Inbound Marketing vs. Outbound Marketing

© 2014. Insignia FZ LLC. All rights reserved.
The concepts and ideas submitted to you herein are the intellectual property of Insignia FZ LLC. They are
strictly of confidential nature and are submitted to you under the understanding that they are to considered by
you in the strictest of confidence and that no use shall be made of the said concepts and ideas, including
communication to any third party without Insignia’s express prior consent and/or payment of related
professional services in its entirety.
INBOUND MARKETING

INBOUND MARKETING.
Outbound Marketing is any marketing efforts that are reaching out to your market. Email
blasts, calls, direct mail, etc.
Inbound Marketing is when you place yourself where your customers are. So they are finding
you instead of you trying to find them. Targeting the exact customers.
Having your website ranked highly on Google is a form of Inbound Marketing. Being active on
social media can be Inbound Marketing if done correctly. In today's market, Inbound Marketing is
extremely important.
Inbound marketing is a data driven approach to marketing that attracts individuals to the brand
and converts them into lasting customers.

What is Inbound.
Inbound is about creating and sharing content with the world. Promoting your brand through
blogs, podcasts, videos, social media marketing and other forms of content marketing that
serves to attract people towards your brand.
Major themes:
• Content Creation + Distribution- Create targeted content that answers prospects' and
customers' basic questions and needs, then share that content far and wide.
• Lifecycle Marketing- Promoters don’t just materialize out of thin air: they start off as
strangers, visitors, contacts, and customers. Specific marketing actions and tools help to
transform those strangers into promoters.
• Personalization- Tailor your content to the wants and needs of the people who are viewing it.
As you learn more about your leads over time, you can better personalize your messages to
their specific needs.

What is Inbound.
• Multi-channel- Inbound marketing is multi-channel by nature because it approaches people
where they are, in the channel where they want to interact with you.
• Integration- Content creation, publishing and analytics tools all work together like a well-oiled
machine - allowing you to focus on publishing the right content in the right place at the right time.
By publishing the right content in the right place at the right time,
your marketing becomes relevant and helpful to your customers,
not interruptive. Now that’s marketing people can love.

Inbound Pyramid.
Content on the web leading to the website.
(Blogs, Facebook, Twitter, Search Engines, Google+, Landing
pages)
Visitors
Followers
Leads
Customers & Clients
Providing engaging contents here
Make them regular followers
Convert them into leads

Using inbound marketing can turn strangers into customers and promoters of your business.
Attract- Attract strangers and convert them into visitors with valuable contents
Convert-Convert websites visitors into leads. Use CTA's, forms etc.
Close- Convert leads into customers through lead nurturing. Do social media
interactions, send them emails, give offers.
Delight-Delight customers to turn them into promoters of your brand. Engage with
customers, build positive relationships, encourage them spread word for you.
http://www.hubspot.com/inbound-marketing

Inbound Marketing Process.
Website
Hub of
Marketing
strategy
Attract
• Online search
• Social media
• Blogs / Articles/
PR
Convert
• Content Offers
• Calls-to-action
• Landing Pages
Nurture
• Automated
Emails
• Lead intelligence
• Additional offers
Analyze
• Google Analytics
• Key Metrics
• Adjustments

The old marketing playbook is broken
In order to attract customers, marketers have to provide them with something they will
love. This is where Inbound comes in.
http://www.slideshare.net/HubSpot/what-is-inbound-marketing-29665969

What is Inbound.
Inbound Marketing is multi-channel by nature because it approaches people where they are, in
the channel where they want to interact with you.
Keyword search
Blog
Call-to-action
Website & landing pages
Social media Email SEO

What is Inbound.
• Inbound creates more leads
54% more leads are generated by inbound than outbound.
• Inbound leads cost 61% less than outbound
Outbound Avg. cost/lead is $346
Inbound Avg. cost/ lead is $135

Examples of Inbound Marketing.
Restaurateurs can look to a few different outlets in order to get the ball rolling on their
marketing plans. Here are a few examples of Inbound Marketing
SEO - Optimise your website so that Google can easily index your pages.
Social Media - Drive traffic to your website and connect to your customers via a less formal
platform.
Email Marketing - With interesting content and sleek designs, you can update your customers
to keep them engaged with your brand.
Conversion Rate Optimisation - Once you have created brand awareness in your community,
look to turn your regular customers into repeat business.
Reputation Management - Monitor what they are saying, where they are saying it and how this
reflects upon your brand.

How It Can Help Your Restaurant.
Inbound Marketing is a great foundation to building a multi-channel marketing strategy. By using
tactics like any of the above listed, you can quickly build a steady stream of visitors to your
website. Once you feel like you have a sufficient volume of traffic coming in, you can focus your
efforts on making sure more people end up booking, and then turning those customers into loyal,
repeat business.
Keep in mind that more online traffic means more bookings, and more bookings means higher
sales. This mantra should be at the heart of your Inbound Marketing strategy.

Inbound Vs. Outbound/Traditional
Marketing.
More online traffic means more bookings, and more bookings means higher sales.
Inbound Marketer Outbound Marketer
New marketing is any marketing tactic that
relies on earning people's interest
Old marketing is any marketing that pushes
products or services on customers
Communication is interactive and two way Communication is one way
Customers come to you Customers are sought out
Marketer seeks to entertain or educate Marketer rarely seeks to entertain or educate
Cost Effective High Cost
Better Audience Targeting Poor Audience Targeted Techniques
Implementation process is easy Longer Implementation process
Multi Channel Marketing Strategy Single Channel Marketing Strategy

Inbound Metrics You Need to
Track.
• Overall Traffic to the website
• Referral Traffic to the website
• Email Collection
• Ecommerce Sales
• Coupon Redemption
• Growth in Brand Following
• Returning visitors
• Bounce rate
• Conversion rates
• Leads
• Revenue
http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/346807/12-Valuable-Inbound-Marketing-Metrics-
You-Need-to-be-Analyzing

Free Platforms For Marketing
Analytics.
• Google Analytics
• Woopra
• Piwik
• Clicky
• StatCounter
• ClickTale

The concepts and ideas submitted to you herein are the intellectual property of Insignia FZ LLC. They are
strictly of confidential nature and are submitted to you under the understanding that they are to considered by
you in the strictest of confidence and that no use shall be made of the said concepts and ideas, including
communication to any third party without Insignia’s express prior consent and/or payment of related
professional services in its entirety.
THANK YOU.

Inbound Marketing vs. Outbound Marketing

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