In my previous life in the corporate jungle as a sales engineer (I sold capacitors and resistors — sounds like fun, huh? At the time it was…), marketing was about going to trade shows, following up on leads and referrals and placing advertising here or there. Then waiting for the phone to ring. That’s Outbound Marketing.
Now, so much of our marketing efforts revolve around the online activities we participate in to drive traffic to our Websites — enter Inbound Marketing. You use any combination of Social Media, SEO, Blogging and e-mail marketing to get the word out. Once a potential customer lands on your website the goal is to then convert to a contact request or sale.
What exactly is inbound marketing?
Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information.
~Brian Halligan, cofounder and CEO of HubSpot
This is not the first time that a term or buzzword appears that defines what I’ve talked about for decades! Even before WordPress existed…
Provide useful and unique content that caters to your potential prospect’s needs, questions, desires — and then market that content online to let them know the content exists.
(Now known as Inbound Marketing.)
~Judith Kallos, Cheif Cook & Bottle Washer @ The IStudio®
Inbound Marketing Stats to Think About
I bookmarked a great article, The Ultimate List of Marketing Statistics, with an overwhelming amount of marketing data. Here are just a couple of handfuls of the most interesting nuggets on Inbound Marketing specifically — and my comments:
- Content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less.
Not just any content either. Only content that is truly unique and useful and has that all important Call To Action that so many neglect to include!
- Speaking of calls to action: “Click Here” gets the highest % of clicks over “Go” and “Submit.”
Tell your site visitors and email recipients exactly what you want them to do!
- Marketers who have prioritized blogging are 13x more likely to enjoy positive ROI.
You need to create a blogging schedule (Use this Editorial Calendar plugin.) and stick to it!
- 54% more leads are generated by inbound tactics than traditional paid marketing.
The reason being you can target your known market with precision by investigating where they hang out online, by the fact they joined your list and through their comments and questions.
- 2X as many marketers say inbound delivers below average cost per lead than outbound methods.
Compared to off-line publication rates (I remember what the Yellow Pages used to charge when I first started out!) including newspapers, magazines and mailings (postage, envelopes, labels), online marketing can still be a bargain.
- Nearly 40% of US companies use blogs for marketing purposes.
That tells me 60% are experiencing lost opportunity.
- Social media has a 100% higher lead-to-close rate than outbound marketing.
All that noise online means it is imperative to craft a specific message strategy to the folks who’ve already shown interest by contacting/following you — and then have a system in place to implement your strategy.
- Research shows that 35-50% of sales go to the vendor that responds first.
I’ve talked about that for over two decades. Early bird gets the worm!
- 27% of consumers will leave a site if it is not mobile-optimized.
And that percentage is growing by minute! Folks are living their lives on their devices. Time to get responsive!
- 60% of all organic clicks go to the organic top 3 search results.
Proves my point you cannot rely on top of page organic rankings as your business model.
Of course, different social and online media combos, strategies — and personalities — will work for different markets. That’s where you always want to be testing and tuning to find out what works for you, your market, your brand, your business model and your target customer. The great thing about having a WordPress site is that a lot of these tasks are much easier for you to do yourself!
At your service,