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

The Old Way
TV Ads
Direct Mail
Cold-Calling
Pop-Up Ads
Paid
Email
Lists

Outbound Marketing
• Interrupts your audience
• Causes frustration
• Does not drive results

The New Way
Search Engine Optimization
Social Media
Opt-in Emails
eBooks
Podcasts
Blogs
Webinars
Videos

Inbound Marketing
• Useful and relevant
content to the right
audience at the right
time
• Helps your audience
accomplish their
goals

Inbound Marketing Methodology

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.

Convert
• Gain insight into what your
visitors are really looking
for.
• Track performance metrics
and easily adjust
accordingly.
• Meet your visitor’s needs.

Close
• Cater your messaging to
your audience’s buyer
journey.
• Qualify your leads before
calling.
• Educate your leads before
selling.

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.

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.

Inbound marketing delivers
54% more leads into the
marketing funnel than
traditional outbound leads.
Source: HubSpot

Inbound leads cost
than outbound leads.
Source: Search Engine Journal
61% LESS

Goal Setting – Inbound Style

Specific: Visits, Leads or Customers
Measurable: Provide a number
Attainable: Understand Benchmarks
Relevant: Relates to an Overall End Goal
Timely: Include Time-frame
S
M
A
R
1T

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.

• Interview customers
• Analyze trends
• Talk to Sales/CS staff
How doyou
define
me?

Attracting Site Visitors
• Blogging
• SEO
• Social
Media

• 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

89% of online consumers
use search engines when
making a purchase decision.
Source: Fleishman-Hillard
SEO

Image created by Rand Fiskin, Moz
• Uniquely Valuable
• Bot Accessible
• Phenomenal UX
• Built to be Shared
• Keyword Targeted
• Multi-Device Ready
• Meta Data Inclusive

46% of online consumers
count on social media when
making a purchase decision.
Source: Nielsen

Social media lead
conversion rates are
than average conversion rates.
Source: HubSpot
13% higher

Social media produces
the marketing leads of
tradeshows, telemarketing,
direct mail, or PPC.
Source: HubSpot
2X

The Buyer’s Journey is the active
research process a potential buyer goes
through leading up to a purchase.

• CTAs
• Landing
Pages
• Forms
Conversion Essentials

CTA Examples

70% of Small Businesses Aren’t Using
Calls-to-Actions on Their Home Pages
Source: Online Marketing Coach

72% of Small Businesses Don’t Use
Calls-to-Actions on Their Interior Pages
Source: Online Marketing Coach

Blink Test
1. 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?

Companies With 30+ Landing Pages
Generate 7 Times More Leads
Than Those With 1 to 5 Landing Pages
Source: HubSpot

• Length of Form
• Privacy is Preferred
• Submission Button –
Test!
• Capture it Once
Forms

Questions?

What is Inbound Marketing, Anyway?

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