Services - Inbound Marketing

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Inbound is how the most qualified leads find you:

through searching out the products, services, content or community you offer. It’s relationship-driven, data-rich and it’s living up to the hype. Research shows that inbound delivers 54% more leads into the funnel than traditional marketing, with 3X the likelihood of improving ROI. So we use it to enable — and track — the kinds of ongoing dialogues that nurture leads, fuel sales enablement and expand your pipeline.

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STRATEGY

As consumers, we've never before been so skeptical of, so inundated with, or just so flat-out over marketing.

So when, through our own Googling prowess, we discover a product or service organically, it feels more credible. Legitimate. And purchase-worthy.

Through SEO, social, and unique, useful and relevant content, inbound marketing is how products, services and brands are getting “discovered.”

A smart inbound strategy not only makes your content a magnet for people who want what you’re offering, but also helps them buy it. We start by setting specific, realistic goals and key performance indicators (KPIs), defining buyer personas, identifying opportunities and challenges along the buyer’s journey, and assessing the competitive landscape. All of which informs decisions on the kinds of content, media and distribution channels that will bring the leads to you, all warmed up and ready to nurture and convert.

Inbound Marketing Strategy2

CONTENT MARKETING

In the beginning of inbound, there was content.  

And it was rare. But now everyone and their 12-year-old has a blog or a YouTube channel and they are not afraid to use it. That leaves consumers with an enormous amount of content to slog through. Which means their decisions are less about what content to explore, and more about what they’re willing to ignore. So let’s avoid the latter category, shall we?

Whether you’re creating blog posts, e-books, white papers, how-to videos or any other type of digital content, it takes more than clever SEO to get noticed. Content should do at least one of the following:

  • Solve a problem
  • Answer a question
  • Entertain
  • Inspire

And in all cases, your content needs to directly intersect with your brand, product or service. Because the point is not to keep the Google rankings up or the Twitterers tweeting. The point is to get the leads converting.

Inbound Marketing Content2

WEBSITES

With so much business being conducted online, who wouldn't want a site that generates hordes of traffic?

But traffic doesn’t move the needle. Conversions do. Of course, you can’t convert what you don’t have. So if you want your site to generate, nurture and convert leads, it needs to be optimized for conversions (CRO) as well as search (SEO), and have a robust content management system (CMS) on top of it all. We can help you:

  • Clear the path. Identify and remove any obstacles to conversion, like slow load times, confusing navigation and pop-ups that annoy more than engage.
  • Make it seamless. With responsive design, we can accommodate device and display variations, for a consistent user experience (UX) in any environment.
  • Stay fresh. A stale site can drop your search rankings. An effective CMS lets you add new content, reclaim broken links and update events or promotions on the fly.
  • Never stop improving. We test — and adjust — continuously to make sure keywords, content and design are attracting, engaging, and of course, converting.

Inbound Marketing Websites4

COLLATERAL

It's the original sales enablement tool.

From printed one-sheets and brochures to digital presentations, collateral has always been a vital support for sales efforts. The physical (and now digital) evidence that your company, products and services are what your salespeople say they are.

But like everything else, collateral is not so simple anymore. With sales cycles all over the map and so much of the process now automated, it can take more than a beautifully designed PDF to build trust and nurture leads to conversion. Fortunately, we have a wealth of options:

  • Content as collateral. All collateral is content. But not all content is collateral. Newsletters, blog posts, how-to guides … if it establishes you as an expert in the very thing you’re selling, that’s collateral. (And if it doesn’t, don’t expect it to convert.)
  • Case studies. Almost as powerful as a referral, the case study shows prospects what you can do by showing what you’ve already done for businesses like theirs.
  • Testimonials and awards. If you’ve got ‘em, flaunt ‘em. They prove to your audience that your work is valued by peers in your industry, and ideally, in theirs.
  • Landing pages. Think of them as electronic one-sheets. One topic. One call to action. One great way to turn visitors into leads and leads into conversions.

Inbound Marketing Collateral3

SEO

As of this writing, Google was processing over 72,534 searches per second.*

That’s a whole lot of people looking for specific products or services like yours. Many of whom are looking because they’re ready to buy. Which makes this some of the sweetest, juiciest, low-hanging fruit there is. And SEO can help it fall right into your hands.

Some think of SEO as a way to “trick” search engines into a top ranking through a barrage of keywords or links. Good luck with that. Integrated AI and increasingly sophisticated search algorithms demand a lot more. Like trust. Relevance. And authority. Pretty highfalutin stuff for a bot, but here are some actionable tips for meeting those demands:

  • Create useful content, made for users, not search engines. Know what your target audience is looking for and serve it up.
  • Stay in your lane with content related to your expertise and offerings. Would you trust a financial advisor to solve your IT issues? Exactly.
  • Speak the language. How would your audience phrase it? Even better, how would they ask Siri or Alexa to find it? Behold, your long-tail keywords.
  • Don't hide. Your site design should be mobile-friendly and structured so that the pathways to your content are clear. And numerous.

If you really want to go down the SEO rabbit hole, Moz (the authority on all things search), has a handy-dandy primer available to peruse online or download free here.

*Google searches in one second

Inbound Marketing SEO

PPC

Yes, it's paid advertising.

But pay-per-click is still part of the inbound playbook because the majority of it is paid search, which is based on users’ behavior. These are people actively looking for what you’re offering. Which can make for an impressive ROI:

PPC gives you the laser-like targeting and personalization you get through SEO, but with the control of paid advertising. So you always know where and when you’ll appear on the search engine results page (SERP), no matter how much or how often the algorithm changes. We like to think of it as Powerful, Profitable and Certain.

Inbound Marketing PPC

SOCIAL

Social media is word-of-mouth on blast.

It’s trusted. It’s addictive. And everyone’s on it. Little wonder, then, that it’s also a powerful way to market your business in the B2B space. Think about it: when you post something on social, it’s not just your personal credibility at stake. It’s your company’s. So when you’re willing to put yourself (and your company) out there, people listen.

Which is why social is critical for distributing content. From LinkedIn to Facebook, Twitter and Instagram, your followers have already indicated they want to hear what you have to say. But they want to be heard, too. So don’t just generate leads. Nurture them:

  • Listen more. If you're not having real life conversations with prospects, social is your chance to understand their wants, needs and pain points.
  • Be direct. Pay attention to what people are talking about (hashtags are your friend) and share specific content directly with the ones who need it.
  • Show thought leadership. If you can become their go-to for sage advice when they're not ready to buy, guess who they'll call when they are.

Inbound Marketing Social

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Buyer Personas Guide Mockup

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