Chances are the answer the headline of this post is no. Even if you’re doing well and have a ton of customers, I don’t know any business that would say they have all the customers they need or want. So what can you do to get more customers? Traditional outbound marketing, or interruption marketing, is becoming more and more difficult as people find more ways to tune out the noise. Finding a way to truly add value to a person looking for a solution to their problem will lead to better results and higher conversion from prospect to customer. So what’s the answer for adding that value and gaining higher conversions? Inbound Marketing!
Inbound Marketing or Permission Marketing is the concept of helping prospective customers find your business online and interact with you by filling out a form, downloading a free giveaway, reading your blog, or interacting through other content marketing offers to move them along your sales funnel until they are ready to buy. This differs from outbound marketing in that customers are finding you and asking for more information instead of your company blasting direct mail out to hundreds of people or generating leads by crawling through the internet to find people that you think want your product or service. This type of marketing is vastly different than outbound marketing and can take time and commitment to implement and maintain. It typically doesn’t offer the overnight results you might see from outbound marketing, but in the long term it will pay off and be more effective than outbound marketing.
Inbound marketing is a combination of a lot of different marketing tools. It can be made up of content marketing through blogging, ebooks, white papers, etc… Email marketing to keep people informed on what your business is doing and any specials or offers. Search Engine Optimization, to help your page be found by search engines and people searching for you. And other inbound marketing tools and techniques. The idea is that customers find you because you make it easy to be found. Potential customers are looking for the product or service you provide, and you are offering free and useful information to better help them make a decision. Giving away your valuable information that took time and effort to write or produce can certainly be scary. it's a different way of thinking about your value chain and what you're willing to offer to customers.
Let’s look at one aspect of inbound marketing; blogging. For B2C companies that blog, they generate 88% more leads per month than those who do not. Likewise, B2B companies that blog see a 67% increase in leads over those who don’t1. Just looking at that statistic for one aspect of inbound marketing is very telling and shows how much of an impact it can have.
So if you want to increase the number of leads and customers your business has, you should truly consider investing in inbound marketing.