Amp up Sales with Inbound Marketing

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

How are your sales? Amp up your pipeline with an inbound strategy and find out how to leverage outside resources to realize your inbound investment.

Inbound marketing is especially important today. According to a study conducted by Hubspot, organizations that place a heavy focus on inbound marketing techniques are an incredible four times as likely to be effective at achieving their goals than those that only focus on outbound efforts. This is something that works wonders in both the B2B and B2C spaces -- in fact, Social Media B2B estimates that companies that actively blog (one of the core pillars of any inbound marketing campaign) generate an average of 67 percent more leads per month than those who don't or who can't be bothered.  

But the simple fact of the matter is that not all inbound marketing campaigns are created equally. If you really want to amp up your sales pipeline and start seeing the results you deserve with inbound marketing, you're going to need to keep a few key things in mind.

What is Inbound Marketing?

At its core, inbound marketing is a term used to describe a variety of techniques -- from blog posts to content marketing to SEO and more -- that are all designed to attract the right type of attention to your product, service or brand. By focusing your efforts on quality content that is easily shareable on social media, or by paying attention to search engine optimization and other areas of your marketing campaign, you both create brand awareness, attract new business and support your existing sales pipeline at the exact same time.

How Inbound Marketing Can Help Overhaul Your Sales Pipeline 

Inbound marketing can be a tremendous opportunity to really turbocharge your sales pipeline in a number of ways that are far too powerful to ignore. For starters, inbound marketing is all about getting the right message to the right person at the right time. It's about making sure that a prospect has exactly what they need given where they currently are in the pipeline to move effortlessly along towards that eventual sale.

With a wide range of different types of content for you to exploit -- from blog posts that attract initial attention to white papers and demonstrations that provide more information at strategic intervals -- it's much easier to control not just the fact that someone is in the pipeline, but the quality experience that they have as they move from one end to the other.

Likewise, inbound marketing is the perfect opportunity to create a steady stream of higher quality leads entering your sales pipeline in the first place. According to Content Marketing Institute, for example, 23 percent of an average person's time is spent on social media sites. An additional eight out of 1 identify themselves as active blog readers. Inbound marketing tactics like these also help tremendously with SEO, which will be many people's first point of contact with your brand.

Remember that according to Hubspot, roughly 75 percent of all users never scroll past the first page of results on an engine like Google. Inbound marketing helps you rank higher for your target keywords, attracting the right kind of attention and guaranteeing both quality AND quantity in a way that would be hard to replicate with traditional outbound channels.

The Benefits of Working with an Inbound Marketing Consultant or Partner

Search Engine Journal notes that inbound leads cost roughly 60 percent less than outbound leads. This, in a nutshell, is why working with an inbound marketing consultant or partner is so important -- they can help make sure not only that you're reaching out to the right people in the right ways, but that you're not spending too much money to do it. 

Working with a partner gives you access to someone who can conduct thorough research and market analysis, figuring out exactly where your ideal customers are so that you can laser -- focus your efforts. They can assist you with everything from persona development to journey mapping, allowing you to understand your audience better than ever before so that you can convert effortlessly along the way.

Tips For Hiring the Best Inbound Marketing Consultant

When hiring an inbound marketing consultant, it's important to understand that there really is no "one size fits all" to this type of promotion. Every organization is a little bit different, so you'll need your own unique strategy to win over your audience. If you want to make sure you're hiring the best inbound marketing consultant or partner, you need to find someone who understands this -- someone who is willing to take the time to learn about your business, your audience, your needs and your expectations and who will devote the time to coming up with a unique and business-specific strategy to help accomplish everything you're after and more. Someone who tries to fit your business into a neat little pre-existing box is missing the much bigger picture.

For the best results, find someone who is willing to take the time to get to know your business on an intimate level -- and only then should they get to work coming up with the right type of approach for your inbound marketing efforts.

Photo credit: Shutterstock / Rawpixel.com

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