Every sales professional loves incoming leads, and Inbound Marketing makes them possible. Inbound Marketing attracts prospects who know they have a problem. These prospects are attracted to the solution you have for them. A lot of the time, they are either ready to buy or very close to it. At the least, they have started researching and found your business as a possible source of solution. Inbound leads have a much higher close ratio compared to other sources. ‘Inbound Marketing’ combines the Art and Science of attracting qualified incoming leads. Therefore, it starts with creating content that provides answers needed by your ideal prospects. This content showcases your products, services, and expertise. It is both reader-friendly and search engine optimized (SEO). The result is a consistent flow of qualified incoming leads, a higher close ratio, and business growth.
Inbound Marketing vs. Outbound Marketing
Traditionally marketing has been practiced as a broadcasting mechanism. Benefits of Products and Services of a business get broadcast via Ads (in newspapers, billboards, TV, radio, search engine, social media, and others), Email blasts, cold calling campaigns… This broadcasting of a business marketing message is Outbound Marketing.
Outbound Marketing casts a wide net that brings prospects at many different levels in their buying cycle. Sales follow-ups and closing sales become complex tasks of managing many different readiness levels. There can be many leads that are not a fit at all. There is a need for more time and resources in the ‘numbers game’ approach. The customer acquisition cost is high, and closing ratios are very low.
Inbound Marketing is a magnet attracting qualified prospects by publishing answers to questions and providing information they are searching for online. Thus, it shares the marketing message to attract qualified leads searching for solutions to problems. When you google for information, the links you click on are most likely Inbound Marketing blogs or articles. When your connections share their subject matter expertise on LinkedIn or other social media, that is part of Inbound Marketing strategy. This blog that you are reading is Inbound Marketing Content.
On the other hand, Inbound Marketing is a subject matter expert sharing their knowledge to attract prospects looking for products and services. As a result, these prospects are qualified, ready to engage, and often prepared to buy. The sales cycle is short, and customer acquisition costs are lower than Outbound Marketing. There are various tools, primarily digital, used for Inbound Marketing. Some of them are Website content, SEO Optimization of Website Content, Blogs, Podcasts, Videos, Social Media Posts, Social Media groups, white papers, and other forms of knowledge sharing.
The Inbound Flywheel by HubSpot
HubSpot applies the Inbound approach to the entire business, not just Marketing. It is called the Inbound Methodology. This methodology sets up business processes and team operations to keep customers returning for more products and services.
At Alycom, we call this ‘Make Customers For Life’ methodology. We are a full-service Inbound Marketing Agency.
The Marketing, Sales, Service, and other departments create the most satisfactory customer experiences. Technology tools like CRM, Marketing Automation, Website, SEO optimization, Accounting, and others are linked together to provide a comprehensive approach to customer relationship management.