Inbound Marketing : A leads magnet
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INBOUND MARKETING A leads magnet Conference at the UBA’s Digital Commission.
description
You'll find out here how Inbound Marketing is a lead magnet and the right solution to increase your business visibility and e-reputation! Pycty will introduce you here the 8 mistakes you must no longer commit in your web marketing strategy. The way people communicate, search for information, consume, has changed. Today, web marketing has to adapt. Opt for a relational marketing based on content marketing, social media strategy, SEO and lead nurturing. In a few words: Pull Your Customers Toward You! Discover here the conference Pycty gave at UBA. Want to learn more: www.pycty.com
Transcript of Inbound Marketing : A leads magnet
INBOUND MARKETINGA leads magnet
Conference at the UBA’s Digital Commission.
INBOUND MARKETINGWhat is it ?
Why doing it ?How to do it ?
What is it ?INBOUND MARKETING
• Permission• Non-intrusive• Relational
Pull Marketing
Why doing it ?INBOUND MARKETING
• Getting information• Entertainment• Buying
People are going on the web for :
Adapt communication to the way people use the web to get found naturally.
How to do it ?INBOUND MARKETING
CONTENT
INBOUND
ATTRACTNEW CUSTOMERS
SOCIAL MEDIA
SEO
INBOUND MARKETING OUTBOUND MARKETINGVSContrasted & Complementary
VS
INBOUND MARKETING OUTBOUND MARKETING&Contrasted & Complementary
INBOUND OUTBOUND
VS
INBOUND MARKETING OUTBOUND MARKETING&Contrasted & Complementary
INBOUND OUTBOUND
VS
INBOUND OUTBOUND
INBOUND MARKETING OUTBOUND MARKETING&Contrasted & Complementary
INBOUND MARKETING OUTBOUND MARKETING&Contrasted & Complementary
PAID
INBOUND
OWNED EARNED
Today’s websitesand their marketing efficiency
FactsToday’s websites
99% of websites’ visitors are human
On the web, consumers are active
On the web, traditional marketing doesn’t work that well
They have emotions
Ability to visit multiple websitesUse others recommendations to make their choice
Today’s websites8 mistakes
Mistake 1Today’s websites
WHO THE HECK ARE THESE PEOPLE?
DOES SHEREALLY WORK AT YOUR COMPANY?
BECAUSE SHE ALSO WORKS AT OTHER COMPANIES!
Do you really think people are stupid ?Be more human / Be more authentic.
Don't be afraid, let visitors enter and smile to them !
Mistake 2Today’s websites
NO BLOG.
Blog - What for ?
Communicate your brand’s values
Be Google’s best friend
Feed your social networks
The best outbound relay
Don't forget what people want is not a beautiful design but they want you to meet their needs.
Having a BLOG - Results
55% More Website Visitors for Companies That Blog
434% More Indexed Pages forCompanies That Blog
97% More Inbound Links forCompanies That Blog
2.500
2.000
1.500
1.000
500
10.000
8.000
6.000
4.000
2.000
18.000
16.000
12.000
8.000
4.000
Don't Blog Don't Blog Don't BlogBlog Blog Blog
Mistake 3Today’s websites
NO CONTENTSTRATEGY.
• What are they are looking for ?• What do they want to learn ?• What are their questions/problems?
Be customer-centred and not self-centred.
Be content creators.
• Confidence & Quality• Get found easily
2 main Advantages
People love stories, so create content that People love.
Stop advertising, start publishing.
Mistake 4Today’s websites
DON'T LIKEPENGUIN.
Google Penguin doesn’t consider this anymore.STOP BUYING BACKLINKS
" DON’T BUY IT, DESERVE IT "
Solution - Generate inbound linksEarn them through great content.
People don't only type one keyword !
All competitors are fighting for the same keywords
19% of overall searches have never been typed before
People type “long tail” searches
Mistake 5Today’s websites
CONTACT US.
75%
22%3%
75%
22%3%
Smart Calls-to-action & Landing pages
Contact us
Result - Increase lead generation
Answer people’s need through whitepapers
“Give-to-get” strategy
Mistake 6Today’s websites
NO CONTEXT.
People are on your website for a specific reason.Create a context between page content and the call-to-action.
" If content is king, context is god "
Result -Increase lead generation
Mistake 7Today’s websites
BOTTOM ONLY.
Do you think social media don't bring any sale ?
The last traffic source doesn’t mean the only one important.
You need to track leads behavior on your website.
Analyze your overall funnel of conversion.
Mistake 8Today’s websites
NO REACTIVITY.
If you can't react quickly, why having a real-time analysis ?
Control your ROI.
Real-time marketing
Overall analysis of your webmarketing actions.
A/B testing
Short-term campaigns.Quick promotions.Website content about the general news.
Your calls-to-action.Your landing pages.
INBOUND MARKETINGFacts & Figures
Facts & FiguresINBOUND MARKETING
Average Distribution of Lead Generation Budgets,SMALL VS. LARGER BUSINESSES
1 to 5 EmployeesOver 500 Employees
Ave
rage
% B
udge
t
18%20%
10%
0%
14%
11% 11% 11%10%
5%
17%
7%
11%
5%
9%
4%
7%
3%
7%
Social Media
TradeShows
DirectMail
TelemarketngPPC(Paid Search)
Blogs EmailMarketing
SEP(Organic Search)
The 2012 State of Inbound Marketingwww.HubSpot.com/SOIM
Facts & FiguresINBOUND MARKETING
Average Distribution of Lead Generation Budgets,SMALL VS. LARGER BUSINESSES
Ave
rage
% B
udge
t 20%15% 15%
9%7%
4%2%
12%
4%
8%
0%
The 2012 State of Inbound Marketingwww.HubSpot.com/SOIM
Data pulled from analytics tracking of a sample of over
1.000 HubSpot customers
Facts & FiguresINBOUND MARKETING
Average Cost Per Lead Inbound vs. Outbound
Ave
rage
Cos
t P
er L
ead
$400
$0
15%
2010 2011 2012
The 2012 State of Inbound Marketingwww.HubSpot.com/SOIM
61% Lower Cost per Lead
Outbound MarketingDominated
Inbound MarketingDominated
?
&ALL IN ONE MARKETING SOFTWARE.
Get Found
BLOGGING ANDCONTENT MARKETING
CALL TO ACTION
SEO LANDING PAGE
ANALYSEBEHAVIOURS OF YOUR
ANALYSE PERFORMANCE OF YOUR
RETURN ONINVESTMENT
SOCIAL MEDIA MARKETINGAUTOMATION
• Helping for your SEO • Impact analysis
You need great calls-to-actionto generate leads
• Find and analyze the most performant keywords • Inbound links analysis • Reputation
• A/B testing • Forms
• Visitors • Leads • Clients
• Content • Social Media • Global website
• Measurement tool in order to have an excellent ROI from your marketing actions
• Track your mentions online • Schedule and publish posts • Analytics to see if your efforts are paying off
• Automate your funnel with workflows and automation
Convert Analyse
HubSpot
• Social Medias tools• SEO tools
• Call-to-action• Landing pages
1. HubSpot helps you to bring trafic to your website
2. HubSpot helps you to convert your trafic into leads
& Social MediaHubSpot
Create, Schedule and Send Posts Across Social Channels.
See Which Leads are Clicking on Your Social Content.
& Social MediaHubSpot
Quickly Track Interactions and Grow Your Reach.
Find Your Social Media Influencers.
& SEOHubSpot
Keywords - Find and track your best-performing keywords
Inbound Links - Identify which sites are giving you link love.
& SEOHubSpot
Page-Level SEO - Evaluate individual pages on your site.
& Calls-to-action / Landing pagesHubSpot
Smart calls-to-action - personalize offers for each visitor.
A/B Test everything for Better Conversions.
& Calls-to-action / Landing pagesHubSpot
Smart Fields: Make things easier for your leads.
What next ?HubSpot
Grade your website on www.marketinggrader.com
CONCLUSION
ResultsINBOUND MARKETING
Improve sales close rates by 50% or more
Generate leads at 1/3 the cost of Push Marketing Shortens the sales cycle by 20%-40%
Protects your pricing from margin erosion
Pull Marketing is a great way to stay in touch with prospects and convert them later
Pull Marketing is a great way for retaining customers
3 questions to make it work !INBOUND MARKETING
Do you create and promote interesting and unique value-added content?
Does your webmarketing plan include converting traf- fic into leads before converting them into customers?
Do you know which activities are working and which are not?
Pull Your Costumers Toward You !
