Using an inbound marketing strategy can be a game changer for businesses. When done right, your sales and marketing teams become aligned, and your marketing efforts become a lead generation machine.
Inbound marketing is undoubtedly a tool that helps businesses solve their biggest marketing problems, and we’ve identified the top 3.
Here are the top 3 business problems inbound marketing solves:
- The ability to track return-on-investment
- Credibility amongst search engines
- Conversion rate of qualified leads
Problem #1: The ability to track return-on-investment
One of the biggest marketing challenges we see businesses face on a regular basis in their frustrating lack of proving return-on-investment. Often it is the case that the sales and marketing teams have created a marketing plan, with little results. All too often the sales teams are the ones to say, and upsettingly, the marketing teams are the ones to get cut.
However, when done right, inbound marketing has the potential to give you a return-on-investment that lasts you years to come. For instance, for all the blog posts you write, you see the benefits continually. It’s SEO value continues to grow, and it continues to draw in visitors long after you’ve published it.
Tools like HubSpot are fantastic at demonstrating return-on-investment. For instance, if you have a contact in your CRM through a Google Ad, you can attribute any revenue from those ad campaigns. You can track a user’s activity right down to the blog posts they’ve read and pages they’ve consumed, giving you an immense amount of ROI data.
Problem #2: Credibility amongst search engines
Before businesses embrace inbound marketing, they often find that their marketing comes across very salesy. Landing pages and calls-to-action big-up their own services, with phrases such as “sign up now” or “buy now” running rampant across their website.
This creates a lack of credibility, not just amongst search engines, but amongst your audience as well. Whereas, with an inbound marketing approach, you instead create content that is focused on being helpful for your audience.
Content marketing and social media marketing play a huge role in this. By using blog content, eBooks, social media posts and more to publish helpful and engaging content to your audience, you begin to position yourself as an authority figure, an industry expert.
Search engines favour upon this, ranking higher the websites that publish regular content that people are visiting.
Problem #3: Conversion rate of qualified leads
Inbound marketing is all about building relationships that are founded on trust. We’re living in the age of a digital, research-based consumer, where (on average) 70% of the buying decision is made before a lead even talks to a company.
As we’ve already established, it’s important that your marketing efforts come from a place of education, whereby you’re focused on crafted helpful content that ultimately builds trust with your audience.
But that’s only half the story, because often, when businesses haven’t adopted the inbound marketing mindset, they don’t have content in place that addresses the full buyer journey, and each stage of the marketing funnel. Worse still, any content marketing efforts haven’t taken into account a business’ buyer personas.
Inbound marketing represents the entire marketing funnel. That means content that draws people in and begins building trust, such as blog posts and social media marketing. But it also means top-of-the-funnel and middle-of-the-funnel content offers to nurture your buyers towards that eventual buying decision, all whilst positioning your business as a trusted resource.
Inbound marketing also incorporates email marketing, helping you follow up with leads automatically. When you combine all this together, you’ve got a marketing funnel that’s loaded up with content, drip campaigns that follow up with them, and in turn, that helps increase the conversion rate of leads you’ve automatically begun to qualify.
Which problem are you looking to solve?
In summary, there are numerous business problems inbound marketing solves, because when done right, inbound marketing is the best way of generating qualified leads for your business, because your marketing comes from a place of trust.
We’d love to hear what problems you’re facing with inbound marketing, and which you’re looking to solve. And if you’re looking to get started, you can download our white paper The Marketing BLUEPRINT for a step-by-step guide to putting together an inbound marketing plan that delivers results for your business.