what is inbound marketing, anyway?

@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway

What is Inbound Marketing, Anyway?

Allison Casey Digital Marketing Director

@Allison_WSOL

Katelyn Ahern Marketing Specialist

@katelynahern25


The Old Way

TV Ads

Direct Mail

Cold-CallingPop-Up Ads

Paid Email

Lists


Outbound Marketing

• Interrupts your audience• Causes frustration• Does not drive results


The New WaySearch Engine Optimization

Social Media

Opt-in Emails

eBooks

PodcastsBlogs

Webinars

Videos


Inbound Marketing

• Useful and relevant content to the right audience at the right time

• Helps your audience accomplish their goals


Inbound Marketing Methodology


Attract• Find out how and from

which channels your visitors are finding you?

• Make it as easy as possible for them to find you from all channels.


Convert• Gain insight into what your

visitors are really looking for.

• Track performance metrics and easily adjust accordingly.

• Meet your visitor’s needs.


Close• Cater your messaging to

your audience’s buyer journey.

• Qualify your leads before calling.

• Educate your leads before selling.


Delight• Continue to deliver the right

message at the right time.• Create useful content and

experiences for your clients even after the contract has been fulfilled.


Inbound Marketing

• Tools can be applied to many different stages of the Inbound Marketing Methodology.

• These strategies can be tailored to your marketing goals.

• The foundation to it all is your audience.


Inbound marketing delivers

54% more leads into the

marketing funnel than

traditional outbound leads.

Source: HubSpot


Inbound leads cost

than outbound leads.

Source: Search Engine Journal

61% LESS


Goal Setting – Inbound Style


Specific: Visits, Leads or Customers

Measurable: Provide a number

Attainable: Understand Benchmarks

Relevant: Relates to an Overall End Goal

Timely: Include Time-frame

SM

A

R

1T


Goal: I want to increase site traffic.SMART GOAL: I want to Increase site visits by 50% by December 2014.

Goal: I want to generate more leads from my website.SMART GOAL: I want to increase our website leads from 10 per month to 15 per month by December 2014.


• Interview customers

• Analyze trends

• Talk to Sales/CS staff

How do you define me?


Attracting Site Visitors

• Blogging• SEO• Social

Media


• Nearly 40% of US companies use blogs for Marketing Purposes

• Companies that blog have 55% more website visitors

• B2B companies that blog get 67%

more leads per month than those that don’t.

• B2C companies that blog get 88% more leads per month than those that don’t


89% of online consumers

use search engines when

making a purchase decision.

Source: Fleishman-Hillard

SEO


Image created by Rand Fiskin, Moz

• Uniquely Valuable

• Bot Accessible

• Phenomenal UX

• Built to be Shared

• Keyword Targeted

• Multi-Device Ready

• Meta Data Inclusive


46% of online consumers

count on social media when

making a purchase decision.

Source: Nielsen


Social media lead

conversion rates are

than average conversion rates.

Source: HubSpot

13% higher


Social media produces

the marketing leads of

tradeshows, telemarketing,

direct mail, or PPC.

Source: HubSpot

2X


The Buyer’s Journey is the active research process a potential buyer goes

through leading up to a purchase.


• CTAs• Landing

Pages• Forms

Conversion Essentials


CTA Examples


70% of Small Businesses Aren’t Using Calls-to-Actions on Their Home Pages

Source: Online Marketing Coach


72% of Small Businesses Don’t Use Calls-to-Actions on Their Interior Pages

Source: Online Marketing Coach


Blink Test1. What is the offer? 2. Why does it benefit me (the visitor to the page)? 3. Why do I need it now? 4. How can I get it?


Companies With 30+ Landing Pages

Generate 7 Times More LeadsThan Those With 1 to 5 Landing Pages

Source: HubSpot


• Length of Form• Privacy is Preferred• Submission Button –

Test!• Capture it Once

Forms


Questions?