Inbound Marketing : A leads magnet
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The document discusses inbound marketing, emphasizing its importance in adapting to modern consumer behavior by focusing on relationship-building and providing valuable content. It highlights eight common mistakes in website marketing and outlines strategies to enhance lead generation, including improved content strategies, effective calls-to-action, and understanding audience needs. The conclusion stresses that inbound marketing can significantly reduce costs and improve sales efficiency while encouraging businesses to create engaging content to attract and retain customers.
Inbound Marketing : A leads magnet
- 1. INBOUND MARKETING A leads magnet Conference at the UBA’s Digital Commission.
- 2. INBOUND MARKETING What is it ? Why doing it ? How to do it ?
- 3. INBOUND MARKETING What is it ? Pull Marketing • Permission • Non-intrusive • Relational
- 4. INBOUND MARKETING Why doing it ? People are going on the web for : • Getting information • Entertainment • Buying Adapt communication to the way people use the web to get found naturally.
- 5. INBOUND MARKETING How to do it ? CONTENT INBOUND ATTRACT NEW CUSTOMERS SOCIAL SEO MEDIA
- 6. INBOUND MARKETING VS OUTBOUND MARKETING Contrasted & Complementary
- 8. INBOUND MARKETING & OUTBOUND MARKETING Contrasted & Complementary INBOUND OUTBOUND VS
- 9. INBOUND MARKETING & OUTBOUND MARKETING Contrasted & Complementary INBOUND OUTBOUND VS
- 10. INBOUND MARKETING & OUTBOUND MARKETING Contrasted & Complementary INBOUND OUTBOUND VS
- 11. INBOUND MARKETING & OUTBOUND MARKETING Contrasted & Complementary PAID OWNED EARNED INBOUND
- 12. Today’s websites and their marketing efficiency
- 13. Today’s websites Facts 99% of websites’ visitors are human They have emotions On the web, consumers are active Ability to visit multiple websites Use others recommendations to make their choice On the web, traditional marketing doesn’t work that well
- 14. Today’s websites 8 mistakes
- 15. Today’s websites Mistake 1 WHO THE HECK ARE THESE PEOPLE?
- 16. DOES SHE REALLY WORK AT YOUR COMPANY?
- 17. BECAUSE SHE ALSO WORKS AT OTHER COMPANIES!
- 18. Do you really think people are stupid ? Be more human / Be more authentic. Don't be afraid, let visitors enter and smile to them !
- 19. Today’s websites Mistake 2 NO BLOG.
- 20. 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.
- 21. Having a BLOG - Results 55% More Website Visitors for 434% More Indexed Pages for 97% More Inbound Links for Companies That Blog Companies That Blog Companies That Blog 2.500 10.000 18.000 2.000 8.000 16.000 1.500 6.000 12.000 1.000 4.000 8.000 500 2.000 4.000 Don't Blog Blog Don't Blog Blog Don't Blog Blog
- 22. Today’s websites Mistake 3 NO CONTENT STRATEGY.
- 23. Be content creators. Be customer-centred and not self-centred. • What are they are looking for ? • What do they want to learn ? • What are their questions/problems?
- 24. People love stories, so create content that People love. 2 main Advantages • Confidence & Quality • Get found easily
- 25. Stop advertising, start publishing.
- 26. Today’s websites Mistake 4 DON'T LIKE PENGUIN.
- 27. STOP BUYING BACKLINKS Google Penguin doesn’t consider this anymore. Solution - Generate inbound links Earn them through great content. " DON’T BUY IT, DESERVE IT "
- 28. 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
- 29. Today’s websites Mistake 5 CONTACT US.
- 30. 75% Smart Calls-to-action & Landing pages 22% Contact us 3%
- 31. Answer people’s need through whitepapers “Give-to-get” strategy Result - Increase lead generation
- 32. Today’s websites Mistake 6 NO CONTEXT.
- 33. " If content is king, context is god " People are on your website for a specific reason. Create a context between page content and the call-to-action. Result -Increase lead generation
- 34. Today’s websites Mistake 7 BOTTOM ONLY.
- 35. 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.
- 36. Today’s websites Mistake 8 NO REACTIVITY.
- 37. If you can't react quickly, why having a real-time analysis ? Real-time marketing Short-term campaigns. Quick promotions. Website content about the general news. Overall analysis of your webmarketing actions. A/B testing Your calls-to-action. Your landing pages. Control your ROI.
- 38. INBOUND MARKETING Facts & Figures
- 39. INBOUND MARKETING Facts & Figures Average Distribution of Lead Generation Budgets, 1 to 5 Employees SMALL VS. LARGER BUSINESSES Over 500 Employees 20% 18% 17% 14% Average % Budget 11% 11% 11% 11% 10% 9% 10% 7% 7% 7% 5% 5% 4% 3% 0% Social SEP Blogs Email Trade PPC Direct Telemarketng (Organic Search) (Paid Search) Media Marketing Shows Mail The 2012 State of Inbound Marketing www.HubSpot.com/SOIM
- 40. INBOUND MARKETING Facts & Figures Average Distribution of Lead Generation Budgets, Data pulled from analytics SMALL VS. LARGER BUSINESSES tracking of a sample of over 1.000 HubSpot customers 15% 15% 20% Average % Budget 12% 9% 8% 7% 4% 4% 2% 0% The 2012 State of Inbound Marketing www.HubSpot.com/SOIM
- 41. INBOUND MARKETING Facts & Figures Average Cost Per Lead Inbound vs. Outbound $400 15% Average Cost Per Lead 61% Lower Cost per Lead Outbound Marketing Dominated Inbound Marketing Dominated $0 2010 2011 2012 The 2012 State of Inbound Marketing www.HubSpot.com/SOIM
- 42. ? & ALL IN ONE MARKETING SOFTWARE.
- 43. Get Found Convert Analyse BLOGGING AND CALL TO ACTION ANALYSE CONTENT MARKETING You need great calls-to-action BEHAVIOURS OF YOUR • Helping for your SEO to generate leads • Visitors • Impact analysis • Leads • Clients SEO LANDING PAGE ANALYSE • Find and analyze the most • A/B testing PERFORMANCE OF YOUR performant keywords • Forms • Content • Inbound links analysis • Social Media • Reputation • Global website SOCIAL MEDIA MARKETING RETURN ON • Track your mentions online AUTOMATION INVESTMENT • Schedule and publish posts • Automate your funnel with • Measurement tool in order to • Analytics to see if your efforts workflows and automation have an excellent ROI from are paying off your marketing actions
- 44. HubSpot 1. HubSpot helps you to bring trafic to your website • Social Medias tools • SEO tools 2. HubSpot helps you to convert your trafic into leads • Call-to-action • Landing pages
- 45. HubSpot & Social Media Create, Schedule and Send Posts See Which Leads are Clicking on Across Social Channels. Your Social Content.
- 46. HubSpot & Social Media Quickly Track Interactions and Find Your Social Media Influencers. Grow Your Reach.
- 47. HubSpot & SEO Keywords - Find and track your Inbound Links - Identify which best-performing keywords sites are giving you link love.
- 48. HubSpot & SEO Page-Level SEO - Evaluate individual pages on your site.
- 49. HubSpot & Calls-to-action / Landing pages Smart calls-to-action - personalize A/B Test everything for Better offers for each visitor. Conversions.
- 50. HubSpot & Calls-to-action / Landing pages Smart Fields: Make things easier for your leads.
- 51. HubSpot What next ? Grade your website on www.marketinggrader.com
- 52. CONCLUSION
- 53. INBOUND MARKETING Results 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
- 54. INBOUND MARKETING 3 questions to make it work ! 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?
- 55. Pull Your Costumers Toward You !