World of marketing is changing, and the most recent of this has been the movement from traditional marketing, outbound marketing to inbound marketing. In recent years, companies adopting inbound marketing has grown rapidly, further fueled by success stories featuring dependable and measurable results.
Inbound marketing practices produces 54% more leads compared to traditional outbound marketing. In recent years, companies adopting inbound marketing has grown rapidly, further fueled by success stories featuring dependable and measurable results. And for you transitioning from traditional to inbound marketing need not be a sudden process. Here are 7 ways of doing it.
1. Be more customer centric than product centric
When it comes to inbound marketing, it is building customer relationships which are based on trust and authority. Look out for ways to publish your content about customer pain points and how they can be resolved.
Publish content which resonates best with your audience.
- Don’t Sell
- Don’t Promote
- Don’t Advertise
Educate your customers. Become a consultant than a regular vendor. The aim should be to making your customer’s lives better. And the best way is to have content which is more focused on “How-To” articles, video tutorials, low-ticket online courses, whitepapers or ebooks that be downloaded.
2. Convert your offline marketing methods into digital
As per HubSpot here are 8 ways you can use your old school marketing to start your inbound marketing strategy
- Turn printed newsletters into emails
- Reuse tradeshow banner designs as social media images
- Convert banner ads to calls-to-action on blogs
- Repurpose whitepapers as eBooks
- Create infographics out of research reports
- Pick up content from brochures when creating web pages
- Turn your direct mail into email marketing
- Use radio ad copy as Twitter posts
3. Repurpose existing content to create some lead generation offers
Even if you have been in business for a few years, you would have accumulated a lot of content and expertise without even knowing it. For doing a test drive how your inbound marketing campaign works, you can use the existing content you have and also the expertise. Gather the content that you have in your current sales and marketing collaterals which include, testimonials, case studies, brochures, and start reworking on it and spin it into a content offer and share across social media channels.
4. Upgrade your existing website
Your website is perhaps the only gateway to the online world, and you can turn the website into a lead generation machine by making it an inbound focused website.
First re-configure your website to reflect your customer’s goals and motivations. The next step would be to create a blog which has valuable content which is relevant to your customer’s needs. Further add some premium content like whitepapers, cases studies or eBooks, which can be accessed in exchange for their email address.
5. Have a more consultative prospecting call script
Unlike those typical cold sales leads, the leads who come online has known, more information about your business and how you can help solve their challenges. As they begin to search for solutions, take a consultative approach to speak to them. This will enable you to understand where their starting point is in their buyer’s journey, so that you can help solve their problems at that stage.
63% of prospects are "somewhat" or "not at all" knowledgeable about a company before a sales rep makes the first contact. (HubSpot, 2016)
6. Start fusing your offline tactics with online campaigns
As per Marketing Charts, 90% of marketers believe using online data to optimize the offline experience is important. And then, as per 73% of company marketers they will be using a cross-channel marketing strategy over the next few years. You can connect your commercials with a social media campaign and also promote your print advertisement with a social media campaign with #hashtag.
And attach your print ad with your landing page using QR code as a Call to Action.
7. Invest in a marketing automation software like HubSpot
With automation, Inbound marketers can disseminate their content on schedule, so that every sales lead that has a particular information will have the same lead nurturing experience no matter which day or date they opt-in. Once you start leveraging on automation, you can free up your time to spend it on other matters.
It’s true, inbound marketing costs 61% less than outbound marketing.
Transitioning from traditional to inbound need not be hard. It is worth all the time and effort and it needs consistent effort in delivering the best value to your customers.