Inbound marketing can help you get a consistent flow of qualified leads and enquiries into your business, with a system for following up and converting those leads into sales. As an inbound marketing agency, we can help you:
- Get more of the right enquiries coming to you via your website
- Increase awareness of your business and raise your profile
- Improve the perception of your company and make you the ‘go-to’ experts in your industry
- Increase sales by improving your sales and follow up processes
- Get a marketing strategy, and a co-ordinated marketing system that combines several different tactics into one coherent plan
Does your business lack the time or resources for marketing? We specialise in working with small and medium sized businesses like yours, and can do it all for you.
Book an initial 20-minute online chat with Andy to find out:
>> How we can help you achieve your goals
>> How you can improve your sales and marketing
>> And get useful, actionable tips & advice
TALK TO US ABOUT inbound marketing -
BOOK A CHAT WITH ANDY
What Is Inbound Marketing?
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 lots of useful information for your ideal customers including articles, PDFs and videos, which answer their questions, and is educational and informative. It also involves using marketing automation to track web results and to nurture potential customers with personalised, automated emails and follow up systems. 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.
Old vs. New Marketing Tactics
Traditional marketing tactics include advertising, PR, trade shows and exhibitions, and hiring salespeople to cold call. There is still merit on these tactics but in general we are seeing that:
- Exhibitions are losing footfall and have a high cost
- Prospects are increasingly avoiding cold calls and spam emails
- People are skipping and ignoring adverts
Today, buyers want to research their purchases for themselves. They use search engines extensively, as well as social media platforms to watch videos and read articles to find solutions to their problems and learn more about products and services they are considering buying.
Inbound marketing is a methodology, which is about helping your buyers find and discover you, and providing them with the information they want, when they want it. It involves four steps:
Creating online content which acts as a magnet, drawing targeted prospects to your website.
Optimising your website and using compelling offers to give you a regular flow of leads and enquiries.
Nurturing your leads with automated email workflows and giving your sales team qualified opportunities which they can convert.
Convincing customers to become advocates, building loyalty and leading to referrals.
Content + Context
Inbound Marketing is all about giving your buyers the right content in the right context:
- Content: 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.
- Context: 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.
How Your Business Benefits From Inbound Marketing
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. Research shows that today:
- 89% of people research purchases online
- 88% of buying decisions are influenced by online reviews
- B2B buyers are now 57% through the purchase decision before engaging with a sales rep
As a method of marketing there are a number of benefits to inbound marketing:
Inbound marketing is proven to work, and has actually shown a lower cost per lead than outbound marketing. When you can a reliable flow of customers coming to you who are interested, and already like you and trust you then it can transform your business.
People will like you more (it’s not annoying, it’s helpful)
Many forms of marketing, for example cold calling or spam emails, can have an adverse effect on your brand reputation. Inbound marketing is a helpful, informative approach to attracting customers.
It’s fully measurable
Very few business owners measure the response from their marketing, which makes decisions about marketing investments into guesswork. With inbound marketing, every element of your sales and marketing can be measured. We use this to improve results over time so your return on investment gets better and better.
It can be automated
Using marketing automation technology we can automate follow-up of leads, enquiries, quotes. We can also automate review requests, cross-selling/up-selling, and more.
It has long-lasting results
Most forms of marketing lack any long term benefit. By investing in inbound marketing you are investing in ‘digital assets’ for your business. The articles, ebooks, videos you create can be useful and found in Google for years and years into the future. The email list you build will also be an important and profitable database for you for years into the future, as can the audience you grow, the social media following, the authority you build in your website and the brand awareness you grow – all of these will have long lasting benefits to your business.
It adds value to your business
Having a consistent, reliable flow of enquiries coming in to your business makes your business more valuable. In the same way the ‘digital assets’ you build have long term benefits, they also add to your businesses ‘digital balance sheet’ – and make your company a more attractive proposition to would-be-buyers. Indeed, we’ve had clients who have sold their businesses where their online presence has been the primary driver for the buyers. So if you’re starting to think about your exit plan, then inbound marketing should be a part of it.
Inbound Marketing FAQs
How do JDR write content for industries we don’t know?
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.
What if there is nothing to talk about in our business/industry?
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!
Can I do inbound marketing for myself?
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.
THE DEFINITIVE GUIDE ON
HOW TO GET CUSTOMERS COMING TO YOU
Marketing has changed but has your marketing strategy adapted? How can you attract your ideal customers… without having to chase after them? In this guide you'll learn:
>> Why your buyers have CHANGED - and what to do about it
>> How to generate leads and enquiries from your website - even while you sleep!
>> How to build a loyal following of prospective customers that know, like and trust you
>> How to build an automated pipeline of enquiries that will grow your business in a measurable, predictable and consistent way
>> How to position your business as the EXPERTS in your industry
Our Inbound Marketing Services
There is little point doing content for the sake of it – inbound marketing should help you get new customers and sales, and help grow your business. With JDR, you’ll be getting more than just inbound marketing alone, we have an entire sales and marketing system that will mean you get results.
Our Six Step Marketing System
Over the past ten years, we have created a comprehensive 6-step sales and marketing system which we use and follow in our own business as well as with many small and medium sized businesses around the UK.
GET A CLEAR MARKETING STRATEGY
We can help you develop your messages, your USPs, your branding and develop a wider marketing strategy including your website, SEO, email marketing, lead generation and more.
GET AN EFFECTIVE SALES STRATEGY
We can help you improve your sales systems and processes to convert more leads and enquiries successfully.
WEBSITE DESIGN & DEVELOPMENT
To get the best results, you may need to develop, improve or even redesign your website – this is something we can do for you.
We write articles, guides, eBooks and blogs for a wide range of different businesses in a variety of different industries, as well as creating videos, and visual content (like infographics). We can create content for your business too – so you can have this content 100% ‘done for you’.
It’s vital not to let a single lead slip through the net, and also to track how every lead is dealt with – this requires a good CRM system and it to be used effectively by you and/or your salespeople. We advise business owners on cost-effective (often free) CRM systems, and set up and implement CRM for them as well as providing training so that you and your team actually use it effectively.
FOLLOWING UP LEADS
Not all leads will buy straight away, you’ll need to follow up effectively and persistently in order to get the best possible results from any lead generation activity and marketing investment. We can help, with use of CRM system, but also email marketing, retargeting, and using automated follow up systems using marketing automation software.
MEASUREMENT & TRACKING
As a client of JDR, you’ll know where every single lead, enquiry and sale has come from, so we know which marketing efforts are working and which ones are not. We set up systems to track inbound phone calls, emails, form submissions and online transactions/sales via your website, and then to track what happens to every new contact past the initial enquiry or purchase.