Inbound Marketing Summit - Dallas - 09

The Rise Of Inbound Marketing And How It Has Buried Traditional Marketing

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Do you know:

  • Why  does inbound marketing gain more traction?
  • How has inbound marketing  buried traditional marketing?

Answers to these two questions are as simple as this:

  • Inbound marketing results in lower cost per lead than traditional marketing
  • consumers are tending to use social media and mobile technology to make informed buying decisions
  • Many small businesses are feeling the pain of low ROI on broadcast advertising
  • More sophisticated permission-based marketing software enables small businesses to automate and personalise their marketing to a greater degree than ever before

State Of Inbound Marketing Report

HubSpot’s 2013 State of Inbound Marketing Report provides insight into what inbound marketing means to larger marketing community and their companies. 10 of the Reports most remarkable discoveries are:

  1. Inbound marketing is gaining traction: 58% of marketers practice inbound marketing
  2. Inbound marketing is effective: 54% more leads are generated by inbound than by outbound
  3. Inbound costs less than outbound: Two times as many marketers say inbound delivers a below average cost per lead vs outbound methods
  4. Marketers are investing more: 48% of marketers will increase inbound spending in 2013 — the third year in a row inbound budgets have grown substantially
  5. It’s a great time to be a customers: 50 per cent of companies consider themselves to be customer-focused
  6. It’s a great time to have a customer-focused website: 100% more website conversations result from inbound marketing vs outbound tactics
  7. Inbound marketing is starting to see love across the company: 11% of executives lend full support to inbound marketing, and 1 of 4 companies align marketing with sales
  8. But there’s reason to establish even more “smarketing” alignment: 200% cheaper cost-per-leads were driven by organizations with formalized marketing-sales handoffs
  9. Inbound marketers are in demand: 125% growth in inbound marketing hiring is expected in 2013
  10. Talent is being deployed against inbound channels: 44% of full-time marketers hours are being dedicated to inbound efforts (Social media, SEO, blogging and content creation) this year.

Inbound Marketing Vs Traditional Marketing

These two images explain method used in inbound marketing and traditional marketing:

Inbound-Marketing-400x400

  • Inbound marketing uses a ‘pull’ approach to attract potential customers, when they are actively searching for products and services
  • It rejects the traditional ‘push’ marketing approach of selling to people when they aren’t ready to buy, or may not even want what is being sold

Traditional-Marketing-400x400

Traditional Marketing relies on Newspapers, magazines and television, while social media channels including Facebook and Twitter, Youtube, more sophisticated email marketing technology, blogging and mobile apps are the tools which are being used in inbound marketing tools.

Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.

Content Marketing

  • By creating content specifically designed to appeal to your dream customers, inbound marketing attracts qualified prospects to your business and keeps them coming back for more
  • Targeted content answers your customer’s basic questions and needs
  • Publishing and analytics tools need to work together like a well-oiled machine, which allows you to focus on publishing the right content in the right place at the right time

Content marketing is about creating and designing content that people want, based on demand. It is a ‘must’ for the success of your business. Today, every company is going all-out to capitalize on content to educate, entertain, engage and inspire its consumers that turn them into loyal customers.

Marketers have made content marketing the most-used tactic in their brand-enhancing tool box, and are retreating from traditional marketing tactics.

Content Marketing plays the most important role in any inbound marketing campaign. One needs to have a clear strategy for its content so that it matches what the buyers want at each stage of their buying cycle.

Inbound marketing combines content marketing, social media and marketing automation to create a complete process and strategy for building audiences and generating leads. Content should be as varied as white papers, e-guides, webcasts, mobile apps, animations and video.

Inbound Marketing Methodology

 

HubSpot has identified four marketing actions that should be the part of any inbound marketing campaign. These actions are:

  1. Attract
  2. Convert
  3. Close
  4. Delight

Tools that support these actions are:

Attract: Blogging, Social Media, Keywords, Pages

Convert: Calls-to-Action, Landing Pages, Forms, Contacts

Close: Lead Scoring, Email, Marketing Automation, Closed-loop Reporting

Delight: Smart Calls-to-Action, Social Media, Email and Marketing Automation

Adapted From

 

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