Inbound marketing is the hot topic in the marketing world. We might as well liken it to a tsunami in how it’s washing the marketing landscape. A recently released report by Hubspot backs up what we in the marketing industry know — that inbound marketing is king and its growing fast.
With ROI improvements above 150%, inbound marketing is helping small companies compete with large firms and avoid expensive advertising wars.
Inbound is changing marketing agencies too. Those who formerly thought of themselves as specialists in copywriting, PPC, SEO, social media, and even web design are reconfiguring their work titles as inbound marketers. And any activity that touches consumers and customers is being put under the umbrella of inbound marketing.
Hubspot, is a well-known software analytics and market research company that focuses on Internet channels. Their research report entitled the State of Inbound Marketing 2013 updates on what has happened in the last year and where online marketing is headed. The report also presents a good case for why businesses should adopt inbound strategies.
Is inbound marketing really worth it? The latest findings for 2013 are raising eyebrows:
Marketers are Going Inbound
From the 2013 report, 60% of marketers have adopted inbound marketing tactics and strategies. Budgets for inbound have grown 50% in each of the last 3 years.
Other key findings were that 82% of marketers are seeing a positive ROI from their inbound marketing. Inbound marketers are saving 13% in overall cost per lead and average website conversions around 10%. (Content Marketing Institute in their recently published report found much better increases in savings).
Marketers appear to be giving up on traditional marketing and are weaving inbound’s content-rich, customer-focused strategy throughout their business practices.
Inbound marketing is a strategy of publishing customer-focused articles, blog posts, tweets, whitepapers, videos, networking collaboration via Linkedin or Facebook, and other material.
The Power of Regular Blogging
82% of customers who blog daily acquire a customer that way compared to 20% who do not have a blog. Of course, the company blog is often the real focus of all inbound marketing efforts. That’s because blog posts are current, information-rich, and attractive to Google. Often blog posts are written as a vital component of the lead generation funnel.
Doing a Lot More for the Customer
The most poignant discovery of the report is that companies are becoming more customer-centric and the touch points with the end customer have increased. Businesses must respond faster and with more empathy with their customers.
The downside to inbound marketing is the exhaustive effort required to succeed in it. Marketing firms and companies themselves are hiring a new army of inbound marketing staff. That’s 125% more than other areas of hiring. Large companies are planning to add 18.6 full time marketers this year. Inbound is definitely a big employment growth area of the economy.
There are plenty of other insights from the report and we’ll provide more commentary on our blog so come back daily for news on inbound marketing strategy and tactics.
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