Are You Loosing Out on Sales Because You Are Not Implementing Inbound Marketing?
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Most companies are sitting on a goldmine and don’t even realize it. Every day you and your employees come into contact with prospects – they call, they email and they visit your store or website.
Yet, you could be letting them slip through your fingers. Are you collecting the contact information so you can setup an automated system that will follow-up with your leads? Are you using a systematic approach that will move them along the sales buying process? Is your marketing campaign value added, customer-centric or is it primarily sales-centric?
When it comes to strategies for growing sales, few can compete with an effective inbound marketing strategy. If you provide compelling, value added information, a customer, who is on your list, not only expects to hear but looks forward to the information you share.
These 9 Statistics backup why implementing Inbound Marketing is so critical.
- 50% of leads are qualified but not ready to buy (Source: Gleanster Research)
- 65% of Business to Business marketers have not established lead nurturing. (Source: MarketingSherpa)
- 79% of Business to Business marketers have not established lead scoring. (Source: MarketingSherpa)
- 2% of Business to Business organizations touch leads on an annual basis. (Source: MarketingSherpa)
- 15% of Business to Business organizations touch leads on a quarterly. (Source: MarketingSherpa)
- 34% of Business to Business organizations touch leads on a monthly basis. (Source: MarketingSherpa)
- 22% of Business to Business organizations touch leads on a weekly. (Source: MarketingSherpa)
- 9% of Business to Business organizations touch leads on a daily basis. (Source: MarketingSherpa)
- Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. (Source: MarketingSherpa)
It All Starts With an Offer
Web site visitors, phone inquiries, customers browsing your store, trade show visitors are not willingly going to give up their contact information. There has to be something of value in return. If you want to convert your visitors to leads at a higher rate, your offer has to have value to your visitor.
For example, today we received a Publication from Publix: Publix Family Style Magazine. A small 20 page publication put out by Publix, a chain of grocery stores in the southeast. Their offer: 6 more free publications like the one we received today in exchange for all our contact information. For my wife and I this offer is not compelling enough to give up our contact information in exchange for receiving their free publication.
For us the value is not high enough for us to give up our contact information. For them to increase conversions, they would have to increase tier offer. If they had exclusive deals only found in the publication, then the value would be higher and their conversion rates would increase.
What is critical is that you create a compelling offer that your targeted buyer personas are not only willing but excited to provide you with their contact information. Offers can be coupons, a chance to win a gift, an eBook, guide checklist, free checkup, free entry, buy one get one, etc. Be creative and match your offer with your targeted buyer personas.
Setting Up the Inbound Marketing Campaign
Your follow-up marketing cannot look or feel like spam. Best results are gained when using a well thought out marketing campaign. A well thought out campaign starts with understanding who your buyer is, what problem they are having and how your product or service is far superior from all your competitors at addressing their needs.
Your goal is to simply provide valued added information and help them along their buyers’ journey. Sending out marketing material with a sales emphasis will turn most people off and your emails will be marked as spam or any marketing material sent will end up in the circular file.
Marketing is like dating. Come on too strong and if it’s all about you there will never be a second date!
Consider this: According to Jupiter Research relevant emails drive 18 time more revenue than broadcast emails.
Growing Sales with Inbound Marketing
Inbound Marketing is an effective strategy for growing sales. The statistics back this up. Companies that implement a cohesive, well thought out, inbound strategy will excel. They will: Understand and know their buyers better, allowing them to craft detailed, value added content and marketing campaigns that appeal to their targeted buyer personas. This in turn leads to higher conversion rates and increased sales.