We live in a world where there is a wealth of information available and the pace of information creation is accelerating. Today, buyers have all the power. There’s been a massive shift in the relationship between businesses and buyers. Now, the buyer is more empowered and has more information about your product, industry, and competition.
Interesting Inbound Stats.
- 94% of consumers have discontinued communications with a company because of irrelevant promotions or messages.
- 74% of people are likely to switch brands if they find the purchasing process too difficult.
- 51% of customers will never do business with that company again after one negative experience. Those numbers are telling.
- 93% of consumers said they are more likely to be repeat customers at companies with remarkable service.
- 77% of consumers shared positive experiences with their friends or on social media and review sites in the last year.
What is Inbound Marketing?
“Inbound is a business philosophy based around helping people. The inbound approach means doing business in a human way and creating meaningful 1:1 relationships with strangers, prospects, or customers. Inbound means meeting people on their own terms and interacting with them using the sites, platforms, and networks they value most.” – HubSpot Team
Inbound is a better way to market, a better way to sell, and a better way to help your customers. Because when good-for-the-customer means good-for-the-business, your company can grow better over the long term. Inbound is about sharing your knowledge with the world. This, in turn, helps you build awareness and trust with your target audience.
Boiled down, it’s literally knowledge monetization that focuses on empowering your prospects and customers rather than forcing them to engage with you with interruptive experiences. You need to align with the way your buyers think, research, and purchase. It’s about being a business that’s helpful during each experience a person has with you. It’s about meeting your consumers where they are.
It makes it easier for customers who are actively looking for goods or services on the Internet, to find what a company offers. The aim of a successful inbound marketing campaign is to increase reach and drive quality traffic, engagement and conversions through online platforms such as blogs, social media and search engines.
Not yet convinced of the power of Inbound Marketing? Take a look at some of the benefits outlined below.
Here’s Brian Halligan, CEO and co-founder of HubSpot on what inbound means to him…
Increased Trust
People use the Internet to search for information. When you just play along and provide exactly the kind of information that they’re searching for, you’re just blending in and not coming across as salesy. Inbound marketing is all about giving potential customers the information they are looking for, even if they don’t know it in a creative and engaging way. By using inbound marketing to present your brand as a useful and reliable resource, the hope is they’ll come to you when the time to purchase is right.
Inbound Marketing Costs Less Than Outbound Marketing
Inbound marketing can save companies money because they depend less on interruptive outbound marketing techniques such as cold-calling, TV and radio advertisements to procure leads. A 2011 HubSpot study found that leads obtained from inbound marketing efforts cost 62% less and generates 3X as many leads as traditional marketing. Since inbound marketing is cheaper to execute, smaller businesses can compete for leads on the Internet on a level playing field with bigger companies.
Generates Quality Traffic & Leads
Inbound marketing can help you generate high quality leads online. Content targeted at your key audience will drive quality traffic and leads to your website. It’s all about producing content that your audience finds valuable. By collecting data from your readers and prospects, inbound helps you make better-informed decisions and more wisely spend your time on the right activities. When you write quality evergreen content, you can execute an inbound marketing campaign that can stay relevant and pay dividends for months and even years to come.
Inbound marketing is powerful and creating content is an effective way to bring awareness to your brand and convince people to buy. Because inbound marketing is a sound strategy that is worth investing in, you should consider tackling it at your company to make your marketing dollars go further and to grow your customer base.
As a HubSpot Agency Partner in Trinidad & Tobago, we are excited to help you discover how Inbound Marketing can work for your business. To get started simply schedule a FREE Digital Marketing Review & Consultation via the button below. We look forward to hearing from you.
