Inbound Digital Marketing – The Facts on Why You Need it NOW!

Inbound Digital MarketingFirst Things First- Understand Your Buyer Has Changed

The Facts: Why You Need it NOW!

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93% of buyers use search to begin the buying process. (Source: Marketo)

Your leads behave differently online today. They're tired of having messages they don’t want to receive pushed at them through old interruptive forms of marketing and advertising.

Thanks to the Internet your leads are in control and they are searching online for the content that helps solve a problem and make their buying process a much more informed one.

95% of qualified prospects on your website are there to research and are not yet ready to talk with a sales rep, but as many as 70% will eventually buy from you or one of your competitors. (Brian Carroll)

First Things First Understand Your Buyer Has Changed


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What is Inbound Digital Marketing?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).

Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. (Gartner Research)

The basis of the inbound methodology is to attract visitors, convert those visitors to leads, close those leads into customers and delight those customers into promoters.

Inbound Methodology

Attract visitors Convert visitors to leads

Close those leads into customers

Delight those customers into

promoters


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Higher roI

Generate More Leads

Generate More sales

Increase brand equity and Authority

Improved efficiency & Performance

What are the REAL Benefits of an Inbound Digital Marketing Program?

Consider this; revenue is directly proportional to the amount of traffic you’re driving to your website,

your conversion rates and your average customer value. Could your revenue look

better as a result of implementing an inbound digital marketing program?


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Higher roI - cost per lead 61% is cheaper than traditional marketing. The average cost for one outbound marketing lead is around $332 compared to the significantly lower $134 cost of an inbound lead (Hubspot)

Generate More Leads - 54% more leads are generated from inbound digital marketing than traditional marketing. (Hubspot)

Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (The Annuitas Group)

Generate More sales - Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads.

Increase brand equity and Authority - You cannot determine how your market will perceive your business but you can influence their perception. Inbound digital marketing allows you to connect with leads online, and provide quality educational content that helps them make decisions. Creating quality content will help to enhance your brand online and establish your company as a thought leader in your industry. With an enhanced brand, it will be easy to make sales. According to the Custom Content Council, 61% of people are more likely to buy from a brand that delivers valuable content to them.

Improved efficiency & Performance - An inbound digital marketing program delivers measurable data in real time, which means you can make better marketing and sales decisions. In addition, you can align your marketing and sales processes, eliminating duplication with data entry and reduce lost revenue from lack of lead management. In turn, this allows the sales team to focus on sales qualified leads vs. chasing leads that aren’t ready to close.

What are the REAL Benefits of an Inbound Digital Marketing Program?


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Basic 101 of an Inbound Digital Marketing ProgramA quick overview of the 4 core strategies of an inbound digital marketing program will prove beneficial as you engage in strategic conversations with others regarding initiating your inbound digital marketing program.

step 1: Attract You don’t want to attract just any traffic to your site, you want the right traffic. You want an audience who is more likely to produce more leads, and, ultimately, satisfied customers.

so Who Are The “right” People? Your ideal customers, aka our personas, are ideally your vision of what your target customers are really like, inside and out. Personas encompass the goals, challenges, pain points, common objections to products and services as well as personal and demographic information shared among all members of that particular customer type. Your personas are crucial to the success of inbound marketing and ultimately the success of your company.

Inbound Methodology

Attract visitors Convert visitors to leads

Close those leads into customers

Delight those customers into

promoters


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some of the most important tools to attract the right users to your site are:

• Content Creation-More than half (53%) of marketers rank content creation as the single most effective SEO tactic. (NewsCred)

• Blogging on average results in 13X more ROI (Hubspot)

• 82% of marketers who blog daily acquired a customer using their blog, as opposed to 57% of marketers who blog monthly (Hubspot)

• Blogs are the third most influential digital resource when it comes to making purchase decisions. (Technorati)

• SEO – 78% of internet users research products and services, and nearly 60% of users begin the buying process with informal research around business challenges. The biggest majority of this research is done online. You need to make sure you’re appearing prominently when and where they search. To do that, you need to carefully and analytically pick keywords, optimize your pages, create content, and build links around the terms your ideal buyers are searching for.

• Social Publishing - Collectively, the top 8 social networks drove 31.24% of overall traffic to sites in December 2014, up from 22.71% the same time last year. (Shareaholic)


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step 2: ConvertOnce you’ve attracted website visitors, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses.

Contact information is the most valuable currency there is to marketers.

So in order for your visitors to offer up that currency willingly, you need to offer them something in return! That “payment” comes in the form of content, such as eBooks, whitepapers, webinars, or tip sheets - whatever information would be interesting and valuable to each of your personas.

some of the most important tools in converting visitors to leads include:

Forms: In order for visitors to become leads, they must fill out a form and submit their information.

Calls-to-Action (CTAs): Calls-to-action are buttons or links that encourage your visitors to take action, like “Download a Whitepaper” or “Attend a Webinar.”

Landing Pages: When a website visitor clicks on a call-to-action, they should then be sent to a landing page. A landing page is where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them.

Prospects: Keep track of the leads you’re converting in a centralized marketing database (another plus to using an automated marketing system like Hubspot). Having all your data in one place helps you make sense out of every interaction you’ve had with your contacts.


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step 3: CloseSo you’ve attracted the right visitors and converted them to leads, but now comes the hard part: you need to transform those marketing qualified leads into sales qualified leads for your sales team to close. How can you most effectively accomplish this feat? Certain marketing tools can be used at this stage to make sure you’re closing the right leads at the right times. Some closing tools include:

CrM: Keep track of the details about all the contacts, companies, and deals in your pipeline, and easily get in touch with the right prospects at the right time. Customer Relationship Management (CRM) systems facilitate sales by making sure you have the right information at your fingertips to better engage with prospects across every channel.

Automated Marketing: If a visitor clicks on your call-to-action, fills out a landing page, or downloads

your whitepaper, but still isn’t ready to become a customer, what do you do? A series of

automated emails called workflows, focused on useful, relevant content

can build trust, nurture the prospect and help them move through the

sales funnel until they are ready to buy. This is the power of

inbound marketing.


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step 4: DelightThe inbound way is all about providing remarkable content to our users, whether they are visitors, leads or existing customers. Just because someone has already written you a check doesn’t mean you can forget about them! Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the organizations and products they love.


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ROI-The Icing on the Cake!Inbound Marketing Unlocks ROIA common problem with companies is the inability to effectively track ROI on their traditional marketing strategies. One of the great things about inbound marketing is the ability to effectively track ROI! If you are running an inbound digital marketing program and not tracking ROI, you are doing your company – and your career – a disservice because inbound marketers who measure ROI are more than 12 times more likely to be generating a greater year-over-year return.

We see higher ROI using inbound marketing

We see higher ROI using outbound marketing

Inbound vs. outbound roI by Marketing spendBig budget or small - everyone gets big returns from inbound

$25k or less

$25k to

$100k

$100k to

$500k

$500k to

$1m

$1m to

$5m

More than $5m

42%

8%

47%

52%

14%

44%48%

52%

18%14%

18%

11%


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High performing marketers are more likely to measure results, thus they are also more likely to drive growth. Proving that you are increasing return is important for several reasons, most notably the positive impact it has on budget. No single factor has a greater impact on budget – positive or negative – than “past success with inbound.” Improving ROI may even safeguard your budget against factors beyond your control, such as the economy.

Inbound Marketing roI by Company TypeCompanies of all types enjoying greater ROI from inbound

BWB B2C Nonprofit

Greater ROI Lower ROI than the previous year

50

40

30

20

10

0


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Which Lead sources Have become More Important (over Last 6 Months)Outbound marketers are placing minimal importance on core inbound channels

Where are these leads coming from?Inbound marketers are finding leads where outbound marketers aren’t. According to the below graph, 84% of inbound marketers – compared to only 9% of outbound marketers – cite organic, top of funnel sources (social media, blogs, SEO) as rising in importance.

Ultimately, all marketing – whether for a B2B or B2C business – comes down to the team’s ability to grow revenue. For this reason, attributing new business leads to inbound or outbound practices is one of the most important considerations when determining the balance of inbound vs. outbound activities in your marketing plan.

Inbound Marketers Outbound Marketers

100

80

60

40

20

0 Social Media

Blogs SEO Email Marketing

PPC Trade Shows

Traditional Advertising

Direct Mail

Telemarketing


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The Inbound Way of ThinkingThe Inbound Methodology covers each and every step taken, tool used, and lifecycle stage traveled through on the road from stranger to customer. It empowers marketers to attract quality visitors, convert more leads, close more customers, and even delight promoters. Join the many companies experiencing the success from implementing an inbound digital marketing program and adopt the inbound way of thinking!


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Align Yourself With an Outsourced Partner61% of companies engaged in inbound marketing outsource some element of their program. Why? Because they lack an effective strategy and internal expertise to achieve success. (Marketing Matters)

Marketing Essentials is an inbound digital marketing agency focused on helping you achieve the greatest ROI from your marketing investment. A lead-generating inbound digital marketing strategy is the tool we use to get you there. We act as a partner focused on one simple principle: Give clients the advice they truly need-not what they want to hear.

We are a Hubspot partner, which supports our methodology to drive more results for our clients. We align your marketing and sales strategies to match today’s buyer behavior. That means being found when prospects search for your products or services. That means creating an exceptional experience (online and off) and nurturing prospects with valuable, educational content during their personal buyer journey.

We are passionate about working with companies:• That want to achieve growth

• Where top leadership is involved in marketing decisions

• Where top leadership views marketing as an investment, not an expense

• That are engaged in executing the defined strategies

• That want a disciplined approach to marketing or sales strategies

• That have realistic expectations of the process and results

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The next move is up to you...Schedule a free consultation with one of our inbound marketing consultants and you’ll receive a complimentary website review to see where you can start attracting more traffic and generate new leads immediately.

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