ESC New Media -

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• Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be.

  By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time; instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads.

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• Begin your inbound marketing strategy by attracting to right audience for your products and services.

  We don’t want just any traffic to our site, we want the right traffic. We want the people who are most likely to become leads, and, ultimately, happy customers.

  http://216.172.180.19/~abncio35/images/Slides/Attract Ideal Customers_slide.jpg

• Once you’ve got visitors to your site, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses.

  Contact information is the most valuable currency there is to the online marketer. In order for your visitors to offer up that currency willingly, you need to offer them something in return. That “payment” comes in the form of content, like ebooks, whitepapers, or tip sheets -- whatever information would be interesting and valuable to each of your personas.

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• You’ve attracted the right visitors and converted the right leads.

  Now you need to transform those leads into customers. How can you most effectively accomplish this feat? Certain marketing tools can be used at this stage to make sure you’re closing the right leads at the right times.

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• Inbound marketing is all about providing remarkable content to our users, whether they be visitors, leads, or existing customers.

  Just because someone has already written you a check does not mean you can forget about them. Inbound marketers continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the companies and products they love.

  http://216.172.180.19/~abncio35/images/Slides/Delight and upsell_slide.jpg