Inbound marketing is now a critical part of the overall marketing strategy of any business, especially ones in the B2B sector. Investing in your inbound marketing strategy can garner more visibility and awareness about your business, bring in useful leads and help drive customer acquisition. However, while most businesses are aware of the importance of inbound marketing, few actually know how it truly impacts the bottom line for their business. Here are the ways in which inbound marketing has a profound impact:
1. Inbound marketing creates value & solves problems:
Traditional marketing has more of a push-approach by working through traditional communication channels such as banner ads or email newsletters that basically only promoted a company’s credentials and services.
With inbound marketing, you are approaching your potential customers by marketing interesting and valuable content that they would get exclusively from you. This would help build brand association over time, and also convince the customer about your ability to handle their business.
2. Send the right message at the right time:
Having well-calibrated targeting, segmentation, and monitoring of your potential audience can really make a difference in how the communication you send out is received. This also improves efficiency and helps you achieve higher ROI when compared to outbound marketing. In addition, the customers you target this way will be more likely to do business with you for a longer span of time.
3. Create a more meaningful database:
With inbound marketing, the focus is on targeting and relevance. Your company can gradually build up a database that consists of meaningful, potential customers who are much more likely to interact with your brand and eventually perform an action and possibly want to conduct business with you.
Someone searching for something related to a blog post or whitepaper your company has written is highly likely to land on your site, download it and keep your site in mind the next time he/she has any requirements for their business.
4. Effective lead generation:
Segmentation enables marketers to determine the cost, quality, and impact of campaigns. For instance, industry verticals definitely have an impact on inbound lead generation. The value proposition inherent in an inbound marketing communication piece has been proven to help generate more meaningful leads than, say, advertising at a trade show, or running outbound advertisements.
5. Constant investment in content: Inbound marketing has its foundation in strong, high-quality content. In addition to building quality leads for your business, it also creates a perpetual investment for your business. Value-driven, engaging and current content will not only build up your audience in the country where you operate but also establish a global presence as a source of useful business insights.
To truly measure the impact of inbound marketing techniques, you can measure it against your outbound marketing efforts. This can be done by analyzing the number of leads required with the cost per lead and determine the difference. When you consider your marketing, trimming the bulk is important so that you can invest in more effective marketing techniques that bring you better returns.