Ken is a veteran marketer who specializes in business growth strategy and tactics. His ingoing objective is to double the sale and profits of his clients and he often does better than that.
How to interpret the graphic:Along the top are the four marketing actions (Attract, Convert, Close, Delight) inbound marketers must take in order to obtain visitors, leads, and customers. Along the bottom are the tools marketers use to accomplish these actions. (Note the tools are listed under the marketing action where they first come into play, but that’s not the only place they’re applicable! Several tools, like email, can be essential in several stages of the methodology.)
Inbound Marketing is ideally suited for lead generation in financial services and professional services companies where the lifetime value of a client is substantial. Companies that focus on Inbound Marketing tactics have a 62% lower cost per lead than companies that use outbound tactics exclusively. Furthermore, Inbound Marketing is an investment rather than an expense, because all aspects of the program can be tracked so you can calculate the ROI on your marketing efforts.
Inbound Marketing Content Creation and Lead Generation
Inbound Marketing Lead Generation Specialist
• Business growth consultant (ingoing objective is to
double your sales)
• More than 30 years of marketing, advertising and
• More than 20 years of experience as a Management
• Classically trained in the Procter & Gamble style of
• First-hand experience in online marketing since 2002
• Now a certified HubSpot Partner specializing in Inbound
Marketing content creation and lead generation
Inbound Marketing versus Outbound Marketing
• If you've noticed that traditional Outbound Marketing like TV, radio, print, direct mail,
telemarketing and trade shows are no longer helping you reach your revenue goals, it's
because the Internet has changed the way that consumers now relate to your brand
and your company.
• For the first time in history consumers can ignore your advertising and promotion and
take complete control of the buying process by using search engines like Google to
research any product and service online.
• Inbound Marketing helps you get found when consumers go looking online and
systematically provides them with all the helpful information they need to make a
buying decision in your favour.
The 4-Stage Inbound Marketing Process
Get found by people searching keyword terms in Google so they become visitors to your website,
convert them to leads, close them as customers and delight them so they refer you to others.
Stage 1 – Attract Customer Prospects As Visitors
Make it easy for prospects to find your content while
they are searching for educational information to help
them make an informed purchase decision:
• Keywords: determine what keywords your ideal
customer prospects will likely be searching in Google.
• Website: create pages on your website optimized with
content based on the keywords prospects search.
• Blogging: create blogs optimized with content based
on keywords prospects search that help them answer
questions related to their purchase decision process.
• Social Media: use Twitter, Facebook, YouTube and
LinkedIn to promote sharing and reach of your valuable
blog and website content.
Stage 2 – Convert Visitors Into Leads
Once you get visitors to your website, the next step is
to convert them into leads by gathering their contact
information using the following tools:
• Download Offers: You need to create download offers
for helpful white papers, eBooks, webinars, and videos
that are related to their purchase process.
• Calls-to-Action: These are buttons, links or banners on
each of your blog and website pages that encourage
visitors to take action like downloading a white paper or
eBook that might be helpful to their purchase decision.
• Landing Pages with Forms: When a visitor clicks on a
Call-to-Action they should be sent to a landing page
containing a form to fill out so you can capture their
contact information in exchange for the download offer.
Stage 3 – Close Leads into Customers
A lead that is just starting the research process for a
purchase decision needs to be nurtured through to the
middle of the process with more helpful information
downloads before being ready for a sales call at the
end of the process:
• Lead Scoring: You set up a numerical scoring system
to define what stage of the buying process each lead is
at and what action to nurture them should be done next.
• Marketing Automation: You set up a workflow of
automatic email messages that provide links in correct
sequential order to all of the helpful information that will
be required to move any given lead from the start to
middle to end of their purchase process.
• CRM Integration: Monitor how well your leads are
being followed up by integrating with a CRM system.
Stage 4 – Delight Customers So They Become Promoters
Continue to be helpful to customers after the first sale
is made so they’ll buy more things from you and feel
compelled to recommend you to others:
• Email Marketing: Create a series of automatic emails
to help build awareness of other products or services
that may be helpful to current customers
• Social Media: Use Twitter and Facebook as platforms
to provide real-time customer service and to elicit
• Consultative Selling: Reach out to current customers
by phone from time to time to elicit opinions and
determine their needs and how they may be changing
Ideal Applications For Inbound Marketing
• Any business that is client based with a high
lifetime value per client
• Financial Services: Financial Advisors, Investment
Brokerage Firms, Insurance Brokers
• Professional Services: Lawyers, Accountants,
• Inbound Marketing has a 62% lower cost per lead
versus Outbound Marketing
• All aspects of Inbound Marketing can be tracked so
you can calculate the ROI of your efforts
An Inbound Marketing Client Example
• ETFs Canada: Financial Services Sector
• Website: www.ETFsCanada.com
• Objective: Acquire High Net Worth Leads
• Keyword optimized website and blog content
• Numerous download offers and Calls-to-Action
• Landing pages with forms
• Thank You pages with download links
• Social media sharing features
Ask Us About Inbound Marketing
If you have any questions about Inbound Marketing,
we’re here to help. You can contact Ken Steven directly
or learn more by visiting our website:
• Email: firstname.lastname@example.org
• Phone: 1-855-252-0202 / 905-882-0202
• Website: www.BoardroomMetrics.com