Integrating Inbound Marketing Into Your Communications Campaigns
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A presentation from #PRSAICON 2012
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Integrating Inbound Marketing Into Your Communications Campaigns
- 1. Integrating Inbound Marketing into Your Communications Campaigns Presented by Jessica Lyon and Danielle Cyr Co-Communications
- 2. What is Inbound Marketing?
- 3. Not this.
- 5. Or this.
- 6. It’s more like… this! DOGGY VIDEO
- 7. Unlike traditional ‘push’ marketing, Inbound Marketing pulls in audiences by offering information that they are already interested in, typically via a blog. Further information is often available as a downloadable incentive. Leads that download the incentives may be nurtured through an online marketing program that aims to convert prospects into customers.
- 8. get your viewers hooked! • optimized website Download your… • remarkable/sharable information • downloadable incentives • compelling calls-to-action • robust blog
- 9. Why Businesses Should Use Inbound Marketing Techniques • sharing intellectual property builds trust among clients and prospects • makes advertising more action-oriented • generates leads for the sales team to follow-up with • makes the company’s website more dynamic and engaging • offers real-time data to inform a nimble strategy • allows companies to easily measure success
- 10. who should use inbound marketing what makes content compelling what’s when to drive action ahead where to integrate why it works how it’s measured
- 11. Inbound marketing costs 62% less per lead than outbound marketing. – HubSpot
- 12. WHO wants to build relationships with their customers? wants to showcase their expertise in the marketplace? wants to be found online? wants to focus on tightly targeted audiences? wants to raise conversion rates? wants to close qualified leads?
- 13. 51% of all time on the web is content consumption. – AOL Neilsen 2011
- 18. custom blend • calls-to-action in e-communications • calls-to-action in blog posts • QR Codes in tradeshow collateral • dedicated landing pages for online, print and broadcast advertising • email ‘lead nurturing’ campaigns for real life contacts • web releases that link to e-books
- 19. Companies that blog at least 20 times per month generate 5x more traffic than those that blog only a few times per month. - HubSpot
- 20. B2B companies that blog generate 67% more leads per month than those who do not. - HubSpot
- 22. what works? website traffic blog article views incentive downloads sharing and interaction organic search rankings inbound links new leads lead activity new clients
- 23. Jessica Lyon @jesslyon | jessica@cocommunications.com Danielle Cyr @daniellecyr | danielle@cocommunications.com New York | Connecticut www.cocommunications.com
Editor's Notes
- That means it beats shopping!
- 44% of direct mail is never opened 86% skip TV commercials 200 million say “Do Not Call”