Tourism Conference (1)
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Web Canopy Studio Engaging Visitors Through Inbound Marketing
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Transcript of Tourism Conference (1)
Web Canopy StudioEngaging Visitors Through Inbound
Marketing
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.
