Why inbound marketing is the answer to growing your business

Have you ever wondered how much inbound marketing really helps?

If so, you’re not alone.

In fact, that question puzzles people so much that it can hold them back from trying inbound marketing.

Here’s a few quick stats on inbound marketing to paint a picture of its success over the past few years.

The days of disruptive advertising working well are over. Consumers want to engage with brands, especially before they buy.

The supporting evidence is in the research, according to a recent State Of Inbound 2015 study by HubSpot, companies are three times as likely to see higher return on investment (ROI) through inbound marketing — what HubSpot Marketing Director, Ryan Bonnici, calls “magnetic content”.

Magnetic content attracts consumers to your website. It helps answer questions that consumers have rather than disrupt them and bombard them with ads on the radio, TV, or pop-up banners on Websites.

But how do you know if your content is magnetic?

Listen to the full podcast to get expert advice from Ryan or continue reading for the highlights.

HubSpot creates many free tools for helping brands and marketers.

“One, in particular, that I am really proud of is website.grader.com. It analyzes the SEO effectiveness, the security, the mobile optimization of your site, whether or not you have social sharing links, the speed… it gives you a rank of how successful and how effective your website will be converting leads into prospects,” explains Ryan.

Millions have accessed this tool via HubSpot by simply entering their email.

This is a perfect example of an exchange of value which is at the core of good content marketing.

However, inbound marketing can be challenging because it’s a completely different way of engaging with your audience.

It’s the opposite of push; it’s all about pull

— Ryan Bonnici

“It changes the way your business needs to think about allocating budget because in a traditional inbound business you allocate much more business for internal staff who will be creating content and doing inbound tactics versus paying an agency that will be doing billboard ads and magazine ads and Pay Per Click,” explains Ryan.

This requires the business to be structured differently and the sales and marketing departments must be aligned.

“The sales team needs to function differently as well. If you’re practicing an inbound methodology and they’re practicing an outbound sales methodology, the handover of leads and marketing qualified leads isn’t going to work so well,” says Ryan.

Ryan’s three tips for growing your business with inbound marketing

1. Know your audience and define your buyer persona before you start inbound marketing campaigns.

2. Write really good content that offers information that’s unique. Usually these will be long-form pieces. But, Ryan cautions, don’t just write long posts; make them offer information that goes deeper than other content on the web and is very helpful.

3. Try Podcasting. This is a growing platform that is proving to be a great way to reach and engage with your community. While there are more audio podcasts, video podcasts are still very much in their infancy and can be an excellent way to gain mindshare.

4. Curate visual and live-streaming content. Periscope, Meerkat, and Blab are attracting consumers and brands and allowing yet another way to reach greater audiences. “When you’re engaging with new channels, we don’t want to use the same playbook that we’re using for one channel for all channels,” says Ryan. Instead, amend the content to make it work for the platform.

5. Repurpose content. Look at your content that already exists on your blog or podcast and repurpose it to use on other platforms and apply it and adapt it to new channels.

6. Consider using the HubSpot.com platform. “The platform incorporates a free CRM. It includes a blogging tool, a CMS, social media monitoring, advertising – you can create LinkedIn and Google ads within the platform,” says Ryan.

7. Use tools to help you identify what type of content is working and trending on the web.


For more expert advice see the full range of Brand Storytelling episodes. With guests including Amanda Gome, Jeff Bullas, Joe Pulizzi and Robert Rose

Mentioned in this episode






Learn more about Ryan Bonnici

Ryan Bonnici is the Marketing Director at HubSpot Asia Pacific & Japan. He’s an experienced digital marketing leader, having held roles previously at Salesforce, ExactTarget, Microsoft and Qantas Airways.



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