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Inbound Marketing Blog

    Inbound Marketing for Beginners: Hot Stats and a Sneak Peek

    Posted by Katie Redmond

    What the Heck is Inbound Marketing?


    When the average small or medium-sized business owner considers marketing their company, they likely envision TV commercials or highway billboards. And while print and broadcast advertisements can still play into a marketing campaign, inbound marketing has emerged as the perfect way to market your business.

    If you’re like the business owner above, you may have heard the term “inbound marketing” tossed around quite a bit in recent years. But what exactly does it mean for your business and your marketing strategy? A few years ago, we created a free, downloadable eBook for marketing beginners that covers all the basics of inbound marketing. It’s one of the best resources we have to offer to inbound novices. Filled with tips and tricks of the trade to help you catch up with the state of the industry, this eBook is still one of the most useful resources we have!

    If you’re interested in learning more about how inbound marketing works and how it can help you get a leg up on your competition, you can enjoy the first two chapters of our “Inbound Marketing for Beginners” eBook right here, right now! Click through the slideshow to see what’s inside or read the text below. When you’re done, if you enjoyed what you read, feel free to download the eBook for free on the “Resources” section of our site.

    Enjoy!

    Chapter 1: What is Inbound Marketing?

    Inbound Marketing vs. Outbound Marketing

    Inbound marketing primarily uses the Internet to distribute compelling content that attracts prospects and builds trust with clients within your sales funnel.

    Outbound marketing pushes marketing messages to prospects via billboards, television, direct mail, telemarketing, and tradeshows, which disrupt your prospects’ daily schedule.

    Inbound Marketing consists of:

    • Blogging

    • Premium Content (eBooks, Whitepapers)

    • Search Engine Optimization (SEO)

    • Closed Loop Marketing

    • Analytics

    • Email Marketing

    • Social Media Marketing

    • Webinars

    • Content Distribution

    • Measurable ROI

    Outbound Marketing consists of:

    • TV Commercials

    • Billboard Advertising

    • Direct Mail

    • Print Media

    • Trade Shows

    • Banner Advertising

    • Non-measureable ROI

    “Rather than doing outbound marketing to the masses of people who are trying to block you out, I advocate doing “inbound marketing” where you help yourself “get found” by people already learning about and shopping in your industry. In order to do this, you need to set up your website like a “hub” for your industry that attracts visitors naturally through search engines, the blogosphere, and social media.

    “I believe most marketers today spend 90% of their efforts on outbound marketing and 10% on inbound marketing, and I advocate that those ratios flip.

    “The best analogy I can come up with is that traditional marketers looking to garner interest from new potential customers are like lions hunting in the jungle for elephants. The elephants used to be in the jungle in the ‘80s and ‘90s when they learned their trade, but they don’t seem to be there anymore. They have all migrated to the watering holes on the savannah (the internet).

    “So, rather than continuing to hunt in the jungle, I recommend setting up shop at the watering hole or turning your website into its own watering hole.”

    -Brian Halligan, CEO, HubSpot

    Chapter 2: Why Inbound Marketing?

    • Leads generated by inbound marketing cost 61% less than outbound marketing leads.

    • Percentage of people who skip TV ads – 86%

    • Percentage decline in trade show spending – 46%

    • Percentage of direct mail never opened – 44%

    (Source: The Guardian, August 2011, TSEA.org, March 2009, & EPA.gov, November 2010)

    Cost: Inbound Marketing vs. Outbound Marketing

    inbound marketing for beginners

    • 82% of consumers search the Internet prior to purchasing a product or service.

    • Inbound marketing costs 61% less per lead than traditional, outbound marketing.

    • The average company marketing budget spent on social media & blogs has increased by 3X in three years.

    • Small businesses are allocating 14% of their marketing budget to outbound, while large companies are allocating 33% in 2012.

    • Inbound marketing channels cost less than any outbound channel.

    inbound marketing for beginners

    Inbound marketing tactics don’t just generate leads. They generate revenue.

    inbound marketing for beginners

    Like what you saw? Download the rest of “Inbound Marketing for Beginners” for free! Click the button below to get your copy now:

    Inbound Marketing for Beginners

    image credit: stuart miles/freedigitalphotos.net

    Topics: Inbound Marketing