Posts tagged #Inbound Marketing

Why You Should Invest in Inbound Marketing

Photo by  Davide Ragusa

Inbound marketing is the method of bringing in visitors to your website through engaging, interesting content like blogging and social media, rather than through ads, email lists, and paid leads. So why should your business invest in it?

Control the conversation and enrich your brand’s authority while building lasting relationships

Today’s consumers want access to content on demand without much noise surrounding that content, like ads or irrelevant information. This is evidenced by the staggering statistics of consumers trying to avoid unsolicited cold calls, advertisements, and other forms of direct marketing:

  • 200 million Americans have registered their phone numbers on “Do Not Call” lists.
  • 91% of email users have unsubscribed from a company email they previously opted into.
  • 86% of people skip television ads.

With inbound marketing you pull customers through to your website by providing quality and relevant content to your target consumer. By investing in inbound marketing as opposed to outbound, you are encouraging appropriate potential buyers to come to you, rather than inflicting your message on unwilling parties. This changes the tone of your interactions with your potential clients by putting your brand in a position of being a sought-out answer to a problem, while allowing your brand to reinforce your expertise in your industry and build a healthy and trustworthy relationship.

Attract quality leads effectively and efficiently.

The ROI of inbound marketing is higher than outbound marketing for two reasons. The first is that the upfront cost is lower: According to Hubspot, the average cost per lead is 62% less than that of outbound marketing. This is because inbound marketing lives online, where infrastructure is cheaper and the higher costs of traditional mediums used by outbound marketing are eliminated. Additionally, results are much easier to measure quickly and accurately through the tools used in inbound marketing - such as HubSpot and Google Analytics - than through outbound marketing. As a result of being able to monitor, analyze, and measure online behavior, your company can see what is working at any point in time and make proper adjustments immediately, making your marketing efforts  more efficient and effective.

The second reason for the higher ROI of inbound marketing is simple:

the traffic received via inbound marketing is more likely to end in a sale because the visitors brought in to your website are already looking for what you’re selling.

This means that you’re not wasting money trying to attract potential buyers that have no need or interest in what you have to offer.

Inbound marketing can be seen as a more authentic mode of connecting with clients, and overall, results in a higher return on investment (ROI) with less upfront costs. To see how your business could benefit, get in touch with us here.



Reflections on a First Timer’s Hubspot Inbound Experience

inbound first timer's Hubspot inbound experience

For those who may not be familiar, the Hubspot 2015 Inbound Conference is held in Boston each year, bringing inbound marketing professionals together to share experience and learn new practices. The conference features some phenomenal keynote speakers; this year’s included Brené Brown, Seth Godin, and Daniel Pink among others. The conference presents a wealth of valuable information for professionals involved in all facets of marketing, so I strongly suggest attending. Here are a few tips to keep in mind if you decide to go next year so that you can get the most out of your time there.

Be comfortable—Bring your walking shoes.

The inbound conference is held at the massive Boston Convention & Exhibition Center (BCEC). The BCEC can fit nine American football fields, which means you’re going to do a lot of walking. This being my first conference, I made the mistake of only packing my dress shoes, which looked nice, but weren’t the most comfortable for walking. I strongly recommend packing comfortable shoes and dressing comfortably; remember although it’s a professional event and you want to look presentable, it’s a marketing conference, not a meeting of hedge fund managers.

Make a Plan A and a Plan B.

The conference is configured by different tracks, and within those tracks are smaller varying breakout sessions. Hubspot provides an agenda ahead of the conference in order to plot out your daily schedule. It gives a list of the sessions, a description of each session, and the time of each session. The more attractive or popular sessions fill up rather quickly, and if you don’t have a Plan B you could be left disappointed. With that being said I would recommend choosing two or three sessions for any given time block, just in case your first choice fills up before you can secure a spot.

Network and make it happen.

My last recommendation is don't be shy. If you come to the conference with a plan, do what you need to do to make that plan happen. If it’s to close a deal, close a deal. If it’s to get a demo or get some insight on a strategy, get a demo or reach out to get advice on a strategy. The participants of the conference create a vast and varied community of colleagues, so you’ll be surprised about what you can uncover through conversation.

For more information about Hubspot’s Inbound conference, check out their website. If you’re a business and you’d like to boost your marketing strategy, talk to us to find out how HubSpot can help.