lamp inbound marketing approach
DESCRIPTION
Here we explore the many benefits of developing an inbound marketing strategy as part of a wider marketing plan to create a well-balanced marketing mix.TRANSCRIPT
April 2013
Julian Poulter, CEO www.lamp-360.com
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Inbound Marketing
Maximising your marketing reach in today'sever changing sales landscape
Introduction
Create a well-balanced marketing mix with an inbound marketing strategy.
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Where does inbound marketing fit in?
Corporate marketing
Outbound marketing
Inbound marketing
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Outbound v Inbound Marketing
Outbound marketing Inbound marketing
• One-way
• Interrupt-driven
• look and feel
• High costs
• Traditional channels
• Sales cycle
• Product based
• Two-way
• Permission- driven
• Content and engagement
• Free or low cost
• Social media & social sharing
• Buying cycle
• Solution based
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Almost £6 billion worth annual social commerce purchases
Website visitors are 10x more likely to purchase if directed from social media
Why inbound marketing?
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Why inbound marketing?
Engender trust through content
Demonstrate integrity through thought leadership and value-added offerings
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Why inbound marketing?
Posting > 20 blogs per month = 5 x more traffic than 4 per month.
Updating blog once a month = 49% median monthly lead generation
Posting daily = 79%
More than once a day = 89%
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Increasing Returns
<60 60-120 121-175 176-310 >3110
10
20
30
40
50
60
70
80
Number of indexed pages
Media
n M
onth
ly L
eads
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The Weaknesses of inbound marketing
Tuned out
Mistrust
Poor targeting
Invisible
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The Weaknesses of inbound marketing
75% of users never scroll past the first page of search results
Search Engine Optimisation (SEO) is essential
Wordpress.com host 42,000,000 blogs & 500,000 posts published each day
Your content needs to stand out from the crowd
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Common Pitfalls
Poor market segmentation
Low quality data
Ineffective sharing
Failing to keep the team in the loop
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Solutions
Personalised lead categorisation
Create solid profiles
Incorporate outbound marketing
Shape the way you’re talked about
Content that stands out
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Marketing Automation
A/B testing beyond the basics
Don’t forget customers
Generate tailored communications
Reduce lead conversion time
Track leads
Give sales teams all they need to make their move
Campaign and content evaluation
Get it right, within budget
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The perfect blend
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The perfect blendCorporate communications
Outbound marketing
Create a language
Targeted marketing
Face-time
Lead nurturing and automation
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Turning the theory into strategy
Assess the value of available inbound marketing channels
Consider your objectives
Revisit and and analyse your strategy
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Summary
Increasingly powerful tool
Low-cost, high-return
Powerful addition to marketing mix
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About LAMP-360
Out of the boxProcesses to scale your businessCustomer and relationship processesAny size companyCost effectiveCloud based
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