Technology has changed the way people buy. Buyers no longer have to rely on salespeople for the information they need – they can research products, services and companies online. They can find other options, read reviews, and get feedback and recommendations through social media channels.
Inbound marketing is a method of attracting clients and prospects to you rather than chasing after them or trying to interrupt them with cold calls, ads or cold emails. It involves creating compelling content which is aimed at your ideal customers, and then using marketing automation to turn website visitors into leads and nurturing them to become customers. It is a method used by thousands of businesses around the world, and is shown to generate leads at a fraction of the cost of more traditional, outbound marketing techniques.
We write content for many different industries – including software, construction, manufacturing and business services. We have a 2-step approval process, and work closely with you to get to know your business and your customers, and our articles are extensively researched.
At the start of every campaign, clients often feel like this – After careful consideration into the industry in which you operate, you will see that there are hundreds of stories to tell – even in a so-called ‘boring’ industry!
We work with the whole business – not just the website. We are able to help you define your brand, help you differentiate yourself from your business and help create your marketing strategy – furthermore we will work with your sales team to help them convert more of the leads you generate.
Whether you want to outsource it all, or to do everything in house – you still need an educated partner to help guide you on the journey and contribute specialist knowledge and skills that even businesses with experienced marketing teams in-house do not have.
Traditional marketing tactics include advertising, PR, trade shows and exhibitions, and hiring salespeople to cold call. What’s wrong with that? Nothing, except modern customers tend to avoid these strategies of engagement!
Modern buyers use:
These are the tools of Inbound Marketing.
Inbound marketing is a philosophy, and a methodology, which is about giving your buyers what they want, when they want it. It involves four steps:
Creating online content which acts as a magnet, drawing targeted prospects to your website
Using landing pages with compelling offers to give you a regular flow of leads
Nurturing your leads with marketing automation and giving your sales team qualified opportunities with insight which they can convert
Convincing customers to become advocates, building loyalty and leading to referrals
Inbound Marketing is all about giving your buyers the right content in the right context:
Think of your business as a publisher. Creating articles, e-books, videos, images and other media tools, that are either useful or entertaining to your target market. Convincing them to want to share
Delivering this content should be personalised and targeted depending on location, device, demographics or past behaviour. Think of the personalised recommendations you get when logging in to your Amazon account. They are in the context of your previous purchases.