Not Getting Enough Leads? Try Inbound Marketing

Business.com / Business Intelligence / Last Modified: March 24, 2017

Inbound marketing focuses on drawing the attention of potential customers to a brand or product.

Inbound marketing focuses on drawing the attention of potential customers to a brand or product. An agency will use several techniques to create brand awareness and attract customers to help grow a business. A large part of inbound marketing strategy utilizes marketing automation, SEO, content marketing, email marketing, social media, blogs and more.

To clarify the difference between outbound and inbound marketing, one can look at it like this: Outbound marketing works to directly attract customers, whereas inbound marketing is aimed at creating awareness about a company and increasing its visibility; this is particularly important for online searches for products or services.

We all know how important the internet has become when it comes to gathering and distributing information. People have become accustomed to finding what they want at any time, no matter where they are. Where we used to say "I'll look it up," we now say "I'll Google it." This is true whether we're looking for general information, specifically want to buy a product or need to find a particular service.

The truth is, the internet has made us lazy. We can find anything we need without leaving our seat. This means that consumers will search for an item online and usually won't look much further than the first few results shown by their internet search engine. This has made inbound marketing (using marketing automation amoung other items) essential to the survival of any modern business. People want information brought to them; no one wants to spend too much time searching. Without a visible presence online, a brand will go unnoticed.

Online marketing requires a good mix of science, creativity and strategy. This takes experience and innovative thinking. Digital agencies offering marketing, web design and SEO services are everywhere these days. They all come with bold promises. The problem is that you can never be sure of the service you're getting. A few months down the line and thousands of dollars later, you could find that you're no better off than you were before you engaged the services of a so-called digital expert.

So what should you look for?

Experience

Marketing relies a lot on current trends, and the industry is full of young and fast paced thinkers. Being on top of current trends plays an important role in getting your message to the modern consumer. However, this can only take you part of the way. As in any industry, experience trumps all when it comes to successful marketing. To remain relevant in the marketplace, you need energy and enthusiasm. To maintain your position, you need experience. You want an agency that is both dynamic and has a high level of industry experience. This gives them the ability to face any challenge.

Understanding of your business

Every business is unique and their brand is a part of this unique identity. In order to represent you and your brand, an agency has to understand you and your business. This takes a specific dedication to you as a client. All too often, marketing agencies adopt a one-size-fits-all approach to their clients. This limits their ability to fully recognize your potential and ultimately grow your business.

Comprehensive approach

Inbound marketing makes use of a lot of tools to help achieve results. It requires innovative thinking, a scientific approach and above all an understanding of you and your customer. For a marketing agency to effectively represent your brand, these skills have to come together seamlessly to give you a polished website, good online presence and a brand that attracts positive attention. This is crucial to promoting sustainable growth for your business.

To sum things up

Your primary aim as a business owner is to maximize your sales potential. In order to achieve this, you need to have an effective inbound marketing strategy. This is a simple fact of doing business these days.

In order to get your business noticed, you'll need an agency that you can trust. You want an agency that embodies all the factors I've listed above. As you may well know, this isn't too easy to find. So it's a good idea to look into an agency's track record and make sure that they can deliver on what they promise.

Photo credit: Shutterstock / Rawpixel.com

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