Source: HubSpot presentation. A higher volume of content leads to increased lead generation.
Ryan Bonnici, HubSpot’s Director of Marketing for Asia Pacific & Japan, argues that traditional methods of customer acquisition are no longer effective. During the launch of HubSpot’s Singapore office, which also serves as the company’s Asia Pacific headquarters, Bonnici explained the effectiveness of inbound marketing compared to outbound marketing.
Traditionally, marketing involved bombarding consumers with advertisements and flyers. However, today’s consumers have greater control. Bonnici highlighted that in a world saturated with ad blockers, ad-free streaming services like Netflix, and the ease of online price comparison, consumers are increasingly ignoring traditional marketing. They are discarding direct mail, unsubscribing from email lists, and opting out of telemarketing. He emphasized this by stating that 83% of consumers skip TV ads, 91% unsubscribe from emails, 20% of direct mail remains unopened, and 48% have registered on “do not call” lists to avoid telemarketers.
Source: HubSpot presentation. Demonstrating the return on investment (ROI) in marketing can be challenging.
Bonnici further argued that many digital marketing techniques, such as intrusive pop-up ads and auto-playing videos, only serve to alienate potential customers.
He proposed a new approach to marketing that centers around attracting consumers by providing them with valuable content. This could take the form of engaging blog posts, complemented by visually appealing and shareable content such as images, videos, and infographics. Bonnici highlighted HubSpot’s own website, which attracts 6 million readers, as an example. He suggested that as a next step, businesses could offer more in-depth content like e-books and presentations.
Bonnici emphasized that providing value can take various forms, citing the website website.grader.com as an example. This website analyzes websites based on submitted links and email addresses, offering suggestions for improvement.
He described it as a successful example of a free business-to-business (B2B) tool that effectively generates interest. He summarized the approach as “Convert leads with interactive content, then close customers with automation.”
Other innovative examples include real estate websites that intelligently recommend properties based on the user’s browsing history, considering factors like location and price range. Additionally, he mentioned the L’Oréal Makeup Genius app, which allows users to virtually try on makeup.
Bonnici reiterated his key point: “The more content you create online, the more customer leads you generate.”
To support his claims, Bonnici presented case studies. Tradegecko, an inventory management software company, experienced over 100% growth in organic leads and web conversions after implementing HubSpot. The platform also simplified their marketing operations, increasing efficiency.
Happy Marketer, an internet marketing agency and HubSpot client, developed their own lead generation system based on the inbound marketing model. They achieved a 1,040% increase in qualified leads for their client Fastacash within a month and a 247% increase in leads for NTU’s Executive MBA program.
Bonnici concluded by urging the audience to seize the opportunity and explore new ways to generate engaging content: “There is now no better time to thinking how you can create content.”
Interested?
Download the L’Oréal Makeup Genius app
Read the WorkSmart Asia blog post about HubSpot’s office opening in Singapore
Hashtag: #HubSpotHousewarmingSingapore
posted from Bloggeroid