The guide on Inbound Marketing 2025 – How to generate more customers?

In 2019, I wrote an eBook on lead generation (a PDF among other things on inbound marketing) that was very successful (+ 1500 downloads and #2 in SEO ranking for " Lead Generation "). I had written many articles and created several examples on inbound marketing on the subject that I gathered in an eBook. This time, the guide on Inbound Marketing 2022 is different.

Gro is in a new phase of growth (100% annually) that I would like to bring to hyper-growth for 2022 (200% and more over 12 months). This guide will be our journal while also being a resource for strategies and tips to grow any business. Another important aspect, the strategy relies heavily on one thing: the BRAND. Happy reading!

The results of our campaigns by month

To access these journals, you must be registered with the Gro Conservatory, our exclusive and free Facebook group.

1. November 2021

2. December 2021 (Not yet available)

3. January 2022 (Not yet available)

What is Inbound Marketing and how does it work?

Inbound Marketing consists of creating strategies to attract prospects and customers so that they are the ones who contact you. It is the total opposite of Outbound or Outreach, which includes Cold Calling, LinkedIn Outreach, Email Outreach, door-to-door, etc. With Inbound Marketing, we will instead generate leads with all kinds of strategies, primarily digital in our case. This section of the guide will explain the different types of strategies we will use, step by step.

Step #1: Visibility and Awareness (Brand Awareness) – Part 1

Not all strategists will propose a visibility step in their Inbound Marketing strategies, and in some cases, it is simply unnecessary. If brand image has little influence in the decision-making process related to your products or services, we can skip this step. The next steps in the inbound marketing guide will also give you more details.

Personally, I believe greatly in the power and impact of a strong Brand. After all, people buy Starbucks coffee at 3 times the price when in the end, it costs them the same to produce. The Brand provides security and facilitates the decision-making process for your prospects and customers since they trust you.

In a technology decision, the customer must absolutely trust the suppliers, in this case, Gro. We want to create a strong brand image to establish this climate of trust through videos on our mission and values, customer testimonials, case studies, and finally, by highlighting the expertise of our team members. You can obviously create guides like the guide on inbound marketing to generate more awareness for your brand.

Creating Awareness to Optimize Inbound Marketing

Obviously, the stronger a company’s brand image is, the more effective the Inbound Marketing actions will be. Gro’s strategy consists first and foremost in increasing our visibility and our brand image (Brand).

Firstly, we want to be recognized as the #1 agency with the tools Monday.com and Pipedrive.com in Quebec in the short term (6 to 12 months) and in Canada in the medium term (12 to 24 months). Next, we want to be associated with everything related to growth and technology for SMEs; this second aspect will be much more challenging as we will face more competition and that Growth + Technologies means a lot of things.

Focusing on the Brand and awareness, firstly, will have major financial implications. First, the ROI might take longer to realize. This means we need to pay attention to our cash flow and accurately measure the results of our campaigns. Next, the KPIs to monitor are not the same if we are in lead generation versus brand awareness.

The Awareness KPIs to Measure Our Inbound Marketing Strategy

In lead generation, which is one of the steps of Inbound Marketing, we will focus on CPL / CPP, which stands for Cost per Lead / Cost per prospect. We could also measure conversions on the website related to forms filled out on the site. When focusing on awareness, we will rather measure impressions, video views, engagement with our posts, and organic website traffic related to the brand name… in our case: Agence Gro.

With Google Search Console, it is possible to see if there is an increase in searches made on Google related to your company’s name:

The arrow shows all the “ Query ” where users have seen my site in their Google search with the word Gro for the last 12 months. For 6 months, practically no one was searching for my brand on Google. It is important to note that the CTR, thus the number of clicks, is relatively low.

The box with the number “ 1 ” above the left purple box shows an increase in the appearances of the Gro site following the start of certain marketing actions, mainly organic and a webinar in June. Then, in the second box, we can see a sharp increase that occurs simultaneously with the launch of several brand awareness campaigns on social media and an increase in the advertising budget ($1000/month total). We can also observe an increase in Google My Business searches:

We will see, later in the guide, how to create awareness campaigns to then convert this warm audience into prospects.

Our Budget for the Development of Gro's Brand Awareness

We launched our new Branding campaigns on November 1, 2021. As of writing these lines, on November 10, 2021, only $1000 has been spent. We plan to invest an amount of $3000 per month for 12 months specifically for our awareness campaigns. For the next 18 months, our marketing budget is $180K, with the $3000 per month allocated to awareness thus representing 15% of our total marketing budget.

We aim to secure $2.5M in new contracts for the period from November 2021 to April 2022. Our overall budget is thus about 7%, which is average for a B2B service company.

In Part 2 of the section on Visibility in an Inbound Marketing strategy, I will explain in detail and step by step how to create your campaigns and what types of advertisements you should use. Would you like more information following this first article of the guide on inbound marketing? Contact us!