inbound marketing 101: becoming magnetic to today's consumers
Post on 18-Jul-2015
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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
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