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Proving The ROI Of Inbound Marketing

Jul 7, 2016 4:58:27 PM

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Inbound marketing is no longer a maybe; it's a must-do for companies.  If you're still waiting for another case study or graph to make you feel at ease; then you are missing the boat. Traditional marketing activities that worked in the past required more budget to actually see results, with Inbound Marketing, you can actually spend less money and experience even greater results.

According to HubSpot, Inbound Marketing delivers a cost per lead 61% cheaper than traditional marketing. Talk about ROI.

In this blog post, we will learn how inbound marketing proves ROI.

Technology has drastically changed the way we come to buying decisions.  We have become reliant on the screen and that is why inbound is right now - not somewhere in the future - right now. Inbound aligns more effectively with the behaviors of the modern consumer than traditional marketing because it is on their time and where they hang out.

Proving The ROI

These days, blogging, interacting on social media and providing useful information are the best ways to engage consumers. It’s about building relationships by being the resource your prospects go to, to assist in their buying process. 

Blogging

The companies who are most successful with their inbound marketing campaigns site blogging as their number one driver of traffic. Blogging; not keywords.  Gone are the days of stuffing your site full of keywords.  Now Google wants to see valuable content.

These companies see the most benefit out of blogging when they are publishing 5 times per week (82% measurable ROI) and companies who post 2-3 times per week see 71% success. 

 

prove roi of inbound marketing

 

Social Media

When it comes to cost per lead, social media is where it's at. According to a study by Syncapse on the value of a Facebook fan, “85% of fans of brands on Facebook recommend brands to others, compared to 60% of average users.”

The question so many business owners want to know is, “is social media actually going to result in customer acquisition?”

One HubSpot study calculated the percentage of companies with a social media presence that have obtained a customer through social media. 67% of B2C companies with a Facebook business page have acquired a customer through their Facebook page. This Facebook figure was the highest customer conversion percentage, followed by a 53% conversion from Twitter and a 39% conversion from LinkedIn.

LinkedIn was the most successful site for obtaining B2B customers at 61%. Clearly, a strong social media presence is an easy way to grow your customer base.

Social media is no longer a luxury for businesses who have the time to devote to it, it's a necessity to grow and move forward.  Serious thought needs to be given to how you are going to make the time.  Either appoint a social media manager or hire an inbound marketing agency to take advantage of these social platforms for your business.

 

Email

44% of direct mail is never opened and just ends up in the trash heap.  Email marketing is the winner.

prove roi of inbound marketing

According to the Impact blog, email marketing is the clear winner in terms of ROI. Similar in revenue, utilizing email marketing over direct mail allows you to reallocate resources to other marketing initiatives in order to strengthen your overall campaign.

However, before you go hiring someone whose sole purpose is to hit the send button all day, know that email marketing is much different under the umbrella of Inbound Marketing than what you’re probably used to. It’s all about proving context.

Think about how many emails you receive (and ignore) from brands throughout any given work week. The reason for this is because marketers have ruined it for everyone. Which is why we needed a new approach. We needed to be more human.

Inbound Marketing utilizes list segmentation tools in order to deliver a more targeted message to each email recipient, ensuring increased engagement, as well as a greater likelihood to buy.

As you can see from the graph below, sending segmented emails significantly improves just about every metric as it relates to the success of your email marketing campaigns.

prove roi of inbound marketing

In addition, HubSpot concluded in their own research that targeted and segmented lead nurturing emails generate an 8% clickthrough rate compared to general email sends, which generate just a 3% clickthrough rate.

Moral of the story? Email Marketing delivers an ROI far greater than any print collateral you plan on distributing. More importantly, it has the potential to be far more personal and targeted, which in turn, ensures optimal results.

In conclusion, inbound marketing works. It has not grown exponentially because it's fluffy and fun.  It has exploded because it is money worth spending and benefits are awesome.


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