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CRM Daily reports, "nearly half of the companies that implement inbound marketing efforts see a 25 percent greater return on investment ROI on those programs than companies that do not.

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The survey found that inbound marketing channels can deliver up to 30 times the campaign conversion rate of traditional outbound direct-mail campaigns. Your next step, of course, is to cut costs and increase conversions by shifting from outbound marketing to inbound marketing.

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One of the most effective ways to capitalize on the benefits of inbound marketing is with search engine marketing activities. Search marketing is unique in that your customers start the conversation by searching on a topic — you as the advertiser have the ability to insert yourself into the conversation.

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The idea is to create ads and Web pages that will show up when someone searches for something relevant to your business, making it easier for customers to find you. Someone who searches for your product or service is a warm lead, and if you aren't there to catch him, a competitor likely will.

Consider the last time you made a purchase. Where did you go? Did you look for ads in the Yellow Pages? Attend a trade show?

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