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.