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

@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?