsultancy.com/blog/64144-global-paid-search-spend-increased-in-2013-statsSearch Engine Land: http://searchengineland.com/marketers-spent-4-billion-click-call-advertising-2014-report-214232, http://searchengineland.com/5-incredibly-practical-reasons-ppc-2015-211611

• Google Shopping campaigns give ecommerce advertisers the ability to advertise products directly

• Mobile search advertising is on the rise

• Generates immediate traffic that you can convert into leads/sales

• Complements SEO efforts

PPC ADVERTISING

JB’s Key Takeaway

Social Media Marketing

• 93% of marketing professionals leverage social media for their businesses

• 72% of all web users are active on social media platforms

• 71% of users access social media from mobile devices

• 70% of marketers have used Facebook to acquire customers

• 34% have generated leads from Twitter

SOCIAL MEDIA MARKETING

Sources:Hubspot http://www.hubspot.com/marketing-statistics#Lead GenerationJeff Bullas http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/#XJWOB9DrEUeAJYWE.99

• Increases brand awareness

• Helps build active communities and brand advocates

• You can target niche audiences

• Social media can help generate leads and/or sales

• Sophisticated advertising platforms provide huge potential

SOCIAL MEDIA MARKETING

JB’s Key Takeaway

CONTENT MARKETING

• 90% of CMOs believe that custom content has a positive effect on audience attitudes

• 61% of people are more likely to buy from companies that produce custom content

• Content marketing tactics are most often executed through the use of: Articles (79%), Blogs (65%), Newsletters (63%), Case Studies (58%), Whitepapers (51%),

CONTENT MARKETING

Sources:Unbounce http://unbounce.com/content-marketing/content-marketing-stats/

• More branded content leads to increased exposure

• Engaging content breaks through clutter and allows your brand to tell its own story

• Custom content can help you build subscribers

• Videos and press releases can generate a significant buzz

CONTENT MARKETING

JB’s Key Takeaway

Email Marketing

• 74% of consumers prefer to receive commercial communications via email

• Email marketing has an ROI of 4,300%

• 59% of companies are integrating email and social channels together

• 76% of email opens occur in the first two days after an email is sent

EMAIL MARKETING

Sources:Hubspot http://blog.hubspot.com/marketing/email-marketing-stats-list

• Integral aspect in audience development – goes hand in hand with social media marketing

• Strategic email remarketing can help you segment users into different subscriber baskets

• You can continuously drive traffic back to your site with an active newsletter

EMAIL MARKETING BENEFITS

JB’s Key Takeaway

CONCLUSION