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Inbound Marketing

The internet and social media have changed marketing forever. Now that people have access to a constant stream of free content (articles, videos, blogs, infographics, etc.), brands are expected to contribute their own content in exchange for people’s time and attention. In this way, brands establish connections with potential customers where they live — online.

Use what you already know about your prospects to engage them, guiding them further along the sales funnel.

Knowledge is Key

As an inbound marketing agency, Macleod & Co. emphasizes the importance of understanding your prospects. You use what you already know about them to engage them, guiding them further down the sales funnel. The goal is to educate your audience about your brand and the things that set you apart from your competitors. Do this well, and your product or service will be the natural top choice when they are ready to make a purchase decision.

Furthermore, gaining leads through inbound marketing is far less costly (as much as 60% less) than traditional methods like cold-calling, direct mail, radio, and TV ads.

So how do we do it? We use HubSpot — a system with an array of tools that allow us to monitor social media trends, manage email marketing campaigns, find out which pages on your website are getting the most traffic, and gain insight on which types of content (blogs, eBooks, etc.) your audiences are most responsive to.

Essentially, we make your business accessible to your target audiences wherever they spend time online, and then we create content to actively engage them. After that, we measure the results, adjust the strategy if needed, and repeat. Along the way, certain prospects emerge as clear sales-ready leads, at which point we partner with your sales team to convert them from prospects to customers.

Inbound marketing can include:

  • Content strategy
  • Content creation
  • Social media marketing
  • Social media advertising
  • Email marketing
  • HubSpot automation
  • Search Engine Marketing (SEM)
  • Search Engine Optimization (SEO)

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