@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
What is Inbound Marketing,
Anyway?
Allis...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
The Old Way
TV Ads
Direct Mail
Cold-Call...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Outbound Marketing
• Interrupts your aud...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
The New Way
Search Engine Optimization
S...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Inbound Marketing
• Useful and relevant
...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Inbound Marketing Methodology
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Attract
• Find out how and from
which ch...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Convert
• Gain insight into what your
vi...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Close
• Cater your messaging to
your aud...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Delight
• Continue to deliver the right
...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Inbound Marketing
• Tools can be applied...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Inbound marketing delivers
54% more lead...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Inbound leads cost
than outbound leads.
...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Goal Setting – Inbound Style
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Specific: Visits, Leads or Customers
Mea...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Goal: I want to increase site traffic.
S...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
• Interview customers
• Analyze trends
•...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Attracting Site Visitors
• Blogging
• SE...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
• Nearly 40% of US companies use
blogs f...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
89% of online consumers
use search engin...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Image created by Rand Fiskin, Moz
• Uniq...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
46% of online consumers
count on social ...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Social media lead
conversion rates are
t...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Social media produces
the marketing lead...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
The Buyer’s Journey is the active
resear...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
• CTAs
• Landing
Pages
• Forms
Conversio...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
CTA Examples
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
70% of Small Businesses Aren’t Using
Cal...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
72% of Small Businesses Don’t Use
Calls-...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Blink Test
1. What is the offer?
2. Why ...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Companies With 30+ Landing Pages
Generat...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
• Length of Form
• Privacy is Preferred
...
@katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
Questions?
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What is Inbound Marketing, Anyway?

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Are you looking to drive more traffic to your website this year? Do you want to generate more leads? Learn how inbound marketing can turn your website into a conversion machine.

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  • Goal Setting – Inbound Style – DO NOT SKIP THIS STEP
    With any business strategy you need a roadmap – an end goal, something to achieve and something to measure against to know how to target your efforts.
     
    With Inbound, you wan to make sure you are setting SMART GOALS
  • What is Inbound Marketing, Anyway?

    1. 1. @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
    2. 2. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway The Old Way TV Ads Direct Mail Cold-Calling Pop-Up Ads Paid Email Lists
    3. 3. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Outbound Marketing • Interrupts your audience • Causes frustration • Does not drive results
    4. 4. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway The New Way Search Engine Optimization Social Media Opt-in Emails eBooks Podcasts Blogs Webinars Videos
    5. 5. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Inbound Marketing • Useful and relevant content to the right audience at the right time • Helps your audience accomplish their goals
    6. 6. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Inbound Marketing Methodology
    7. 7. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway 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.
    8. 8. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Convert • Gain insight into what your visitors are really looking for. • Track performance metrics and easily adjust accordingly. • Meet your visitor’s needs.
    9. 9. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Close • Cater your messaging to your audience’s buyer journey. • Qualify your leads before calling. • Educate your leads before selling.
    10. 10. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway 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.
    11. 11. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway 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.
    12. 12. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads. Source: HubSpot
    13. 13. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Inbound leads cost than outbound leads. Source: Search Engine Journal 61% LESS
    14. 14. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Goal Setting – Inbound Style
    15. 15. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway 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
    16. 16. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway 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.
    17. 17. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    18. 18. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway • Interview customers • Analyze trends • Talk to Sales/CS staff How doyou define me?
    19. 19. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    20. 20. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    21. 21. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    22. 22. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    23. 23. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Attracting Site Visitors • Blogging • SEO • Social Media
    24. 24. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    25. 25. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    26. 26. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    27. 27. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    28. 28. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway • 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
    29. 29. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway 89% of online consumers use search engines when making a purchase decision. Source: Fleishman-Hillard SEO
    30. 30. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    31. 31. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Image created by Rand Fiskin, Moz • Uniquely Valuable • Bot Accessible • Phenomenal UX • Built to be Shared • Keyword Targeted • Multi-Device Ready • Meta Data Inclusive
    32. 32. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    33. 33. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway 46% of online consumers count on social media when making a purchase decision. Source: Nielsen
    34. 34. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Social media lead conversion rates are than average conversion rates. Source: HubSpot 13% higher
    35. 35. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Social media produces the marketing leads of tradeshows, telemarketing, direct mail, or PPC. Source: HubSpot 2X
    36. 36. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    37. 37. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway The Buyer’s Journey is the active research process a potential buyer goes through leading up to a purchase.
    38. 38. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    39. 39. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    40. 40. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway • CTAs • Landing Pages • Forms Conversion Essentials
    41. 41. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway CTA Examples
    42. 42. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway 70% of Small Businesses Aren’t Using Calls-to-Actions on Their Home Pages Source: Online Marketing Coach
    43. 43. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway 72% of Small Businesses Don’t Use Calls-to-Actions on Their Interior Pages Source: Online Marketing Coach
    44. 44. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway
    45. 45. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway 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?
    46. 46. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Companies With 30+ Landing Pages Generate 7 Times More Leads Than Those With 1 to 5 Landing Pages Source: HubSpot
    47. 47. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway • Length of Form • Privacy is Preferred • Submission Button – Test! • Capture it Once Forms
    48. 48. @katelynahern25 @Allison_WSOL #ConversionMachineWhat is Inbound Marketing, Anyway Questions?

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