Definition: Inbound marketing is a business methodology that attracts the attention of prospects and new customers via strategic content creation and experiences that are tailored to their unique needs and buying journey. Inbound marketing is about forming connections, answering questions, and solving problems.
Inbound marketing focuses on creating quality content that pulls people IN to your business and brand. They are already searching for answers online, researching your industry, checking out your competitors, and trying to decide if they really need your service or product. So, the goal is to have content that speaks to all of these scenarios and stages of the buying process in order to capture these interested prospects where they naturally are online.
By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.
When we think about traditional marketing methods, we typically think about outbound marketing… buying radio and TV ads, running print ads, buying email lists, cold-calling, advertising on billboards, or sponsoring a booth at a tradeshow. We are pushing our marketing message OUT to a given audience hoping for a response, a lead, and new business.
Of course, there is still a huge need for outbound marketing and inbound isn’t meant to replace this form of advertising, but instead is meant to enhance and supplement it.
It absolutely does! This isn’t just a trend; inbound marketing is here to stay because it works. ROI has been proven through case studies done by large corporations and small businesses alike. When done properly, it provides a less expensive and more efficient lead-generation source than many traditional outbound marketing methods. In addition, inbound marketing gives you an opportunity to develop thought leadership in your industry.
The amount of time you will need to devote each week to your inbound marketing will vary based on what level of service you have with LeadG2. However, the first 90 days is typically the most demanding as we follow an expedited onboarding process to get your strategy developed, HubSpot up and running, and campaigns launched as quickly as possible (without ever sacrificing quality). This means we spend a lot of time digging deep into your business. We're experts at "extracting" everything we need to know in order to partner as if we are an extension of your company and part of your actual marketing team!
We can provide detailed recommendations on how much time exactly to expect and who should be most involved in the partnership to ensure success.
As with all marketing, it's difficult to predict exactly how long it will take to see results as there are many variables including but not limited to your industry, the market you're in, the length of your sales cycle, you're current marketing efforts, and your engagement in the partnership.
However, most of our clients begin seeing results like increased traffic and new leads almost immediately after we launch the first piece of content and they grow exponentially from there.
We're all about clear expectations around here, so it's important to understand that inbound marketing is not meant to be a quick fix or a short-term project. Realistically, it will probably take a few months to start seeing a significant increase in the number of leads being generated and it's usually within the first six months that you'll start seeing new revenue from your inbound efforts.
The simple answer is yes, you could definitely do it on your own, and many companies successfully do. Though majority of the companies that we've seen have the most success with inbound marketing have a full-time inbound marketing employee (or entire team) dedicated. With LeadG2's services, you’ll have a subscription to the leading inbound marketing software available (HubSpot) and exclusive access to a team of inbound marketing experts and resources. Our team will guide you through the entire process, step by step, ensuring you utilize your HubSpot software effectively. We have plan options for every company type and size to help fit your needs and ensure you see results.”
Thought leadership is when individuals or brands are seen as an authority in their field. This can be achieved in a variety of ways but one of the most effective is through the creation and publishing of valuable, relevant content in your space. Being seen as a thought leader can help you build trust and credibility earlier in the sales process and it can attribute to more lead generation, referrals, and new business.
But ultimately, it's about providing value to those around you including your peers, prospects, and existing customers. You're no longer just a product or service seller, you're a partner that brings value to relationships and the larger conversation happening both on and offline.
Short answer: Absolutely! Long answer: We strongly encourage clients who do not already have established and consistent blog publishing on record to utilize our writers until they get up and running. Creating strategic, optimized, and well-written content can be one of the most time-consuming and challenging tasks as an inbound marketer... but without content, you don't have any gas to run your inbound marketing vehicle. Consistent publishing is a must and this is why we always include content creation as part of our partnerships.
We pride ourselves on delivering high quality, unique content to every single client -- no matter what industry they are in. The way that we're able to do this is through a constantly growing pool of freelance writers that we work with depending on the needs of our clients. Our writers are professionals who have written across a variety of topics and are expected to do adequate research as needed. However, we also hire new writers for industry-specific content that is beyond our current writers' capabilities. So, long story short... if our writers aren't already experienced in writing for your industry, we'll find some who are!
We also have a thorough editorial filter that every piece of content goes through before it ever makes it's way to you, to ensure we are always reaching our quality standards.
Every successful inbound marketing initiative starts with a plan. Our Inbound Marketing GamePlan includes a robust strategy with supporting tactical plans that are customized for every single business we work with.
You can't build a customized inbound marketing strategy without fully understanding your best prospects and customers. We use in-depth surveying and interviews to build unique target persona profiles that ensure we're creating content and messaging that will be effective and engaging.
Our team of content strategists, writers, and designers are skilled at creating optimized, engaging, and lead converting content that is written for your unique target persona. We specialize in learning your business so we can create remarkable content that gets results.
Social media is an important tactic used in effective inbound marketing and we help our clients with everything from the strategy and set-up to consistent publishing and close monitoring.
When your prospects are using search engines to research, ask questions, and find the services they're looking for you want to be sure they find your business, not your competitors. SEO is a critical part to every inbound marketing strategy, and we just happen to do it incredibly well.
When done correctly, email continues to prove that it has a place in online marketing. Using email for both promotion and nurturing will ensure we're pulling prospects through the journey and delivering value along the way.
Video can be powerful and effective when done and used correctly. We create videos in a variety of styles ranging from simple, educational whiteboard videos to compelling case studies.
Your inbound marketing strategy all comes together when you're using the right marketing automation platform. That's why we are proud HubSpot partners and are certified to assist our clients with both initial set-up to complex customizations and everything in between!
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