Over the past couple of years, there has been a lot of talk about the emergence of social media inbound-marketing-balloonand inbound marketing strategies as the new wave of marketing. But is it just talk? Is it all a bunch of hot air? Or is something real going on here?


The inbound marketing gurus at HupSpot recently shared a case study about one of their clients that gives some pretty compelling evidence that taking an inbound strategy to your marketing isn’t just “pie (or a balloon) in the sky.” You can read the complete case study for yourself, but here’s the gist of it.


The company purchased 20 spots before, during, and after the Super Bowl in its local market. The ads used a tracking phone number so the business knew which incoming calls came from the commercial. The commercial drove viewers to the company's homepage, but there was no integration of offline efforts with their website or social media. According to Nielsen Ratings, their ads were seen by 2.8 million viewers.


Web traffic for the company was up 11% on Super Bowl Sunday and 4% the following Monday. That’s a nice increase. But during that same time period their blog generated twice as much traffic as the TV spots—AND several inbound leads. The TV ads generated no online leads, only 7 phone calls, and zero opportunities or customer conversions. And what did they pay for this kind of performance? $54,000!


Since this company started using inbound marketing it has increased organic traffic by 567% and overall traffic by 583% in less than a year.


Does that mean that if you throw together a blog and post it on the Internet that you’ll see the same kind of results? Nope! You need a good strategic plan. You need good content. And you need to execute your plan well. We can help you with that. Shoot us a note and we’ll be happy to talk to you about how you can take advantage of the power of inbound marketing.


Unless, of course, you still think it’s just a bunch of hot air!

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