Inbound marketing strategy takes traditional marketing strategies and flips them upside down. Rather than seeking out prospective sales and trying to close a deal through a calculated sales pitch, inbound marketing strives to attract potential customers to your business through the quality of your content. This content provides valued information and resources to your clients free of charge, but it's far from an expense to business owners. It's an investment! Effective inbound marketing can increase your return on investment and increase overall sales.
Here are some of the ways inbound strategy can help you grow your business.
Developing brand trust
When a consumer reads your blog, downloads free white papers, or follows the various social media profiles representing your business, they are constantly seeing your brand and logos and consuming your media. All of this helps develop brand trust and brand loyalty in customers. Consumers like to be familiar with the businesses they use, and the consumers' tendency toward brand loyalty means that positive experiences will produce continued sales over time.
The content used as inbound marketing materials can also establish your business as a leader in your field, which further boosts the reputation of your company's brand.
Improving the quality of sales leads
Cold calling can be an effective sales strategy, but it depends on speed and efficiency to produce a good return on investment. Inbound sales leads, by contrast, consist entirely of potential customers who are interested in your company's products and/or services. This means you're no longer playing a numbers game trying to connect with as many clients as possible: every sales lead is genuinely interested in your business and presents a potential sale. Even better, you don't have to pay for these leads or spend time chasing them down.
Using data analysis to become more efficient
By tracking online page hits, referrals and sales, you can analyze data to determine which inbound strategies are most effective and which content is most productive toward sales. Your company can continually use this information to refine your operations, publish more productive content, and pursue increased sales and a greater return on investment.