When you decide to invest in marketing for your business, your goal is to generate leads and acquire more customers. There used to be a set way of doing this… send your sales team out to knock on doors and tackle a cold calling list. Or put some money behind a TV and radio campaign.
Unfortunately, the old ways of doing things have gone the way of the dinosaur. Today’s customers are a more sophisticated bunch who don’t respond well to yesterday’s tactics.
Today’s customer spends a ton of time online doing research before making a purchase. Many of them want to feel a personal connection with the company they do business with before they decide to buy. They’ll check out what you’re doing in social media, how you’re responding to customer inquiries (after all, social media is now a customer service channel).
When they go to your website, they’ll glean as much information as possible about you… but they want to do that through an interesting, personalized, interactive experience.
Here’s the rub, though. Most businesses simply don’t have the manpower or know-how to give today’s customer what they want/need.
According to the State of Inbound 2017 report published by HubSpot, marketers are concerned that the methods they use to sell their company’s services or products have not kept up with the times.
Some of their findings:
You’ve probably heard the term “inbound marketing.” In fact, you may even be using it (albeit, unknowingly). Inbound marketing entails using a mixture of different types of content across multiple platforms to connect with buyers at each stage in the buying cycle. And it works well for many B2B marketers as a part of a well-balanced strategy.
To give you a better idea of how the new “inbound” methods of marketing compare with the older “outbound” tactics, take a look at this table.
|· Represent the company
· Finding customers
|· Represent the customer
· Being found
|· Mass advertising
|· 1:1 targeting
|· Point-in-time blasts
· Few/isolated channels
|· Continuous relationships
· Exploding/integrated channels
|· Third-party data
· Intuitive decisions
|· Owned big data
· Fact-based decisions
Change is hard, and if you haven’t started transitioning to inbound already, give yourself and your team some time to break old habits.
Your new tactics should be focused on building awareness for your company and its offerings, developing relationships and generating leads. You need to attract customers, not hound them. They need to find you while they are still researching and before they make a purchasing decision. Then you need to be ready to convince them that you are better than your competitors.
Here are the phases for implementing inbound marketing strategies to benefit your company:
During this phase, your audience consists of strangers to your brand, so you need to build awareness in order to draw them to your website. This can be accomplished through search engine optimization, social media posts and blogs.
Once you get people to visit your site, the next step is to generate leads. The way to do this is through great content that provides solutions and satisfies their needs. Make sure you include calls to action on your website content and in your blogs. You can also provide helpful links, forms, free offerings or downloads and other e-publications. And you should always include a contact form or interactive chat for requesting additional information on your website. Invite visitors to like or follow you on social media.
Now that you have the leads and contact information, you need to guide your prospects through the purchase process. Follow up with email blasts, newsletters, etc., to keep them informed and interested. Post interesting content on social media with calls to action.
Once you get them as a customer, make sure they remain satisfied and happy. You need to maintain a good relationship to keep them coming back. Encourage them to post reviews and recommendations on popular review sites. Ask them for testimonials.
Inbound marketing is not a flash-in-the pan. It’s here to stay. Time to get on the bandwagon… and we can help. Contact Las Vegas SEO for Growth today, and we’ll work with you to create an inbound marketing strategy that is effective for your business.
We offer a free SEO report that will determine how you currently rank against your competitors. Once you know how you stand, Las Vegas SEO for Growth will help you increase your placement in local rankings by working on the critical factors that will improve your local SEO.