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Traditional Outbound Marketing is Hard to Track and Less Profitable

Traditional outbound marketing tactics such as TV commercials, Radio ads, Newspaper ads, Magazine ads, Flyers, Brochures, Catalogs, Trade shows, Outbound sales calls (AKA “cold calls”) and Email Spam are hard to track and less profitable than inbound marketing, yet ironically, organizations still spend as much as 90% of their marketing budgets on traditional outbound marketing.  

Outbound Marketing pushes “out” your brand, product or service through these various channels in the hope of generating leads or customers. It’s 1-way communication. It’s an interruption-based marketing. It finds you.

Inbound Marketing Costs Less and Generates Higher Quality Leads

Inbound Marketing pulls “in” customers to your products and services via content marketing, social media marketing, search engine optimization and targeted ads. It provides information to the customer and builds trust. It’s a 2-way communication. It’s permission-based marketing. You are looking for it. 

According to Search Engine Journal, inbound leads cost 61% less than outbound leads. When asked which marketing tactic generates higher quality leads for the sales team, 59% of marketers surveyed replied inbound, 16% said outbound, and 26% accounted for self-sourced leads.

Inbound Marketing with Owned Media

Owned Media are channels you have control over. For example, your website, blog, brand social media profiles, and YouTube channel. You choose what to publish, how to publish it, and when. I can help you with all of that.

Web Design

I can help you create a brand new website or online store. Not happy with your current one? I can help with that too. I can also host the website, keep it up to date, back it up, optimize performance and make sure it keeps running for you 24-7.

Social Media Marketing

Social Media Marketing (SMM) increases brand awareness, drives traffic and generate leads for your business by showing up wherever your target audience hangs out: Facebook, Twitter, LinkedIn, Instagram, Pinterest, etc. I can help you set up these profiles and manage them.

Content Marketing

Need help with written content on your website or social media channels? I am a published author with access to professional writing tools to make sure your message is well-crafted. I can spot a typo a mile away, so I’ll catch it before your audience does!

SEO

Search Engine Optimization (SEO) of your website content will help you “rank” higher in search engine results pages. This will increase the amount of organic (free) traffic you get. Free targeted traffic is the best. It takes time, but it worth it in the long run. I have the tools and experience to help.

Video Marketing

70% of consumers say that they have shared a brand’s video. 72% of businesses say video has improved their conversion rate. 52% of consumers say that watching product videos makes them more confident in online purchase decisions. I can help you create, edit and publish videos to multiple platforms.

Book Publishing

Become the authority on your subject by becoming a published author. I can help you dust off your draft, format the manuscript and have it for sale as a paperback on Amazon worldwide. I can also help you make it accessible on a variety of online platforms as an eBook.

Podcasting

Maybe video is not your thing, maybe writing is not your thing, well maybe podcasting is your thing. Smartphones are driving podcast consumption with a 157% increase in usage since 2014. Let me help you get your voice and message heard on iOS, Android and Alexa.

Email Marketing

Email marketing is your most direct communication path with your audience and customers. Let me help you use it effectively. I have experience with a variety of email automation platforms including MailChimp and Infusionsoft by Keap.

Inbound Marketing with Paid Media

Pay-Per-Click (PPC) advertising promotes your business and fits the criteria of what inbound marketing should be: “Shown to the right consumers at the right time, presenting a direct solution to a query that’s been posed and helping move the searcher further into the buyer’s journey.”

SEM

Search Engine Marketing (SEM) is a form of web marketing which involves the promotion of websites by increasing their visibility in search engine results pages, principally through paid advertising. SEM is connected to SEO in regards to using keywords to get found on the 1st search page. I will use the extensive SEMrush toolset to research and manage this for you.

Facebook Ads

I have had direct discussions with an Account Manager at Facebook’s Global Business Group. I can definitely help you set up and manage Facebook Ad campaigns. You can target audiences by interest, age, gender, geographic locations right down to address radius. I also know how the Facebook Pixel works, so you can also track them by activity on your website. It’s powerful stuff.

Google Ads

I have received direct training from Google Account Strategists and Google Implementation Specialists. I can certainly help you set up and manage Google campaigns. You can target audiences by keyword searches, affinity and in-market audiences. I also know how Google Analytics tracking works, so you can also track visitor activity on your website. It’s impressive what Google knows and what it can do for you.

YouTube Ads

YouTube mobile ads receive viewer attention 83% of the time. YouTube is owned by Google and is the 2nd largest search engine. YouTube Ads are actually configured using the same interface as Google Ads, so why not use your video content to target relevant audiences? I can help you do that.

Campaign Optimization

The great thing about Digital Marketing over traditional forms of marketing is the ability to measure results in real-time and make adjustments much faster. Together we can review the reports and see what’s working, what’s not working and make the necessary adjustments.

Facebook Business Manager

I have experience creating automated reports that can show you what is working on a daily basis (weekly if you prefer). Together we can review the Return on Ad Spend and make adjustments.

Google Ads Campaign Manager

I have experience creating spreadsheets to help you decide what type of campaigns are converting better (Search, Display, Shopping or Video) based on Click-Thru-Rate, Converstion Rate and the Cost per Conversion.

Search Traffic Analysis

It’s important to track performance over time. I’ll communicate the results of periodic website audits, perform competitor analysis, and show progress after a marketing campaign. This will require a few different tools: SEMrush, Google Analytics, Google Search Console and Google My Business.

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