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by Lesley Scott
on August 22, 2015

Inbound marketing for manufacturers is about making your business entirely visible online to prospective buyers. Where outbound marketing (or traditional advertising) uses print ads, trade shows, telemarketing and other costly tactics to generate new business by pushing messages outward. Inbound marketing uses online content marketing, SEO, social media, and marketing automation to turn traffic into leads and qualified leads into customers (Linnenmanstons, 2013). As can be expected the cost of outbound Marketing is more costly than inbound marketing. Companies using outbound marketing must send out materials to other locations for print and promotion. Companies using inbound marketing focus on web content, blogs, social media, etc. to promote their products and services. In fact, it has been found that inbound marketing leads cost 60% less than outbound marketing leads. So inbound marketing is cost effective for every business.

 Nowadays over 90% of B2B buyers start their research online –typically on Google. They begin by asking search questions about problems they’ve had, deficiencies in their current equipment, or new technologies they’ve heard about. If a prospective buyer can’t find your company online (and at of top of the search list), you don’t make it on their short list. According to Coon (2013) and Hoppe (2013) if a company pairs strong keyword strategies with dynamic copywriting and frequently updated blog posts: your company site will not only be positioned higher on search lists but also position your business as the leader in your industry. It is important that prospective buyers find your site at the top of their Google search, because the first 10 results on the page get 90% of the click-through of these, the first three search results get the most clicks. Building your site incorporating inbound marketing practices (like keyword strategies, blogs and social media) will allow you to be a lead generating superstar within your industry, which will in turn bring you more buyers.

 

inbound marketing journey


A blog is a must have for any company employing inbound marketing. Companies that blog generates 67% more leads per month than companies that don’t have a blog.  At over 60%, it is probably a good idea for any company that sells anything to have a blog. Another good reason to have a blog is that blogs allow time for businesses to nurture leads with content their prospective buyers are interested in. Advertisements in any medium are short, whereas blogs give you more time to explain your current ventures and products. 8 out of 10 people online today identify themselves as blog readers, that is because people want to be informed and want to know about the products they are thinking of investing in. Inbound relies in part on promoting offers of valuable content using social media platforms.  Nowadays 23% of all time spent online is spent on social media sites.  When people (aka buyers) find blog articles they like, they share them with their social media networks, which means your company, and products seem but not just one person, but many, from a verity of industries. Both blogs and social media increase the number of leads for companies tenfold.

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