The document provides an overview of inbound marketing. It begins by defining inbound marketing as a holistic approach to attracting customers online based on the principle that "like attracts like." Inbound marketing uses techniques like content marketing, blogging, social media and email to generate leads and sales. It works by attracting potential customers who are already interested in a business and its products or services. The document then discusses how inbound marketing works through the customer journey from research to purchase to re-purchase. It emphasizes using relevant content tailored for different customer stages. The last few paragraphs focus on the importance of creating helpful content based on customer personas and research in order to attract, engage and convert prospects at each stage of the buying process.
The document provides an overview of internet marketing strategies and tactics for small businesses. It discusses six key areas of successful internet marketing: search engine optimization, social media, paid search, affiliate marketing, email marketing, and mobile marketing. It also notes that internet marketing is projected to grow to $36.7 billion by 2014 and that search engine optimization, paid search, and search engine marketing offer high returns on investment. Further, it emphasizes that simply having a website is not enough and businesses must promote their sites to attract relevant traffic and maximize their online presence.
Despite a steady stream of changes and often volatile shifts in ranking/position, the state of the search marketing industry remains strong. According to the Search Engine Marketing Professional Organization’s (SEMPO) 10th State of the Industry report, which surveyed more than 500 digital marketers and agencies about their online marketing activities across
digital channels, search engine optimization (SEO) is the most prevalent marketing activity for 94 percent of individual marketers/clients and 92 percent of agencies – significantly higher than when the survey was conducted in 2013 http://withDrDavid.com Search-based advertising is also top of mind with today’s enterprises, with 84 percent of agencies/consultants and 83 percent of marketers/clients indicating they run paid campaigns.
This document provides 25 tips for using offline marketing to build a business. The tips include using billboards, branded products, brochures, business cards, canvassing neighborhoods, charitable involvement, collaborations, community involvement, holiday cards, hosting community events, mobile billboards, networking events, newsletters, pole banners, press releases, primary product packaging, print advertising, promotional items, radio advertising, samples, secondary packaging, speaking engagements, sponsorships, trade shows, and TV advertising. All of these offline marketing tactics are presented as effective ways to supplement or replace online marketing efforts.
This document provides an overview of building an effective sales funnel for internet commerce. It discusses key concepts like what a sales funnel is, examples of products that can be sold online, and different marketing strategies that can be used at each stage of the funnel. These include content marketing tactics like blogging, article marketing, and social media, as well as paid advertising on platforms like Google AdWords. It emphasizes testing and measuring the performance of the funnel on an ongoing basis to improve sales.
Are you looking to increase the amount of leads and sales you receive through your website?
Find out how to instantly grow your email subscriber lists and increase the leads and sales you receive through your website. This free guide is guaranteed to give you the advantage you're looking for in your business.
With this guide you will discover...
How to identify and target your ideal customer.
Massively Increase your email subscriber lists and increase leads and sales.
Build effective landing pages and sales pages for your website.
Find and remove the elements stopping you from making even more sales on your website.
The tools required to help you measure your results and make meaningful adjustments.
This document provides an introduction to internet marketing. It discusses why businesses should market online, how to optimize websites for search engines like Google, and various online marketing strategies like search engine optimization, social media, email marketing, link building and pay-per-click advertising. It emphasizes researching keywords, reviewing website analytics, implementing on-site optimizations, and monitoring results to improve online visibility and conversions.
Searching for an independent company promoting thoughts? You have arrived at the ideal locations. We realize that not at all like enormous organizations with greater money vaults and surprisingly a greater number of promoting choices...
Futureproofing digital business models in Retail - Jacob Dutton, 383 - Byte B...383
Jacob Dutton, Partner & Commercial Director at digital experience studio 383, talks about the ways that traditional retail models are being disrupted. He also explore some practical ways that today's retailers can help to future proof their revenue streams for tomorrow
Jacob spoke at 383's monthly Byte Breakfast event. Each event features a guest speaker from inside one of the world’s most interesting companies and a related talk on product development and customer experience from a team lead at 383.
David Harrison discusses effective digital marketing strategies for websites. A successful site should attract visitors through search engine optimization, pay-per-click advertising, social media, banners, and offline marketing. It should then convert visitors into customers by giving them a reason to take action. The site needs to fulfill customer needs and retain customers by staying in contact through email, blog posts, and offers. Getting all four steps - attract, convert, fulfill, and retain - right is key to maximizing a site's potential.
Presentation for NISP at Coleraine Enterprise Agency on Digital Marketing for Startups. Introduction on how to use web marketing for customer acquisition.
The document discusses why businesses need a web presence. It explains that a web presence allows businesses to start conversations with customers and prospects online about why they should buy from the business. It allows businesses to track engagement, compete better against larger competitors, market in niche areas more cost-effectively, appear larger than they are by reaching local and global customers, and be open 24/7. The document outlines 10 specific reasons why a web presence is important for businesses and concludes that every part of a website should lead visitors to take action and inspire them through connecting to their needs and buying process.
Byte Breakfast: Attention, friction and the customer travel journey.383
This document discusses the growing popularity and potential of messaging platforms and conversational agents. It notes that messaging is a more comfortable experience for users than traditional apps. Major tech companies are investing heavily in messaging and bots are seen as a way to provide helpful services to users through natural conversations. The future of digital assistance may involve hierarchical bots with different levels of training and capabilities to meet a range of user needs.
How can I convert my subscribers into customers, turn my customers into great customers, and extend the lifetime value of my customers?
In each of those cases, lifecycle marketing is key. Lifecycle marketing is about triggering marketing communications when you know they will have maximum impact—and also knowing who you shouldn’t focus your efforts on.
If you’re part of an eCommerce company and are interested in building an automated customer acquisition and retention plan, then this presentation is for you. Mike Arsenault, Co-founder and CEO of Rejoiner, covers:
--The basics of lifecycle email marketing for eCommerce
--How to use a simple spreadsheet to identify customers with the highest potential ROI
--How to predict when customers are about to defect from your company
--How to measure the profitability of your triggered email program
--Examples of lifecycle email campaigns that real eCommerce companies are using today
The way people research and buy products has fundamentally shifted.
These days, people prefer having conversations over filling out lead capture forms (81% don't fill out the form when they encounter gated content).
And 66% prefer real-time messaging for talking to businesses over any other communication channel.
To help you better understand what this new marketing and sales landscape looks like, we teamed up with our friends at Clearbit to create the first-ever State of Conversational Marketing report.
The document discusses ways for real estate companies and agents to reinvent themselves for the modern real estate landscape. It highlights key areas like recruiting, facilities, internet marketing, and technology integration. The presentation encourages attendees to identify areas within their own companies that need improvement and to begin discussions on reinventing processes to better engage online consumers and mobile agents.
How can HubSpot help BabelQuest grow your businessEric Murphy
BabelQuest are a HubSpot Gold partner in Oxford, UK. We help drive business growth with inbound marketing and inbound sales. More than a marketing agency, we are a business growth partner.
SaaS marketing 101 How to execute today for maximum growthAli Mahmoud
Practical tips for any small business or SaaS Company to improve their marketing. Inbound Marketing is a topic often covered however what about businesses that need short term results while they execute on their long term inbound strategy.
Entrepreneurs are faced with too many choices: inbound vs outbound, social, referral or account-based marketing. This slideshare takes an in-depth look at outbound marketing & referral marketing which can be two highly effective vehicles to help you acquire customers today.
Enjoy and please share your thoughts, successes and even your failures. We can all grow together.
The document provides 10 quotes from business leaders about the future of e-commerce. The quotes discuss trends like the blurring lines between media and marketing companies, greater personalization and mobile opportunities, brick-and-mortar stores becoming showrooms, the power of word-of-mouth, and the convergence of the digital and physical worlds. One quote predicts that by 2022, physical retail spaces will primarily function as showrooms for products purchased online.
Inbound Digital Marketing – The Facts on Why You Need it NOW!Marketing Essentials
Inbound digital marketing is both an art and a science. Using data, an inbound digital strategy is developed to create the right type of content, delivered in the right channel at the right time—just the way your audience likes it by using an automated marketing system, like Hubspot (Yes! Marketing Essentials is one of the elite Certified Hubspot Agencies).
RiseFuel's Beginners Guide to Inbound MarketingTony Shannon
By now, we've all heard how valuable—even essential—inbound marketing can be for growing sales and finding new customers. Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that inbound marketing is far more complex field than it first seems.
Diving in without a sense for what it's like can be overwhelming, and building a marketing strategy that provides real value takes both savvy and hard work, but fear not—we're here to help!
Content Marketing - What Big Business Discovered and How to Use ItSteve Faber
Content marketing is all the rage these days, with 2013 showing signs that even more marketers are embracing it. There is a good reason for that. Consumers, in both the B2B and B2C environments, respond very well to a properly run content marketing casmpaign. Large organizations have spent big money discovering what works and what doesn't. Use what they've learned about content marketing to power your organization's marketing strategy going forward. 49 pages
This document provides a guide to data-driven sales prospecting. It discusses how sales prospecting has become more complex but also more crucial in today's business environment. It advocates adopting a data-driven approach to sales prospecting by leveraging different types of company data at each step, including defining the ideal customer profile, finding matching companies, tapping automation, personalized outreach, and evaluation. The document explains key concepts like firmographics, technographics, buying signals, and intent data that are important for a comprehensive understanding of company data to enable effective data-driven sales prospecting.
7 ESSENTIAL TIPS FOR EFFECTIVE LEAD GENERATION.pptxA2digital
: In simple words, Lead Generation/Lead generation marketing is the process of getting people interested in your business and gradually converting them through your pipeline into paying customers. Some people see lead generation as a big email blaster and an intrusive salesperson. However, today these techniques are no longer successful.
Every business uses a sales funnel.
A sales funnel is the predetermined journey people are taken through before becoming your customer. It can also be referred to as a sales tunnel or sales pipeline.
This document provides an introduction to inbound marketing. It discusses key concepts like buyer personas, the buyer's journey, and using content and SEO to attract potential customers at different stages of their journey. The document is from Doidea, an inbound marketing agency, and it serves as an eBook to teach beginners the basics of inbound marketing. It covers topics like understanding your audience, creating the right content for different stages, and optimizing content to rank higher in search engines. The overall goal of the document is to explain the core components of a successful inbound marketing strategy.
Lead Generation for Small Business: Experts Weigh In
Managing your sales using a simple CRM is critical. The question is how do you even generate leads in the first place? Lead generation is the lifeblood of small businesses. If done right, generating great quality leads can be a major catalyst for growth and revenue. But with so many lead generation tactics and approaches available out there, small businesses want to know which are the most effective to use.
To help answer this question, we’ve reached out to a panel of small business sales and marketing experts and asked them all a single question: “What is the most effective lead generation technique(s) for small businesses“?
The Top Ten Sales Tips for 2016 will help you increase sales and drive revenue. Learn how technology, research and preparation can help you lose more deals in less time.
Grow your small business or dental/medical practice with the 90day strategic ...clickconvertsell
The document provides training on how to grow a business in 90 days. It discusses focusing on increasing new customers, larger sales from existing customers, and more frequent purchases. It recommends analyzing prospect, customer, and high-value customer lists to better understand needs and opportunities. Specific tactics covered include check sheets, activity lists, positioning as a market leader, promotion, and multichannel interactive marketing. The overall goal is to better understand customer problems and deliver tailored solutions.
This document provides an overview of the fundamentals of inbound marketing and success. It discusses:
1) Why inbound marketing focuses on empowering potential customers through helpful content rather than interruptive techniques, and how this customer-centric approach is more effective.
2) The inbound methodology which involves four stages - attract, convert, close, and delight customers through content and tools like blogging, social media, landing pages, email marketing and CRM systems.
3) Key fundamentals for inbound success including creating buyer personas based on customer research to understand audience motivations, using the buyer's journey framework, and developing remarkable content tailored to personas.
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
Personas are the anchor or any inbound or content marketing campaign. With this guide you will learn 75 questions to accelerate and refine your persona develop, and you help you start marketing smarter.....faster!
Ultimate Guide to Inbound Marketing Buyer PersonasSmartBug Media
Buyer personas are the anchor to any good content or inbound marketing program. This guide provides you 75 game changing questions that will help you create better personas, faster!
Infusionsoft guide to-sales_and_marketing_v2Daniel Howard
This document provides an introduction and overview of lead acquisition and lead nurturing strategies. It discusses identifying prospective customers' buying cycles, including the awareness, consideration, preference, purchase, and re-purchase stages. It then outlines traditional pre-1995 and digital 1995-2005 lead acquisition methods, as well as more recent social media approaches. The document defines lead nurturing as helping prospects move from awareness to purchase as quickly as possible or determining they do not need the product. It stresses qualifying leads by identifying their budget, authority, need, and timeline (BANT criteria) to focus on those most likely to purchase.
Cornelius crumity great ideas about lead generation that anyone can useCorneliusCrumity
The document provides tips for lead generation that businesses can use. It recommends building a presence on LinkedIn to create opportunities and investing in a premium membership. It also suggests using direct mail as it may be powerful for some markets. Additionally, it advises testing new lead generation methods on a small sample before fully implementing. The document provides many additional tips such as creating engaging content, asking for referrals, starting a referral program, writing articles for local newspapers, optimizing websites for leads, researching lead purchase companies, using blogs to create fresh content, and keeping lead gathering simple. The overall document aims to educate businesses on innovative lead generation methods.
The growth of the Internet has changed sales processes dramatically. Up to 80 percent of the business to business (B2B) purchase process is completed before the buyer considers contacting the vendor. Yet companies have been slow to adapt their marketing and sales strategy to this changing environment. Inbound marketing is the solution. In this white paper, you’ll get an introduction to the fundamental methodology of inbound marketing and learn how your company can utilize it to meet your sales and revenue goals.
https://runfrictionless.com/b2b-white-paper-service/
Are you struggling to create content that engages your audience? Content marketing success relies on your ability to understand and target the customer context. This guide helps you do just that.
Inbound marketing is a methodology that uses numerous types of pull marketing – content marketing, events, SEO, blogs, social media and that's only the tip of the iceberg – to pull in new business. As opposed to outbound marketing, where marketers endeavor to discover clients, inbound marketing wins the consideration of clients and makes the organization simple to be found.
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
Your Annual Marketing Department ToolkitBrad Lloyd
The document provides an overview of various marketing tasks and strategies that can help grow a business easier, faster and smarter. It discusses 54 different annual marketing tasks including sending postcards, newsletters, and reactivation campaigns. It also covers topics like lead generation, content marketing, sales funnels, copywriting, referrals, and sales scripts. The overall message is that implementing the right combination of marketing strategies can help attract more customers, increase profits and free up time for business owners.
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2. The Beginner’s Guide
To Inbound Marketing
What is Inbound Marketing?....................................1-5
How Does Inbound Marketing Work?.....................6-8
How Do You Know it’s Working?.................................9
What’s All This About Content?............................10-15
Content Management Software…………………16-18
Inbound Marketing: The Plan and Process.…….19-23
www.marketingmattersinbound.com
Table of Contents
4. What is Inbound Marketing?
Research
Shop
Purchase
Re-Purchase
Y
ou’ve heard plenty of buzz about it. You’re pretty sure you should be doing it.
But what—exactly– is inbound marketing?
It’s a holistic, fully integrated approach to building your business via the
internet, based on the Law of Attraction—the belief that like attracts like.
Using this principle, your marketing is specifically aimed at potential customers who are
already attracted to you. You have something they want or need—something they’re
searching for online. And your marketing speaks directly to that, to draw them in.
www.marketingmattersinbound.com
1
5. Inbound Marketing is all about connections
It’s a mosaic of techniques that use your website, blogging, social media and
email to generate and nurture leads and, of course, close sales. Everything is
interwoven, just like it is in the “real world”.
With traditional—or outbound– marketing, you’re advertising products or services
in a somewhat-targeted way — hoping someone takes notice and follows up to
connect with you.
With inbound marketing you don’t waste effort or money
“selling” your products or services to audiences that aren’t
interested.
Instead, you can specifically tailor your messages and delivery formats to reach
different segments of your audience, whether they’re in the very beginning
stages of their search for information or they’re on the verge of a final purchasing
decision. That buying cycle—sometimes called a sales funnel—follows a
predictable course with four stages:
Researching
Shopping
Purchasing
Re-Purchasing
www.marketingmattersinbound.com
2
6. Why are the four stages important?
Someone at the first stage needs different information than someone who’s farther
along in their decision-making process. Because inbound techniques allow you to
tightly target your marketing, you can provide the information your audience wants,
when they want it.
“Inbound marketing techniques help coordinate your internal sales and
marketing efforts, but more importantly, they connect your business with
prospective clients or customers.”
You can establish and develop ongoing relationships that retain customers and turn
them into active promoters of your business. You can even use those connections
to improve your customer services or product research/development.
The engagement process establishes your company as an authoritative, go-to
resource, far more than just a sales outlet. That reinforces your overall branding and
builds the trust that gives prospects confidence to buy.
You can sell more, more often, rather than waiting for them to
come to you.
www.marketingmattersinbound.com
3
7. Inbound Marketing Works. Period.
It works for B2B and B2C businesses.
It works whether you’re a global enterprise or neighborhood gem.
It works no matter what you sell or do.
According to industry giant HubSpot,
40%
Of companies that use inbound
techniques improved lead
generation
statistics show more than 92% of
companies that use inbound techniques
improve lead generation. Of those, 40%
improved lead generation by at least
75%.
And those aren’t just any leads. Thanks to
the Law of Attraction, they’re people
already interested in your products and
services. People can engage, and get to
know your business. You can use your arsenal of inbound marketing tools to connect and
converse with them, converting them into not just customers, but customers-for–life.
www.marketingmattersinbound.com
4
8. Inbound Marketing Works. Period.
89%
Of marketers are maintaining or
increasing inbound budgets
57% of marketers acquired
customers from blogging
44% of marketers acquired
customers from Twitter
52% of marketers acquired
customers from Facebook
62% of marketers acquired
customers from Linkedin
57% of marketers acquired
customers from their blog
Inbound vs Outbound Cost Per Lead
$346
$350
With inbound marketing you don’t waste effort
or money “selling” your products or services to
$300
audiences that aren’t interested.
$250
Marketers are shifting their budgets away from
$200
$150
“interruption” advertising
$135
Inbound Marketing tactics don’t just generate
$100
leads. They generate revenue
$0
Inbound
www.marketingmattersinbound.com
Outbound
Source: HubSpot “120 Awesome Marketing Stats, Charts & Graphs”
5
10. How Does Inbound Marketing Work?
There are two things for certain:
People don’t like to be pestered. They want to gather
information when they want it, rather than having sales
messages pushed at them, as is generally the case with
traditional marketing.
Whopping numbers of people now ignore TV and print
ads, and are on the “do not call” list.
Inbound marketing attracts prospects because it meets
them at their point of interest, on their schedule. It puts
them in control, where they’re more comfortable.
The other reason is trust.
People won’t buy from you unless they believe you’re a respectable business with reliable
products or service.
T R U S T
www.marketingmattersinbound.com
6
11. Inbound helps you systematically establish a comfortable, trust-based relationship with your
target audience, to build traffic and generate sales. Here’s how:
It attracts online users, drawing them to your website—
usually via search results. Effective content strategy and
well-researched SEO techniques ensure your business
shows up as close to the top of the page as possible in
search rankings.
Just like any marketing, you can use those calls-toaction (CTAs) to encourage visitors to take the next
step—”sign up here” or “click here” — encourages
visitors to take the next step. They share their contact
data and become a lead — a warm one at that.
You’ll convert each lead from shopper to buyer by giving
them what they want in the form of relevant, timely,
context-appropriate content. You can nurture leads and
convert them to buyers entirely online or pass qualified
leads to your sales reps at the right time.
www.marketingmattersinbound.com
7
12. Building loyalty is the key to profitability.
Attracting new customers is important. But where inbound marketing really shines is its
ability to create ongoing conversations with existing customers that build strong, lasting
relationships and drive additional sales (both repeat purchases and value-added products
and services).
Relationships!
Sales!
You re-attract and retain interest by providing continuing relevant content via your blog, enewsletter, emails, etc.—all of it personalized, just the way your audience wants it.
Inbound marketing needn’t be an entirely-internet-based process. Millions of businesses use
it to drive traffic into their stores and offices. And you can very effectively use inbound to
cross-sell with your in-store promotions or traditional print or broadcast advertising.
It’s the definition of “versatility”.
www.marketingmattersinbound.com
8
14. How do you know it’s working?
How do you know it’s working? Inbound marketing gives you highly detailed
analytics you can use to track how people respond to your online marketing. You
can see the different sources:
Social Media
Search Results Page
Referrals
Your blog
You can also see how long they’re there, which pages they visit after, and so on.
You can see exactly what’s working for you and what isn’t, based on your specific
goals. Not driving traffic from social media? Try posting a few times a day or posting
a new article multiple times...
And you can see all this information in real-time, to quickly make alterations that
drive even more traffic and attract people farther into your sales pipeline. Inbound
gives you agility you can’t get anywhere else.
www.marketingmattersinbound.com
9
16. What’s all this about “Content”?
Shopping is actually an information-gathering process, whether someone’s looking
for a new outfit, a new accountant or parts suppliers for their manufacturing facility.
“Content” is the material you make available online to provide shopping information
your prospects want.
The most important thing to remember is that content value is in the minds of your
prospects and customers. It’s not about what you want to say or sell. You have to
think like your audience to provide delicious, timely content that’s exactly what
they’re hungry for.
And you have to put that content where they’re looking, so it’s literally just a click
away when they’re ready for it.
www.marketingmattersinbound.com
10
17. How do you know what they want?
A popular trend is to create a “persona” for each of your key types of customers.
Personas are imaginary individuals who represent each customer’s relevant attributes.
To create a persona, ask yourself:
Who they are—typical age, gender, where they live, pertinent lifestyle or workrelated functional details
How they consume information—written work, pictures, video, or all three
How they’re searching—from their desktop, from mobile devices?
You also want to consider where they are
in the purchasing funnel. Using your
personas as a guide, you can formulate
content that educates, to satisfy their
initial research. You can engage
prospects with ongoing conversation and
participation, guiding them through their
decision-making stages toward a point of
sale.
And once they buy, you can continue to
embrace them with personalized
engagement, so they become repeat
customers.
www.marketingmattersinbound.com
11
18. There are different types of content delivery channels
Website
You have to provide a comfortable user-friendly experience
for visitors, or they’ll quickly leave. Make sure your website’s
navigation is easy to find and follow, without visual clutter.
Include obvious links to your blog and social media sites.
SEO
If people can’t easily find you when they’re searching online,
you’re out of luck. That’s where search engine optimization, or
SEO, comes in. When you type something into your browser,
search engines like Google scour the internet almost instantly,
using a complicated algorithm to find citations that best
match whatever you type. That’s why keywords are so critical.
If your online content doesn’t include the words people use to
search for your products or services, you’ll never show up in
the results. End of story.
www.marketingmattersinbound.com
12
19. Blog
Blogging is widely considered the single-most valuable
inbound marketing technique, beyond having a good
website. You can use your blog to discuss news about your
company or industry, provide useful tips and how-to
information about your products and services. You’ll want to
include links leading to and from your blog content. Once you
“humanize” your company you will find more customers and
social media contacts who are willing to share your story.
Social Media
Social media interactions are great for sharing snippets of
information and links. Your posts should be things people can’t
resist sharing. Social media interactions also help build
ongoing engagement with prospects and customers. You can
learn more about them, conduct surveys, collect content
topic ideas, etc.
Email
You can utilize mass emails to broadcast your message to a
certain list of your customers and prospects. You can also
create nurturing campaigns leading them down the funnel to
the next stage and ultimately to a purchase.
www.marketingmattersinbound.com
13
20. There are different types of content formats
Aside from your blog, popular content options are:
Webinars
Photos
Videos
eBooks
While original content is important, you don’t have to create everything
yourself:
Curation—re-sharing someone else's content– creates links to other thoughtleaders and authority sites, which reflects well on you.
Repurposing your own original content is another smart way to get more
mileage from good material. Turn a series of related blog articles into
whitepaper or e-book or webinar content into an infor-graphic. Curation saves
time and builds relationships with other content producers.
Content success comes from diversity and balance. Changing it up with
different formats keeps things interesting.
www.marketingmattersinbound.com
14
21. Content helps other people sell for you
92%
For all the marketing you do yourself, third-party
recommendations always carry more influence with shoppers.
After all, people expect you to say good things about your
company and products, but an “outsider” appears unbiased.
The reviews and referrals you attract online are a tremendous
Of companies that use
inbound improve lead
generation
selling tool.
You don’t have to do it all at once.
You don’t even want to. Content marketing is an ongoing
process, so it’s constantly evolving. And there is so much
75%
Of those companies,
40% improved lead
generation by 75%
opportunity, it can be overwhelming when you’re new to it. The
key to success and sanity is to start small and work your way up.
Start a blog. And pick a major social media platform—Google+,
Facebook or Linkedin—that reflects your customer profile. Set up
a publishing schedule that’s not over ambitious, so you can stick
to it.
Quality and consistency trump quality and randomness.
www.marketingmattersinbound.com
15
23. Content management software is your new best friend
Thankfully, some savvy techies have created content management software that
can make your online marketing life so much easier. These applications are
comprehensive and fully integrated,. They allow you to create great content,
target it and publish it when and where it will be most attractive to and engaging
to prospects in those all-important conversations (that ultimately lead to sales
and lasting loyalty).
Content management software is automated and
coordinated, making your online and in-person
marketing efforts more efficient and more
effective.
But the best part is analytics—the critical area
where traditional advertising falls woefully short but
inbound marketing truly stands out.
www.marketingmattersinbound.com
16
24. Your software choices
You can see what’s working and what isn’t. If you
pay attention, you can’t go wrong. You can gather
detailed, useful information, right away. Use it to
keep refining your marketing content and delivery
choices. Ditch what’s not working and do more of
what’s producing tangible results.
There are several content management software
Top-notch,
customizable software
can keep your online
marketing organized
and on-track to save
you time.
packages available. To varying degrees, they all
include components that help you improve SEO, create
content, build landing pages and contact forms and
nurture leads using email. And they all have extensive
measurement tools.
HubSpot is widely used by both B2B and B2C
marketers. It includes blogging and social media
Automation
components.
Marketo is a popular program that includes a social
media component, along with a tool that helps
Content
market your events.
Analytics
Pardot and Eloqua are strong B2B oriented programs
with components that focus more on scoring leads
and managing online marketing campaigns
www.marketingmattersinbound.com
17
25. “29.8% of companies using
HubSpot have increased the traffic
to their site more than 100%”
Source: HubSpot 2013
The platform you choose for your inbound marketing must be open-source
and dynamic. Requirements include:
Internal access
Ease of internal updating
Analytics and CRM integration
We recommend HubSpot for inbound marketing software. For comparison
articles:
HubSpot vs Eloqua
HubSpot vs Pardot
HubSpot vs Marketo
www.marketingmattersinbound.com
18
27. You Need a Plan
Remember Alice in Wonderland’s Cheshire Cat? He wisely informed Alice that if she
didn’t know where she was going, any road would do. If he were here today, he
would tell you that a strategic plan can do more to improve your marketing than
any amount of clever content.
Why?
Because your content can’t be effective without being strategically focused. And
you can’t take advantage of inbound marketing’s outstanding targeting
opportunities unless you know who you’re trying to reach.
You need a plan that’s tailored to your needs and scaled to fit your business. Scale
matters because you have to work your plan to see the results. So, implementing it
has to be manageable based on the time and personnel commitment you’re able
to make.
www.marketingmattersinbound.com
19
28. Start with your goals in mind
What are your overall business goals? Increased sales? Expansion, either in terms of
products or services you offer or in terms of geographic distribution? The point of
marketing is to achieve those goals, so your marketing plan has to be aligned with
company priorities.
Remember that inbound marketing is based on relationship-building,
not just racking up immediate sales. Remember, too, that you have
several different customer segments, based on your various personas
as well as where they are in their buying cycle. Your marketing plan
should reflect that, so you’re working to build ongoing engagement
and long-term customer loyalty that will drive future sales.
Most importantly, your objectives have to be actionable and
measureable so you can evaluate your progress. Whether you call
them benchmarks, key performance indicators or something else,
you need specifics against which you can compare your marketing
results. Inbound Marketing provides you with a wealth of information,
but all analytical data in the world won’t help you if you don’t know
what success looks like.
www.marketingmattersinbound.com
20
29. Inbound marketing is a process
Armed with your strategic plan and implementation tactics,
you’re ready to put inbound marketing to work. The key to
success is creating great content and regularly reviewing and
analyzing how that content is performing for you, based on the
metrics you’ve chosen.
Because you can see this information almost immediately,
you’ll quickly know if you need to make changes. Over time,
you can learn a great deal about your target audiences—
information that will help you further refine your marketing
and even your products.
So, while you can see right away if you’re attracting and
engaging the right people, the greatest value will come from
the long-term relationships you create with customers. This is
where inbound marketing succeeds and traditional
marketing falls off.
www.marketingmattersinbound.com
21
30. You don’t have to go in alone
You probably don’t do your own legal or accounting work. In the
same way, teaming up with an inbound marketing professional can
bring you better results, fast. Digital marketing is a highly complex field,
one that’s constantly evolving and understanding the nuances takes
time.
With an expert at your side you can focus on your own core business
responsibilities, confident that you’re getting sound advice—and any
amount of assistance you need—to build a productive inbound
marketing program.
Even if you have an in-house sales and marketing team, an outside
expert can work with them to devise an online plan that strategically
supports the rest of your marketing, ensure everything you do online is
exactly on target, and evaluate the results. They can help you avoid
common mistakes and make the most productive use of your time.
www.marketingmattersinbound.com
22
31. Inbound marketing is not just useful…
It’s essential for success in today’s marketplace. Any marketplace,
whether your prospects and customers are very local or they encircle
the globe.
It’s a building process, so you can expect to make incremental
progress—attracting friends and fans, engaging them with your
content and getting to know them better—as you guide them to buy.
As time goes on, you’ll be able to turn those customers into dedicated fans who
not only continue to buy, but become a new sort of marketing team, sharing their
excitement about your content, your company and products with their own
networks of friends.
There’s no need to feel overwhelmed. You can start small and expand your
inbound marketing program as you become comfortable with the process. But be
consistent.
And have fun with it.
www.marketingmattersinbound.com
23
32. Scott A. Miller
314-442-4444
Scott Miller is an Inbound Marketing
Author, Strategist and Consultant.
He founded Marketing Matters in 1996
and leads a team of Inbound
Marketers.
He invented the Einstein Inbound
Assessment & AGI Pyramid.
His clients realize unusually high,
measurable ROI.
@Tuxmiller
@M2Inbound
info@marketingmattersinbound.com
www.marketingmattersinbound.com