DO YOU LIKE INTRUSIVE ADS AND PUSHY SALES PITCHES? YEAH, NEITHER DO YOUR CUSTOMERS…
The majority of your customers ignore ads. Instead, they self-educate and find the info they need to make a purchase decision on their own. Often, they’ll have made up their mind long before they ever reach out to your business. Be in the right places, at the right times, with helpful, relevant content that nurtures them in their purchasing decision.
WHAT IS INBOUND MARKETING?
Inbound marketing is a method and philosophy of business development built around attracting, engaging, and delighting customers. Unlike outbound (traditional) marketing, where salespeople reach out to prospects that haven’t expressed interest, inbound marketing focuses on providing prospects with relevant, educational content that they can find on their own (commonly through an online search).
Today’s digital marketplace has put customers in charge of their own buying behavior like never before.
Your business must meet customers where they are, create content they find valuable, and be patient as you build their interest and trust.
Think of inbound marketing as a customer entering a store — whether online or brick-and-mortar — by choice rather than a salesperson grabbing them by the hand and walking them in.
THE INBOUND MARKETING APPROACH TO DEMAND GENERATION
Demand generation using inbound marketing methods is especially effective because the leads it generates are three times more likely to become customers than outbound leads. What’s more, those leads are more likely to be high quality. Demand generation activities using the inbound method might include:
A weekly newsletter prospects or customers can subscribe to
Company sponsored webinars
Blog posts promoted through social media
Email marketing campaigns
E-books, whitepapers, or other marketing content for download
Branded YouTube channel with educational videos
RARELY DOES A CUSTOMER WANT TO BE A “TARGET”
Sure, outbound marketing still exists, when companies make ads and push them out to potential customers through media like radio, magazines, social media, and direct mail. But it can feel intrusive, especially if a potential customer or prospect hasn’t invited the message or expressed interest in any way.
With inbound marketing, the customer raises their hand and drives the experience.
PUT INBOUND MARKETING TO WORK FOR YOU
Inbound marketing is our specialty — and it really does move the needle. Inbound is especially effective because the leads it generates are three times more likely to become customers than outbound leads. What’s more, those leads are more likely to be high quality, making 47% larger purchases, on average.
With inbound marketing, your business can engage customers more effectively — even delight them — and stand out in the crowd.
OUR INBOUND MARKETING SERVICES
Whether you need to augment your existing team on a single project, or a completely turnkey, outsourced marketing solution, we can help. Our inbound marketing services include:
Messaging — creation, refinement
Content strategy and planning
Industry and competitor research
Integrated marketing campaigns
Marketing automation and lead nurturing — HubSpot, Pardot, Marketo, Net-Results, ExactTarget, Salesforce.com
How-to guides and e-books
Interview and articles
Presentations and reports
Social media strategy and management
Content optimization for SEO
GET STARTED ON YOUR NEXT MARKETING PROJECT
Request a consultation to learn how Lumen Marketing can help you generate demand, attract better leads, engage more effectively, and increase qualified sales opportunities.