Inbound Marketing

What is Inbound Marketing?

"We need to stop interrupting what people are interested in and be what people are interested in."

- Craig Davis, Former Chief Creative Officer at J. Walter Thompson

Inbound marketing is about attracting potential customers to you, rather than fighting for their attention. Unlike traditional outbound marketing methods that seek to interrupt many people wherever they might be - forcing products into their consciousness - inbound marketing is about creating authentic connections with your potential customers by aspiring to help them make informed, educated purchase decisions - which will ultimately draw them to your products and keep them coming back for more.

Marketing People Love

Inbound Marketing has become the most effective and proven online marketing method because it focuses on creating quality content that aligns with your ideal customers' interests, questions and problems. When that "right" content is distributed at the "right" time and the "right" place, it attracts the "right" inbound traffic organically and helps you create an authentic connection to your visitors - so you can then convert, close, and delight them overtime. When properly implemented, Inbound is the marketing that people actually love!

"If you have more money than brains, you should focus on outbound marketing. If you have more brains than money, you should focus on Inbound Marketing." - Guy Kawasaki, Chief Evangelist at CANVA

The Inbound Methodology

"Tell a story. Make it true. Make it compelling. And make it relevant."

- Rand Fishkin, Founder of Moz

The Inbound Methodology empowers marketers to attract visitors, convert leads, close customers, and delight promoters — and provides the necessary tools to activate, execute and measure the impact of each of the tactics implemented. The methodology demonstrates that inbound marketing doesn’t just happen — you do it by using tools and applications that help you create and deliver content that will appeal to precisely the right people in the right places at just the right times.

A Closer Look at the Method

The Inbound Methodology transitions through continuous phases — that ultimately turn a curious spectator into a loyal advocate. Lets scroll down to get a closer look at each phase.

"The buyer journey is nothing more than a series of questions that must be answered."

- IDC, Analyst Firm

1. Attract

Strangers Become Visitors

The "attraction" phase focuses on driving the RIGHT traffic to your site - the people who are most likely to become satisfied customers. So before you can set forth on attracting these "ideal" customers to your site, you need to know who they are. Inbound Marketing begins by creating archetypes of these ideal customers — also known as Buyer Personas. Buyer Personas are based on actual research and represent what your ideal customers are REALLY like — inside and out. In addition to the traditional demographic and ethnographic information, personas encompass your Buyer Personas’ goals, challenges, pain points. their prolems.

Once we know WHO we want to attract to our site, we can then develop the plans to create and activate the content that will draw them to your site — usually focusing on helping them achieve their goals or offering possible solutions to their problems.

"Content is king (-Bill Gates), but distribution is queen. And she wears the pants." - Jonathan Perelman, Buzzfeed

How?
  • Blogging
  • Social Media
  • Search Engine Optimization (SEO)
Tools Provided
  • Integrated Blogging Platform
  • Keyword Research / Tracking
  • Social Publishing

2. Convert

Visitors Become Leads

Once you’ve attracted your personas to your website, it’s time to convert them into leads by collecting their contact information. In today’s world, a person’s contact information is such a critical piece of information that it’s become the currency that drives online marketing. Many users today understand the value of their contact information — and will only willingly offer up that currency in exchange for something of value in return. That value comes in the form of content — eBooks, video, whitepapers, tip sheets — that will help them achieve their goals or demonstrate possible solutions to their problems.

But creating this content alone will not convert these personas into leads. There is an art to making this content available on your website and encouraging your visitors to “pay” for it. With the proper use forms, calls-to-action, landing pages and inbound emails, we can facilitate this exchange and converting your visitors to leads.

How?
  • Lead Generation
  • Content Offers
  • Conversion Rate Optimization (CRO)
Tools Provided
  • Integrated Forms
  • Calls to Action
  • Landing Pages

3. Close

Leads Become Customers

So now that you’ve successfully attracted the right visitors (your personas) and converted them to qualified leads, it’s time to turn those leads into customers — and there is an “Inbound” way to close these sales opportunities. Remember, by the time we get to this stage, we’ve already developed a rapport with the prospective customer by providing content aimed at genuinely helping him solve a problem — and our tools show us which content the prospect has viewed/downloaded.

We’ve already started building the trust. This puts the sales organization in the position to connect with the prospect as a trusted advisor and to continue to educate him all the way through the sale — and the Inbound Marketing system provides a number of integrated tools to help you close the right leads at the right time.

How?
  • Marketing Automation
  • Email Marketing
  • Inbound Sales
Tools Provided
  • Integrated Customer Relationship Management (CRM) Systems
  • Email Marketing Software
  • Workflows

4. Delight

Customers Become Advocates

Inbound Marketing is about providing remarkable content to our users — whether they’re visitors, leads, or even existing customers. That’s right... even after we’ve secured a customer we want to continue to engage and delight them so they become advocates of your organization to affect new strangers. Delighting them also presents the opportunity to upsell them and continue coming back for more.

"Don’t build links. Build relationships." - Rand Fishkin, Founder of SEOmoz

How?
  • Personalization
  • Surveys
  • Social Monitoring & Engagement
Tools Provided
  • Survey Software
  • S.M.A.R.T. Content
  • Social Monitoring Tools

Inbound Marketing with Us

For nearly 30 years, ATA has been a full-service agency with turnkey, in-house creative and production capabilities — combining our expertise and resources with the requisite speed and agility to bring your marketing programs to life quickly and effectively. With our 15,000 sq. ft. Content Studio and our new partnership with HubSpot, we now have all the resources and tools to help you achieve real results through your Inbound Marketing efforts.

ATA will help you develop a customized program based on your level of investment and your desired level of engagement. While the programs differ only by the quantity and frequency of content development, distribution, engagement and reporting, all of our programs are centered around the following foundational elements: Persona & Strategy Development, Content Development & Tool Set-Up, Tactical Activation, Consultation & Reporting.

Persona & Strategy Development

ATA will work with you to fully flush out your Buyer Personas in detail. This session is critically important as it will set the foundation for all subsequent work. With a full working assessment of your Buyer Personas, ATA will formulate a strategy to attract, convert, close and delight them to achieve your organizational goals. Our strategy work will include assessing what current assets and content can be leveraged or repurposed to get “the ball moving” quickly to deliver immediate results. The result will be a fully executable plan complete with a proposed rollout calendar.

Tactical Activation

Our full-service agency consists of seasoned marketers and a talented creative and technical team who excels in multiple disciplines - design, video, web development, and much more — all Inbound Certified to activate your program for optimal results.

Content Development & Tool Set-Up

We’ll develop your original content — blogs, vlogs, e-books, etc. - develop & code your inbound website or add the necessary components to your existing site (as necessary). We’ll also set up the various tools and integrations that you’ll need to realize your results (i.e. HubSpot, Salesforce, Sidekick, HubSpot CRM, Wistia, etc.).

Consultation & Reporting

Your software provides the real-time analytics to let you know how everything is working — we’re there to help you understand it on a deeper level. During these regular on-going sessions, ATA will help benchmark and analyze your data so we can take the appropriate actions moving forward.

We'd love to show you how to optimize your marketing to get more traffic, leads, and customers!
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