what is inbound marketing, anyway?
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Are you looking to drive more traffic to your website this year? Do you want to generate more leads? Learn how inbound marketing can turn your website into a conversion machine.TRANSCRIPT
@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
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
The Old Way
TV Ads
Direct Mail
Cold-CallingPop-Up Ads
Paid Email
Lists
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Outbound Marketing
• Interrupts your audience• Causes frustration• Does not drive results
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
The New WaySearch Engine Optimization
Social Media
Opt-in Emails
eBooks
PodcastsBlogs
Webinars
Videos
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Inbound Marketing
• Useful and relevant content to the right audience at the right time
• Helps your audience accomplish their goals
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Inbound Marketing Methodology
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
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.
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Convert• Gain insight into what your
visitors are really looking for.
• Track performance metrics and easily adjust accordingly.
• Meet your visitor’s needs.
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Close• Cater your messaging to
your audience’s buyer journey.
• Qualify your leads before calling.
• Educate your leads before selling.
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
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.
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
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.
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Inbound marketing delivers
54% more leads into the
marketing funnel than
traditional outbound leads.
Source: HubSpot
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Inbound leads cost
than outbound leads.
Source: Search Engine Journal
61% LESS
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Goal Setting – Inbound Style
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
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
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
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.
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
• Interview customers
• Analyze trends
• Talk to Sales/CS staff
How do you define me?
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Attracting Site Visitors
• Blogging• SEO• Social
Media
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
• 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
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
89% of online consumers
use search engines when
making a purchase decision.
Source: Fleishman-Hillard
SEO
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Image created by Rand Fiskin, Moz
• Uniquely Valuable
• Bot Accessible
• Phenomenal UX
• Built to be Shared
• Keyword Targeted
• Multi-Device Ready
• Meta Data Inclusive
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
46% of online consumers
count on social media when
making a purchase decision.
Source: Nielsen
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Social media lead
conversion rates are
than average conversion rates.
Source: HubSpot
13% higher
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Social media produces
the marketing leads of
tradeshows, telemarketing,
direct mail, or PPC.
Source: HubSpot
2X
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
The Buyer’s Journey is the active research process a potential buyer goes
through leading up to a purchase.
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
• CTAs• Landing
Pages• Forms
Conversion Essentials
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
CTA Examples
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
70% of Small Businesses Aren’t Using Calls-to-Actions on Their Home Pages
Source: Online Marketing Coach
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
72% of Small Businesses Don’t Use Calls-to-Actions on Their Interior Pages
Source: Online Marketing Coach
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
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?
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Companies With 30+ Landing Pages
Generate 7 Times More LeadsThan Those With 1 to 5 Landing Pages
Source: HubSpot
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
• Length of Form• Privacy is Preferred• Submission Button –
Test!• Capture it Once
Forms
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Questions?