Monday, 9 July 2012

Inbound Marketing

Inbound Marketing

Improve you business’s ability to target and convert customers

"Consumers are like roaches - you spray them and spray them and they get immune after a while." – David Lubars, Omnicom Group.

Although in the past heavy reliance has been placed on typically stale marketing techniques such as trade shows, direct mail and telemarketing (outbound marketing/channels), consumers are now sophisticated and wise to these intrusive methods which involve messages being pushed on them.  When you take into considering the fact that daily your average human is immersed with over 2000 outbound marketing interruptions, new techniques have been developed to tune out unwanted drivel, such as spam filters and caller ID.

When planning your business’s marketing campaign, it would be highly recommended that you choose techniques which concentrate on building and maintaining strong relationships with potential and current customers.  Inbound marketing focuses its communications around consumers who are interested in their business or product type, allowing people to “opt-in” for information and news online.  Inbound marketing techniques include:

•    Blogging
•    Content Publishing
•    Organic Search SEO (Search Engine Optimisation)
•    Social Media

Why should I implement inbound marketing within my business’s activities?

Web 2.0

In recent years there has been increasing interest in customer engagement and CRM (customer relationship management), linked with the evolution of technology and the internet; with social media such as Myspace, Facebook, wikis, blogs, micro blogs such as Twitter, bookmarking sites such as, video sites such as YouTube, and virtual worlds.  With the influx of these sites as well as estimations stating the social media industry is set to grow by 34% next year, it makes sense to strive to integrate social media into your business’s marketing; and target consumers in a new, non-invasive way, making it easier to put across offers and information to consumers who care.

Recent surveys show inbound channels produce higher quality leads in relation to SEO, as SEO leads have a 14.6% close rate, and are also 8 times more likely to close into customers.  Your business should focus on not only targeting the right customers, but drawing them in and converting them, to increase WOM recommendations.

Cost Saving

A further advantage recognised from adopting an inbound marketing communications method is the obvious time and money saving aspects.  As consumers are already interested in the product as they have “opted-in”, they will be more open and happy to receive messages.  

As a small business, inbound marketing can be particularly effective as it improves your companies networking and ability to generate leads.  It also saves a chunk of your budget, which could have previously been wasted on unsuccessful trade shows, direct mail and telemarketing.  The statistics below support the notion of adopting inbound marketing within smaller businesses.

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