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Inbound Marketing Blog
Posted by Bill Faeth on T ue, May 08, 2012 @ 08:20 AM
The 4 Pillars of Inbound Marketing
Posted by Bill Faeth on Tue, May 08, 2012 @ 08:20 AM

The New Global Marketplace
A Netcraft.com study found that in March of 2012 there were 644 MILLION active websites, an
increase of 31.4 MILLION websites from t he previous month. Now these numbers aren't
definitive, but they indicative. They are indicative of the global market place being flooded with
more and more companies, as well as customers. The competition for visitors and leads is
increasing exponentially, leaving smaller companies dazed and confused. Many, faced with
uncertainty in the economy and lost with regard to establishing an online presence, have been
forced to seek alternative marketing and sales methods or close their doors.
Inbound Marketing
Inbound marketing focuses on Getting Found, building Brand Awareness, driving Leads and
New Customer Acquisition. At its foundation are what are called the Four Pillars of Inbound
Market ing:
Traf f ic
Leads
Conversion
Measurement
Traffic
Interestingly, t he first Pillar of inbound marketing is the largest Barrier for most companies.
They simply do not understand how to generate traffic. They see other companies advertising
here and there, and so they attempt to mimic what t hey see, but like an iceberg in the ocean,
there is much more to the story - beneath the surface.
A strategic plan including On-Page SEO, blogging, content market ing,and social media
publishing is a good place to start for the inbound marketing beginner.
8 Simple Steps to Great On-Page SEO You Can Implement Today

Lead Generation
Many small businesses CAN f igure out how to get at least SOME traffic to their website, but
turning those casual visitors into leads is a dif ferent animal. At this stage, a company HAS to
deliver compelling content and a powerful message of offer to shift the mentality of the visit or
to start thinking like a customer. We use analytics and tracking data by HubSpot to not only
craft compelling Call to Action's, but to iterate them over time so leads will convert on relevant
landing pages.
How to master the Desing of Compelling Calls-to-Action
Conversion
Leading a visitor through a website and shifting their mindset to that of a customer is a difficult
task. Turning a prospect into a client is even more so. This is where landing pages come into
play. A well crafted landing page designed for conversion that is closely targeted to your Call to
Action will increase your conversion rates. Without CTA's and Landing Pages what is the point
of your website?
5 Simple Steps to Creating Landing Pages That Convert.
Measurement
The final pillar of inbound marketing is about creating sust ainability. Most small
companies operate from client to
client, which creates stress and
uncertainty - and it is wholly
unnecessary. Almost every small
business owner KNOWS that
measuring the effectiveness of
advertising is important, but most of
them do not take it seriously. They
simply do not have the organization
or system in place to record which
spots are effective and which need to
be t weaked or eliminated.
Inbound Marketing is about

developing, implementing, MEASURING, and tweaking a fully-integrated Marketing Plan. If you
are going f ail, then f ail fast! This can only happen if you have real-time analytics available to
review and iterate your marketing campaigns.
Market ing Analytics for Conversion


Inbound Marketing Agents
Inbound marketing agents provide small and mid-sized companies with a fully customizable and
integrated plan to attract visitors, create interest, convert, and measure every st ep along the
way t o ensure that each month is more effective than the last. Most websites hemorrhage
potential clients on a daily basis without ever knowing how close to success they are - because
they don't have t he system or organization in place to show them. That's why these four
points are known as the Pillars of Inbound Marketing.

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