Inbound Marketing

Be a thought leader

Consumers aren’t mind readers. They need thought leaders.

That is, consumers need experts who provide reliable, relevant information that helps them make educated purchase decisions.

FACT: 88% of consumers conduct online pre-research before purchasing a thing!

Inbound marketing utilizes content in the form of blogs, eBooks, videos, webinars, podcasts, whitepapers, infographics, email campaigns, & more to generate website traffic that leads to … well, LEADS.

Businesses who provide such content position themselves as thought leaders, or industry experts. They are perceived as the most qualified option in the market. They earn consumer trust. Eventually, they easily win the sale.

Because these leads identify themselves by seeking out relevant content. They are educating themselves & are ready to listen to the businesses who feed them with the information they need.

Through online forms & landing page optimization, lead contact information is captured, allowing businesses access to the easiest sales they ever made.

OUTBOUND VS. INBOUND MARKETING

Inbound marketing is the process of attracting the attention of prospects, via content creation, before they are even ready to buy. This modern-day take on marketing turns the traditional model on its head.

Traditional Outbound Marketing

  • Using cold calling (or other traditional methods) to win over prospects; These consumers may or may not be ready to buy
  • Comes across as: Begging or buying favor with consumers without yet providing value
  • Positions businesses as: Eager (& potentially desperate) to make a sale
  • Difficult to measure effectiveness

Inbound Marketing

  • Using content creation to attract consumers to a website; These consumers are already ready to purchase or at the very least, open to learning more
  • Comes across as: Earning favor with consumers by providing value and proving worth
  • Positions businesses as: Industry experts who are eager to help bring insight to a topic
  • Offers 6 forms of ROI measurement


HOW IT WORKS

A website without quality content is like a car without an engine. It simply exists, but it isn’t doing anything and it isn’t taking anyone anywhere. If your business’ website does not have content, then it’s not doing anything substantial for anyone and the only place it’s taking them…is to another business’ website.

Today’s consumers are more educated than ever, meticulously conducting online research before swiping their credit cards. So, the question is: Will they find the content they need on your business’ website, or on a competitors’?

The Modern-Day Buying Cycle

  • A consumer is interested in a service
  • They go online to research that service (the pros, the cons, the costs, etc)
  • They find valuable content
  • Now feeling educated, they purchase the service

Influencing these purchasing decisions

  • Blogs
  • E-Books
  • Videos
  • Webinars
  • Podcasts
  • Infographics
  • White papers

How this content produces leads

  • Content is promoted through emails, social media, as well as direct contact between sales teams and prospects
  • Content contains a call-to-action that leads prospects to a landing page
  • A landing page leads prospects to a form for more information
  • Once information is captured, leads have identified themselves as interested prospects who can be contacted