What is Inbound Marketing? The 5 minute Overview

•

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Emerge Studio | Inbound Marketing Agency

This document provides a 5-minute overview of inbound marketing. It explains that traditional marketing tactics are no longer effective as people tune them out. Inbound marketing involves creating helpful content to attract potential customers and having them come to you. It is multi-channel, using methods like blogs, social media, and search engine optimization to generate leads at the top, middle, and bottom of the sales funnel. The document advocates using a platform like Hubspot to manage inbound marketing across channels and provides a 3-step process for launching an inbound strategy with preparation, customization based on goals, and continuous optimization.

Marketing Business Technologie

Emerge
WhatisInboundMarketing
5-MinuteOverview
emergestudio

Whetheryou’rereadyornot,
marketinghasalreadybeen
DISRUPTED.

People’sbehaviourshavechanged.
They’reTUNINGOUTtraditionalmarketingtactics.

THEOLDMARKETINGPLAYBOOKISBROKEN
TRADITIONAL
COLDCALLING
COLDEMAILS(SPAM)
INTERRUPTIVEADS
MARKETER-CENTRIC
@
86%
44%
200M
91%
SKIPTVADS
UNSUBSCRIBE
FROM EMAIL
OFDIRECTMAIL
ISNEVEROPENED
ONTHE
DO-NOT-CALLLIST

Inordertoattractcustomers,marketershaveto
providethem withsomethingtheywilllove.

InboundMarketingislikecreatingawaterholeforyourindustry.
Aplacethatattractspotentialcustomersbyoﬀeringhelpful
information.

THENEW MARKETINGPLAYBOOKISIN!
INBOUND
SEO
BLOGGING
ATTRACTION
CUSTOMER-CENTRIC
126%
61%
14%
50%
MORELEADS
IFYOUBLOG
MORESALESWITH
LEADNURTURING
LESSCOSTS
THANOUTBOUND
SEOLEADS
CLOSERATE
inf
$

Whenyouuse
inboundmarketing,
CUSTOMERSCOMETOYOU.

CONTEXT
and
Bypublishingtherightcontentintherightplaceatthe
righttimeyourmarketingbecomesrelevantand helpfulto
yourcustomers,notinterruptive.
Now,that’smarketing
peoplecanLOVE.

IT’SMULTI-CHANNELMARKETING
InboundMarketingismulti-channelbynaturebecause
itapproachespeoplewheretheyare,inthechannel
wheretheywanttointeractwithyou.
Keyword Search
Blog Websites & Landing Pages
Calls-to-Action
Social Media
Email
Marketing Automation

GetFound
Awarness
Blogcontent,eBook,Tip
Sheet,Checklist,How-to-Video,
EducationalWebinar
Evaluation
ProductWebinar,
CaseStudy,Sample,FAQ,Data
Sheet,DemoVideo
Purchase
FreeTrial,LiveDemo,
Consultation,
Coupon
TopofFunnel
MiddleofFunnel
Bottom ofFunnel
Createblogcontent,searchengine
optimize(SEO)yourcontent,andpromoteiton
socialmediasites.
Placecalls-to-actionthroughoutyourwebsitetodrive
visitorstolandingpageswithforms.Visitorsﬁllout
theformstogetwhateveryou’reoﬀeringand
becomeleads.
Sendyourleadsautomatedemailstodrivethem
alongyourbuyingcycle.Provideyoursalesteam with
leadintelligencesotheycanmakemoreeﬀective
salescalls.
Analyzethesuccessofyourmarketingcampaigns,
anddeterminewhichareasneedfurther
optimizationsforfuturesuccess.

INBOUNDCREATESMORELEADS
54% moreleadsaregenerated
byinboundthanoutbound.
40%
35%
30%
25%
20%
15%
10%10%
5%
0%
34%
22%

INBOUNDLEADSCOST61% LESSTHAN
OUTBOUND
OUTBOUND
AVGCOST/LEAD:$346
INBOUND
AVGCOST/LEAD:$135

HOW TOMAKEINBOUNDSUCCESSFULLYWORK
Therearesomanychannels...
SOCIALMEDIA
andadiﬀerenttoolforeachchannel.Tryingtomanageacampaignacrossallthese
diﬀerentplatformscantakeupalotoftimeandresources.
SEARCH
CONTENT
CREATION
LEAD
MANAGEMENT
ANALYTICS

Andthatlowerseﬀectiveness!
THAT’SWHEREWECOMEIN.

Launchinganinboundstrategyislikegoingintoorbit.
Youneed
Onceinorbitweusecontinuousﬁnetuningtokeepthe
rocketinaperfectorbit.
AROCKET
(WEBSITE)
ANENGINE
(HUBSPOT)
FUEL
(CONTENT)
+ +

Beforelaunchinganinboundmarketingstrategyweneedtodosome
preparation.AgreatInboundMarketingStrategy+AWebsiteOptimised
forInboundwillsetthefoundationforyourInboundlaunch.
Step1
Countdown/Pre-Flight

Everycompanyweworkwithisunique.SucceedingatInbound
Marketingrequiresadiversesetofskillsandexpertise.We’vecreated
3approaches,eachonecustomisablebaseddependingonyourgoals
andthelevelofexpertiseyouhavein-house.
Step2
Who’spilotingthisrocket?

Oncewe’reofthegroundandintoorbitit’sallaboutﬂight
management.We’reconstantlyreceivingfeedbackandusinganagile
approachtoquicklyadjustwhatwe’redoingtomeetyourgoals.What
wewanttodoisturnthisrocketintoablackholethatsucksinallthe
leadsanddeliversthem toyoursalesteam.
Step3
Whathappensinorbit?
CLOSEDLOOP
MARKETING
CYCLE
market
planning
execution
analytics

AREYOUREADY
TOSEEHOW WECAN
TRANSFORM
YOURINBOUNDMARKETING?
f
CONTACTUS
orfollowus

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