Inbound marketing focuses on creating helpful content to attract potential customers to a website rather than interrupting customers with ads. It involves creating content through blogs, social media, and websites on topics relevant to customers. This content is optimized for search engines so customers can find the information they need. Inbound marketing aims to convert visitors into leads and customers by using forms, calls-to-action, landing pages, and email nurturing with relevant content. It is a multi-channel strategy to engage with customers at each stage of their buying journey.

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GETTING STARTED WITH INBOUND MARKETING
Wednesday, May 18, 2016

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Outbound
Pushes products or services on
consumers
marketing pushed out through traditional
marketing channels
one-way communication
High costs
Inbound
Earns consumers interests on products &
services
Focuses on getting found by customer
through digital channels
Is two-way and interactive conversation
Costs less than traditional marketing

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3,000 to 20,000
Outbound Ads are
seen per day

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And the trends for outbound marketing are not good:
91% have unsubscribed from email lists
86% of the population fast forward TV ads
82% skip YouTube Ads within the UAE
44% of direct mail is never opened

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These days, consumers
can avoid a lot more
marketing messages
than before.

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this is
where
INBOUND
comes in.

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What is Inbound Marketing?
• Instead of buying ads, buying
email lists, or cold calling, inbound
marketing focuses on creating
educational content that pulls
people toward your website
where they can learn more about
what you sell on their own accord.
• It’s marketing with a magnet, not a
sledgehammer

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As a business, it’s easy to say.
“I’m just going to build a great
product, why should I waste
my time and resources on
inbound marketing ? ”

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Let’s consider the following
• 44% of online shoppers begin by using a search engine
• Marketers who have prioritised blogging are 13x more likely to
enjoy positive ROI.
• 77% of B2C and 43% of B2B companies have acquired
customers from Facebook
• Content marketing generates 3x as many leads as traditional
outbound marketing, but costs 62% less.

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In order to attract
customers, marketers
have to provide them with
something they will love.

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Inbound Marketing is about content

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By publishing the right content in
the right place at the right time,
your marketing becomes relevant
and helpful to your customers, not
interruptive.

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It’s multi channel marketing
Inbound Marketing is multi-channel by nature because it approaches
people where they are, in the channel where they want to interact with
you.
Blogs Email Social Media Website

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HOW DOES IT WORK?

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CONTENT CREATION
You create targeted content
that answers your customers’
basic questions and needs,
and then share that content far
and wide as a way to attract
and engage strangers.

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LIFECYCLE MARKETING
You understand that people
go through stages as they
interact with your company,
and that each stage requires
different marketing actions.

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PERSONALISATION & CONTEXT
As you learn more about your
leads over time, you can better
personalise your messages to
their specific needs

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Building Buyer Personas
Research Engagement Analytics

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• Create blog content, search
engine optimise Website’s
content, and promote it on
social media.Get Traffic
• Place calls-to-action throughout your
website to drive visitors to landing
pages with forms.
• Visitors fill out the forms to get whatever
you’re offering and become leads.
Get Leads
• Send your leads automated emails to drive them
along your buying cycle.
• Provide your sales team with lead intelligence so
they can make more effective sales calls.
Get
Consumers
•Analyze the success of your marketing campaigns, and
determine which areas need further optimisations for future
success.
Study

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Once they leave
your funnel where
do they go…..
20% Go to your competitors
15% Are still interested & will buy soon
65% Will buy in the future

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93% of consumers
are conducting their
own product
research

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Visibility | Clickability |Convertibility

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We don’t want just any traffic to your site, we want the right traffic.

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WEBSITE
A business’s website should be the hub of your marketing efforts
• Clean, easy to navigate and visual
• Mobile friendly
• Pass the 2.5 rule
•

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BLOGGING
A blog is the single best way to attract new visitors to your
website. Businesses that blog get 55% more website visitors
• Create content that is informative, educational, helpful or
otherwise valued by your potential customers
• Positions a business as an industry expert and trusted
resource within your field
• Every blog post is a new page that can be indexed in search
engines

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SEARCH ENGINE OPTIMISATION
SEO is a technical process of getting traffic from the “free”
“organic” “editorial” or “natural” search results.
• Position your website and blog content around what your
customer is searching with keywords
• Consider geo-targeting and localisation
• Create landing pages to highlight content.
• Make it easy for search engines to find you.

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PAID SEARCH
PPC it's a way of buying visits to your site, rather than
attempting to “earn” those visits organically through SEO.
• You only pay when an interested person clicks.
• You can reach your target consumer at the right time with the
right ad.
• PPC data can inform your other marketing channels like SEO
and Remarketing

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SOCIAL MEDIA
Social allows you to share that valuable information on the social
web, engage with your prospects, and put a human face on your
brand.
• Interact on the networks where your ideal buyers spend their
time.
• By building followers and posting valuable content,
businesses gain attention, traffic, trust and ultimately sales!
• Facebook advertising allows you to build custom audiences
based on your data

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ONCE YOU’VE ATTRACTED WEBSITE VISITORS
LET’S TURN THOSE STRANGERS INTO CUSTOMERS

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REMARKETING
Remarketing is like a sales follow-up call but it’s digital
• 97% of website traffic will not convert on the first time they visit
your website.
• 15% of the traffic does come back and purchase.
• Remarketing methods are 65% lower in cost.
• Website visits increase by 300%
• Increases Brand Awareness

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Some of the most important tricks in converting visitors to leads include:
• Forms - In order for visitors to become leads, they must fill out a form and submit their information.
Optimize your form to make this step of the conversion process as easy as possible.
• Calls-to-Action - Calls-to-action are buttons or links that encourage your visitors to take action, like
“Download a Whitepaper” or “Attend a Webinar.” If you don’t have enough calls-to-action or your calls-to-
action aren’t enticing enough, you won’t generate leads.
• Landing Pages - When a website visitor clicks on a call-to-action, they should then be sent to a landing
page. A landing page is where the offer in the call-to-action is fulfilled, and where the prospect submits
information that your sales team can use to begin a conversation with them. When website visitors fill out a
form on a landing page for the first time, that visitor becomes a contact.
• Contacts - Keep track of the leads you're converting in a centralized marketing database. Having all your
data in one place helps you make sense out of every interaction you’ve had with your contacts - be it
through email, a landing page, social media, or otherwise - and how to optimise your future interactions to
more effectively attract, convert, close, and delight your buyer personas.

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You’re on the right track. You’ve attracted the right
visitors and converted the right leads, but now you need
to transform those leads into customers
• Email - What do you do if a visitor clicks on your call-to-action, fills
out a landing page, or downloads your whitepaper, but still isn’t
ready to become a customer? A series of emails focused on useful,
relevant content can build trust with a prospect and help them
become more ready to buy.
• Personalisation - Tailor your content to the wants and needs of the
people who are viewing it. As you learn more about your leads over
time, you can better personalise your messages to their specific
needs.
• Surveys - The best way to figure out what your users want is by
asking them. Use feedback and surveys to ensure you’re providing
customers with what they’re looking for.

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Thank you!
Freya Jones
Paid Search & Performance Specialist
United Arab Emirates | @freya_jones