©2013 Beth Browning - Discover Your Customers. 1

INBOUND MARKETINGThe current state of marketing

By: Beth Browning

Discover Your Customers

©2013 Beth Browning - Discover Your Customers. 2

Marketing

Outbound Marketing

• Telemarketing• Tradeshows• Direct mail• Email blasts• Print ads• TV/radio ads

Inbound Marketing

• Social Media• Blogging• SEO/SEM• RSS• Free tools/trials

Marketers Push Content Out Content is Found using Search Engines and Social Networks

©2013 Beth Browning - Discover Your Customers. 3

Outbound Marketing Stats

• 2/3 of US Citizens are on the Federal Trade Commission’s Do Not Call List. (via the FTC)

• 44% of Direct Mail is Never Opened. (via the EPA)

• 86% of People Don’t Watch Television Ads. (via The Guardian)

• Print Circulation Continues to Decline. (via Pew Research)

• 91% of email users have unsubscribed from a company email they previously opted-in to (ExactTarget)

©2013 Beth Browning - Discover Your Customers. 4

Inbound Marketing Stats• 35% of marketing leads come from social media, SEO, and

Blogs. (via HubSpot)

• 61% of consumers say they feel better about a company that delivers custom content. (via Custom Content Council)

• Inbound leads cost half as much to acquire than leads generated through outbound marketing. (G+)

• Blogs are 63% more likely to influence purchase decisions than magazines. (via Content+)

•  57% of companies with a blog have acquired a customer from their blog

©2013 Beth Browning - Discover Your Customers. 5

Blogging is #1 method for increasing traffic

Source: HubSpot

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Shopping Stats• 88% of consumers research products and services online prior to making

a purchase (Google)

• The average online shopper uses 10.4 online sources before making a purchase (Google)

• 74% of internet users perform local searches (Kelsey Group)

• 73% of online activity is related to local content (Google)

• 66% of American use online local search, like Google local (Google)

• 61% of local searches result in purchases (TMP / comScore)

• 54% of Americans have substituted the internet and local search for phone books(comScore networks)

©2013 Beth Browning - Discover Your Customers. 7

Conversion Statistics

SEO

Direct

Tra

ffic

Refer

rals

Paid S

earc

h

Social

Med

ia

Out

boun

d0%

2%

4%

6%

8%

10%

12%

14%

16%

Lead-to-Customer Close% by Channel

HubSpot – 2012 State of Inbound Marketing

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Why do Inbound Leads Convert at a Higher Rate?

• People search with intent • Problem identification• Information research• Comparing alternatives• Purchase• Post Purchase

• At each stage of the purchase cycle they become more “wallet ready”

• It’s rare that a piece of marketing collateral “interrupts” someone at the time of need

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Why isn’t it working for me?

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Common Pitfalls• Social Media

• Using social media solely in an outbound fashion• “Doing” social media on auto-pilot• Infrequent updates• Posting and sharing irrelevant content• Not maintaining a social media presence

• Blogging • Publishing content that’s “interesting” but unrelated to the products and services sold• Infrequent Updates• Not responding to comments• Not having social share buttons• Not promoting posts via social networks

• SEO• Hiding important content from search engines• Too many images and not enough content• Forgetting to use keywords in all of the important page elements• Not understanding the impact of personalization and social signals on search results

©2013 Beth Browning - Discover Your Customers. 12

How Search Engines Find Your Content (and Display it on a Results Page)

It starts with your ideas and creativity

You turn the ideas into great content

Promote your content on social networks

People Spread the WordYou do the keyword research

Search engines crawl and index your pages

You build external links (many of them happen naturally )

Search engines follow the links to your site (they keep track of where the links came from)

Search engines listen to the social signals

Your prospective customer searches on a Keyword

The right people find you

Search engines consider• Location• Personalization• Social Signals• Quality• And more…

©2013 Beth Browning - Discover Your Customers. 13

Anatomy of an Inbound Marketing Strategy

The MozBlog – October 18th 2012

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7 Steps to Successful Inbound Marketing1. Develop a marketing strategy

• Goals and objectives• Who is your ideal customer• Where do potential buyers look for

companies like yours?• How much time and money can you

devote to marketing?

2. Create and maintain a website• Easy to navigate• Professional• Search Engine Friendly• Easy to update

3. Engage in lead generating activities

• Blogging• Social Media• SEO

4. Convert traffic to leads• Build landing pages with a call to

action• Sign up for our newsletter• Register for a webinar, workshop, event• Schedule a meeting

5. Convert leads into sales• Follow up phone calls• Build & Nurture Relationships

6. Measure and analyze

7. Rinse and Repeat

©2013 Beth Browning - Discover Your Customers. 15

Discover Your Customers• Search Engine Optimization (SEO) Training and Consulting

• Provides search engine optimization (SEO) training for webmasters, marketing professionals, web developers, web designers, SEO professionals or those looking to start a new career .

• Provides consulting services focused on the SEO and social media components of an Inbound Marketing strategy. 

• Key Services:• Website Analysis and Competitive Intelligence  • Inbound Marketing• Search Engine Marketing• SEO Copy-writing• SEO Training• Customized On Site Corporate SEO raining• Pennsylvania Search Engine Academy - SEO Workshops• On-line SEO Training and Mentoring

Contact Beth at bbrowning@discoveryourcustomers.com for a free website evaluation.