Have you harnessed the full power of the Internet? Are your customers breaking down your door to work with you? If not, you’re probably missing some extraordinary money making opportunities.
As an executive in your company, you’re in charge of bringing in high dollar revenues. The problem is, what used to work isn’t working anymore.
Outbound Marketing Doesn’t Work
Does this sound familiar? When you started your career, marketing and sales were two different departments. Your company had a simple formula in place to drive revenues – and it worked!
You sat on the phone day in and day out calling as many as a hundred leads. Sometimes you’d reach 30 people. Sometimes, 10 of those people agreed to meet with you. And once in awhile, you’d make a sale.
Cold calling used to be the King of sales. The most aggressive, in-your-face sales representatives got the highest commission.
Today, hard work is paying off in a new way – and it’s far more rewarding.
Gone are the days of hearing rejection after rejection. Gone are the days of having to battle through the word “no” to try to make a sale. Today, inbound marketing has taken the place of outbound marketing. Need proof? Let’s take a closer look.
Inbound Marketing vs. Outbound Marketing
Outbound marketing is old hat. It’s the stale cold calling, interruption based approach that drives consumers crazy.
Inbound marketing relies on leads and prospects to call you!
A few decades ago, if you took an inbound marketing idea to your CEO, you might get sent home early. Today, you’ll be praised for your forward thinking. Better yet, you’ll reap the benefits of this powerful modern day marketing strategy.
Technology Has Shaped How Companies Reach Consumers
To prosper online, you have to change the way you think about marketing. Consumers are sick of being sold products and services. With search engines at their fingertips, they rely on Google, Yahoo, Bing, and social media networks to find what they need.
It doesn’t work. If you want proof, take a look at what some of the most successful companies in the industry are doing.
- HubSpot built their business by blogging and writing about what their target market wanted to read. Now, they have some of the highest amounts of traffic in the world.
- Coca Cola has taken content marketing to new levels, adopting a new approach that puts the consumer in charge of the brand’s message. And it’s worked. Coca Cola creates content that sparks the interest of their consumer and gets them talking online.
According to Search Engine Journal, 93% of online experiences start on a search engine. Inbound marketing uses those searches to bring eager consumers to your business that are ready to buy what you have to sell.
No more cold calling. No more pounding of the pavement. With inbound marketing strategies, you can have consumers throwing money at your business.
Why Inbound Marketing is So Effective
There’s a reason why inbound marketing strategies are so wildly effective. People today want the power to educate themselves and make their own decisions. They don’t want to feel like they’re being sold.
By providing valuable education and information to prospects up front, you become a trusted advisor. Share information that sticks with them. Give them educational content that helps them grow as an individual or a company. Salespeople who become trusted advisors and understand the needs of economic buyers are 69% more likely to come away with a sale. – Brian J. Carroll, B2BLeadBlog.com
Salespeople are viewed as pushy and untrustworthy. When you write articles that address the questions your audience is asking and answer their struggles with a solution, you give them something they want to read. More important, you provide your audience with content they want to share.
When done right, your business will see a flood of new traffic.
As mentioned earlier, HubSpot saw a tremendous influx in high-quality traffic when engaging in inbound marketing. Here are two charts that demonstrate what can happen when you blog on a regular basis.
HubSpot published approximately 9 to 15 blog posts per month. The more blog posts they published, the more new leads they received.
HubSpot also judged how many blog posts it would take for a company to see a dramatic increase in leads. The sweet spot: 51 blog posts.
For more information, check out the entire report by HubSpot here.
Inbound Marketing is a Numbers Game
You’re smart. You want to see the ROI on your investment. With inbound marketing, it’s easy to back this strategy with facts and figures.
Instead of calculating how many calls you make to generate leads, you need to calculate how many page views and clicks generate leads.
When used in the right way, you can expect 1% of all people reached to turn into a sale. Let’s take a look at that in terms of website traffic from inbound marketing.
If you have 1,000 unique monthly visitors on your website, it’s reasonable to expect that 30 of them will reach out to contact you. From that, 5 people will become new leads, and one person will buy.
What’s perhaps more attractive is that inbound marketing requires far less investment.
The benefits are endless.
- Your prospects become eager to speak to your sales team instead of dodging your cold calls.
- The morale of your team soars through the roof because they are being spoon fed leads that are actually interested in buying.
- When the confidence of your sales team goes through the roof, your business brings in more revenues and closes more sales.
Position your company as the go-to resource in your field through blogging, value-based content, and other inbound marketing strategies. This is certain to bring you more traffic and more revenues. The only thing there is less of is turnover in your sales team.
Inbound Marketing vs. Outbound Marketing: The Answer is Clear
Consumers are sick of being interrupted with pushy sales messages. Trust in sales teams is down. To capture the attention of consumers today, you need innovative marketing strategies.
With more people searching for new products and data online, blogging has never been more important. Companies like HubSpot prove that blogging has a direct impact on your bottom line. Focusing on what the consumer wants stirs interest in the market for your company, putting high-quality leads on the desks of your sales team.
Need more convincing? Take a step back and look at your own purchase behavior. Chances are, you’re just like your customers in the way you make purchases.
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