Increasing Lead Generation with Inbound Marketing Prepared by eSocial Strategies

Camberley Woods Founder of eSocial Strategies

Things I Love: Watermelon Naptime 70 degree weather

What is Inbound Marketing?

INBOUND MARKETING METHODOLOGY -Hubspot

Desire- Person begins to move from “nice to have” to “must have” mentality Action- Person puts desire into action and makes a purchase decision THE SALES FUNNEL Awareness & Interest- Person gains awareness of brand and begins to express interest

The HEART of inbound marketing is content

This leads to an action Interest is sparked by content WHY IS CONTENT IMPORTANT? Call-to-actions are the catalyst! image from

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Your content will depending on the sales funnel! change

TOP OF THE FUNNEL CONTENT Purpose is to drive visits to your website (awareness stage) This content builds your “foundation” Blog articles Social Media Downloadable content

Notice the call-to-action button! EXAMPLE: BLOG

EXAMPLE: DOWNLOAD Total Visits: 10,604 Total Leads: 4,889 First Time Leads: 2,634 Visit to Lead: 46.1%

MIDDLE OF THE FUNNEL CONTENT Directed towards leads that are aware of your product/services and want to know more (evaluation stage) Share with them your expertise Webinars eBooks Presentations

EXAMPLE: eBook Total Visits: 6,137 Total Leads: 4,346 First Time Leads: 164 Visit to Lead: 70.82%

Geared towards those who are ready to buy (purchase stage) Audience-sensitive; can scare off anyone not in this stage Free trials Demos Discounts BOTTOM OF THE FUNNEL CONTENT

EXAMPLE: FREE SAMPLE Total Visits: 2,166 Total Leads: 441 First Time Leads: 68 Visit to Lead: 20.36%

Don’t believe it? Well, it’s been PROVEN Well, it’s been PROVEN

68% of consumers are likely to spend time reading content from a brand they are interested in. –The CMA B2B companies that blog generate 67% more leads per month than those who do not blog. -Social Media B2B Organic search leads have a 14.6% close rate, while outbound marketing leads have a 1.7% close rate -Hubspot

Oh, you want more? 80% of business decision-makers (and 70% of consumers) prefer to get company information in a series of articles versus an advertisement. -Content Marketing Institute 90% of consumers find custom content useful, and 78% believe that organizations behind the content are interested in building good relationships. -TMG Custom Media

Now it’s your turn

example Scarlet Oak Cabins Background o Private luxury cabins with views located in North Georgia o Accommodations include hot tubs, pool tables, all wood interiors, granite countertops and Internet 1 Example 1

1 example Example 2 Background o Sells organic, all-natural health and beauty products o Love to share expertise on natural living o Mothers are a big target market for this brand LovEco Market

1 Example 3 Background o An online marketing company that offers services such as advertising, , social media and inbound marketing. Site Marketing

1 Example 4 Background o Online shop selling paper crafting, stamping, and scrapbooking supplies. eMerry Moments

Questions? You can download this presentation at- Visit our blog for more information and downloads-