How to Make Inbound Marketing Work For You
Inbound marketing campaigns achieve higher ROI than outbound techniques regardless of company size, geography or budget.
Because the buying process has completely changed over the past 10-15 years, no matter if you have no traction, some traction, or a lot of traction, there is no avoiding that fact that inbound marketing is exactly what your organization needs to get a whole lot more of it.
The explanation is pretty simple. Inbound marketing revolves around meaningful content, and that content generates attention and can be shared easily.
Inbound enhances the buying journey instead of interrupting it. Because 93% of all buying decisions start with a visit to the search engines and 57% of the sales cycle is complete before a prospect ever reaches out to a sales rep, inbound marketing will assist you in attracting strangers to your company instead of annoying them by interrupting them with obnoxious advertising.
While it’s true inbound will take some time to initially help grow your traction, multiple channels increase speed, especially with email marketing.
No matter what your budget, its critical to start building assets because those you create have a compounding effect and can continue to generate value (leads) over time without additional investment.
Once you’ve attracted them you’ll have the opportunity to essentially walk alongside them throughout the entire sales process while proving your value along the way, and ultimately gaining them as a customer and delighting them to the point where they become a raving fan (or promoter).
These inbound marketing statistics prove the value to your bottom line:
- In North America, as of 2017, 76% of marketers use inbound marketing approach as their primary strategy.
- 68% of B2B customers prefer to research independently online — meaning the battleground for reaching B2B clients is clearly online.
- 90% of searchers haven’t made their minds up about a brand before starting their search.
- Only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine.
- 47% of buyers view at least 3 to 5 pieces of content before deciding to speak with a sales rep.
- 87% of buyers give more credence to content that’s shared by an industry influencer.
- 79% of B2B marketers credit email as the most effective distribution channel for demand gen efforts (though GDPR may impact that in EU countries)
- 81% of consumers have closed a browser or exited a webpage because of a pop-up ad
- The most successful B2B marketers spend 40% of their total marketing budget on content marketing