Reduce Marketing Costs With Inbound Marketing

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"Marketing and innovation produce results; all the rest are costs." - Peter Drucker


Our eBook will explain how to reduce your marketing costs while taking some responsibility off of your back as a business owner.

With this eBook, we'll introduce you to a way of marketing that's measurable, efficient, and successful.

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Reduce Marketing Costs With Inbound Marketing

  1. 1. Reduce Marketing Costs with Inbound Marketing
  2. 2. “ Because its purpose is to create a client, the business has two — and only two — functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.” –Peter Drucker
  3. 3. Marketing, Not a Cost!? While we understand this quote by Peter Drucker, a man whom many consider to be the father of modern business management – you’re still writing a check for marketing and In the high stakes game of owning and operating a SMB with razor-thin margins, a misallocation of funds one year could mean bankruptcy the next.
  4. 4. Cuts By Efficiency Marketing is undeniably important to a business’s success, and particularly to a small business, where expansion of brand awareness could make the difference between its life or death. Though you can’t take money away from your marketing, everyone can afford to perform their marketing operations more efficiently. When you do this, you’ll cut the impact of your marketing budget on your overall business expenditures. You have nothing to lose! First, why the old ways have to go…
  5. 5. What’s Changed In Marketing Marketing has come a long way from the newspaper ads of yesteryear. Television ads experienced a heyday for several decades, but with the invention of DVR, YouGov reports that 86% of television viewers skip the commercials while watching television programs on their DVR.[1] Television is still one of the last remaining stalwarts of traditional marketing, but unless you’re a big national brand, it’s too difficult and expensive to use it effectively. [1] http://www.theguardian.com/media/2010/aug/24/tv-advertising
  6. 6. Today, thanks to the internet, the consumer is more empowered than ever. Today’s buyers compare prices across numerous sites and read reviews written by their peers. The new challenge is to cut through the noise and reach buyers in a way that captures attention and spreads a positive, helpful message.
  7. 7. But that also means that the digital world is noisier than ever.
  8. 8. The Key to Cutting Through the Noise? It’s marketing that offers a learning experience for everyone involved. Marketing that feels more like a conversation between two people and a lot less like a sales pitch.
  9. 9. Enter Inbound Marketing! With inbound marketing, your website becomes a lead generation tool. The first step is to get traffic to your site. Actively posting quality, relevant content to your blog will help increase your traffic over time.
  10. 10. Now That Traffic is Increasing You need to begin capturing information about your visitors. You’ll want to know: • Their names • Email addresses • Company name • Other identifying information So that you can begin to understand who they are and how to best nurture their interest and get them closer to becoming your next customer!
  11. 11. But How Do I Get Visitors to Give Out That Information?
  12. 12. Advanced or Premium Content! Advanced content can includes white papers, ebooks, webinars, videos, check lists, cheat sheets, etc. all of which are hidden behind landing pages which require the visitor to enter some information in order to gain access. No matter the format, what all pieces of advanced content have in common is that the information is so interesting and useful that people will give up their contact information to get their hands on it.
  13. 13. We’re getting contact information. Now What?
  14. 14. Now we Nurture Those Leads Even if your advanced content is perfectly suited to your ideal customer, you are bound to collect quite a few leads that are not a good fit for you. Rather than asking your sales people to follow up on these poor fits, use email to automatically send a series of emails that will help you sift through and segment your list by drawing out more and more information from your contacts.
  15. 15. Finally, Use Lead Scoring and Follow Up! The criteria you use to determine what qualities a lead needs to make them an ideal buyer is specific to your business. These criteria can be determined by tracking the actions and behaviors of your current customers on your site. If all your customers clicked on links in your emails or downloaded a specific piece of advanced content, those actions should probably play a big role in your lead qualification.
  16. 16. Lead What?! Lead scoring (a function of HubSpot) allows you to assign a number of points to any given action by a contact. For example: • Contact downloads another ebook: +10 points • Contact “company name” equals blank: -50 points • Contact opens 3 emails in 2 months: +5 points And so on until they reach a threshold that makes them a good prospect. Now reach out to them personally.
  17. 17. Look What You’ve Built! The steps we outlined: • Generating traffic • Generating leads • Nurturing leads • Scoring leads all combine to form a cost-effective alternative to traditional, interruptive marketing. As you continue to tweak and improve these processes, you and your team will get more efficient at carrying them out, and your marketing operation will perform like a well-oiled lead generating machine.
  18. 18. What You’ll Need to Implement Inbound 1 Website Developer 1 Graphic Designer 1 Experienced Marketer 1 Writer For business owners, hiring an inbound marketing company means getting a team of inbound marketing experts for about the cost of one employee. Your team of experts will tap into its reserve of specialized skills in order to tailor a marketing strategy for you. Above all else, that inbound marketing team will focus on results. Or, Outsource it.
  19. 19. Getting Back to the Point: Saving on Marketing Reducing your marketing costs isn’t about slashing costs in areas that are essential to business development. Reducing marketing costs is about streamlining the efficiency of your marketing so it becomes a complement to sales. Marketing and sales should act like two components in a business development machine.

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