Many marketing budgets are spent broadcasting across multiple formats in a buckshot-like approach, hoping to snare a few leads in the process. This outbound marketing approach may include mass mailings, cold calling, billboard advertising, and commercials - techniques meant to get your product or service in front of lots of people in the hopes of engaging with a few.
Unfortunately, outbound marketing is becoming less effective because today’s buyers are doing a lot more research online before they decide to buy, and they’re more sophisticated about tuning out messages that aren’t relevant or engaging. In order to stand out from the noise, it’s important to provide people with the education and background information they are looking for to help them solve problems or make a decision to buy.
That’s where inbound marketing comes in: shifting the focus from a broadcast mentality to one of eduction and content curation. Because your potential customers are on the internet doing their homework, you need to meet them there with valuable content designed to prove to those prospects that you are an expert who cares about helping them solve problems. By tailoring your marketing approach to today’s buyer expectations, you’re more likely to build a relationship with your prospects and nurture them on their journey from prospect to lead to sale.
4 Reasons Inbound Marketing Will Improve Your Sales
Inbound marketing helps bring you more educated, qualified sales leads - which means that your sales team can reduce the time and energy they spend talking to unqualified prospects or leads who aren’t really ready to buy.
If you do a good job of defining your ideal customer and buyer personas, you can focus your marketing efforts on attracting and educating prospects with amazing content personalized to their interests or unique challenges.
Publishing valuable content and sharing it across your network establishes your position as a thought leader in your industry - which can help boost brand awareness, reputation, and referrals!
After a prospect becomes an active lead, your sales team can use your inbound marketing content to support the sales process - sending prospects relevant blog posts, eBooks, and tip sheets to educate, build trust, and shorten the sales cycle.
This is just the tip of the inbound marketing iceberg. To get a more complete overview of inbound marketing and how to start implementing your own inbound strategy, download our new Pocket Guide to Inbound Marketing. In this guide, you’ll learn about the importance of content creation, the three stages of the sales funnel, and key tactics for a successful campaign.
Download the Pocket Guide to Inbound Marketing
Read more blogs about the importance of Inbound Marketing
Learn how to close the sales and marketing loop with our Traction eBook