Inbound Marketing Results – Better than Expected
When we started offering inbound marketing as a service to our customers, we decided we had best make ourselves our very first case study. We want to speak to its value from a position of experience.
What is Inbound Marketing?
Essentially, inbound marketing is a method of driving leads to your business utilizing content marketing strategies and strategic SEO. The aim is to increase visits to your website, convert those visitors into leads, and turn those leads into customers. This happens using the HubSpot platform to plan, track, and measure our activities including sales leads and all metrics related to these efforts.
We kicked off our own campaign in September 2013. We started by producing some premium content offers that our ideal clients would likely want or need for their businesses. This included a brand asset checklist, marketing metrics guideline eBook, and website improvement eBook. We embedded call-to-action (CTA) elements throughout our site and then went to work on optimizing the site for best practice SEO.
The Proof is in the Numbers
Well, after 7 short months we’re pleased to report that the results have been terrific! We’re delivering better content to our audiences, receiving regular new leads, and converting the right opportunities to customers. But don’t just take my word for it, here are some numbers to show our results.
Visits from Organic Search
We have seen a dramatic increase in visitors (678% increase) originating from organic search. Organic search means that users have clicked a link in Google that is not a paid ad. Did you know that 94% of clicks on Google search results are on organic links? Definitely the right place to be positioned.
Since we started tracking our website using HubSpot, we’ve seen a dramatic increase in overall visits. While the biggest improvement has been organic (green portion), referrals and social media have been factors too.
Leads and contacts
Some agencies might not want to share their results on business development, but I’m a firm believer in backing up our claims. Here are a few more numbers for consideration.
Total number of contacts that have engaged us via our website
Total number of contacts that have converted to leads
Total number of closed or near closed business relationships (since Sept 2013).
Prior to our focus on Inbound Marketing (for our own business), we were lucky to see 4 sales leads per year from our website (mainly from underexposure), and the above results are from only 8 months of effort. I won’t share what our actual lifetime value of a customer is, but I can say (with 100% confidence), that the ROI from our inbound marketing efforts has been more than 10X.
Ultimately, we need to maintain and grow a healthy business just like every one of our clients, and it starts with having an intelligent lead generation and sales pipeline.