Inbound digital marketing is both an art and a science. Using data, an inbound digital strategy is developed to create the right type of content, delivered in the right channel at the right time—just the way your audience likes it by using an automated marketing system, like Hubspot (Yes! Marketing Essentials is one of the elite Certified Hubspot Agencies).

1. InboundDigital
MarketingFirstThingsFirst-UnderstandYourBuyerHasChanged
The Facts:
Why You Need it NOW!

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93% of buyers use search to begin the buying process.
(Source: Marketo)
Your leads behave differently online today. They're tired of having
messages they don’t want to receive pushed at them through old
interruptive forms of marketing and advertising.
Thanks to the Internet your leads are in control and they are
searching online for the content that helps solve a problem and
make their buying process a much more informed one.
95% of qualified prospects on your website are there to
research and are not yet ready to talk with a sales rep, but
as many as 70% will eventually buy from you or one of your
competitors. (Brian Carroll)
First Things First
Understand Your Buyer Has Changed

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What is Inbound
Digital Marketing?
Inbound digital marketing is both an art and a science. Using data,
an inbound digital strategy is developed to create the right type
of content, delivered in the right channel at the right time—just
the way your audience likes it by using an automated marketing
system, like Hubspot (Yes! Marketing Essentials is one of the elite
Certified Hubspot Agencies).
Companies that automate lead management see a 10% or
greater increase in revenue in 6-9 months. (Gartner Research)
The basis of the inbound methodology is to attract visitors,
convert those visitors to leads, close those leads into customers
and delight those customers into promoters.
Inbound Methodology
Attract visitors Convert visitors
to leads
Close those leads
into customers
Delight those
customers into
promoters

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Higher ROI
Generate More Leads
Generate More Sales
Increase Brand Equity and Authority
Improved Efficiency & Performance
What are the REAL
Benefits of an
Inbound Digital
Marketing Program?
Consider this; revenue is directly proportional to the
amount of traffic you’re driving to your website,
your conversion rates and your average
customer value. Could your revenue look
better as a result of implementing an
inbound digital marketing program?

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Higher ROI - cost per lead 61% is cheaper than traditional
marketing. The average cost for one outbound marketing lead is
around $332 compared to the significantly lower $134 cost of an
inbound lead (Hubspot)
Generate More Leads - 54% more leads are generated from
inbound digital marketing than traditional marketing. (Hubspot)
Businesses that use marketing automation to nurture prospects
experience a 451% increase in qualified leads. (The Annuitas Group)
Generate More Sales - Nurtured leads produce, on average, a
20% increase in sales opportunities versus non-nurtured leads.
Increase Brand Equity and Authority - You cannot determine
how your market will perceive your business but you can influence
their perception. Inbound digital marketing allows you to connect
with leads online, and provide quality educational content that
helps them make decisions. Creating quality content will help
to enhance your brand online and establish your company as a
thought leader in your industry. With an enhanced brand, it will be
easy to make sales. According to the Custom Content Council,
61% of people are more likely to buy from a brand that delivers
valuable content to them.
Improved Efficiency & Performance - An inbound digital
marketing program delivers measurable data in real time, which
means you can make better marketing and sales decisions. In
addition, you can align your marketing and sales processes,
eliminating duplication with data entry and reduce lost revenue
from lack of lead management. In turn, this allows the sales team
to focus on sales qualified leads vs. chasing leads that aren’t
ready to close.
What are the REAL Benefits of an
Inbound Digital Marketing Program?

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Basic 101 of an
Inbound Digital
Marketing Program
A quick overview of the 4 core strategies of an inbound digital
marketing program will prove beneficial as you engage in strategic
conversations with others regarding initiating your inbound digital
marketing program.
Step 1: Attract
You don’t want to attract just any traffic to your site, you want the
right traffic. You want an audience who is more likely to produce
more leads, and, ultimately, satisfied customers.
So Who Are The “Right” People? Your ideal customers, aka our
personas, are ideally your vision of what your target customers
are really like, inside and out. Personas encompass the goals,
challenges, pain points, common objections to products and
services as well as personal and demographic information
shared among all members of that particular customer type. Your
personas are crucial to the success of inbound marketing and
ultimately the success of your company.
Inbound Methodology
Attract visitors Convert visitors
to leads
Close those leads
into customers
Delight those
customers into
promoters

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Some of the most important tools to attract
the right users to your site are:
• Content Creation-More than half (53%) of
marketers rank content creation as the single
most effective SEO tactic. (NewsCred)
• Blogging on average results in 13X
more ROI (Hubspot)
• 82% of marketers who blog daily acquired
a customer using their blog, as opposed
to 57% of marketers who blog monthly
(Hubspot)
• Blogs are the third most influential digital
resource when it comes to making purchase
decisions. (Technorati)
• SEO – 78% of internet users research
products and services, and nearly 60% of
users begin the buying process with informal
research around business challenges. The
biggest majority of this research is done online.
You need to make sure you’re appearing
prominently when and where they search. To
do that, you need to carefully and analytically
pick keywords, optimize your pages, create
content, and build links around the terms your
ideal buyers are searching for.
• Social Publishing - Collectively, the top 8
social networks drove 31.24% of overall traffic
to sites in December 2014, up from 22.71%
the same time last year. (Shareaholic)

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Step 2: Convert
Once you’ve attracted website visitors, the next step is to convert
those visitors into leads by gathering their contact information. At
the very least, you’ll need their email addresses.
Contact information is the most valuable currency there is to
marketers.
So in order for your visitors to offer up that currency willingly, you
need to offer them something in return! That “payment” comes in
the form of content, such as eBooks, whitepapers, webinars, or tip
sheets - whatever information would be interesting and valuable to
each of your personas.
Some of the most important tools in
converting visitors to leads include:
Forms: In order for visitors to become leads, they must fill out a
form and submit their information.
Calls-to-Action (CTAs): Calls-to-action are buttons or links
that encourage your visitors to take action, like “Download a
Whitepaper” or “Attend a Webinar.”
Landing Pages: When a website visitor clicks on a call-to-action,
they should then be sent to a landing page. A landing page is
where the offer in the call-to-action is fulfilled, and where the
prospect submits information that your sales team can use to
begin a conversation with them.
Prospects: Keep track of the leads you’re converting in a
centralized marketing database (another plus to using an
automated marketing system like Hubspot). Having all your data
in one place helps you make sense out of every interaction you’ve
had with your contacts.

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Step 3: Close
So you’ve attracted the right visitors and converted them to leads,
but now comes the hard part: you need to transform those marketing
qualified leads into sales qualified leads for your sales team to
close. How can you most effectively accomplish this feat? Certain
marketing tools can be used at this stage to make sure you’re closing
the right leads at the right times. Some closing tools include:
CRM: Keep track of the details about all the contacts, companies,
and deals in your pipeline, and easily get in touch with the right
prospects at the right time. Customer Relationship Management
(CRM) systems facilitate sales by making sure you have the right
information at your fingertips to better engage with prospects
across every channel.
Automated Marketing: If a visitor clicks on your call-
to-action, fills out a landing page, or downloads
your whitepaper, but still isn’t ready to become
a customer, what do you do? A series of
automated emails called workflows,
focused on useful, relevant content
can build trust, nurture the prospect
and help them move through the
sales funnel until they are ready
to buy. This is the power of
inbound marketing.

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Step 4: Delight
The inbound way is all about providing
remarkable content to our users, whether they
are visitors, leads or existing customers.
Just because someone has already
written you a check doesn’t mean you
can forget about them! Inbound
companies continue to engage
with, delight, and (hopefully)
upsell their current
customer base into
happy promoters of
the organizations and
products they love.

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ROI-The Icing
on the Cake!
Inbound Marketing Unlocks ROI
A common problem with companies is the inability to effectively track
ROI on their traditional marketing strategies. One of the great things
about inbound marketing is the ability to effectively track ROI! If you
are running an inbound digital marketing program and not tracking
ROI, you are doing your company – and your career – a disservice
because inbound marketers who measure ROI are more than 12
times more likely to be generating a greater year-over-year return.
We see higher
ROI using inbound
marketing
We see
higher ROI
using outbound
marketing
Inbound vs. Outbound ROI by Marketing Spend
Big budget or small - everyone gets big returns from inbound
$25k
or less
$25k
to
$100k
$100k
to
$500k
$500k
to
$1m
$1m
to
$5m
More
than
$5m
42%
8%
47%
52%
14%
44%
48%
52%
18%
14%
18%
11%

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High performing marketers are more likely to measure results, thus
they are also more likely to drive growth. Proving that you are
increasing return is important for several reasons, most notably
the positive impact it has on budget. No single factor has a greater
impact on budget – positive or negative – than “past success with
inbound.” Improving ROI may even safeguard your budget against
factors beyond your control, such as the economy.
Inbound Marketing ROI by Company Type
Companies of all types enjoying greater ROI from inbound
BWB
B2C
Nonprofit
Greater ROI Lower ROI than the previous year
50
40
30
20
10
0

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Which Lead Sources Have Become
More Important (Over Last 6 Months)
Outbound marketers are placing minimal
importance on core inbound channels
Where are these
leads coming from?
Inbound marketers are finding leads where outbound marketers
aren’t. According to the below graph, 84% of inbound marketers –
compared to only 9% of outbound marketers – cite organic, top of
funnel sources (social media, blogs, SEO) as rising in importance.
Ultimately, all marketing – whether for a B2B or B2C business –
comes down to the team’s ability to grow revenue. For this reason,
attributing new business leads to inbound or outbound practices
is one of the most important considerations when determining the
balance of inbound vs. outbound activities in your marketing plan.
Inbound Marketers
Outbound Marketers
100
80
60
40
20
0
Social
Media
Blogs SEO Email
Marketing
PPC Trade
Shows
Traditional
Advertising
Direct
Mail
Telemarketing

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The Inbound
Way of Thinking
The Inbound Methodology covers each and every step taken,
tool used, and lifecycle stage traveled through on the road from
stranger to customer. It empowers marketers to attract quality
visitors, convert more leads, close more customers, and even
delight promoters. Join the many companies experiencing the
success from implementing an inbound digital marketing program
and adopt the inbound way of thinking!

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Align Yourself With an
Outsourced Partner
61% of companies engaged in inbound marketing outsource some
element of their program. Why? Because they lack an effective
strategy and internal expertise to achieve success. (Marketing Matters)
Marketing Essentials is an inbound digital marketing agency focused
on helping you achieve the greatest ROI from your marketing
investment. A lead-generating inbound digital marketing strategy is
the tool we use to get you there. We act as a partner focused on one
simple principle: Give clients the advice they truly need-not what
they want to hear.
We are a Hubspot partner, which supports our methodology to
drive more results for our clients. We align your marketing and sales
strategies to match today’s buyer behavior. That means being found
when prospects search for your products or services. That means
creating an exceptional experience (online and off) and nurturing
prospects with valuable, educational content during their personal
buyer journey.
We are passionate about working with companies:
• That want to achieve growth
• Where top leadership is involved in marketing decisions
• Where top leadership views marketing as an investment,
not an expense
• That are engaged in executing the defined strategies
• That want a disciplined approach to marketing or sales strategies
• That have realistic expectations of the process and results

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The next move
is up to you...
Schedule a free consultation with one of our inbound
marketing consultants and you’ll receive a complimentary
website review to see where you can start attracting
more traffic and generate new leads immediately.
Want to learn even
more about inbound marketing?
Sign up for our weekly email series and get weekly inbound
marketing and sales tips delivered to your inbox.
New Bremen, Ohio 45869
mktgessentials.com
419 629 0080