If you've been in the marketing world during the past couple years, you've probably come across the term "Inbound Marketing." It’s gaining more and more respect as a proven method for effectively improving your B2B lead generation and sales efforts.
Inbound Marketing helps you to get found online, attract more traffic to your website, convert that traffic into qualified sales leads and then nurture those leads into sales.
A lot of companies are still relying on the old-school style of marketing which interrupts buyers through outbound marketing tactics – direct mail, cold calls, certain forms of advertising, and certain tradeshows – in hope of getting a small response rate that translates to profitable sales. These tactics can be very expensive, resource intensive and don’t deliver the results that they used to.
The internet has given Start Up’s, Micro businesses and Small and Medium Enterprises / Businesses (SMEs) an unprecedented opportunity to reach potential customers.
Internet marketing has leveled the playing field. SME’s / Start Ups can now use a well optimized website, write a blog, and use Social Media in a very effective way that means potential customers can find you online, which just hasn’t been possible before. This is a much more effective way of doing things.
Inbound Marketing is becoming more popular as marketers look for efficient and affordable ways to acquire new leads. Some of the most popular Inbound Marketing techniques are blogging, being active on social media platforms, search engine optimization, and webinars.
The Engine of Inbound Marketing - ContentThe most important part of a successful inbound marketing strategy is creating great content that will guide people into your sales process. One of the most popular methods to accomplish this goal is by keeping a regular blog. A blog can provide many benefits for your company, and almost all of them relate to Inbound Marketing.
By creating great content, you'll increase your search engine rankings, attract more inbound links, and position yourself as an expert in the field. This will help you attract warm leads that have been pre-qualified through either a Google search or by following a link from a trusted source.
In addition to blogging, there are many other forms of great content you can create that will bring interested visitors. Hosting webinars or offering e-books and whitepapers for download will all attract leads that are interested in your offerings and are eager to engage in a conversation with you and your company.
By using these proven Inbound Marketing strategies, you'll continually grow your authority, bring in new leads and increase the conversion to sales. However, it won't happen overnight.
How Long Does It Take To See Results? While Inbound Marketing will save you money and give great ROI over the long term, it needs serious commitment and patience. You won't be the top Google result for your keywords in a few days and the first webinar you host may only have three people register, but by making a long-term commitment to Inbound Marketing you will see results.
Inbound Marketing is powerful because it requires you to have a cradle-to-the-grave approach to internet marketing. It requires you have a Content Marketing strategy for creating interesting, valuable and remarkable content that inspires word-of-mouth referrals.
This great content needs to be optimized, published on a well optimized website and then promoted by via an effective social media strategy that ensures your content reaches as many relevant potential sales leads as possible.
Inbound Marketing uses “closed-loop-analytics” that enables you to monitor the results of all your internet marketing efforts not just in financial terms, but also in market reach and positioning.