Inbound Marketing

A Complete Approach for Attracting, Converting & Closing New Business

Attract Visitors

Convert Leads

Close Customers

Track Results

How Does Inbound Marketing Work?

Inbound Marketing is a complete online marketing methodology. It’s a web based, data-driven prospecting strategy that addresses the changing way that the world is doing business. The power balance between buyers and sellers has shifted dramatically in recent years…giving customers the upper hand when it comes to information. Old methods are becoming obsolete and ineffective.

To be honest, Inbound isn’t the best strategy for every business out there. If you’re not sure, here’s a quick 2-minute business rating tool that’ll tell you if you’re a good fit.

Assuming you’re curious about how inbound marketing works, think of some recent purchases you made. Did you call a salesperson to get some information or did you perhaps take a look around online to compare options. I’m guessing the latter.

Old school traditional marketing methods are INTERRUPTIVE. Think television advertisements, cold calls, or mass emails. These practices are conducted at the whim of the seller, sending sales pitches to people who likely aren’t ready for it, don’t want it, and aren’t interested in the product.

Thankfully, technology is rendering these practices less and less effective…and more costly. Most people bypass television commercials with DVR and install pop-up blockers online. Do-not-call lists cancel out cold calls, and spam protection insures that many mass emails are never even opened.

Inbound Marketing is a complete reversal of the way things have worked in the past. Instead of the old school interruption-based messaging, inbound is about being helpful. Always.

Good marketers might create informative videos that prospects actually want to see. Rather than advertising in magazines, they might create an industry blog that subscribers look forward to reading. Instead of cold calling, write some interesting content so that prospects can learn how to make the right decisions for themselves.

By the time a prospect reaches out, they’re already excited and educated. No sales pitch necessary.

The end result is the creation of a “new-customer-generating machine” that grows returns exponentially over time.

45-Pages All About Inbound…

Learn more about inbound marketing methodologies

January 9, 2023

Step 1: Attract Website Visitors

Website Development -
Value Driven Design
Value Driven Website Design is based on the fact that the traditional website design process in broken: Tons of up front cost and risk, long time to delivery, long static periods, and all development decisions are based on assumptions.

The Value Driven Design model is structured around continuous website improvement based on data – not the opinion of some developer. The goal is to launch quickly, then add elements from there based on stated company goals and analysis of what is truly working. Costs are spread over time to reduce risk and to greatly improve (and quantify) return on investment.
Buyer Persona Development
You can’t position yourself to meet the needs of your customers without knowing who they are, what they care about, and the challenges they face. Buyer Personas are fictional and generalized descriptions of your ideal customers. By grouping the attributes of the people you are looking to attract, content can be personalized in great detail to appeal to their specific interests, pains and goals. Buyer personas allow marketers to target the right people with offers they’re interested in, using language they’re comfortable with, and showcase in the places and mediums where they access information.
Keyword Research
Keywords are the terms that people use in search engines when they are looking for information or to solve a problem online. Some keywords like “Car Insurance” are very broad and highly competitive, while long-tail keywords such as “Golf Course Flood Insurance in Phoenix” is much more specific and perhaps much easier to rank for. Keyword research is an exploration, based on company goals, to find keywords that present the best ratio of monthly searches versus competition. Writing articles or creating pages without keyword research is likely an enormous waste of time.
On Page Search Engine Optimization (SEO)
Google performs over 3.3 billion daily web searches…you have to set your website up to make it easy for search engines to learn about you. You’ll need an initial SEO audit to define website architecture and identify low hanging fruit like broken links, bad urls, misaligned titles and keyword densities. We need to define the target audience and determine any new page titles and subjects that these personas are interested in. We’ll build internal and external links, track keywords and analytic performance, and later optimize for conversions.
Blogging
A planned and well crafted blog is perhaps the best way for most companies to attract new visitors to their website. According to Hubspot’s 2016 Inbound Marketing survey of over 2,300 firms, companies that blog generate 55% more website visitors, 97% more inbound links, 434% more indexed pages, and 126% more leads than those that don’t. A good blog involves diligent keyword research, targeted content for each buyer persona, and optimized calls to action and landing pages on a regular basis.