There are a lot of ways that people go about marketing, and not all of them are equal. When you’re marketing your business, you want to be sure that you’re connecting with your customers exactly in the way that you want to. This means giving the kind of first impressions that you want and portraying the proper tone. Fortunately, local inbound marketing is a great way to ensure that you get exactly the kind of first impression that will attract loyal customers that will likely be happy with your products and keep coming back.
What is Inbound Marketing?
Inbound marketing is a type of marketing meant to attract organic leads. This usually entails things like search engine optimization, pay per click ads, opt-in emails, blog posts, YouTube videos, and using earned social media presence. These tactics are typically not as aggravating to customers as outbound or interruption marketing. Outbound marketing includes things like billboards, long advertisements, telemarketing, automatic emails, pop-up ads, spam comments, and paid product reviews. Outbound marketing is usually a lot more aggravating to customers, and while it does cast a much larger net in many cases you can’t expect the same quality of leads.
The Benefits of Inbound Marketing.
The benefits of inbound marketing are numerous. Firstly, it allows you to give a better first impression of your company. We all know the first impressions stick, so it’s always good to have your customers think highly of you right off the bat. This is only one step of having a good first impression, presentation of your website or store are also important but the presentation of your company upfront will always leave a lasting impression.
It’s also a lot more sustainable for your company to do inbound marketing than it is to do outbound marketing. One of the goals of inbound marketing is to capitalize on as much free advertising as possible, like word of mouth or earned social media presence. This might feel a little unintuitive to some, but at the end of the day the more customers that come to you the more likely they’ll leave the interaction with a good or service that they really wanted or needed.
It cannot be stressed enough how good organic leads are for sales. Organic leads are people that are seeking out the goods or services that your company provides, making them primed for your sales campaigns and also prime candidates for giving you free promotion with their friends and family. After all, everyone prefers finding something they needed that is high quality as opposed to having a salesperson push them into something that they didn’t need and don’t like. Word of mouth is always the most effective form of advertising. Friends, family members, and coworkers are all trusted people in most people’s lives and will naturally have more rapport built with potential customers than even the best salespeople. A salesperson is motivated by sales, but someone involved in your life is just looking to help you score a good deal on a product or service that they were really happy with.
How it Affects Your Business
It can be easy to think “well, who cares? I’ll just litter the interstate with billboards and send out mass emails and phone calls. Because of the law of large numbers, the more people see my company the more likely it is to make sales.” To be fair, this isn’t entirely invalid. Many companies do find success with outbound marketing. It comes down to the kind of a relationship that you want to have with your customers, and if you’d rather spend a lot of money or a lot of effort on advertising. Whether you’re doing inbound or outbound marketing, it’s likely going to cost a good deal of both effort and money but outbound marketing is a lot less sustainable than inbound marketing and costs a lot more money in the long run.
Billboards cost money. If you want your billboard in a high traffic area where a lot of people will see it you’ll likely be looking at $14,000 a month minimum. Of course, lower traffic areas are significantly cheaper but you run the risk of less new people seeing it in a low traffic area. That’s just one of the significant expenses of outbound marketing and that’s not even touching purchasing lists of contact information. At the end of the day, all of these methods tend to annoy your customers so you’re really just paying a lot of money to scare off some customers that could have been very loyal to your company. A lot of customers are very fickle. Your product doesn’t only cost them money, but that money directly translates to hours of their lives and many consumers are painfully aware of this fact. That’s why it’s so important to not annoy customers that could have spent real money with your company.
Which would you prefer, a boost of $10,000 in sales every month for a few months or a new customer that has a lifetime value of $100,000 and also excitedly tells their friends and family about your company, who also have the potential of having high lifetime values? For many, the answer to the answer is clear and it couldn’t be easy to choose.
Inbound Marketing Made Easy
Inbound marketing may be complicated to get started up, but once you have the ball rolling you’ll notice that it’s actually pretty easy. Many companies that use inbound marketing report having higher conversion rates than when they started, and it’s clear to see why. The relationship between your company and your customers is important. Your customer needs to know that they can trust you, and if they don’t feel they can it’s likely that you’ll see a low conversion rate. There are many, many tools in inbound marketing that are at your disposal, and the vast majority of them will make your company come off as professional and trustworthy.