Download - A Marketer's Guide to Inbound Marketing
A Marketers’ Guide to
InboundMarketing
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About the Author
A certified Inbound Marketing Professional David Demoe
manages Search Engine People’s (SEP) Inbound Marketing
Department. David is responsible for strategizing, creating,
managing, measuring, and scaling all of SEP’s inbound
marketing efforts in order to attract visitors, generate
leads and grow sales. As it relates to client projects, David
consults on content strategies, lead nurture campaigns,
email marketing and if that wasn’t enough, leads the way on
developing buyer personas.
Connect with David Demoe on
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The following eBook will outline:
Is inbound marketing for you? 4 27
14 38
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Key challenges and solutions
Much more than a new spin Manage implementation
It’s about pulling customers in & not pushing your message out
When will I see results? And what will they be?
Achieving success from within
It’s methodology, not magic Next steps to inbound marketing success
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“What you do for a living is spread ideas, make promises and keep them.
That’s marketing.”
– Seth Godin, Author, Marketing Guru
Is Inbound Marketingfor you?
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Is Inbound Marketing for you?
Is your company looking to:• Generate leads that can be turned into long-term customers?
• Achieve sustainable, predictable results?
• Develop a cohesive marketing strategy to replace disconnected tactical silos?
• Increase the effectiveness of each individual marketing tactic you use?
It’s not a big idea at all. Instead, it’s a new methodology
for consistently attracting and securing new clients,
capitalizing on the ways in which the purchase
processes of most individuals and companies have
changed due to the continual evolution of the internet.
In essence, Inbound Marketing seeks to use content
to attract prospects into your site, convert them into
leads, and then convert those leads into sales.
Ok, it’s not that simple, but the idea of creating a
digital space that attracts leads, creates customers,
accrues content value and builds sales momentum
over time—without continuous added expense
—isn’t that far off.
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Is Inbound Marketing for you?
Inbound marketing can transform your B2B sales channel
By focusing on educating, engaging and interacting
with all your potential prospects, you can not only
attract more visitors to your website, you can also
convert more of those visitors into qualified leads
and, eventually, into customers. Better yet, as
prospects’ connection and commitment to your site
and company strengthens, your inbound marketing
results compound over time, positioning you for
sustainable and predictable growth.
Rather than scattering your marketing efforts across
a broad range of tactics with the aim of finding
only those people ready to buy, it introduces an
integrative methodology designed to help you build
relationships across the entire sales cycle.
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In a typical buying process, 75% to 98% of your prospects
are simply researching solutions to a problem. Maybe
they’re looking up information about the types of products
and services you sell, or reading reviews, but they’re not
planning to buy in the near term. Another 2% to 25% of your
prospects are beginning to establish buying criteria. So they
might recognize the need for a solution like yours but, again,
they’re not ready to buy today. Only 0% to 10% of prospects
are planning to make a purchase at any given time.
Traditional marketing still focuses on that bottom 0% to 10%.
While there’s nothing wrong with trying to connect with
ready buyers, this approach prevents you from building
relationships with the 90%+ of prospects who may one day
buy what you sell.
Is Inbound Marketing for you?
Understanding how customers buy
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If you want to keep pace with marketing trends and early-adopting competitors, it’s time to think about inbound marketing.
You may have heard people talking about inbound
marketing. It’s more than talk. It’s the next level of
marketing and the first to fully realize the potential of
the Internet and social media to attract customers and
drive sales—and your competition is probably using it.
Inbound marketing is becoming a strategic necessity
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While some of the ideas behind it may sound familiar, inbound marketing, as an
end-to-end marketing model, explores radically new territory. Exploiting the still
evolving capabilities of the Internet, it redefines the seller-customer relationship.
Much more than a new spin
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The Internet has changed what customers can do, but more than that, it’s
changed how they think about doing it. It doesn’t just mean corporate buyers
have faster, easier access to the things they need; it also means they don’t
want to be sold things they aren’t already interested in. This means you have
to find new ways to affect and manipulate that interest—ways that involve
attracting the customers you want to your digital sales space.
Much more than a new spin
The Internet has fundamentally changed the way people find, discover, share, shop and connect. – Hubspot.com
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So what’s really changed?Since the advent of the Internet, we’ve been engaged in a
gradual progression toward what inbound marketing is today. These phases include:
2 Email marketing
which traditionally involved sending mass emails to broad distribution lists with the hope of reaching the right person. With improved list segmentation and a more customized approach, email marketing can average a ROI of $40.56 for every dollar spent. (Direct Marketing Association’s “Power of Direct” study)
1 Internet marketing
which encompasses a whole range of online marketing activities, including search engine optimization (SEO), pay-per-click (PPC) advertising and display advertising. While not universally true, most internet marketing focuses on the web’s technical capabilities to connect sellers with their customers.
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5 Content marketing
which focuses on attracting people with interesting, appealing content, with an emphasis on the content itself, i.e., what materials do you actually provide when people arrive at your site—or to encourage them to go there from somewhere else?
3 Permission marketing
which uses online and mobile marketing tactics to communicate only with people who consent to the process.
4 Word of mouth marketing
which includes social media, viral and stealth marketing tactics designed to encourage interactivity between brands and their customers.
So what’s really changed?Continued...
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What’s the one common element that unites this marketing evolution?
It’s the gradual shift—enabled by the Internet—in the
directional flow of the sales process. Essentially, the
customer is drawn to the seller rather than vice versa,
and this shift makes traditional marketing ineffective as
a standalone approach.
So what’s really changed?Continued...
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Download all 45 pages of “A Marketers’ Guide to
Inbound Marketing” Today!