Inbound Marketing Tips

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What is inbound marketing?

Inbound marketing is a highly effective strategy but done alone, it often falls short for B2B companies. The most successful companies are using inbound in combination with marketing automation to generate serious revenue and business results.

The inbound methodology is about helping brands attract, convert, close and delight visitors, leads and customers through a variety of channels like social media, blogging, SEO and email. In essence, inbound marketing pulls customers to your company instead of shouting at them with interruptive messages.

There are lots of statistics to prove the effectiveness of inbound marketing.

When you talk about change in digital marketing, search has got to be the most chaotic aspect of it all. Google algorithm updates alone have kept so many marketers awake at night

Ideas about Inbound Marketing

The first step to creating an inbound marketing strategy is to define your business goals. Based on where you are and where you want to go, it’s important to create a road map of how to get there.

Brands who invest in content marketing are seeing the benefits but few believe they are really getting the most out of it. The strategic planning and execution of content marketing is still a challenge and the majority marketers feel they could be producing more effective content.

Brands realize now that social media is essentially a content publication tool, not a quick fix to instant marketing results. The key is knowing which networks to use, what kind of content to publish and how to get your brand seen by the right people — which generally means adding social advertising into the mix.

A deeper understanding of your audience provides direction for the content you create and keeps your visitors coming back for more.

Now on to the number, love this stuff.

Let’s start with one of my favorites based on a study by the Corporate Executive Board. This will clearly show what it’s all about.

CEB B2B Study

  1. B2B buyers are 57%-70% through their buying research before first contacting the seller. (Source: Corporate Executive Board)
  2. 94% of the links search users click on are organic, not paid. (eConsultancy)
  3. 68% of all organic clicks go to the top three search results. (eConsultancy)
  4. 75% of search engine users never scroll past the first page of search results. (MarketShareHitsLink.com)
  5. Websites with 51 to 10 pages generate 48% more traffic than websites with 1 to 50 pages. (HubSpot)
  6. B2B companies that blog only 1–2x/month generate 70% more leads than those who don’t blog. (HubSpot)
  7. Companies that increase blogging from 3–5x/month to 6–8x/month almost double their leads. (HubSpot)
  8. An average company will see a 45% growth in traffic when increasing total blog articles from 11–20 to 21–50. (HubSpot)
  9. Companies with 51–100 Twitter followers generate 106% more traffic than those with 25 or fewer. (HubSpot)
  10. 87% of B2B marketers use social media in some form. (Content Marketing Institute/MarketingProfs)
  11. Social media has a 100% higher lead-to-close rate than outbound marketing. (HubSpot)
  12. Companies see a 55% increase in leads from increasing landing pages from 10 to 15. (HubSpot)
  13. Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. (The Annuitas Group)
  14. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. (Forrester Research)
  15. Nurtured leads make 47% larger purchases than non-nurtured leads. (The Annuitas Group)
  16. Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. (DemandGen Report)
  17. 95% of qualified prospects on your website are there to research and are not yet ready to talk with a sales rep, but as many as 70% will eventually buy from you or one of your competitors. (Brian Carroll)
  18. 50% of leads are qualified but not yet ready to buy. (Gleanster Research)
  19. The average email list deteriorates 25% per year. (HubSpot)
  20. 65% prefer emails that contain mostly images vs. 35% who prefer mostly text. (HubSpot)

The age of voice search is very much here but don’t expect it to replace displays entirely. Google continues to prioritize its own ads and products over organic listings but text ads don’t exactly fit into voice-only searches. There’s also a lot of demand for visual content while it turns out search engines and users alike have developed a love for long-form written content.

Once we get an understanding of your audience, it’s important to find out how people are searching for your content through keyword research. This allows you to see the estimated global and local search volume, ranking difficulty and also predicts the cost of running paid campaigns. Through this research, you can decipher which terms and phrases to target in order to attract the right visitors to your website.

It’s ten years since the first iPhone was released and the majority of brands are still failing their mobile users. Worse still, most of them don’t even realize they’re doing it but you can guarantee their visitors do. Bloated sites, sloppy code, and aggressive advertising are just a few of the bad habits many sites are still guilty of — and we should all know better by now.

Thanks to Business taking conversion optimization seriously, mobile conversion rates are now comparable to other devices. There’s still a long way to go for online businesses to remove Code and miss sized HTML and maximize sales but the return on investment brands are seeing from mobile conversion optimization suggests we’re heading in the right direction.

Choosing the right automation tools is an art that pays for itself and frees up more time to focus on increasing your marketing ROI. Automation is one of this year’s industry buzzwords as more marketers realize it’s not so much a question of how much you spend, but how much you make in return.

Today’s offering of digital marketing stats says a lot about the state of the industry today. Despite the rapidly changing nature of marketing, most of the areas for improvement come from brands making the same old mistakes. The fact we’re still talking about mobile loading times shows how little progress most businesses have made. This also shows how easy it could be to get the edge on your competitors by getting a few essentials in order with your own online brand.

Closing sales and getting customers are great goals to have. However, the inbound marketing mentality supports the fact that the relationship with your customers doesn’t need to end there. After you bring in leads from online tactics you can focus on turning customers into promoters of your business. After all, the best advocates of your products or services are those that have experience with them.

Setting up your strategy the right way might take a little bit of time, but in the end, it’s worth it and will produce the type of results that turn into leads and customers for your marketing and sales goals needed.

Roger Keyserling


Inbound Marketing Tips was originally published in eCom Tips on Medium, where people are continuing the conversation by highlighting and responding to this story.

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