Inbound marketing is a holy grail of lead generation. When done right, it is the gift that keeps on giving. Inbound is powered by great content, websites, landing pages, and advertisements.
Digital advertising is a segment of digital marketing in which a company uses an ad network to display ads containing branding and other information. The goal is to generate brand awareness and bring website traffic up, which results in leads generated. This occurs most commonly through a web contact form which the customer fills out initiating their interest. Common types of digital advertising include, search advertising, retargeting, and custom audience targeting. Digital advertising is part of an inbound marketing strategy, but it can also be part of an outbound marketing strategy as well. For example, a pro digital marketer may show a list of contacts ads, via custom audience targeting, before cold calling that list. This method of increasing brand awareness can improve conversion rates of an outbound campaign by increasing the familiarity a potential customer may have towards that brand. The consumer feels like they recognize the company, which can lead to more sales.
Display advertising is a form of digital advertising that uses images and graphics, instead of simple text or videos. Website owners use advertising networks, such as the Google ad networks, to generate income from their website traffic. It’s a great way of getting a company’s brand message out to the consumer.
An impression is a view or potential view of a piece of marketing material, such as an ad or email. Impressions are often used in search engine marketing (SEM). Ideally a company wants their ads to rank high on search results pages.
Inbound marketing is a form of marketing in which marketing materials generate inbound website traffic via search engine optimization (SEO) or advertising. Thus, users go inbound to a website to explore what a company has to offer in goods or services. This directly contrasts to outbound marketing, which is characterized by contacting prospects via outbound campaigns, such as cold email campaigns and cold calling campaigns to get more business.
Inbound qualification is a process in which a company is qualifying a potential customer to see if they will waste their sales rep’s time. This is typically done by asking qualification questions to the prospect such as, “what’s your company’s employee size?” This would be a good qualification question for a company that only sells to large organizations. Inbound qualification is an important step in the sales process, usually performed by a sales development rep.
A landing page is also known as a “squeeze page.” It’s copy that is designed specifically to get a user to input their contact information. It has become a best practice in advertising to send users to a landing page because it has shown that landing pages can have higher conversion rates than a website due to the condensing of information, persuasive copy, and strategically placed forms. A website can be very rich in content, thereby effective in communicating a product or service, but can also cause the user to get distracted or overwhelmed. Then, that person ultimately leaves the website without converting. A landing page is geared towards high conversion rates for obtaining contact information.
A lead score is automatically created within a marketing automation platform. It enables a sales team to sort their prospect lists by contacting those people who are more qualified and have shown more engagement. Lead scores are built by two things. First, information about the lead and second, information about their engagements within the website and other marketing materials. For example, in lead scoring you can set a contact with a CEO title to get +10 points, basing it off of the contact information alone. The title of CEO naturally gives them a higher lead score. You can also add scoring to how many times they visited the website, and that can be a point per visit, or +10 points for visiting the pricing page. Ultimately, the point of the lead score is for sales teams to identify the most qualified prospect to reach out to and engage with in sales conversation.
Marketing Automation Platform
A marketing automation platform is a marketing and sales tool in which a marketing team can build collateral to track prospect lists and prospect engagements within that marketing collateral. Marketing automation platforms can do the following, build landing pages, send newsletters, post to social media, post blog posts, and most importantly, track user engagements driven from the platform. Marketing automation platforms use a methodology called lead scoring to assign a qualification score to each inbound and outbound contact. For example, when a lead signs up for a newsletter the marketing automation platform will automatically send that lead a newsletter. Now that the lead is in the platform their engagement can be tracked across the website and through other marketing collateral to understand their potential interest and urgency.
Advertising budget is the amount of money that a company has allocated for their advertising during a specific quarter of the year. That budget is used as part of the overall sales and marketing efforts a company uses to build up their business.