Increasing Lead Generation with Inbound Marketing

Prepared byeSocial Strategies

Camberley WoodsFounder of eSocial Strategiesesocialstrategies.com@go_social

Things I Love:• Watermelon• Naptime• 70 degree weather

What is Inbound Marketing?

INBOUND MARKETING METHODOLOGY

-Hubspot

Desire- Person begins to move from “nice to

have” to “must have” mentality

Action- Person puts desire into

action and makes a

purchase decision

THE SALES FUNNEL

Awareness & Interest- Person gains awareness of brand and

begins to express interest

The HEART of inbound marketing

is content

This leads to an action

Interest is sparked by

content

WHY IS CONTENT IMPORTANT?

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Your content will

depending on

the sales funnel!

change

TOP OF THE FUNNEL CONTENT

Purpose is to drive visits to your website (awareness stage)

This content builds your “foundation”

• Blog articles• Social Media• Downloadable

content

Notice the call-to-action

button!

EXAMPLE: BLOG

EXAMPLE: DOWNLOAD• Total Visits: 10,604• Total Leads: 4,889• First Time Leads: 2,634• Visit to Lead: 46.1%

MIDDLE OF THE FUNNEL CONTENT

Directed towards leads that are aware of your product/services and want to know more (evaluation stage)

Share with them your expertise

• Webinars• eBooks• Presentations

EXAMPLE: eBook

Total Visits: 6,137Total Leads: 4,346First Time Leads: 164Visit to Lead: 70.82%

Geared towards those who are ready to buy (purchase stage)

Audience-sensitive; can scare off anyone not in this stage

• Free trials• Demos• Discounts

BOTTOM OF THE FUNNEL CONTENT

EXAMPLE: FREE SAMPLE

Total Visits: 2,166Total Leads: 441First Time Leads: 68Visit to Lead: 20.36%

Don’t believe it?

Well, it’s been

PROVEN

68% of consumers are likely to spend time

reading content from a brand they are

interested in. –The CMA

B2B companies that blog generate

67% more leads per month than those

who do not blog. -Social Media B2B

Organic search leads have a 14.6% close rate,

while outbound marketing leads have a 1.7% close rate -Hubspot

Oh, you want more?

80% of business decision-makers (and 70% of consumers)

prefer to get company information

in a series of articles versus an advertisement. -Content Marketing Institute

90% of consumers find custom content

useful, and 78% believe that

organizations behind the content are

interested in building good

relationships. -TMG Custom Media

Now it’s your turn

example

Scarlet Oak Cabins

Backgroundo Private luxury cabins

with views located in North Georgia

o Accommodations include hot tubs, pool tables, all wood interiors, granite countertops and Internet

1Example 1

1

example

Example 2

Backgroundo Sells organic, all-natural

health and beauty products

o Love to share expertise on natural living

o Mothers are a big target market for this brand

LovEco Market

1Example 3

Backgroundo An online marketing

company that offers services such as advertising, email, social media and inbound marketing.

Site Marketing

1Example 4

Backgroundo Online shop selling

paper crafting, stamping, and scrapbooking supplies.

eMerry Moments

Questions?

You can download this presentation at-

http://go.esocialstrategies.com/SIG-lead-generation

Visit our blog for more information and downloads-

www.blog.esocialstrategies.com