30 May The Realities of Inbound Marketing
It’s no surprise that incorporating inbound marketing tactics is on the rise for small and large businesses alike. For what some would consider minimal effort, or more like a change in thinking, these companies are seeing huge results. Instead of looking at marketing as an interruptive way to get your messaging in front of possible customers, these companies have shifted focus to look at what potential customers are actually interested in and then create content that connects with their targets and engages with them in a manner they prefer and trust. This is done in a number of ways and through a number of channels – it all depends really on where your potential customers live online.
According to HubSpot’s State of Inbound Marketing 2013, 60 percent of companies have adopted some element of the inbound marketing methodology into their overall strategy. 60 percent. That is HUGE.
While this doesn’t mean that all of them are taking on full-scale inbound marketing programs it shows that marketers see potential here and are dipping their toes into the water.
How are they doing this?
- 62 percent of marketers surveyed will blog in 2013. (82 percent of marketers who blog daily acquired a customer using their blog, as opposed to 57 percent of marketers who blog monthly.)
- 18 percent of marketers confirmed that developing quality content was their top priority in 2013. (10 percent of companies have a dedicated team member for marketing content creation.)
- SEO delivered 14 percent of marketers’ total lead sources and 13 percent of all customers in 2013. (SEO is the top channel for sales conversions, with 15 percent of marketers reporting it produced above average conversion rates in 2013.)
- Social media accounts for 14 percent of marketers’ total lead pipeline this year. (The 16 percent of marketers who dedicate their time to social media in 2013 will also deliver the highest proportion of leads, at 14 percent.)
- Email marketing as a channel was the third overall lead generation source for marketers in 2013, producing 13 percent of all leads. (Of the marketers who bought an email list in 2013, just 9 percent said it was very effective.)
How are they not doing it?
- Pay per click accounted for just 6 percent of all leads for marketers in 2013.
- Trade shows and direct mail each provide just 8 percent of all leads for the 2013 marketing funnel.
- Traditional marketing contributes 6 percent of all leads for marketers in 2013.
If you’re interested in more info on what types of companies are getting into the game and how check out the full State of Inbound Marketing 2013 report. It gives stats on the early adopters, what kind of success they are seeing and how their programs fit into the broader marketing strategy. It’s interesting reading if you’re thinking about inbound marketing or have already dipped your toes into the water.