In the past, we used methods such as cold calling, telemarketing and expensive advertisements to inform prospects about our products and services. We would get leads by shouting out clever sales pitches focused on how great our company was and the benefits of our services. Our company, or specifically a company salesperson, was in control of the sales process and its timing. Reaching out to potential customers like this is called an outbound marketing approach.
Traditional marketing methods have become less successful because consumers have the ability to filter how marketers communicate with them. The result: 70% of the sales process has now moved online.
Our targets now research questions and solutions on the Internet. Buyers use the information they find online to select a company based on their needs and parameters. They are now in control of the sales process and its timing.
Inbound marketing helps your company:
Website Design and Development: Make sure that your website is easy to navigate, clearly portrays your company’s image and has the tools in place to capture lead information. Having a fresh website design and the proper analytics in place allows you to gather information about the people visiting your site.
Search Engine Optimization & Keyword Optimization – Your customers turn to the Internet to gather information about products and services. You need to be in the right place at the right time by utilizing Search Engine Optimization (SEO) techniques.
Blogging & Content Marketing – It’s important for your website to address the concerns of visitors with valuable content. By developing informational pieces that will benefit your target audience, you will attract qualified leads.
Social Media & Engagement – Social media networks allow you to build relationships and network with a wide-base of consumers and clients. Through Facebook, LinkedIn, Twitter, Google+, Pinterest, YouTube and others, social media helps you expand your brand, attract qualified prospects, nurture leads and drive traffic to your website.
Public Relations & Copywriting - Now more than ever, you have to work even harder to differentiate your name in the market. With this powerful and essential business tool, you can establish your credibility and position your company as the “subject matter experts” in your field. Use credible media outlets to influence your targets.
Email Marketing & Lead Nurturing - Ranking as one of the most effective and measurable marketing tools, targeted email campaigns are a great way to quickly send messages to your prospects. In return, you receive valuable tracking data that helps you qualify and nurture leads. Using e-mail in your marketing plan allows you to drive traffic to your website, social media outlets, blog and white papers, etc. from one platform.