What is inbound marketing
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Managed Marketing Series Inbound Marketing – What is it?
Transcript of What is inbound marketing
Managed MarketingSeries
Inbound Marketing – What is it?
Why should I take inbound marketing
seriously?
• The Paradigm Shift
• Advent of the Customer Journey
• Business implications
Whether you’re ready or not,marketing has already
Changed.
People’s behaviours have changed.They’re tuning out traditional marketing tactics.
The Paradigm ShiftThen
• In 1920 there was 1 radio station
• In 1946 America had 12 TV stations
• In 1998 the average consumer saw or
heard almost 3,000 marketing messages
per day
Now
• By 2011 there were 14,700 TV stations
• By 2011, there were over 1,700 TV stations
• By 2014 over 1,500 stories were generated in Facebook news feeds at any given moment!
• Over 50% of internet traffic is made by mobile devices.
• Technology empowered the consumer - more consultative, endorsements and referrals
The old marketing methods are
Broken.
THIS ISWHERE
INBOUND MARKETING COMES IN.
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.
When you use inbound marketing,
Customers come to you!
The Customer Journey
Awareness
Press, campaign, trade show,
advert, Google search
Fact Finding
Website, blog, referral, social
media
Initial contact
Landing pages, forms,
downloads, attend event
Sales Process
Collateral, pitch, tender, nurture,
webcasts
New Customer
Welcome pack, CRM, social
media, newsletters
After sales
Testimonial, referral,
webinars, endorsement,
NPS
INBOUND AS A PHILOSOPHY.
Inbound marketing is a philosophy
based on the truth that customers
buy differently today than they did
10 years ago.
THINK ABOUT IT.
PRE-INTERNET.
• Buyer: Relatively
uninformed.
• Buyer Journey: Linear.
• Marketing Playbook:
Interrupt (cold calls and
advertising).
TODAY.
• Buyer: Well-informed.
• Buyer Journey: Fluid and
random. Starts with Google.
• Marketing Playbook:
Thought leadership through
content creation.
Inbound Marketing is About Content…
… and ContextBy publishing the right content in the right place at the right time,Your marketing becomes relevant and helpful to your customers,
Not interruptive.
Content
TimePlace
Now that’s marketing people can love.
Business Implications• Increase return on investment (ROI)
• Flexible, agile and robust solutions
• Control costs
• Campaigns managed, monitored and modified
• Full reporting and analytics
• Access to the latest, state-of-the-art technology without have reinvest/upgrade
Marketing in the 21st centuryInbound
• Website traffic analytics
• Response to advert
• Sign-up to newsletter
• Engage with social media
• Comment on blog
• Download knowledge pieces
• SEO
Outbound• Webinars• Print• Emails• Lead generation• Appointment setting• Event Management• Tradeshows and
Networking• Press• Campaign Management
Best PracticesBlogging
• 55% more website visitors
• 126% more leads
• 97% more inbound links
• 434% more indexed pages.
• Blogging regularly increases
ROI
Social Media
• Share remarkable content and valuable information
• Engage with prospects and respond to customers
• Adapt content for different channels. Don’t repeat!
• Use analytics to measure ‘klout score’ and reach
Aligning the customer journey with the marketing process
Analyse the success of your marketing campaigns, and determine which areas need further optimisation or personalisation for future success.
Create blog content, search engine optimise (SEO) that content, and promote it on social media sites.
Place calls – to – action throughout your website, blog, and email to drive visitors to landing pages with forms.
Send leads targeted, automated emails to drive them through your buying cycle. Provide your sales with lead intelligence for more effective sales calls
The key to unlock inbound marketing is…
Content!
MAKE CONTENTPERFORM
This is where Ascesis Comes In
Types of service • One-off projects
• Fully retained service
• Advice and consultancy
• Training and DIY Workshops
Unique to Ascesis• Partner with print house to lower costs• In-house team for flexibility and increased efficiency• Access to rich media pool• Strong technological team• Strong and thoroughbred on-boarding and off-boarding
process• In-house innovation laboratory
If you wish to know how we can, increase your efficiency, reduce your costs and increase your
profitsPlease get in touch and lets create your future!
Unit 4, 262 Ringwood Road, Poole, BH14 0RSTelephone - 01202 978 222Email – [email protected]: www.ascesismedia.com
