4 Basics of Inbound Marketing &
• I want to define Inbound Marketing. Inbound Marketing is
Marketing based on getting found by customers. It's
• With Inbound Marketing, businesses create customer-
centric content based on customers needs. Content could
take the form of blogs, videos & SEO.
• Inbound Marketing is very different from Outbound or
Traditional Marketing. In Outbound or Traditional
Marketing, businesses would: buy advertising such as TV or
Display ads to interrupt prospects, cold call or cold email to
get their message out.
• For Inbound Marketing to be successful,
businesses must understand their target
market; analyzing their ideal customer.
• To analyze this ideal customer, businesses
need to do research to understand the life of
• What are these customers habits, concerns,
needs and challenges
• In other words create a buyer persona.
The four principles of Inbound
Marketing are: 1. Attract, 2.Convert,
3.Close & 4. Delight.
• The first things that any business wants to do is to
attract customers. One way to attract customers
is to have a website.
• In order to make sure that customers find this
website, it must be optimized in relation to how
customers find a business.
• To do this, a site must have relevant keywords,
along with meta tags or page descriptions to
index in search engines. Google & Hubspot have
• To attract visitors to a site, it is essential to create
content to meet customer needs. Blogs are a great way
to do this. Blogs posts could take the form of How to's,
case studies, industry trends, FAQ's, videos etc...
• Blogs are a great way to serve customers who are
searching for information on a product or service.
• Each time blogs are published, they creates a new page
to be indexed by search engines, which helps with SEO
• Customers who are interested in a site's content will
help to drive traffic to that site and may even link to it.
• Sharing blog content to social media channels
can help to drive traffic to a website.
• Popular sites are LinkedIn, Twitter, Facebook
etc... I have received a lot of traffic to my own
websites by sharing my content on my social
• According to Hubspot, 80% of marketers & 60
% of sales professionals have found qualified
leads on social media.
• Once a prospect lands on a site, the goal is to convert
them into a lead.
• To be able to to convert them into a lead, it is
important to have a call to action such as: click here to
get this ebook free.
• Once the prospect clicks on the the call to action
button, they will be directed to a landing page where
they will get more information on the ebook.
• At this point prospects will be asked to enter their
name and email address. Once this occurs, they will be
directed to a thank you page.
Call to Action
• A Call to Action needs to be clear and action oriented. In
other words, it needs to tell visitors what to do. Instead of
stating click here, say download this ebook.
• On my blog, I have a call to action asking visitors to
subscribe. It gives them clear directions to on what they
need to do to subscribe
• Get articles on Sales, Marketing & Social Media delivered to
your inbox for free.
• Join 9,178 other followers and enter your email address.
• A Landing page is where the visitor ends up after clicking a call to
• Landing pages serve as a digital sales rep and are designed to
collect visitor information; converting them into a lead.
• Landing pages should have the following:
• 1. Clear, concise action-oriented headlines
• 2. Explain the offer Clearly
• 3. Form length that matches the value of the offer
• 4. No menu or navigation links
• When & if someone wants to change the layout of a landing page, it
is important to change one element at a time to see what is
working & what is not.
Thank you Pages
• A thank you page is where visitors converted to leads
land after they fill out their information on a landing
page. This is the page that ends the conversion
• A thank you page is great place to provide visitors with
more information about relevant products and services
and thanking them.
• It does two jobs in one which brings the lead closer to
being a customer.
• Thank you pages should tell visitors what they should
expect next such as: Thank you for signing up we'll call
you in 2-3 business days.
• Email is a very important part of marketing communications.
According to research conducted by Radicati & VERO, Email is
popular for the following reasons:
• 1. Email is a channel that is owned by its users where social
networks are not.
• 2. 91% of consumers check their email daily
• 3. 77% of customers prefer email for marketing communications
• 4. Email has a ROI of 4,300%
Sending your Email to the Right Person
• To send your email to the right person you
must do the following:
• 1. Determine your audience
• 2. Segment your contact database
• 3. Send the right email at the right time
• 4. Nurture your lead into a customer
It is important to know the buyer journey which includes the stages of: Awareness,
Consideration & Decision. This important because it helps marketers send the right
message to customers in respect to their stage in the buyer journey.
• Content that would fit into the awareness stage
would be videos, blogs, slideshares & free tools.
• Buyers in the consideration stage would benefit
from: Webinars, Case Studies, FAQ Sheets,
Product whitepapers & Third Party reviews.
• For the decision stage, offer: free trials, ROI
reports, product demos, consultations, estimates
What Great Emails Contain
• Great emails contain the following, a personal
reason for sending the email, image as CTA,
encouragement to download & share with
friends & colleagues, actionable language and
personalized CTA signature.
Sales + Marketing or Smarketing
Smarketing is the process of
aligning sales & marketing
teams around common goals
with in a business or
organization, focused on
Both teams must be aligned to
the same goals for Smarketing
to be effective. This makes
both the sales and marketing
• Prospects are visitors to a site or someone who has
signed up for an email news letter
• A Lead is defined as anyone who submitted contact
information in exchange for an offering.
• Two lead Types in Smarketing
• Marketing Qualified Leads vs Sales Qualified Leads
• Marketing Qualified Leads or MQLs indicate that
prospects are engaged with a product or service and
want to learn more about it. They are ready for the
sales team to follow up.
Marketing Qualified Leads or MQLs
• Marketing Qualified Leads or MQLs indicate
that prospects are engaged with a product or
service and want to learn more about it.
• They are ready for the sales team to follow
Sales Qualified Leads or SQLs
• Sales Qualified leads are described as leads that both marketing &
sales feel are worthy of follow up.
• Opportunity is a customer that a Sales rep has communicated with
& logged in CRM as a legitimate customer.
• Inbound Sales
• Inbound Sales is the transformation of the sales process. Traditional
Selling was Seller centric. It was based on cold calling, controlling
information and a sales pitch.
• Inbound Sales attracts potential customers because sales reps share
compelling content, freely share information with customers and
use the buyers situation to help them make the right purchasing
decision. In today's connected world. buyers have access to
information at their finger tips. According to Hubspot, 60% of a
buyer's purchasing decision has been made before speaking to a
• Businesses spend most of their money on attracting new customers when in many
cases it is cheaper to keep existing customers.
• There are three pillars of delight which include: innovation, communication &
• 1. Innovation-is to change the status quo and provide customers with the right
• 2. Communication- it is better to be personal with prospects & customers offering
• 3. Education-it is better to empower people than to ignore them. Businesses need
to educate their customers about what is the best way to solve their needs.
• The three pillars of delight are what makes up a great sales rep or business.
Everyone needs to help customers because they form impressions of your business
with each interaction.
• This is the inbound marketing methodology by Hubspot in a nutshell. To learn
more go to the Hubspot Academy site and earn your certification.
• How do you use Inbound marketing in your business? Comment below & feel free
Dan is passionate about using Marketing to help
businesses drive sales. Hubspot Certified in Inbound
Marketing, Dan has worked on various marketing
assignments including a Start Up, Political Campaign
& a Digital Marketing Conference.
Prior to teaching, Dan served customers as an
Outside Sales & Marketing Rep in NYC. In this role,
he taught & trained Dentists on the company's
products & services using a consultative selling
approach combined with direct marketing. He also
supported the company's marketing efforts at
industry trade shows.
He writes & publishes a business blog on the topics
of Sales, Marketing & Social Media entitled Sales,
Marketing & Social Media Today; which has grown to
over 13,000 followers on LinkedIn & over 8,000 on
Dan is seeking a full time marketing role in Direct,
Inbound, Digital, Content & Social Media Marketing.
If your company is hiring for roles in these areas,
contact him directly via a free LinkedIn Message or
email him at Dan@DanGalante.com to set up
Connect with me
• My Wordpress Blog
• Twitter @DanGalante