One of the basic goals for businesses of any kind is to find better ways to engage and build trust with prospective clients. Most business owners agree that leveraging an online marketing strategy would positively impact their business, but they don't know the most effective way to get it done.
We'll keep it simple. You have two options:
- Disrupt your potential client’s day with advertisements and commercials.
- Delight your ideal clients by becoming a valuable and trusted source of information.
Which do you think will be the most effective and provide a better ROI? Hint: the second option wins every time. This is the secret to Inbound Marketing.
5 Reasons Your Business Should Consider Inbound Marketing Right Now
1. You need a streamlined campaign.
Chances are you're probably active doing some sort of online marketing strategy. So are your competitors. If you are posting on social media, sending out emails, blogging, and/or have a website, you have the beginning steps in place of running an Inbound Marketing campaign. You are probably even wondering, "Why do I need Inbound Marketing? I'm already following the steps." But is that enough?
Making progress in five different directions doesn't do you any good. Rather than having several different efforts, you need to tie all of these activities into one comprehensive strategy that works together and adds value at each step. This enables you and your organization to maximize the impact your efforts have and will produce a steady stream of leads your sales team is thrilled with. Welcome to inbound.
2. Your customer should be the priority.
Your potential clients don’t care about your business. The days of having a sales and marketing strategy that is all about what you can do are over. Rather than wasting efforts to try and convince them how great you are, you should spend time figuring out how to add value to your potential clients before they even know the name of your company. Make your client the hero.
Most of the content you produce should be all about educating the clients so they can understand their problem better and start to make more informed decisions. Your goal can not be to close the sale on their first visit to your blog or website. You want to give them a great first experience and extend additional content offers like e-books, checklists, and training videos to continue their education process. This develops trust with your brand before you’ve even brought up what your company does for a living.
3. You need to attract the right leads.
If you could magically attract 'X' new prospective clients a week, who would they be? First off, figure out what type of customer you are able to consistently delight. This is important because you want to work with clients who appreciate your products, services, and people.
Second, but equally as important is identifying the clients where you actually make a profit. It seems obvious but you want to avoid the customers who always figure out how to get more than what they pay for. Ideal clients are the ones who trust your company and are willing to pay for the value they receive.
You should find a solid intersect between these two priorities to identify the type of clients you want to work with over and over again. This is the most distinct difference of inbound marketing vs outbound marketing. Through focused efforts in identifying your ideal customers, you will begin to cut the fat and target exactly who is most ideal.
Next you’ll want to ask yourself and your team some basic questions:
- What type of company do they represent?
- What role in the organization do they play?
- What problems are the trying to solve?
- How and where do they search for solutions on the internet?
This process will get you off to a great start. Here is a our full guide creating your buyer personas if you want more help.
4. You want to be the obvious choice.
When your ideal client starts researching their problem, you want to show up in the places they look. Think through the way your buyer persona talks and the words or phrases they use. If you were in their shoes, what exactly would you type into the search bar? This can be a great way to separate yourself from your competition and connect with your audience in a more unique way.
Being consistent with the topics you write about and the keywords you use will start to grow your authority on Google. When you create quality content that is relevant and helpful to your website visitors, Google pays attention. They track how long visitors are staying on your site to judge how relevant your content actually is. This helps move you up the rankings. They also know if people are backing out of your site right away because they didn’t find what they were looking for. Not good. This actually hurts your ratings and will push you down the list. You want to live in the top few results and at the very least on the first page of Google searches. This makes all the difference.
5. Your business gets results that last.
Here is our very favorite thing about Inbound Marketing. The work you do today will continue to pay dividends a year from now when you're promoted or on vacation. Think about creating your Inbound Marketing department as packing a snowball. As you create more quality content, you’re adding to your snowball by attracting more visitors who trust you while building trust with Google. This translates into better rankings for the topics your clients care about.
You also are building a library of quality content that you can start leveraging over and over again. Pretty soon it feels more like pushing your snowball down the hill rather than building it with handfuls of snow. Now the snowball is rolling down the hill and you’re providing direction (if you can keep up!). This looks like making slight tweaks to existing content and strategically creating new content to extend your authority.
Now, you have a valuable asset to your business that will keep converting leads over and over again. And remember, these are leads that your sales team will be thanking you for every day.
Inbound Marketing is not for the faint of heart. It takes a professional level of strategy and follow through to implement a successful campaign. You will see some results in the starting phase but you have to be willing to keep moving and make adjustments along the way. Stay committed. Your future self will thank you for it.