While many businesses are still juggling with outbound methodologies, successful businesses already know that inbound marketing is the way forward to achieve profits. When used appropriately it is one of the most effective ways to grow your business in digital world. The customer is changing and the marketers and sales personal are evolving too, this is the reason top digital marketing agencies in India are embracing and introducing inbound as a welcoming change in the world of sales and marketing. In a recent report by Hubspot, stats reveal that only 18% of outbound marketers believed their strategy was effective in comparison to 81% of inbound marketers who think what they are doing is working.
In 2017, there is continuous changes in business focus from brand positioning to lead generation, therefore adapting to inbound becomes downright essential and you may need to ponder upon a few points below -
1. How is inbound marketing different from traditional and outbound marketing?
Traditional digital marketing and inbound marketing share common tools like social networks and search engines, but inbound marketing focuses on helping consumers find you. Traditional marketing involves a half cooked persona and an outbound method of mass advertisements. The inbound methodology helps in lower acquisition costs and increased sales compared to traditional or outbound marketing. In 2012, HubSpot found out that Inbound Leads Cost 61% Less Than Outbound and this percentage increases each year as digital marketing tools help in automating the inbound process for a fraction of the cost.
Inbound practices cover major digital marketing channels like email marketing, social media marketing, search engine optimization and personalized customer service, in a manageable process with scope of improvements based on how well you get to know your targeted market.
2. How has inbound marketing helped streamline sales and marketing processes?The Inbound sales methods has marketers and the sale representatives working together, with frequent communications to meet their individual goals to help with lead generation. Marketers filter out unqualified leads, leaving the sales reps much more time to work with quality leads. Content and social media marketing helps the sales team get a head start with personalized communications, educational content and on social networks and their email. A study by Demand Gen Report in 2016 reported that 47% of buyers viewed 3-5 pieces of content before engaging with a sales representative.
3. Understanding the investment required for inbound marketing:
Content drives marketing and help users to find your products and make decisions faster. B2B companies by implementing content marketing strategies generate 67% more leads per month comparatively, according to this study.
4. What’s the lead quality one can expect?
While developing your persona, you will also determine a process to score the leads you are interested in. Based on their demographics, the organization they work for (B2Bs), their interests, online behavior (how they interact on your website), social and email engagements are some of the key factors used to calculate leads. Learn more on how can you score your leads effectively in this post by HubSpot.
5. How to Measure Inbound Marketing success?
Traffic, engagement, leads and sales are the key metrics used to measure the success of inbound marketing. Traffic here doesn’t just mean traffic to your brand’s website or application, but also the traffic to your social network pages, footfall for brick and mortar locations (if any), number of users who have read and actually opened your newsletters and reached your product or service either organically or via a referral.
Next, are the users who are interacting more with your brand than before? They may not be ready to buy your product yet, but might have their social shares and engagements with your brand increased. Who these users are and how they interact, helps determining if they make a good quality lead and this user engagement data helps converting these users into customers.
Has your brand awareness increased? Are they interacting with (or about) your brand? Are you getting more customers who are interested in your product and are they ultimately completing their user journey for your product? In a nutshell, all these key metrics help in determining the success of your inbound marketing campaign!
6. How soon can you see your return on investment?
Similar to other forms of digital marketing, like search engine optimization and content marketing, inbound marketing starts delivering quality results within 6-12 months of implementing inbound methods. Several factors help determine how soon you will be getting your returns, such as the industry your business belongs to, persona’s demographics and amount of time and resources you are ready to commit to inbound strategies.
7. When should you outsource inbound marketing activities?
Inbound marketing works for every business regardless of the team size. But often, small and medium businesses do not have a dedicated marketing team. Even enterprises have a marketing and sales team but may lack inbound experts and hence fail to meet their goals. Whether you decide to #DIY Inbound or outsource it to an experienced agency, it takes 150-250 hours to effectively run an inbound marketing campaign. Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers.
Hiring a digital marketing agency who has a complete understanding of working around customer relationship systems and have implemented successful inbound lead generation strategies, make it easier for companies to meet their goals. A successful digital marketing agency works with your sales team to understand your goals and prepare strategies to reach those goals effectively for a fraction of the cost. Thus, taking off pressure from the companies to promote their product and have them focus on building better products!