An editable presentation for educating

your team
1 What is inbound marketing?
2 Why inbound works
3 How inbound works
4 Inbound tools
5 Further reading
1
What is inbound marketing?

Instead of spending money on ads,

email lists, and cold calling, inbound
marketing focuses on creating valuable
content that draws people toward our
website, where they can learn more
about what we sell of their own
accord.
Inbound is how we reach today’s consumer

Be found by qualified Understand what

leads online through
content (website pages,
blog articles, social
Content
media posts) optimised
for search and social
media.
content pulls our
Context buyers through the
sales funnel, and use
context to personalise
our marketing at scale.
Marketing with a magnet… not
a hammer.
2
Inbound as a
philosophy

Inbound marketing is based on the

fact that consumers buy
differently today than they did 20
years ago.
The transformation

Pre-internet
Pre-Internet Now

Buyer Relatively uninformed Well-informed

Buyer Fluid and random,

Linear
journey starting with Google

Marketing Interruptive (cold calls Permissive (educating

style and advertising) via thought leadership
content)
How did this transformation
happen?

There are three major reasons why consumers

are sceptical about brands, and why
interruption marketing isn’t nearly as effective
as it once was…
Why interruption marketing doesn’t
work

1 The proliferation of media

The media landscape has become
overwhelming. For every conceivable
interest, there’s a magazine, TV channel,
radio station, and a
million websites.
Over time, the media landscape
grew to include more channels, and
each channel eventually became its
own advertising medium.
 SNAPCHAT - 2016
Simplified timeline PINTEREST - 2015

of the appearance INSTAGRAM - 2014

NATIVE ADVERTISING / FACEBOOK MOBILE - 2012

of advertising in TWITTER / GOOGLE REMARKETING - 2010

major communication MOBILE APPS - 2009

DIGITAL
ONLINE ARTICLES (IN-TEXT ADS) / LINKEDIN - 2008
channels MOBILE WEBSITES (GOOGLE ADSENSE) / FACEBOOK / YOUTUBE - 2007
BLOGS (GOOGLE ADSENSE) - 2003
POP-UPS - 2001
MOBILE SMS / PPC - 2000
BANNER ADS / EMAIL - 1994
TELEMARKETING - 1970

JUNK MAIL - 1954 PRE-

TV – 1941 DIGITAL
RADIO - 1922

CATALOGUES – 1872
BILLBOARDS - 1867
MAGAZINES - 1844 PRINT
POSTERS - 1472 NEWSPAPERS - 1650

1500 1550 1600 1650 1700 1750 1800 1850 1900 1950 2000
Not only has the media landscape
grown by type… each type has grown
exponentially by volume.
The proliferation of media

• In 1922, there was one UK radio station. In 2017, there are

over 1,000, just in the UK.
• In 1936, the UK had one broadcasting TV station. There are
now over 1,000.
• In 1998, the average consumer saw or heard almost 3,000
marketing messages per day. That’s before social media took
off.
• There are over 1,500 stories competing to show up in your
personal Facebook news feed at any given moment.
Advertising channels were increasing
faster than laws were implemented to
regulate them, which is why...
Why interruption marketing doesn’t
work

2
Deceptive advertising
Customers are accustomed to
false claims and deceit in advertising, so
even when clever ads are seen by
consumers, they’re thought to
be dishonest.
According to the 2013
Edelman Trust Barometer,
64% of consumers need to
hear company claims three to
five times before they’ll
believe them.
 }
• Interruption
• False claims
• Over-promising
•
This
Under-delivering
changed
• Increased regulation everything
• Brand egocentrism
• Exploitation
• Lawsuits
Why interruption marketing doesn’t
work

3
Technology empowered
the consumer
Tools and information were developed
enabling consumers to dodge interruptive
brand messages and instead seek out
information when they’re ready.
 }
• VCRs & DVRs
• Caller ID
• TPS
• Spam software
This
changed
• Ad blockers everything
• Broadband internet
• Smartphones
• Social media
Technology empowered the consumer
According to the 2017 Edelman Trust Barometer, trust in traditional media is declining,
as trust in online media and search engines increases.

64

57
2012 2017 Change
Search Engines
51 61 64 +3
Traditional
Media 62 57 -5
Online-only
Media 46 51 +5

2012 2013 2014 2015 2016 2017

Which is why permission became
more effective than interruption

By aligning the content we publish with

our customer’s interests, we earn
permission to market to prospects that
we can convert into leads, close into
customers, and delight to the point they
become promoters of
our brand.
The major themes of inbound,
permission-based marketing
Content creation

We create targeted content that answers

our customers’ basic questions and
needs, and we share that content far and
wide.
Lifecycle marketing

We recognise that people go through

different stages as they interact with our
company, and that each stage requires
different marketing actions.
Personalisation
and context

As we learn more about our

leads over time, we can better
personalise our messages to their
specific needs.
Multi-channel
presence

Inbound marketing is multi-channel by

nature because it approaches people
where they are, in the channel where
they want to interact with us.
In summary,
inbound marketing
is about…

• Building trust, not scepticism,

among our prospects.
• Being loved, not ignored, by
our customers.
• Outsmarting, not outspending, our
competitors.
3
Methodology

The inbound philosophy is backed by a

methodology that helps brands attract,
convert, close, and delight visitors, leads and
customers through a variety of channels such
as social media, blogging, SEO, landing
pages, forms, and email.
The methodology facilitates the
buyer journey through the sales
funnel – from strangers to
promoters of our brand.
The Strangers

methodology as
a sales funnel ATTRACT

Visitors

CONVERT

Leads

CLOSE

Customers

DELIGHT

Promoters
 The methodology step by step
Step 1 Step 2 Step 3 Step 4

ATTRACT CONVERT CLOSE DELIGHT

Strangers Visitors Leads Customers Promoters

Feedback and
Blogs Forms CRM Questionnaires
Keywords Calls-to-Action Email Smart Content
Social Publishing Landing Pages Workflows Social Monitoring
Advertising Sales Teams Marketing Automation
Online PR Exhibitions and Events
 Step 1: Attract strangers and turn them into
website visitors

ATTRACT CONVERT CLOSE DELIGHT

Strangers Visitors Leads Customers Promoters

Feedback and
Blogs Forms CRM Questionnaires
Keywords Calls-to-Action Email Smart Content
Social Publishing Landing Pages Workflows Social Monitoring
Advertising Sales Teams Marketing Automation
Online PR Exhibitions and Events
Step 1:
Attract strangers and turn them into
website visitors

We want to attract people that will

potentially become leads. We attract
our ideal customer or buyer persona
by creating content that’s valuable and
easy for them to find.
 Step 2: Convert website visitors into leads

ATTRACT CONVERT CLOSE DELIGHT

Strangers Visitors Leads Customers Promoters

Feedback and
Blogs Forms CRM Questionnaires
Keywords Calls-to-Action Email Smart Content
Social Publishing Landing Pages Workflows Social Monitoring
Advertising Sales Teams Marketing Automation
Online PR Exhibitions and Events
Step 2:
Convert website visitors into
leads
Once we’ve got visitors to our site, the
next step is to convert those visitors into
leads by gathering their contact
information. In order to get this valuable
information, we need to offer something
in return, like an ebook.
 Step 3: Close leads into customers through lead
nurturing

ATTRACT CONVERT CLOSE DELIGHT

Strangers Visitors Leads Customers Promoters

Feedback and
Blogs Forms CRM Questionnaires
Keywords Calls-to-Action Email Smart Content
Social Publishing Landing Pages Workflows Social Monitoring
Advertising Sales Teams Marketing Automation
Online PR Exhibitions and Events
Step 3:
Close leads into customers
through lead nurturing

Once we’ve attracted the right visitors and

converted the right leads, we need to transform
those leads into customers with targeted,
automated email nurturing and social media
interaction.
 Step 4: Delight customers to turn them into
promoters of our brand

ATTRACT CONVERT CLOSE DELIGHT

Strangers Visitors Leads Customers Promoters

Feedback and
Blogs Forms CRM Questionnaires
Keywords Calls-to-Action Email Smart Content
Social Publishing Landing Pages Workflows Social Monitoring
Advertising Sales Teams Marketing Automation
Online PR Exhibitions and Events
Step 4:
Delight customers to turn them into
promoters of our brand

Using context and personalisation to deliver

tailored messages, we’ll continue to engage
with and delight our current customer base,
turning them into happy promoters of
our company.
4
Attract strangers and turn them
into website visitors
ATTRACT

Tools to attract strangers to our

Strangers Visitors
site include:
• Blogging
Blogs
• Social media Keywords
Social Publishing
• Keyword optimisation Advertising
Online PR
• Site pages
Blogging works

The average company that blogs

regularly generates:
• 55% more website visitors
• 97% more inbound links
• 434% more indexed pages

Source: HubSpot
Organisations that blog generate 126% more
leads than those that don’t

Survey N = 2,300
Source: HubSpot
Blogging is regularly linked
to higher ROI

THE IMPACT OF

13x
BLOGGING ON INBOUND
ROI
Marketers who have prioritised
blogging are 13x more likely to
enjoy positive ROI

Source: HubSpot
ATTRACT: GET TRAFFIC Strangers

Create blog content, search engine optimise (SEO) SEO Sites

Social Media
that content, and promote it on social media. Blogs Mobile Optimisation

CONVERT: GET LEADS Visitors

Place calls-to-action throughout the website, blog, social Calls to Action

Landing Page
accounts, and email to drive visitors to landing pages with Optimisation
Forms
forms.
Leads
CLOSE: GET CUSTOMERS Email Optimisation Sales Alerts

Send leads targeted, automated emails to drive them through our CRM Synch # Personalised Email
+ Web + Social
buying cycle, providing our sales team with lead intelligence for Lead Scoring Nurturing

more effective sales calls. Customers

Email +
Feedback Web + Social
DELIGHT: ANALYSE AND OPTIMISE Forms Engagement
Analyse the success of our marketing campaigns, and determine which areas
Promoters
need further optimisation or personalisation for future success.
5
 Inbound marketing resources

Changing your organisation’s Facilitating your buyer’s journey

marketing mindset with HubSpot

Content marketing is the How to turn customers into

new branding brand advocates