Inbound Marketing Strategy
Marketers are being challenged to move from traditional outbound marketing, or a push strategy, to a greater emphasis on an inbound marketing strategy where we pull our customers to us. Striking the right balance and ensuring outbound and inbound work in synergy presents an enormous opportunity for businesses to maximise their return on marketing investment. Top performing companies have already shifted the needle to 80% inbound, and those that haven’t are spending more money and becoming less effective.
The research shows that organisations that favour inbound marketing are achieving, on average, a 61% lower cost per lead than those that predominantly employ outbound.
The goal of an inbound marketing strategy is to have your brand discovered by consumers when they are searching or shopping online in your industry category. For your inbound strategy to work your content stream needs to be on-brand, engaging and relevant to the consumer. When you get it right you’ll know, because the result will be highly qualified marketing leads delivered to your online doorstep.
Building an effective inbound marketing strategy also presents an opportunity to form closer ties between your sales and marketing teams. The delivery of qualified leads from marketing to sales helps to create the right environment for a healthy ongoing conversation. Are these the right leads for our business? Are we targeting the right audience? Are we focusing on the right products? Does our messaging support our value proposition? A good inbound marketing strategy will work to engage your customer along the path to purchase. Plus marketing gets to earn brownie points for alleviating sales from the hard slog of cold calling.
Lion’s Share has hands on experience developing inbound marketing strategy that will:
- Reduce your cost per lead
- Maximise return on outbound marketing efforts
- Form closer relationships with sales
- Deliver measurable outcomes on marketing investment
We’d love to hear from you if you would like help creating an inbound marketing strategy and taking a load off the sales team.