The new year brings expectations to change habits with focuas on radical improvements. Now that we're well into, 2016 you should have some time to stop and assess whether your current marketing methods delivering great results for you. As marketers, we are always striving for effective and efficient.
What if you could increase demand for your products and solutions?
Have warmer leads and shorter sales cycles?
Isn’t this the dream for every B2B marketer? Let’s talk about how inbound marketing can get you closer to that nirvana.
Here are 4 reasons why inbound marketing should be your priority this year. Before we get started on those reasons let’s agree on the definition of inbound marketing. Traditional marketing is sometimes called outbound marketing because the methodology revolves around creating messaging that is pushed out through email and paid advertising. It is also called interruption marketing for this reason. But many marketers aren’t finding it as effective anymore.
Inbound marketing centers around the customer and the respective buying journey. Targeted content is created to answer the questions at each stage of the buying cycle. Content formats and placement are decided by the channels that customers frequent. And the nature of social channels encourage sharing of messaging and content that resonates with the readers. This encourages the creation of high quality content that best appeals to your audience. A compelling call to action will draw those in the buying cycle to your website to explore more information and request a meeting. Successful inbound marketing can reduce marketing costs and result in higher quality leads that convert faster.
Here are 4 reasons why inbound should be your priority and will deliver more:
1. Inbound marketing leads are more effective at a lower cost and convert faster.
Traditional leads are obtained through buying lists and advertising. Companies have been using third party lists for decades but that doesn’t make it effective. Those on the list have not opted in to receiving your messaging, so there is a higher percentage chance that the messaging won’t resonate with the recipient. Advertising is also not the best choice. Technology has provided us with ways to block and ignore advertisers. The best way to check this is to dig into the metrics around the number of leads from these sources and the conversion rate. Then consider how much you’re spending versus the revenue derived.
When you follow inbound marketing betst practices, emails lists are opt in and are built through high quality content.
2. You can stop cold calling and start warm calling.
What percentage of your marketing budget do you spend on cold calling? How do you feel about cold calls when you’re the recipient? One beautiful aspect of inbound marketing is that the combination of content and marketing automation technology (like HubSpot) allows marketers to generate high quality leads and score them. Lead scoring allows you to know when that lead is ready to be contacted based on their interactions with your content and brand. This warm calling will result in talking with people who are aware of your brand and offerings. The conversation can shift to their pain points and how your solutions can meet them.
Leave cold calling behind and shift to warm calling with inbound marketing.
3. Search engines love inbound marketing content.
Many companies spend a lot on paid search campaigns. Bidding on keywords can get expensive. And when the common keywords in your industry are really expensive, you are out of luck. Inbound marketing solves that. Companies that consistently create content over time will build up an organic presence for search engines. The secret behind this is that content is being placed on the social channels as well as the blog on the website. We know that people prefer to click on the organic results rather than the paid results.
Rank higher for organic search with inbound marketing than you could ever afford with paid search.
4. You can educate your prospects before you even talk to them.
Are your traditional marketing efforts getting you ahead of the competition? One of the best thing about inbound marketing is that the focus is on educating your prospects. After a while this content will be influencing people to visit your website. It will also be shared and discussed amongst people in the social media channels. Webinars and a blog will build influence and thought leadership. This content will position your brand ahead of the competitors.
Inbound marketing will move your brand ahead of your competitors.
So there are four reasons that should get you thinking about inbound marketing. It is a journey that doesn’t happen overnight. You can continue to utilize your traditional marketing as you integrate content marketing. There will be a natural transition over time but the results will be transformative!
What questions do you have about inbound marketing? We are here to help!