In Inbound Marketing

In this fast-paced landscape, marketing wins are a moving target.  Are landing pages the best thing since sliced bread?  Can I make $100,000 per blog post?  Should I be offering webinars? And when is my YouTube video going to go viral? 

Relax. Take a deep breath.

With change comes great opportunity.

Ok, maybe this phrase is getting a bit cliché, but the point of the matter is – change happens and it should be embraced.  With online marketing, it happens on a daily basis – at the speed of information in fact.  As business people we have no choice but to get educated, or get help.

One topic that has gained considerable momentum in the last few years is that of inbound marketing.  A young cousin of Seth Godin’s permission-based marketing that was coined by the burgeoning Hubspot, inbound marketing and content optimization are taking have taken center stage in the online marketing lineup.  What is inbound you ask?  While we have written about it before, let’s go over it again just quickly at the 100 level:

Inbound Marketing is a powerful online marketing system that helps business owners to:

  1. Find new prospects online through targeted campaigns
  2. Convert them into leads
  3. Turn them into sales (customers)
  4. Continue to easily deliver valued content (customer retention), and;
  5. Measure their results.
Inbound Marketing Methodology

photo credit: Hubspot

As you can see from the Hubspot graphic above, there are clear methods to driving success at each step in the system.

Attract

You might attract new visitors online via your blog, social media accounts, and targeted keyword creation throughout your website

Convert

Conversion happens when a visitor decides to click on a call to action button and fill out a landing page form

Close

Once trust has been established via the delivery of valuable content to your leads over time, sales are made via email campaigns that have been scheduled into workflows based upon choices people make

Delight

Customers turn into promoters when they value the education you consistently deliver, your products and your services.  They may continue to engage with your business through events, social mediums, webinars, repeat purchases and more.

Measure

Inbound marketing software provides the tools to see how people are engaging with you at each of these previous steps.  What was the path your customer took to end in a sale?  How are your clients engaging with you on a regular basis?

The beauty of inbound marketing is that all of these things typically can happen within one management platform.  Allegory Studios uses the Hubspot platform to manage inbound marketing as a service for their clients.  As you might imagine, inbound, while highly effective, takes planning and commitment to realize the value.  It is NOT a push button marketing system – it requires development of your target audience persona, figuring out what your clients need and want online, creating enticing call to action graphics and welcoming landing pages, developing lasting email campaigns and workflows, and most importantly measuring your results and modifying the process along the way to reach peak performance.

Allegory excels at developing inbound marketing elements.  Our inbound marketing services employ “wash, rinse, repeat” tactics – we create a plan, put it to action, modify it as customer engagement dictates and repeat the process all while delivering measurable results to our client.  It’s a highly effective system that requires thorough management and care to reach optimum effectiveness.

Ready to dig in?  Get Started by telling us a little bit about your business needs and we’ll take you to the next level!

 

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