Inbound Marketing Rising

INBOUND MARKETING RISING THE DAWN OF MARKETING YOU WON'T HATE As consumers continue to flock to the Internet, the Internet marketing industry continues to evolve. In a two-way medium like the Internet, the traditional models of marketing are losing their efficacy, and new types of marketing are gaining steam by providing value for consumers increasingly put off by intrusive marketing tactics. THE INBOUND MARKETER THE OUTBOUND MARKETER VS. "NEW MARKETING" is "OLD MARKETING" is "any marketing tactic that relies on earning people's interest instead of buying it." "any marketing that pushes products or services on customers." Communication is Communication is one-way. interactive and two-way. Customers come to you: HI! Customers are sought out: • Via search engines, referrals, social media Via print, TV, radio, banner advertising, cold calls Marketer provides little to Marketers provide value. no added value. Marketer seeks to entertain Marketer rarely seeks to and/or educate. entertain or educate. THE DECLINE OF OUTBOUND MARKETING O The decline in outbound marketing is a response to a recent and fundamental shift in consumer behavior. People are more in control of what information they receive and how. In outbound marketing, the company is in control. "This just doesn't seem to be working anymore.." SPAM 91% of email users have 200 MILLION unsubscribed from a company Americans have registered email that they previously their phone numbers on the opted into. FTC's "Do Not Call" list. NEW BUY IT NOW 86% of people skip 44% of direct mail is 84% of 25-to-34-year- never opened. television ads. olds have left a favorite website because of intrusive or irrelevant advertising. SO WHAT COUNTS AS INBOUND MARKETING? O Evolution in a Social World Inbound marketing is a marketing strategy that focuses on getting found by customers. Inbound marketers "earn their way in" in contrast to outbound marketers who have to "buy, beg, or bug their way in." Some of the most effective inbound marketing tactics include content marketing and So what is content marketing then? social media participation. WHITE PAPERS V EBOOKS V PODCASTS VBLOGS/VLOGS INFOGRAPHICS When interesting, useful, or educational content is combined with a strong presence in social media, its usefulness can increase substantially. digg CONTENT • As content is shared and spread through networks like Twitter and Facebook; news aggregators like Reddit.com and Digg.com; and bookmarking sites like Delicious.com and others, the reach of the content can grow virally. This can lead to substantial increases in visibility. As content is picked up and syndicated from site to site, many links can be built to the company's blog or home page. These links can significantly improve the site's overall visibility in search engines. Along with improvements in search engine rankings, content marketing can create massive buzz and consistent referral traffic, as well as driving sales or leads. $12 Savvy companies are realizing this trend and • 61% of marketers will invest • The average budget spent on are increasingly adjusting budgets accordingly more in earned media company blogs and social toward more inbound (inbound marketing) in 2011. media has nearly doubled in marketing tactics. the last two years. BLOG CRITICAL IMPORTANT CRITICAL IMPORTANT 2/3 of marketers say their • The number of marketers who say Facebook is "critical" or "important" to their business has increased 83% in the company blog is "critical" or "important" to their business. last two years. ... 67% of B2C companies and 41% of B2B companies • 57% of businesses have acquired a customer through their company blog, and 42% have acquired a customer through Twitter. have acquired a customer through Facebook. One of the biggest reasons inbound marketing is growing is its ROI. O Inbound marketing 62% costs 62% less per lead than traditional outbound marketing. I Inbound I Outbound П Percentage of Companies Reporting Customer Acquisition Through These Channels O Inbound marketing 57% 57% 48% 42% tactics don't just generate leads; they generate revenue. Linkedin Facebook Twitter Company O 3 out of 4 inbound marketing channels cost less than any outbound channel. Below Average Cost Per Lead, Percentage of Respondents by Lead Channel 55% 47% Inbound 39% Outbound 36% 33% 27% 19% Blogs Social Media SEO Telemarketing Direct PPC Trade Mail Shows companies who blog reported leads from this channel were "below average" in cost. *55% O Outbound marketing costs more. Above Average Cost Per Lead, Percentage of Respondents by Lead Channel Inbound 47% Outbound 29% 27% 21% 13% 13% 9% Direct Telemarketing SEO Mail Social Blogs Media PPC Trade Shows *Trade shows were reported as being "above average" in cost by 47% of respondents. O It is clear that marketing is changing on a fundamental level as the Internet continues to BRAND revolutionize how we find, buy, sell, and interact with brands and their products or services. The days of annoying consumers with intrusive advertising and marketing tactics are fading. The new age of inbound marketing is about providing added value and earning customer loyalty instead of simply pounding a message into consumers heads and hoping it will stick. SOURCES © http://www.hubspot.com O http://www.leichtmanresearch.com O http://www.exacttarget.com O http://www.epa.gov O http://answerlab.com © http://www.guardian.co.uk © http://www.ftc.gov O http://www.digitaldigressions.net Infographic design by: Contact us: VOLTIER • Website: voltierdigital.com • Phone: 1-866-558-2186 • Email: [email protected] • Twitter: @voltierdigital DIGITAL % of Respondents % of Respondents