Most business owners are familiar with the traditional marketing concepts such as the AIDA model of Attention-Interest-Desire-Action for good advertising copy, and the sales funnel. But it may seem that much of these traditional approaches have been turned on their heads with concepts like Inbound Marketing.
Inbound Marketing By Any Other Name
A number of terms are used to describe essentially the same thing, such as "content marketing", "digital marketing", "social media marketing", and so on. Regardless of which term you prefer to use, the approach of inbound marketing holds great promise for your business. It can be seen simply as better and proven method of drawing high quality visiors to your website and eventually into your "sales funnel".
So what is Inbound Marketing? According to Hubspot:
"Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time."
This content typically takes the form of blog posts aligned with periodic ebooks and even email campaigns. The end result is a cost-effective, multi-faceted marketing strategy that not only attracts ideal leads, but deepens the relationships with customers and clients, while positioning your company as an influencer and thought leader in it's industry.
But achieving these objectives with your content marketing strategy takes time. It won't happen with a few blog posts or great ebook. People will need to consume your content for a while before they contact you. Yet, without your content compelling them to contact you, your goals may never be met.
Five Reasons You Should Be Using Inbound Marketing
You probably keep hearing that Inbound Marketing, or content marketing as it is often called, can do wonders for your business. You might wonder how you can really benefit from using content to promote your company and you would be right to wonder!
There is a lot of "noise" in the social media and marketing space about content and blogging, and so on. But there seems to be little in the way of clearly defined methods, strategies, and - most importantly - real benefits from using content.
But the truth is, inbound marketing can far out-do more traditional outbound marketing tactics and for far less cost.
What Can Content Do For Your Sales Funnel?
A comprehensive list of how inbound marketing can benefit your business would take a much longer post than this. But if we were to narrow them down to, say, the top five they would be these:
1. Influencing Your Audience
Blogging, for example, will help you nurture existing relationships with prospects and customers. In addition, consistent posts with actionable value will provide thought leadership to your audience, and position you or your company as an expert in your field, or industry.
2. Maintaining Market Traction
It's never enough to reach out to your market randomly or sporadically. By consistently and regularly creating and sharing content through inbound marketing, you will attract and keep an audience that cares about what you do and the problems you solve. You will earn their trust, loyalty, and respect with content and thought leadership, while providing them with value.
3. Giving You An Edge Over Your CompetitorsInbound marketing helps you stay ahead of your competition who are probably trying to reach your same audience. While the others invest in trade shows, paid advertising, and publicity, these efforts are, at best, one-off tactics that do not maintain impact. With inbound marketing, however, your content creation and promotion creates assets that you own and can use over and again to deliver value over time.
4. Providing Tangible Results of Your Marketing ROI
Part of the age old problem with traditional marketing methods is the lack of quantifiable ROI metrics. Broadcast media and print ads have impact, but it is notoriously difficult to track. Inbound marketing, however, uses real-time data that provide insights as to what what is working and what needs to be tweaked. For example, data tracking visitors to your company website and their activities there allows you to see the precise impact of your inbound marketing strategy.
5. Decreasing Your Overall Marketing Costs
Inbound marketing can be far cheaper and more effective in comparison to outbound marketing. So what is the actual cost of inbound? Lead to lead, inbound marketing costs 62% less than traditional outbound marketing (HubSpot). Content publishing platforms such as blogs and social media channels are, for the most part, free or at least very inexpensive. When inbound marketing is done strategically and well, the money invested can give the highest return on with greater lead conversions and lower costs.
The Case for An Inbound Marketing Agency
Fortunately, you don't have to attempt this on your own! Your options for implementing a successful inbound marketing strategy include turning to a professional firm that can work with you to maximize your efforts.
A qualified agency like BroadVision Marketing will develop a road map with an implementation time line, marketing milestones, and key deliverables. Using this road map we will create the framework and structure for us to work with you and help you to achieve your marketing goals.
Get your Free Complimentary Inbound Marketing Session to help you make an informed decision or call BroadVision Marketing at 707-799-1238.
Jaco Grobbelaar is the owner and CMO of BroadVision Marketing. BroadVision Marketing works with business owners to put in place inbound and outbound marketing strategies that consistently secure new clients. The BroadVision Marketing Training Center is located in Petaluma, CA and primarily serves companies in the San Francisco Bay area.