There is allot of talk around “inbound marketing” and as a guide to what it means to a business. Social media marketing agencies and practitioners seem to have developed a language of their own as digital marketing has become the dominant channel. Terms such as marketing automation, marketing qualified leads, social selling and lead nurturing are now common place words in the quest for business to find more customers.

1. Inbound Marketing Guide
There is so much talk around “inbound marketing” and as a guide to what it means to a
business. Social media marketing agencies and practitioners seem to have developed a
language of their own as digital marketing has become the dominant channel. Terms such as
marketing automation, marketing qualified leads, social selling and lead nurturing are now
common place words in the quest for business to find more customers. Here we will try to help
you understand some of this vocabulary.
To start with, most inbound marketing plans would focus on five key stages
Attracting visitors/web traffic to a site,
Converting visitors to leads,
Convert those leads to paying customers,
Turn the customers into repeat purchasers,
Analyse KPI’s and metrics to improve results,
Some reasons that have boosted inbound as a marketing tactic would include the fact that
companies with a content driven strategy have 50% more website visitors than those that don’t
and leads captured from inbound marketing cost 60% less traditional
forms of lead generation.

2. The reality is that an inbound marketing strategy has more or less the same goals as outbound
marketing so the difference between them is not what any company wants from the marketing
effort but how it goes about getting it. Inbound marketing is focused on attracting IN buyers to
consider a brand usually with content as the bait (articles, videos, images, whitepapers etc) while
outbound marketing employs diversion tactics (online ads, direct mail, cold calling) to get buyers
attention. Most businesses would use a mixture of inbound and outbound marketing. A worrying
trend is that some effective outbound activities like prospecting and lead generation via sales
people is becoming dormant as too many start-ups or small businesses rely exclusively on
inbound marketing to deliver leads and sales.
For a whole host of reasons, inbound marketing is now the primary channel deployed to engage
buyers when considering a purchase due to the more non-interruption nature of inbound
marketing.
Below are a list of activities and terms relating to inbound marketing, so next time a social media
marketing agency speaks about how to put in place a plan then you will be well prepared to talk
about it. While content is the rock upon which inbound marketing is built there is more to this
strategy than articles, it also includes the use of social selling, targeting long tail keywords,
interest sharing, engaging in social network conversations, attracting social media influencers
and managing multi platform social channels.
So here are some inbound buzzwords to improve your marketing speak.
Inbound Marketing Plan;

3. The inbound marketing plan is basically a publishing calendar of activities including goals and
targets covering blogging, content themes, articles, and whitepapers, landing pages, social
networks engagement, social selling, lead generation, traffic and engagement in social media
conversations.
Growth Hacking;
A recent term added to the marketing vocabulary. Mainly a tactic employed by start-ups in the
App or SaaS space, growth hacking works on out of the box thinking blended with technology to
try to achieve massive growth in numbers in a short pace of time. The sole focus of using this as
a strategy is to grow big (web traffic, social media followers etc but not revenue) quick so every
action is designed to drive that growth.
Viral Marketing;
This is about taking a marketing campaign, seeding it to other people and hoping the content is
appealable on a large enough scale to make the campaign grow rapidly. It is the multi level
marketing of the digital age. Think “Ice Bucket Challenge”. Lots of marketing people go to bed at
night dreaming about their image, video or article going viral. However the reality is there is little
control when it comes to what will go viral. To try and make viral marketing work the key is to
create some unusual content that will get lots of people to promote it for you. The more people
who share your content will lead to increased brand exposure. It boils down to encouraging
people to plug you to their social media audiences.
A/B Testing;
This refers to the testing of two different versions of the same email template, landing page or
call to action (CTA) to figure out which version delivers the best results. A/B testing is something
all marketers should do. Examples would be to take a call to action and test it with different strap
lines, colours, text, and or with a different image. This allows you to determine which call to
action performed better. So don’t guess as different messaging works to different audiences and
even geo-locations. Always be testing as even a small percentage increase in leads or traffic can
have a huge impact on sales (depending on your average order value).
Content Marketing;
Content marketing is the seed that will grow to capture future opportunities for web traffic, leads
and customers. It is the bedrock upon which inbound marketing was formed and still powers. It
involves the creating and distribution of valuable, relevant content on a consistent basis (daily,
weekly) to attract buyers with the goal of getting the customer to take some predetermined
actions. The content created is heavily keyword/SEO orientated the majority of time for a start-up
and a high percentage of the time for companies with larger databases.

4. Marketing Automation;
Marketing automation is software that is used to automate large parts of the marketing process
like lead nurturing, content publishing to social media or auto-responder emails. This software
usually appeals to mid-sized upwards companies with larger databases or well trafficked sites.
Marketing automation is mostly used to improve the nurturing, conversion and closing stages of
the sales funnel and is not a one fit fits all solution. The hard work of getting traffic and creating
content is still yours to complete.
Social Selling;
Social selling is a great inbound tactic, despite its name it is not focused on sales but rather
selling oneself or a brand to raise awareness to buyers of what you offer. It is a subtle and
patient tactic where time is spent building up trust or “emotional lodgements”. It works on the
premise that social media accounts are a fantastic broadcast channel while also a place to
gradually build relationships and make connections. The key is to share content from other
sources (not just your own), like other articles, participate in social conversations and provide
regular updates. Social selling can be used as the key to unlock sales calls if used correctly,
otherwise you are seen as a smash and grab merchant.
Lead Nurturing;
This is the marketing or sales process that is set in motion after someone downloads or fills in a
form (newsletter, white paper) on your website. In the B2B sales environment it could be a series
of emails together will social selling and direct sales contract. In B2C it usually involves a series
of emails. The skill here is that when someone downloads a piece of content from your site, you
ask (and give reasons) for them to provide their email address. Now with the verified and opted-
in email address, you can implement a series of emails to be sent to them in the next days, week
or month after they first signed up to downloaded something. Lead nurturing is important as it
reduces your cost of customer acquisition and allows you to build a relationship as you know
what they are interested in from your offerings. Be careful not to over expect the speed of
developing the relationship or put too much urgency into the nurturing as their initial sign-up
could only be a top of the funnel action.
Long Tail Keywords;
This term usually applies to your content marketing efforts and is the SEO keywords you have
selected to target. These keywords are normally three plus words such as “social media
marketing in Ireland” and are not as competitive in Google as a one word keyword such as

5. "marketing.” Google also auto suggests long tail keywords so research these as part of your
content strategy. Can I target hot or one word keyword, you ask? Sure as lots of people are
probably searching on that word daily but on the flipside your competitors are targeting these
keywords too. It could take years to even get on page 5 of Google for a heavily trafficked
keyword. Ten or twenty well indexed long tail keywords when combined will deliver just as much
traffic in the medium term as a single keyword. So when creating content titles and web URL’s,
choose longer, more detailed keywords. If you research your buyer profiles well enough you will
get clicks and views from potential buyers from your target market faster than you think.
The above is not a complete list of phrases as new words and terms come into play all the time
around inbound marketing but hopefully by the time you have read this article, some of them
are still relevant. Thanks for reading.