Inbound Marketing Guide [Infographic]

I wanted to share this fantastic and easy to understand infographic I came across outlining the Inbound Marketing Process. It was created by an agency in Wallingford, CT called Impact Branding & Design. According to their website, Impact Branding & Design is a “Creative team of inbound marketing professionals which develops and executes highly effective online marketing campaigns.”

The Inbound Marketing Process infographic can be found on their original blog post here.
I’ve outlined their 6 step process in the infographic below.

Step 1: Develop a successful marketing strategy

Determine the purpose of your marketing by establishing clear goals, objectives, and challenges. Without a marketing strategy you won’t be able to optimize and measure your inbound marketing efforts.

Marketing is an investment in the growth of your business, not an expense – Impact Branding & Design

Step 2: Create & maintain a powerful website

A website is a tool for your customers and prospects to interact with your brand and content. This tool should add value to the experience of doing business with you. Basic website principles go a long way: Easy to navigate, professional appearance, search engine friendly, mobile ready, easy to update.

An effective website is the hub of all your online marketing and lead generation – Impact Branding & Design

Step 3: Generate more traffic

Promote your thought leadership through a blog, social media, SEO, and PPC.

  • “A blog gets you 55% more traffic!”
  • “400% more indexed pages are produced by blogging”
  • “Nearly 2/3 of U.S. internet users regularly use a social network”
  • “20% of monthly Google searches are for local businesses”

Step 4: Convert traffic to leads

Leverage your website in order to get the visitor’s information and start your sales process. You can’t do business with an anonymous web browser. Also, visitors providing their information should get a fair exchange. Give them something of value in order to collect their email and information. Solve a problem for them and start the relationship right off.

Step 5: Convert leads to sales

Leverage marketing automation tools to identify your high value leads and route them to your sales force. If your budget can support it, set up a system such as Eloqua.com, Hubspot, or Marketo (to name only a few) and connect to your customer relationship database (CRM). Score them, segment them, and send targeted and thoughtful communications.

Step 6: Measure everything

You can’t optimize if you don’t track the right numbers. Figure out how well you’re doing by measuring every step of the process. Utilize your website analytics, your media purchasing data, your social media metrics, and your sales conversion rates. Close the loop by determining your return on investment (ROI) and focus on spending your dollars in the right places.


Now, below is the infographic:

Get Started with Pay-Per-Click Advertising

In the world of online marketing, pay-per-click campaigns are an advertising medium that marketers use on a regular basis. This method of marketing can provide a number of benefits to webmasters that you can’t find elsewhere. If you haven’t considered getting involved with this strategy, there are two advantages for using pay-per-click advertising. Before we get into these two advantages of this medium, lets explore what PPC is.

What is Pay-Per-Click?

Pay-per-click is a marketing method that is primarily offered by search engines like Google. With this strategy, you sign-up for an account as an advertiser and then create an ad campaign. You come up with an ad, a link to your site and keywords that trigger the ad. You set the amount that you are willing to pay for each click on your ad. Then when someone types in a keyword that you have listed in your campaign, your ad will show up in the advertising section of the search engine results. If someone clicks on the ad, they are taken to your website. You then pay a fee for each person who clicks on one of the ads.

1) Pay-per-click works with your branding strategy by increasing traffic

One way that you could effectively use pay-per-click marketing is to increase the overall traffic to your website. Pay-per-click marketing can be a highly effective way to bring targeted traffic to your site. Depending on the niche that you are targeting, it may not be that expensive to get visitors to your site. The best part is that the people who come to your site from these ad campaigns are actively seeking what you have to offer. This means that you’re not just throwing money away to get people to your site who may or may not be interested in what you have to offer. This makes it more likely that you will be able to increase sales or conversions. However, the positive takeaway you can count on is the brand awareness associated with starting a pay per click campaign.

2) Pay-per-click is effective for conversion testing that increase sales

Another advantage when it comes to taking advantage of pay-per-click marketing is to use the traffic to test your regular site pages or sales pages. If you are building a new site, it probably doesn’t have much weight with the search engines yet. This makes it difficult to get any traffic to the site. Without traffic, it can be difficult to tell if what you are doing is actually working or even something that people will purchase. By purchasing some traffic for the site with pay-per-click marketing, you can get a lot of people there quickly, so you can see if your design actually works and whether your market is actively seeking to purchase your product or service.

Something Important To Consider

When it comes to using pay-per-click marketing, you can definitely get results quickly. However, you have to be careful that you don’t spend too much money with this technique. If you set your daily budget too high, you could end up paying a very big bill for all of the traffic that you get. Make sure and set a spending daily spending limit to your campaign. And remember, Google may go above that limit in any given day but it will offset the over spending less in another given day. Google does this in order to try and maximize your click through ratio.