The advent of the Internet and the evolution of marketing has paved the way for inbound strategies to replace outbound tactics as the preferred method of marketing to users. Digital strategies such as search engine optimization, PPC advertising, and social media have led to business professionals pulling budgets away from traditional advertising and allocating resources to inbound marketing.

1. INBOUND MARKETING 101
Presented by Jonathan Berthold
Rank Media Agency

2. • On average, inbound practices cost 62% percent less per lead than traditional
outbound practices
• 75% of inbound marketing channels cost less than any traditional outbound
channel
• Marketers that measure inbound ROI are 17 times more likely to see the same or
greater ROI over the previous year
• Marketers who emphasize blogging are 13 times more likely to have increased ROI
year over year
INBOUND MARKETING TRENDS
Sources:
HubSpot – State of Inbound Marketing: http://offers.hubspot.com/2014-state-of-inbound
HubSpot – 23 Reason Inbound Marketing Trumps Outbound Marketing: http://blog.hubspot.com/blog/tabid/6307/bid/28330/23-Reasons-
Inbound-Marketing-Trumps-Outbound-Marketing-Infographic.aspx

3. • Search Engine Optimization
• Pay Per Click Advertising
• Social Media Marketing
• Content Marketing
• Email Marketing
INBOUND MARKETING CHANNELS

4. JB’s Key
Takeaway

5. SEARCH ENGINE OPTIMIZATION

6. • 61% of global Internet users research products online
• 44% of online shoppers begin by using a search engine
• 75% of users never scroll past the first page of search results
• 33% of organic traffic goes to 1st search engine listing
SEARCH ENGINE OPTIMIZATION
Sources:
HubSport http://www.hubspot.com/marketing-statistics#Lead Generation
WebDam Solutions  http://www.webdamsolutions.com/2014-marketing-statistics-infographic/

7. • Cost-effective when executed strategically
• Provides a better overall user experience
• Search engines drive the most traffic
• Builds brand awareness and branding opportunities
• Capture mobile traffic with upcoming Google Mobile
Usability update
MAIN BENEFITS OF SEO

8. JB’s Key
Takeaway

9. PPC ADVERTISING

10. • Marketers spent $4 billion on click-to-call advertising in 2014
• Search advertising accounted for 51% of total Internet advertising
revenue in the first half of 2014
• Google continues to dominate with 84% of the world's paid search
market share
• Mobile now represents 20% of total search spending worldwide
PPC ADVERTISING
Sources:
eConsultancy http://econsultancy.com/blog/64144-global-paid-search-spend-increased-in-2013-stats
Search Engine Land: http://searchengineland.com/marketers-spent-4-billion-click-call-advertising-2014-report-214232,
http://searchengineland.com/5-incredibly-practical-reasons-ppc-2015-211611

11. • Google Shopping campaigns give ecommerce advertisers the
ability to advertise products directly
• Mobile search advertising is on the rise
• Generates immediate traffic that you can convert into leads/sales
• Complements SEO efforts
PPC ADVERTISING

12. JB’s Key
Takeaway

13. Social Media Marketing

14. • 93% of marketing professionals leverage social media for their
businesses
• 72% of all web users are active on social media platforms
• 71% of users access social media from mobile devices
• 70% of marketers have used Facebook to acquire customers
• 34% have generated leads from Twitter
SOCIAL MEDIA MARKETING
Sources:
Hubspot  http://www.hubspot.com/marketing-statistics#Lead Generation
Jeff Bullas  http://www.jeffbullas.com/2014/01/17/20-social-media-facts-and-statistics-you-should-know-in-2014/#XJWOB9DrEUeAJYWE.99

15. • Increases brand awareness
• Helps build active communities and brand advocates
• You can target niche audiences
• Social media can help generate leads and/or sales
• Sophisticated advertising platforms provide huge potential
SOCIAL MEDIA MARKETING

16. JB’s Key
Takeaway

17. CONTENT MARKETING

18. • 90% of CMOs believe that custom content has a positive effect on
audience attitudes
• 61% of people are more likely to buy from companies that produce
custom content
• Content marketing tactics are most often executed through the use
of: Articles (79%), Blogs (65%), Newsletters (63%), Case Studies (58%),
Whitepapers (51%),
CONTENT MARKETING
Sources:
Unbounce http://unbounce.com/content-marketing/content-marketing-stats/

19. • More branded content leads to increased exposure
• Engaging content breaks through clutter and allows your brand to
tell its own story
• Custom content can help you build subscribers
• Videos and press releases can generate a significant buzz
CONTENT MARKETING

20. JB’s Key
Takeaway

21. Email Marketing

22. • 74% of consumers prefer to receive commercial communications via
email
• Email marketing has an ROI of 4,300%
• 59% of companies are integrating email and social channels together
• 76% of email opens occur in the first two days after an email is sent
EMAIL MARKETING
Sources:
Hubspot http://blog.hubspot.com/marketing/email-marketing-stats-list

23. • Integral aspect in audience development – goes hand in hand
with social media marketing
• Strategic email remarketing can help you segment users into
different subscriber baskets
• You can continuously drive traffic back to your site with an
active newsletter
EMAIL MARKETING BENEFITS

24. JB’s Key
Takeaway

25. CONCLUSION