Category: Inbound Marketing

Information about inbound marketing

What Helps Our Clients Justify Their Digital Marketing Expense

What helps our clients justifiy their digital marketing expense

Time and time again we speak with companies, large and small, about digital marketing. It’s hard for many organizations to understand how digital marketing works and how it is a smart investment. Sometimes, the prospect will want to get their feet wet and request one digital marketing service. Our agency is not setup as an a la carte pricing structure. For example, you wouldn’t be able to just do a blog post with us. The reason is simple. We’ve tried it and it doesn’t work. There is a giant ball that needs to get rolling for success in digital marketing, and a tiny push isn’t going to make it budge. At the end of the day, a client will want to see results (ROI) sooner than later.
 
For many organizations investing in marketing collateral, trade show displays, direct mailers, newspaper, magazines just to name few, is easier to justify the investment. The client can actually touch their investment. It’s easier to see value in something tangible, even if it’s not bringing results.
 
By providing clear goals and metrics to our clients we have helped them understand where their digital marketing expense is going, and how it’s working. Soon the mindset for digital marketing is looked at as an investment rather than an expense. By sharing results and achieving their goals we show our clients their marketing dollars are being well spent.
 
Here are the metrics we discuss with our clients.

Website Traffic

Unless you are a startup, generating some traffic to a website is the easy (easier) part of digital marketing. Depending on the size of your organization, you may have a sales team hitting the pavement, radio ads being rolled out, direct mailers or even a full page ad in a industry specific magazine. What’s interesting is that after all these traditional marketing efforts, the user always ends up at a company website. It’s just today’s human behavior to search online before committing to anything.
 
Since we keep in track of our client’s website traffic, we are able to talk about patterns and online trends that are developing on their site. After a period of time, we are able to pin point where and how our clients can take the most advantage of their efforts and gain more traffic.
 
Website Traffic

Lead Generation

Once you have all this website traffic, the next question that shows up is, now what? What are you going to do with that traffic? Is it quality traffic or is it just ghost spam that’s gone wild creating mayhem in your traffic report.
 
Discussing with our clients the amount and type of leads that are generated from the website is very important. For those who struggle with picking up the phone, the concept of cold calling, successful inbound lead generation could leave that in the past. The user made the first move by showing interest in your product and/or service so your communication is no longer “cold.”
 
Once the user shows interest, we can start to determine how qualified they are as a lead. Maybe it’s a good idea for sales to follow up right away, or maybe the lead needs to be nurtured before they’re ready to make a purchase. Either way, we now have another metric to measure our efforts and to show our clients.
 
Lead Generation

Customers

The ultimate goal for many organizations is to convert those marketing efforts into customers, readers, buyers, members, donors, etc. It is important to distinguish the value of this customer who converted on your website. What is the actual dollar amount behind this customer and what was the path that led them there?
 
These are crucial metrics we discuss with our clients. This helps us determine how aggressive we would need to be with our digital marketing efforts to help our clients achieve their goals.
 
Customers
 
We’ve found that these three metrics provide our clients that tangible element and help them understand what they get in return when investing in digital marketing.
 
If you are just getting started with digital marketing, feel free to download our inbound marketing checklist to help point you in the right direction. You can download it here.



Inbound Marketing Checklist



Why Inbound Marketing is Like Dating

why Inbound Marketing is Like Dating

A while back (pre-HubSpot) we developed a series of landing pages for a client. The offers that were featured with these pages were aligned with a direct mail campaign they had been sending out over the past several months. These offers were geared towards trying to get people in the door, or what I like to call “finish line” offers. While they worked well in print format because they were sent to the same house multiple times, they gave us some problems in their inbound marketing strategy.

The biggest problem

Prospects would fill out the form, and never respond to any further interaction. People on social media would see the word “Free” and instinctively go through the steps that were needed to get that free thing. They didn’t realize that they needed to come into the office to get that free thing. They just weren’t ready for that kind of commitment.
 
The offer was a free consultation for a potentially life changing procedure. A good number people who saw the offer on social media liked the idea of getting a free consultation, but they weren’t quite ready to drive their butts to the practice, or even pick up the phone when they called.

What Would You Do?

When you’re creating your inbound marketing funnel, think about your own behaviors. You fill out a form so you can download something for free. A day later, someone calls or emails you about it. How do you react? It sort of seems like someone you just met is asking you to marry them, and you probably can’t run away fast enough.
 
If you’re selling a big ticket item, or anything that requires research before people buy, their first touch with your brand should be just an introduction. Then, you can keep in touch with some charming information—but not every day. Absence makes the heart grow fonder. But don’t disappear. Don’t ask them to take the next step until they’ve given you the right signals. And make sure to listen to them. —See how confusing this is? This is why inbound marketing is a lot like dating.
 
If you want to find the right partner, or customer, you’re going to have to put the time in and build your inbound marketing funnel the right way. Don’t get discouraged. Focus on yourself for once. When it’s ready, the right customers will just drop into your lap.
 




Inbound Marketing Checklist



Success Story: Mann Family Dental Inbound Marketing Case Study

Local Dentist Success Story: Mann Family Dental Case Study

Mann Family focused on outbound tactics like print and mailers. They were able to manage and edit their site but had no SEO plan. They needed a website redesign and an inbound marketing strategy.

270% – Increase in web traffic

10x – Increase in leads

50% – Increase in new patients generated from website

About Mann Family Dental

Mann Family Dental provides comprehensive dental care in a caring and relaxed environment. Their friendly and knowledgeable team helps their patients achieve optimum dental health while providing a comfortable environment. Mann Family Dental offers comprehensive family care, cosmetic dentistry, sedation dentistry and implant dentistry. They also provide emergency care.

UPDATE: See the results after 5 years.

Challenges

Before starting with Schall Creative, Mann Family Dental relied mostly on print advertising and some PPC. Their website wasn’t generating leads and leads that did come in weren’t converting into patients. They knew they had to make a change but they were hesitant to partner with us due to previous bad experiences with other digital marketing firms.
 
Mann Family Dental wanted their website taken to the next level and implement an inbound marketing plan that would give them clear results.

Developing a solid content strategy to drive traffic and convert leads

​A key part of our digital strategy was organic SEO and content creation. The more broad search terms like “Dentist NH” had a lot of competition, so we focused on long tail keywords that prospective patients would be searching for. Our strategy worked, and after a few months of blogging consistently, their organic traffic started to take off.

Inbound Marketing Case Study

In the first year, Mann Family Dental’s website visits had increased by 200%.

Website Design and Usability That Converts Visitors into Leads (and patients!).

While we were blogging away, they saw an immediate increase in phone calls from people who found their website. We can attribute this to the design and usability of the new site. People pay attention to how a website looks, and will hit the back button if it doesn’t meet their standards. The new site captured the users’ attention and led them to convert. In the first 12 months, their new patients per month increased by 50%, and all of those new patients found the practice online.

A social strategy to engage current patients and spread word of mouth referrals

​A great dental office like Mann Family Dental is bound to receive lots word of mouth referrals from their current patients. We used their social media strategy to strengthen and increase that organic referral web by engaging with their patients on Facebook.
 

Inbound Marketing Case Study Video

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Inbound Marketing Challenges; Adapting After 3 Months of HubSpot

Inbound Marketing Challenges; Adapting After 3 Months of HubSpot

 
After we launched our first inbound marketing campaign for the agency, 24 hours went by and our first lead came in. Simply said, it was a rush. 48 hours went by and another came in. I couldn’t believe it. I would literally malfunction each time they came in and would refresh the browser a couple times for some weird reason. At the rate we were going, our online leads for the end of the month had to be good.
 
Sadly to say, the excitement didn’t last long and a few leads would trickle in for the next couple months. You would think that by your 6th year in business you would have clear answers to; Who are our readers? What is our one laser focused marketing strategy? Who is that top tier persona we’re aiming for? The focus on our own marketing efforts turned out to be more difficult than expected.

As we face these inbound marketing challenges, our traffic has improved but we have yet to close our first client using our HubSpot strategy. Here are a few areas we are reevaluating and focusing on to help improve our own inbound marketing efforts.

Determine That Top Tier Persona

​Really digging deep on who exactly you will apply all your online efforts to one persona is key. Our OCD kicked in so of course we created five target personas. Technically we had no strategy and our efforts were all over the place. We are still looking to finalize our niche, but this is something we are just now prioritizing.

Strategic Blogging

Of course we did not eat our broccoli first for this one. We dove in immediately with design and web development. We left writing for last. When we started writing, we had everyone at the agency involved. Our hallway discussions were, “Hey, what’s your topic this week?”. Instead of, “Who are you writing to this week?”. When we looked at all blogs by the end of the month, each blog was speaking to someone different. Now, most of our time is invested on blogging the right content to two targets max. Design and development has become secondary.

Email Marketing

We started sharing our blog post through emails. We were hesitant about this since the emails were our own contacts. These are all businesses we know personally, businesses we see frequently at networking events and companies we do business with. We only started this recently and it’s been interesting to discover we have readers. Now each time we think of a topic, we think about what they would like to read. As simple as this may seem, this list of contacts has helped us tremendously to determine what to write about and most importantly, discover to whom are we writing to. This has been a struggle to uncover for many at the agency and email marketing was a solution.

Take Advantage of Top Visited Pages

For many years we’ve had contact forms on our website. They were never filled out so we removed them about a couple years ago and replaced them with simple contact information. Tuesday mornings we have strategy meetings and we looked at our top visited pages. It turned out that our contact us page was number one. We updated this page with a HubSpot online form and within the week we had conversions. It could be that our previous online form was setup with the wrong questions. We will continue to monitor our top visited pages and determine how we can take advantage of the traffic.
 
How has your inbound marketing experience been so far? Are you having similar struggles or are they completely different? Feel free to comment them below and maybe we can divide and conquer together faster.
 
Side note: I’ll make sure to share stats a month or two from now to see how our new efforts are panning out. I’ll make sure to share what has been working for us as we continue to use HubSpot, and any other inbound marketing challenges we may run into.




Inbound Marketing Checklist






How to run an Inbound Marketing Campaign