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Inbound Marketing: Grow your traffic, leads and customers online.

inbound marketing

In today’s digital marketplace, inbound marketing is a proven methodology. Placing ads, buying email lists, cold calling, sending direct mail and hoping for leads have lost their effectiveness due to consumer behavior shifts. Inbound marketing attracts customers to your brand based on your ability to solve their problems by creating quality content that attracts, converts, closes and delights customers. Garrison Everest offers a new way to grow your business and brand online through blogging, premium content, email marketing, social media and marketing automation.

inbound-marketing-methodology

The Inbound Way…

Inbound marketing is based on the model of using content, SEO, social media, email, landing pages and marketing automation to attract strangers to your website, convert them from visitors to leads and then close them to customers. After they become customers, you continue to delight them through relevant content so that your customers/clients become promoters of your brand. Scroll down to learn more…

54%

more leads are generated by inbound tactics than traditional paid marketing.

2X

as many marketers say inbound delivers below average cost per lead than outbound methods.

$20K

is the average companies save per year by investing more in inbound marketing vs. outbound.

inbound-marketing-guide

Free Download: The Essential Step-by-Step Guide to Inbound Marketing

In this comprehensive guide, you will learn the 6 essential steps to internet marketing success.

  • Optimizing Your Website
  • Creating Content
  • Implementing a Social Media Strategy
  • Converting Visitors into Leads
  • Nurturing Leads into Customers
  • Analyzing & Refining Data

Download Now

Learn more about inbound marketing:

inbound-marketing-attract

In the attract phase your goal is to produce content that is remarkable, relevant and that solves your customers’ problems. Content is created in the form of blogs, whitepapers, ebooks, webinars, videos and infographics. You start by creating content based on “buyer personas.” A buyer persona is essentially your target market or ideal customer. In order to create amazing content that generates and attracts the “right” traffic to your website, content must be tailored towards your ideal customer. Once content is developed and ready to be published — SEO and social media networking sites like Twitter, LinkedIn, Facebook, Pinterest and Google+ are then utilized to broadcast your content far and wide. By creating relevant, interesting and problem-solving content you begin to generate traffic to your website that gives you the opportunity to introduce your brand, grab attention and build trust that converts visitors into leads.

Blogging – Inbound begins by blogging. By blogging, you can expect 55% more traffic to your website. Content should be focused on solving your customers problems in a unique way.

Social Media – Each social media networking website or ‘channel’ is different in how they serve content to their users. With this in mind, each social media outlet is used in different ways to tell your brand story and to engage your followers. Use social media to humanize your brand and to add social proof to your content to build trust and authenticity.

Keywords – Over 90% of your customers will begin their search for services or products online. Using keywords, optimize each blog post with the terms your customers are searching for.

Website Pages – Turn every page of your website into a 24/7 sales machine by optimizing and writing content that answers and solves your customers problems.

convert-inbound-marketingOnce you begin generating traffic, it now becomes your job to entice your visitors with information they can’t resist by setting up free downloadable offers like ebooks, whitepapers videos, and webinars based on topics that solves their problems. You can now begin to draw your visitors further down into the sales funnel by gathering their information that turns them into a lead. By setting up CTAs (Call-to-Actions) and landing pages on your website, your goal is to gather basic information so you can qualify them as a potential customer. Now that your lead has “opt-in” you have the permission to email them additional offers and content that moves them to the close stage.

CTAs – Call-to-actions are buttons, links or offers that allows your customers to “click through” to an offer on a landing page.

Landing Pages – Once your customer is on the landing page, you ask them for their information and give them the offer you promised.

Forms – Forms are used to gather your prospect’s information.

Contacts – Contacts are leads who have filled out a form or downloaded an offer. Using an inbound marketing software platform like Hubspot™ — that centralizes all of the visitor activity on your website — you have the ability to monitor your contacts progress through the marketing life cycle making your offers more effective and intuitive.

inbound-closeAt the close stage your goal is to now convert those leads into customers. You now begin to ask for a sales call while continuing to provide relevant content. Through lead scoring, email, workflows and marketing automation you begin to see if your lead is ready to become a bona fide customer. Typically, at this stage your customer is very open to the idea of doing business with you, but if they are still not ready to buy, you can continue to send them offers to build trust.

Lead Scoring – Using Hubspot™, you will be able to view your contacts—rated by a numerical scoring system that shows their readiness to buy —to understand who is ready to close and who is not.

Email – Email is used to build continued trust with a lead even though they have downloaded a whitepaper, are following you on Twitter and have read several of your blogs. Email provides the mechanism to get your leads over the finish line.

Marketing Automation – Helps you deliver content via email to your lead that is specifically tailored to their position on the sales lifecycle. It allows you to customize their experience further by understanding what pages, content and offers they have already looked at.

Closed-Loop Reporting – Align your sales and marketing teams by understanding what leads are “marketing qualified” and what leads are “sales qualified” through your CRM system and close the door on sales and marketing team dysfunction.

inbound-delightNow that you have a new customer and the project is over, doesn’t mean that the relationship is. We all know the best marketing is referral-based. If you’ve done a good job for your customer/client, now is the time to continue to delight them and turn them into promoters of your brand.

Smart Call-to-Actions – This means you have an entire new set of content for your current customers. Your site also has built-in functionality that recognizes your customers when they visit by as simply recognizing their name.

Social Media – Use social media to provide customer support and further humanize your brand.

Email and Marketing Automation – Continue to provide your customers with relevant content that solves new problems or introduce them to new products.


Inbound marketing is a proven online marketing methodology for today’s digital and attention deficit economy. By seeking to provide value, information, solutions and education and sometimes entertainment, you build trust, affinity and turn your customers into raving fans over time. Typical inbound marketing campaigns require an annual commitment with an annual investment of $3,500 – $15,000 per month depending on your sales goals and objectives. For a free inbound marketing assessment and to learn how inbound marketing can grow your business contact us by clicking the button below.