Why inbound? Is going inbound feasible? Will investing in inbound marketing work for my business? Will inbound marketing solve my business problems and prove to be a success to its growth? These are the questions a decision-maker will be interested in and discuss when thinking of going inbound.
The 2014 ROI of HubSpot Report is there to help you geta global understanding of how productive inbound marketing can be for any business. Based on the data (note: 5741 HubSpot customers have been surveyed) of the ROI Report, Inbound Marketingefforts helped to achieve the marketing goals for the 93%of the surveyed companies, over 30% reduced their sales cycle and over 40% saw an increase in their end customer satisfaction since embracing inbound.
Here are 5 signs that inbound marketing is right for your business:
You are no more able to attract, engage and close customers by means of outbound marketing methods
Welcome to the 21st century, where earning someone’s attention by means of cold calls, direct mail, TV and radio ads, print advertising and email blasts is interruptive and annoying. Therefore, be patient and switch to inbound to produce informative, useful and enthralling content that can help to establish longer time two-way relationships by never annoying, but attracting and nurturing the prospects.
You aim at selling your product or providing your service online
Inbound is a committed customer-centric marketing strategy focused on getting your business found by prospects online. At the present realities, the constantly advancing new technologies and devices have not only delivered revolutionary changes in the way people communicate, but have also introduced the mobile collaboration and market development. Earning attention of today’s tech-savvy customers in the offline world is becoming less and less actual. It is more effective to invest in attracting the attention of qualified prospects in the online world by means of inbound methods, some of which are also no-cost. Why? Because they are online, searching for better solutions each moment on daily basis seven days a week. On the other hand, paperwork is no more an unwieldy affair and is instantaneous thanks to smartphones and tablets. Building ”face-to-face” business relationships and connections is no more a slow process and is fast and simple thanks to virtual business meetings, web-conferencing and professional social networks.
Takeaway: Let’s face it, you have to say NO to the inbound if your ideal customers are technologically ignorant and do not make the best of the WWW. But, in the 21st century do you, as a decision maker or marketer delivering financial or legal services, healthcare, consulting, manufacturing, construction, software, and much more, want to say NO to the online world?
Your sales cycle is long
Inbound works well for the cases when the buyer thinks all the way through the awareness, consideration and decision stages before making the final purchase of the product or service. Therefore, inbound marketing is absolutely feasible for your business, in case you sell products or services that involve lengthy sales process, which can take days, weeks, months or even years to complete the sale from lead to close. For instance, the tech-savvy prospects are likely to use the Internet rather than ask for the word-of-mouth referrals or use the Yellow Pages to help them find those providing professional services. Hence, you need to be online and provide content with solutions to the problems of your ideal prospects. In other words, constantly creating content focused on your prospects needs, educating your prospects and answering their questions you will become an authority in your space and build loyal followers of your brand.
Takeaway: When embracing the inbound businesses with longer sales cycles and complex products be ready to conduct constant research to answer numerous questions asked by the prospects. Hence, publish often and always keep your content educational, so that the prospects can find solutions to their problems.
Your prospects are not aware of your offerings
You are absolutely sure your offerings are just what the prospects need, but all you get is negative feedback from the visitors, who complain of not being able to find the services and products you offer.
The inbound strategy focuses on enticing the readers by facilitating greater engagement on the website. For instance, one method iscontent to conversions. Conversions are elements that attract attention to a specific item on the website with the ultimate purpose to establish long-term connections with the prospects. Therefore, if you have existing quality content about your products/services, do invest time and resources to revamp it so that it is noticed on the landing pages, business blog, etc. Always analyse and never forget to leverage the content on the social media as well.
Takeway: When the prospects are not aware of your offerings, make sure to create and publish content on regular basis to explain the benefits of your product/services, its features, what problems it solves, etc., and make it visible on your website or landing page.
Want to rank better in top organic search results
If your company has been online for a while, but the keywords related to your product or service are not showing up on page 1, then you need to develop and execute SEO strategy. Increasing search visibility is a core component of any inbound marketing strategy. Figure out what your prospects are searching for, do keyword research, pick up the right keywords, create content and optimize your web pages around them, and enjoy the flow of free traffic from search engines.
Takeaway: Embrace best SEO practices to increase your visibility online and get leads for your business from search engines.
The above-mentioned are some of the signs proving that inbound is a good fit for those businesses, which aim at turning the prospect into lifetime customers by attracting, engaging, converting and nurturing them. Inbound is feasible for the business with longer sales cycle, where the prospects are not aware of the offerings. Inbound marketing will prove to be a success to rank better the products you sell and services you provide in the top organic search results.
Please do share with our readers any other signs you will discover during the implementation of your inbound strategy.