Growing Inbound Leads by 50 Percent (w/ Brad Hoos, The Outloud Group)

The metric: Inbound Leads

Learn howOutloud Group, an influencer marketing agency, took steps to grow their inbound leads by 50%.

Why Inbound Leads?

像许多机构一样，他们多年来依靠做出色的工作，提供结果并获得推荐。他们的品牌越来越高，声誉良好，并且一年一度增长。

但最近,他们最终决定d to invest more in marketing, for 2 reasons.

首先，他们在结构上为此做好了准备。他们有一个强大的团队和流程，能够处理大量的增长。其次，他们准备雇用一个敬业的人来自己的成长。因此，他们引入了David Hoos（一位经过验证的B2B营销负责人）来领导营销和增长努力。

They decided that high-quality, inbound leads coming in through the website would be the best reflection that their marketing efforts were working. So that served as their primary KPI for success.

Then they took a few strategic steps to grow that number.

How they moved the needle

1. They took inventory of current performance.

They analyzed past data to learn what had stagnated, what was trending in the wrong direction, and what was trending in the right direction. This included studying lead quantity and quality, organic traffic, and kw rankings.

2.他们通过共享原始思想领导来关注建立领域权威。

They hadn’t invested in SEO up to that point and were getting outranked by agencies with less expertise, performing worse quality work.

So they set out to improve their domain authority.

They had published a number of pieces of content, sharing original research, insights, and thought leadership. Some of this lived on their blog, but much was gated behind an email wall, or in white paper form. Most of the content was created to showcase their experience with clients during the sales process.

他们决定“解开”它，他们意识到自己必须毫不犹豫地将自己视为空间中的思想领袖，并自豪地与所有人分享他们所知道的东西。分享这些见解可以帮助他们获得更多的关注，反向链接和宣传。

They’ve shared the insights at conferences, through PR, podcasts, and more. As a result, they’ve used it to build their domain authority.

3.他们开始在活动中讲话。

他们发现，在活动的那天，交通会增加，但随后恢复正常。

但这是一个很好的机会来产生影响，并继续建立领域的权威和品牌知名度。

4. They guested on podcasts.

They’d find podcasts where listeners were their target audience, and aim to deliver as much value in the interview as possible. This drove site visits and backlinks, further advancing their SEO efforts.

5. They put their people front and center.

他们开始展示实际的专家和思想领袖：他们的团队。作为一家服务业务，这有助于潜在客户信任他们，并觉得他们知道与谁合作。

Combined, these efforts produced a bigger cumulative effect:

• 有人可能会寻找“影响者营销机构”
• They’d find The Outloud Group in a list of top agencies
• So they ask peers if they’ve worked with them
• Then hear them on a podcast or at an event

The results

They increased high-intent inbound leads, sourced through their website, by 50%.