inbound marketing vs. outbound marketing

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The concepts and ideas submitted to you herein are the intellectual property of Insignia FZ LLC. They are

strictly of confidential nature and are submitted to you under the understanding that they are to considered by

you in the strictest of confidence and that no use shall be made of the said concepts and ideas, including

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INBOUND MARKETING


INBOUND MARKETING.

Outbound Marketing is any marketing efforts that are reaching out to your market. Email

blasts, calls, direct mail, etc.

Inbound Marketing is when you place yourself where your customers are. So they are finding

you instead of you trying to find them. Targeting the exact customers.

Having your website ranked highly on Google is a form of Inbound Marketing. Being active on

social media can be Inbound Marketing if done correctly. In today's market, Inbound Marketing is

extremely important.

Inbound marketing is a data driven approach to marketing that attracts individuals to the brand

and converts them into lasting customers.


What is Inbound.Inbound is about creating and sharing content with the world. Promoting your brand through

blogs, podcasts, videos, social media marketing and other forms of content marketing that

serves to attract people towards your brand.

Major themes:

• Content Creation + Distribution- Create targeted content that answers prospects' and

customers' basic questions and needs, then share that content far and wide.

• Lifecycle Marketing- Promoters don’t just materialize out of thin air: they start off as

strangers, visitors, contacts, and customers. Specific marketing actions and tools help to

transform those strangers into promoters.

• Personalization- Tailor your content to the wants and needs of the people who are viewing it.

As you learn more about your leads over time, you can better personalize your messages to

their specific needs.


What is Inbound.• Multi-channel- Inbound marketing is multi-channel by nature because it approaches people

where they are, in the channel where they want to interact with you.

• Integration- Content creation, publishing and analytics tools all work together like a well-oiled

machine - allowing you to focus on publishing the right content in the right place at the right time.

By publishing the right content in the right place at the right time,

your marketing becomes relevant and helpful to your customers,

not interruptive. Now that’s marketing people can love.


Inbound Pyramid.

Content on the web leading to the website.(Blogs, Facebook, Twitter, Search Engines, Google+, Landing

pages)

Visitors

Followers

Leads

Customers & Clients

Providing engaging contents here

Make them regular followers

Convert them into leads


Using inbound marketing can turn strangers into customers and promoters of your business.

Attract- Attract strangers and convert them into visitors with valuable contents

Convert-Convert websites visitors into leads. Use CTA's, forms etc.

Close- Convert leads into customers through lead nurturing. Do social media

interactions, send them emails, give offers.

Delight-Delight customers to turn them into promoters of your brand. Engage with

customers, build positive relationships, encourage them spread word for you.

http://www.hubspot.com/inbound-marketing


Inbound Marketing Process.

Website

Hub of

Marketing

strategy

Attract

• Online search

• Social media

• Blogs / Articles/

PR

Convert

• Content Offers

• Calls-to-action

• Landing Pages

Nurture

• Automated

Emails

• Lead intelligence

• Additional offers

Analyze

• Google Analytics

• Key Metrics

• Adjustments


The old marketing playbook is broken

In order to attract customers, marketers have to provide them with something they will

love. This is where Inbound comes in.

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


What is Inbound.Inbound Marketing is multi-channel by nature because it approaches people where they are, in

the channel where they want to interact with you.

Keyword search

BlogCall-to-action

Website & landing pages

Social media Email SEO


What is Inbound.• Inbound creates more leads

54% more leads are generated by inbound than outbound.

• Inbound leads cost 61% less than outbound

Outbound Avg. cost/lead is $346

Inbound Avg. cost/ lead is $135


Examples of Inbound Marketing.Restaurateurs can look to a few different outlets in order to get the ball rolling on their

marketing plans. Here are a few examples of Inbound Marketing

SEO - Optimise your website so that Google can easily index your pages.

Social Media - Drive traffic to your website and connect to your customers via a less formal

platform.

Email Marketing - With interesting content and sleek designs, you can update your customers

to keep them engaged with your brand.

Conversion Rate Optimisation - Once you have created brand awareness in your community,

look to turn your regular customers into repeat business.

Reputation Management - Monitor what they are saying, where they are saying it and how this

reflects upon your brand.


How It Can Help Your Restaurant.Inbound Marketing is a great foundation to building a multi-channel marketing strategy. By using

tactics like any of the above listed, you can quickly build a steady stream of visitors to your

website. Once you feel like you have a sufficient volume of traffic coming in, you can focus your

efforts on making sure more people end up booking, and then turning those customers into loyal,

repeat business.

Keep in mind that more online traffic means more bookings, and more bookings means higher

sales. This mantra should be at the heart of your Inbound Marketing strategy.


Inbound Vs. Outbound/Traditional

Marketing.

More online traffic means more bookings, and more bookings means higher sales.

Inbound Marketer Outbound Marketer

New marketing is any marketing tactic that

relies on earning people's interest

Old marketing is any marketing that pushes

products or services on customers

Communication is interactive and two way Communication is one way

Customers come to you Customers are sought out

Marketer seeks to entertain or educate Marketer rarely seeks to entertain or educate

Cost Effective High Cost

Better Audience Targeting Poor Audience Targeted Techniques

Implementation process is easy Longer Implementation process

Multi Channel Marketing Strategy Single Channel Marketing Strategy


Inbound Metrics You Need to

Track.• Overall Traffic to the website

• Referral Traffic to the website

• Email Collection

• Ecommerce Sales

• Coupon Redemption

• Growth in Brand Following

• Returning visitors

• Bounce rate

• Conversion rates

• Leads

• Revenue

http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/346807/12-Valuable-Inbound-Marketing-Metrics-

You-Need-to-be-Analyzing


Free Platforms For Marketing

Analytics.• Google Analytics

• Woopra

• Piwik

• Clicky

• StatCounter

• ClickTale


The concepts and ideas submitted to you herein are the intellectual property of Insignia FZ LLC. They are

strictly of confidential nature and are submitted to you under the understanding that they are to considered by

you in the strictest of confidence and that no use shall be made of the said concepts and ideas, including

communication to any third party without Insignia’s express prior consent and/or payment of related

professional services in its entirety.

THANK YOU.