Web Canopy StudioEngaging Visitors Through Inbound

Marketing

Aikin Design & Web Canopy StudioCEO & Project Manager

john@webcanopystudio.com

House Cleaning

webcanopystudio.com/tourism

● Slides from today● free resources● tons of other info

What are we talking about today?

INBOUND MARKETING

Let’s Talk About Value.

● Everyone wants more clients (customers,visitors, etc)

Let’s Talk About Value.

● Everyone wants more QUALIFIED clients

Let’s Talk About Value.

● Everyone wants more QUALIFIED clients

● Everyone wants better brand recognition

Let’s Talk About Value.

Let’s Talk About Value.

● Everyone wants more QUALIFIED clients

● Everyone wants better brand recognition

● Everyone wants more QUALIFIED clients

● Everyone wants better brand recognition

● Everyone wants a stronger source of lead generation

Let’s Talk About Value.

That sounds nice…

But how do we do that?

How do we get there?

INCREASE EXPOSURE

...right?

DUH

We need to increase exposure, not to the general public, but to our IDEAL TARGET CLIENTS only.

INCREASE EXPOSURE

We need to increase exposure, not to the general public, but to our IDEAL TARGET CLIENTS only.

Easier said than done.

INCREASE EXPOSURE

● Thinking Differently

INCREASE EXPOSURE

● Thinking Differently

● Move away from traditional marketing

INCREASE EXPOSURE

● Thinking Differently

● Move away from traditional marketing

● Invest wisely (No tracking? No spending)

INCREASE EXPOSURE

What Path Do We Take?

What will get us there?

INBOUND MARKETING

What is Inbound Marketing?Instead of buying ad space (billboards,

magazines, newspapers, online ads, etc.),

buying email lists, or cold calling, inbound

marketing focuses on creating awesome content

that pulls people toward your website where

they can learn more about what you sell on their

own time.

72% of companies using inbound methods drastically grew their business in 2014.

Companies that used inbound marketing strategies 6-8x/month doubled their leads in

2014.

Proving ROI for Marketing Activities Is a Major Challenge for Marketers

Inbound Marketing Delivers on ROI, but Marketers Face Calculation Struggles

Why should inbound be considered?

Traditional Marketing Is Broken.

● Reputation only helps if people know you exist (or know what you do is something they need - advocacy)

● Networking events are filled with competitors, or even worse, non-clients or non-referrals

● Valuable face time with the prospect is more difficult than ever

● Requires dedication of a full time job

● Young or small businesses = more difficult

PEOPLE USED TO LOVE MARKETING...Q:

WHATHAPPENED?

HUMANS HAVECHANGED.A:

The way we live has changed.

The Client Is In Complete Control.(Customer)(Consumer)

NO ONE WAKES UP AND SAYS:

“I CAN’T WAIT TO SEE AN AD.”

SO WHY DO COMPANIES WAKE UP AND SAY:

“LET’S MAKE AN AD.”(i.e. Traditional Marketing Material)

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

This process is called

INBOUND MARKETING

Inbound marketing focuses on creating awesome, valuable content that attracts and pulls people to you.

This allows them to learn more about you on their own accord.

4 STAGES

The Inbound Methodology

The Inbound Methodology

The Inbound MethodologyAlong the top are the actions inbound companies

use to obtain – and retain – new customers.

The Inbound MethodologyAlong the bottom are the tools inbound companies

use to accomplish these actions.

You want to attract people that

will potentially become leads.

Attract your ideal customer or

buyer persona by creating

content that’s valuable and easy

for them to find.

STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS.

Tools to attract strangers to

your site include:

•Blogging

•Social Media

•Keyword Optimization

•Site Pages

STEP 2: CONVERT WEBSITE VISITORS INTO LEADS.

Once you’ve got visitors to your site, the

next step is to convert those visitors into

leads by gathering their contact

information. In order to get this valuable

information, you need to offer something

up in return (ex: ebook, checklist, free

guides, white papers, etc).

STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING.

Once you’ve attracted the right

visitors and converted the right

leads, you need to transform

those leads into customers with

targeted, automated email

nurturing and social media

interaction.

STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND.

Using context and

personalization to deliver

tailored messages, continue to

engage with, delight, and upsell

your current customer base into

happy promoters of your

company.

The Inbound Methodology

To put it more plainly...

To run effective inbound marketing campaigns, we use a software called

is an inbound marketing software that helps companies attract visitors, convert

leads, and close customers.

We also use a number of other solutions to achieve the same results, such as:

The ROI of Using HubSpot’s Inbound Marketing Software

HubSpot customers reached 3.51x more visitors per month within 1 year.

HubSpot customers reached

6.12x more leads per month within 1 year.

VISITORS

LEADS

CUSTOMERS69% of HubSpot customers saw an increase in sales

revenue.

The ROI of Using HubSpot’s Inbound Marketing Software

HubSpot users enjoy exponential lead growth, averaging more than 9,100 leads after 1.5 years of inbound marketing.

Inbound Strategies Deliver Below-Average Cost per Lead

Inbound Marketing VS. Outbound Marketing: Lead Generation

Q: What percentage of your company's leads come from each of the following sources?

INBOUND MARKETINGInbound marketing delivers 54% more leads into the marketing funnel than

traditional outbound leads.

Inbound leads cost

than outbound leads.61% LESS

So What Do I Do Now?

Fix Your Website.orGet Access To Your Website.orChange Your Website.

Start Blogging Regularly.

No Blog Capabilities?Wordpress, blogger, tumblr.

All Free.

Aikin Design & Web Canopy StudioCEO & Project Manager

john@webcanopystudio.com