the art and science of inbound marketing

www.vieodesign.com engaging websites • strategic inbound marketing • client delight !

Inbound vs. Outbound!

Outbound Marke.ng = Disrup.ve No one likes cold calls!



Inbound Marke.ng engages instead of interrupts your leads and prospects.

•  Connect with your prospects in a way that

engages them •  Nurture sales through high-‐quality content



Your Website Is Your Marke.ng “Hub”

Use Inbound Marke.ng to drive traffic, convert leads, close customers, and…



Delight your customers

to create brand ambassadors!


Inbound Marketing Is an Art and a Science!


The Inbound Marketing Methodology!

AJract strangers through blogging, social media, and strategic website content.


The Inbound Marketing Methodology!Convert website visitors into leads using engaging calls-‐to-‐ac.on and landing pages with downloadable content offers gated by forms which collect your lead’s contact informa>on.


The Inbound Marketing Methodology! Nurture leads into customers through marke>ng automa>on. Make sure email marke.ng is segmented, targeted, and personalized. Companies that excel at lead nurturing generate 50% more sales-‐ready leads at 33% lower cost

Source: Forrester Research


The Inbound Marketing Methodology!

Delight closed customers with social media engagement and personalized email marke>ng to create brand ambassadors.


The Science: Blogging Drives Traffic!

Companies that blog receive 55% more web traffic.


Source: HubSpot

The Science: Blogging Increases Leads!

Businesses that blog 3-‐6 >mes per month get more than double the number of leads than those who don’t blog regularly.


Source: HubSpot

The Science: More Blogging = More Leads!

Businesses that blog more than 15 >mes per month get nearly 5 .mes the leads of those that blog 3-‐6 >mes per month.


Source: HubSpot

The Science: More Blogging = More Leads!

Business blogs that post more than 15X per month average over 1,000 business leads per month!


Source: HubSpot

The Art: Attract the Right Website Visitor!

Make sure your website content and blog posts speak to your ideal prospect.

Engage them with content focused

on solving their problems.


The Science: Diving in to SEO!


•  Use keywords that appeal to your personas •  Choose a target keyword, but use it sparingly •  Put your energy where it counts – the headline •  Keep the copy natural and put people first •  Link to other site pages when appropriate

There’s no doubt about it – SEO is in.mida.ng.

Remember to put your website visitors first, and the search engine results will follow.

The Art: Attract the Right Website Visitor!

Research your ideal customer. This is your buyer persona. What are their challenges and pain points?

Offer educa.on, help, and .ps in your blog posts to solve these problems.


The Science: Content Mapping Improves Response Rates!

Studies show that 50% of leads are qualified, but

aren't immediately ready to buy something from you.

Source: Gleanster Research


The Art: Align Website Content to Your Buyer’s Journey!

TOFU = top of the funnel

MOFU = middle of the funnel

BOFU = boJom of the Funnel Website visitors are in different stages

of the sales cycle. Your business will increase leads by crea>ng conversion paths aligned to each stage.


The Art: Map Content and Marketing to Each Stage!

1.   Awareness: Leads become aware that they have a problem to solve 2.   Evalua.on: Leads are now aware that your product or service could help

solve a problem or fulfill a need, and they are determining if your company/business is the best choice

3.   Purchase: Leads are ready to buy, but may need encouragement


Image Credit: HubSpot

The Art: Strategic Calls-to-Action!

Carefully craXed calls-‐to-‐ac>on on your website will guide your visitors and turn them into leads.


The Art: Strategic Calls-to-Action!

Clearly explain your offer and make sure it has value to your buyer persona.


The Science: Increase Marketing ROI By Constantly Analyzing Results!

Inbound Marke>ng effec.veness is measurable through web analy>cs.

You can use tools like Google Analy.cs and

marke>ng soXware like HubSpot to determine what marke>ng ac>vi>es drive the most

traffic, leads, and customers.

By inspec.ng what you expect, you can increase what is working, and change what is not.



You can use tools like Google Analy.cs and marke>ng soXware like HubSpot to determine what marke>ng ac>vi>es drive the most traffic, leads, and customers.


Inbound Marke>ng effec.veness is measurable through web analy>cs.


By inspec>ng what you expect, you can increase what is working and change what is not.


Ask yourself: •  Which sources drive the most traffic? •  Does that traffic turn into leads? •  Do those leads turn into customers?

Your inbound marke>ng efforts must have a return on investment.

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the art and science of inbound marketing

Marketing

inbound marketing methodology

strategic calls

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blogging increases leads

right website visitor

content mapping

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blogging drives trafc