Inbound (and content) marketing. LMA Revenue Summit Chicago 5/21/14 Chris Edwards The Gazette Company. What’s a Fusionfarm?. Our Fusionfarm offerings…. Behavioral, Geo and Audience targeting and retargeting Social Media Management (in all flavors)
Inbound (and content) marketing LMA Revenue Summit Chicago 5/21/14 Chris Edwards The Gazette Company
Our Fusionfarm offerings… • Behavioral, Geo and Audience targeting and retargeting • Social Media Management (in all flavors) • Reputation Marketing (and directory management) • Web design and development • Creative – print, digital, video, voice discovery and branding • SEO/SEM (and various packages)
Our mission today is to… • Prove the importance and effectiveness of content and inbound marketing • Show how content and inbound work (and how they are different) • Explain the sales process But lets start with why this is gaining momentum…
If you’ve ever caught yourself wondering… …guess what? Your clients are too.
This is its not-so-distant cousin… …but you have to create something to optimize
What is it? • Content marketing is the technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.
Examples of content (not inclusive) • Blogs • eBooks • Whitepapers • Webinars • Infographics • Case studies • Videos • Podcasts • Slideshares • Research/reports • Social media posts, tweets, etc • Email copy • And more!
Why content? • Google doesn’t want to miss valuable content and rewards sites that update their content frequently. Therefore, businesses must create fresh content often and it must be valuable content in order to drive quality traffic and leads to their website. • Content, especially blog posts, helps drive quality traffic to a business’s website
62% of Companies Have a Blog Q: Does your company publish a blog? Source: HubSpot Survey N = 3,339
The average company that blogs generates 55% more website visitors Source: HubSpot
Companies That Blog Generate 126% More Leads Than Those That Don’t Source: HubSpot Survey N = 2,300
Three key benefits to content marketing • More web traffic • More leads • ROI
The Fusionfarm difference • Content marketing is a complex process that includes the following: • In-depth research on industry and competitors • Keyword research • Optimization of blog posts so they are found by search engines • Understanding of buyer persona • Content planning • Workflow • Design • Promotion of content • Measuring success
Pricing for blog posts for 6 months (500-700 words) • 1 blog post = $280. • 2 blog posts = $520 • 4 blog posts = $1000 • However, ask these questions: • Would we be creating original content which would require a deep dive into research (like a very technical industry)? • Would we be repurposing content with information from the client? • Would we be repurposing content with additional research?
Questions to ask as you are prospecting • Do you have a blog? If not, where would the blog content live on the website? • Do you use your website for lead generation? • What are your goals for content marketing? • How do you track success? • How do you find ideas for content? • Do you write to a specific buyer persona? • How do your customers find you? • What content resonates well with your consumers? • Who is writing your current content and what is their level of expertise with content marketing, SEO and promotion of content? • How are you promoting content?
Inbound – Illustrated… Source: HubSpot
The Inbound Methodology The best way to turn strangers into customers and promoters of your business Source: HubSpot
The Inbound Methodology Along the top are the actions inbound companies use to obtain – and retain – new customers. Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, and customers. Source: HubSpot
The Inbound Methodology Along the bottom are the tools inbound companies use to accomplish these actions. Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, and customers. Source: HubSpot
The ROI of Using Inbound Marketing Software Customers reached 3.51x more visitors per month within 1 year. VISITORS Customers reached 6.12x more leads per month within 1 year. LEADS 69% of customers saw an increase in sales revenue. CUSTOMERS Source: HubSpot
Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads. Source: HubSpot
Inbound leads cost than outbound leads. 61% LESS Source: Search Engine Journal
Benefits of inbound • More traffic • More leads • Lower cost per lead • Shorter sales process (customers qualify themselves)
Customer Searches for Answer Organic Website CTA Pay Per Click (PPC)
What a Fabulous Content Offer CustomDesigned CTAs For Better Conversions
Generates Thank You Page and email(with or without additional content offers)
Hello Workflow Each contact is added into a workflow that determines the next contact point.
A la carte • It is our job to find out what parts of the inbound methodology the client is already doing and how Fusionfarm can close the gaps.
And finally, how we are doing with it… • Inbound revenue • 2013 (12 months) = $82,092 • 2014 YTD (5 months) = $82,111 • Content revenue • 2013 (12 months) = $212k • 2014 YTD (5 months) = $214k
Questions? Chris Edwards The Gazette Company Chris@fusionfarm.com Twitter = THEchrisEdwards