A fundamental change in consumer behaviour has lead to shift in marketing and sales. Gone are the days of relying on television, billboards, newspapers and radio to learn about the latest products or fads. Nowadays, consumers flock to the internet, looking to make more informed buying decisions, and the web provides them with a two-way medium to do so.
For businesses, this means that traditional marketing methods have become too costly and inefficient - it is difficult to measure return on investment when your message is going out to all sorts of people who may not want your products or are not ready to buy - it’s like taking a shot in the dark.
Enter inbound.. Inbound marketing is a more targeted approach to reaching your ideal customers. It’s about earning people’s interest through helpful and valuable content, rather than buying, begging, or forcing it. Inbound marketing is a two-way process where your customers find you and you offer them valuable and helpful resources that solve their problems and have them coming back for more.
By providing the right information to the right person at the right time (and via the right channel), you are able to bring better, more qualified leads into your sales funnel, while leaving a lasting impact on your visitors and your brand.
5 Reasons why Inbound Marketing works
1. Inbound marketing has evolved to fit the digital landscape
Did you know that 47% of buyers view at least 3 to 5 pieces of content before choosing to speak with a sales rep?
Consumer behaviour has changed in terms of how they interact with marketing materials. We are able to block and avoid intrusive marketing messages that are less focused and irrelevant. Inbound targets a specific set of buyers through various digital channels (social media, blogs, ebooks etc.), and adds value through every stage of the buyer’s journey. It’s a timely, efficient, and targeted approach to marketing, that resonates with your audience, and earns their attention, and their business when they’re ready.
2. It’s all about relevant experiences for the individual
Did you know that 86% of people skip television ads, and 84% of 25 to 34-year olds have left a favourite website because of intrusive or irrelevant advertising?
Inbound is less intrusive than traditional marketing methods, and attracts customers who are actively looking for products / services like yours. By giving them what they are looking for, and positioning yourself as a trusted and helpful source, they are more likely to seek your business over your competitors. Inbound is focused on building relationships because it is based on two-way communication, and the truth is, people do business with people they know, like, trust and value.
3. Inbound strategies align sales and marketing
Did you know that when sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates?
Inbound strategies help sales and marketing pull together to better serve the customer, and to reach business revenue goals. Marketing should be attracting and nurturing leads with targeted content so that qualified prospects can be passed onto Sales. In turn, Sales should convert those prospects into customers. To deliver on these goals, both teams need to understand the company’s ideal buyer, and what it means for a lead to be qualified.
4. More quality leads
Did you know that 54% more leads are generated by inbound tactics than traditional paid marketing?
Inbound marketing segments your customers and nurtures them through the marketing funnel to make sure they are a good fit for your business, and also sales-ready when the time is right. This mitigates time-wasters, resulting in more focus and better sales.
5. It’s cost-effective and proves ROI
Did you know that Inbound marketing costs 62% less per lead than traditional outbound marketing?
At the end of the day, what really matters is that your investment can be measured and your goals can be achieved. Based in the digital world, inbound marketing allows you to develop a plan of action, with clearly set KPIs and measurable results. Numbers don’t lie, and can provide valuable insights into the nature of your business, and data-driven decisions will drive better return on investment.
Inbound marketing is a focused and powerful tool that gives you full visibility, insight and control of your marketing spend, as well as results.And the time for inbound is now.