2013 Beth Browning - Discover Your Customers. INBOUND MARKETING. The current state of marketing By: Beth Browning Discover Your Customers

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1 1 INBOUND MARKETING The current state of marketing By: Beth Browning Discover Your Customers

2 2 Marketing Outbound Marketing Telemarketing Tradeshows Direct mail blasts Print ads TV/radio ads Inbound Marketing Social Media Blogging SEO/SEM RSS Free tools/trials Marketers Push Content Out Content is Found using Search Engines and Social Networks

3 3 Outbound Marketing Stats 2/3 of US Citizens are on the Federal Trade Commission s Do Not Call List. (via the FTC) 44% of Direct Mail is Never Opened. (via the EPA) 86% of People Don t Watch Television Ads. (via The Guardian) Print Circulation Continues to Decline. (via Pew Research) 91% of users have unsubscribed from a company they previously opted-in to (ExactTarget)

4 4 Inbound Marketing Stats 35% of marketing leads come from social media, SEO, and Blogs. (via HubSpot) 61% of consumers say they feel better about a company that delivers custom content. (via Custom Content Council) Inbound leads cost half as much to acquire than leads generated through outbound marketing. (G+) Blogs are 63% more likely to influence purchase decisions than magazines. (via Content+) 57% of companies with a blog have acquired a customer from their blog

5 5 Blogging is #1 method for increasing traffic Source: HubSpot

6 6 Shopping Stats 88% of consumers research products and services online prior to making a purchase (Google) The average online shopper uses 10.4 online sources before making a purchase (Google) 74% of internet users perform local searches (Kelsey Group) 73% of online activity is related to local content (Google) 66% of American use online local search, like Google local (Google) 61% of local searches result in purchases (TMP / comscore) 54% of Americans have substituted the internet and local search for phone books(comscore networks)

7 7 Conversion Statistics 16% Lead-to-Customer Close% by Channel 14% 12% 10% 8% 6% 4% 2% 0% SEO Direct Traffic Referrals Paid Search Social Media Outbound HubSpot 2012 State of Inbound Marketing

8 8 Why do Inbound Leads Convert at a Higher Rate? People search with intent Problem identification Information research Comparing alternatives Purchase Post Purchase At each stage of the purchase cycle they become more wallet ready It s rare that a piece of marketing collateral interrupts someone at the time of need

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10 10 Why isn t it working for me?

11 11 Common Pitfalls Social Media Using social media solely in an outbound fashion Doing social media on auto-pilot Infrequent updates Posting and sharing irrelevant content Not maintaining a social media presence Blogging Publishing content that s interesting but unrelated to the products and services sold Infrequent Updates Not responding to comments Not having social share buttons Not promoting posts via social networks SEO Hiding important content from search engines Too many images and not enough content Forgetting to use keywords in all of the important page elements Not understanding the impact of personalization and social signals on search results

12 How Search Engines Find Your Content (and Display it on a Results Page) 12 Search engines listen to the social signals It starts with your ideas and creativity You do the keyword research Promote your content on social networks Search engines crawl and index your pages People Spread the Word Your prospective customer searches on a Keyword Search engines consider Location Personalization Social Signals Quality And more Search engines follow the links to your site (they keep track of where the links came from) You turn the ideas into great content You build external links (many of them happen naturally ) The right people find you

13 13 Anatomy of an Inbound Marketing Strategy The MozBlog October 18 th 2012

14 14 7 Steps to Successful Inbound Marketing 1. Develop a marketing strategy Goals and objectives Who is your ideal customer Where do potential buyers look for companies like yours? How much time and money can you devote to marketing? 2. Create and maintain a website Easy to navigate Professional Search Engine Friendly Easy to update 3. Engage in lead generating activities Blogging Social Media SEO 4. Convert traffic to leads Build landing pages with a call to action Sign up for our newsletter Register for a webinar, workshop, event Schedule a meeting 5. Convert leads into sales Follow up phone calls Build & Nurture Relationships 6. Measure and analyze 7. Rinse and Repeat

15 15 Discover Your Customers Search Engine Optimization (SEO) Training and Consulting Provides search engine optimization (SEO) training for webmasters, marketing professionals, web developers, web designers, SEO professionals or those looking to start a new career. Provides consulting services focused on the SEO and social media components of an Inbound Marketing strategy. Key Services: Website Analysis and Competitive Intelligence Inbound Marketing Search Engine Marketing SEO Copy-writing SEO Training Customized On Site Corporate SEO raining Pennsylvania Search Engine Academy - SEO Workshops On-line SEO Training and Mentoring Contact Beth at bbrowning@discoveryourcustomers.com for a free website evaluation.