Inbound Marketing – The Connecting Dots…
Today when the world is moving towards digitalization, the level of awareness among customers is growing at a much faster pace; it is a need for the companies to be well versed with the new marketing and sales techniques. The companies should create endless opportunities to enhance the sales growth and capture market share. They should believe in guiding and igniting them through the initial steps in this world of sales and marketing.
Common demand generation approach that use different marketing techniques mostly use inbound include blogs, social media, videos, webinars, newsletters, and whitepaper -- content-driven resources like weekly emails campaigns that establish your company as a thought leader,
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Since 2006, Inbound Marketing is the most effective and impacting means of enhancing business online. Inbound Marketing aims at marketing to people by carefully analyzing the target audience that is interested in the services/products. It is one of the best methodologies for promoting business and ultimately converting strangers into clients. With the help of quality content, create interest within the prospects and pull them towards a product or service. It has changed the outlook of people from just a salesperson to a relevant platform where people themselves are interested in the products/services. The website is the first source of authentic information which influences the visitors by the various means such as social media, catalogs, articles etc.
Various practices of inbound marketing are:
Content: The campaigns which help in increasing the hit ratio are based on the quality of content. Content is a very powerful tool which attracts the potential customers to the website and increase the traffic. Social Media Marketing: Social media acts as a platform which uses networking as a marketing tool. When the content is portrayed via social media, it is discussed and distributed across network and when publicized well, it becomes more appealing to the audience which helps in converting leads to
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The biggest bottleneck in developing a deep and a competent B2B market has been the lack of information and awareness regarding these services among B2B firms. This has been the prime reason as to why firms are not involved in investing in Demand Generation services.
What is required to have is the right dissemination of the content through the right ways to the right B2B market. This can be achieved when the information is seen as important by the prospect and when the prospect is aware then nurturing can be done. Also the information should be such that anyone wanting to find anything related to the services should be able to access on the website by right and easy content like videos, Info-graphs, case study or white paper etc.
Having all information in one place on the website with good content will help the pull the customers. It will also help in knowing a fair value of the current services served by the B2B
· Use of social media for promotion- word of mouth and social media help to get the message across and promote the product efficiently
B2C sites tend to be more transactionally oriented than B2B sites. Both types have transactions, but consumers are usually online to transact or purchase the product or service right away; B2B users tend to be more investigative and know it may take longer to get the complete details of the product answers they are interested in. Many business sites entice those interested in learning more; to register and give their contact information in exchange for getting the information they want. This allows for human intervention, when applicable, which can really make an online business transaction very enjoyable and begin to build a long-term business relationship.
...each customer can be measured by the acquired business contracts. The website and its success can be evaluated by the technical support team on how often it is used and most importantly by asking customers seeking information how effective the information provided on website is in regards to their company’s interest. Performing more research and updating the website to tailor it to a company’s interest, would ensure better delivery of our message. When a company contacts Kelly services, the customer service team can ask how they heard about our company. According to the feedback we receive we will determine what media has delivered successful results in regards to the information and how effective it was. From there we will determine what has been successful and how we can improve and adjust our process and delivery method to better reach our potential customers
In two distinct e-commerce business types, Business-to-business (B2B) and Business-to-Consumer (B2C), there are many differences in the way they operate. Specifically in marketing, differences include how the marketing is driven and the values of the strategies, the size of the target market and length of the sales cycle, and even the buying patterns of the target consumers. Each of these differences will be better defined and explained in the following paragraphs.
Although the goal of B2B marketing is to convert prospects into customers, the process is longer and more involved. A B2B company needs to focus on relationship building and communication using marketing activities that generate leads that can be nurtured during the sales cycle. B2B companies use marketing to educate various players in the target audience because the decision to purchase is usually a multi-step process involving more than one person. For example, the goal of an email campaign for B2B is to drive prospects to the web to learn about your products and services.
Just about every business today has a web site. Weather they are doing business with other businesses or selling directly to the public, a business today needs to have a web site. This paper will discuss Business-2 Business (B2B), Business-2-Consumer (B2C). The paper will look at the marketing concept, and the similarities and differences of brick-and-mortar and eBusiness. Every business, rather online or at a physical site, falls in one of the following categories.
So, what should marketing and sales directors do to capture this elusive market? Below are major factors to be mindful about:
Today’s consumers are turning to the web for information about companies and products before buying (Nagel, 2015), which is a prime example of how important inbound marketing is for a firm. According to Nagel (2015) inbound marketing improves business growth by attracting consumers to your product or service using content that serves a purpose. In addition, it is cheaper and more accessible to small companies; therefore, becoming the more preferred marketing strategy. Inbound marketing is an ingenious method of marketing which generates measurable results and makes optimum use of financial resources. However, one key issue that hampers HubSpot’s current marketing strategy is that since they pull customers to them, it becomes difficult to determine which strategy to implement before knowing what segment of customers are attracted to them. In contrast, the importance of outbound marketing should not be underestimated. It has a huge advantage over inbound marketing in that strategies are formulated and implemented after deciding the target audience. In addition, some products and services, for example the food/beverage and automobile industries, cannot possibly target the required audience through inbound marketing. Inbound marketing has not captured market potential and has lost a lot of potential revenue that outbound
services as well as good and reputable brands to guarantee conversions. While traffic and conversions are the job of
The major role of social media in marketing is for communication which makes the more companies accessible to those attracted in their products, give awareness to those who do not know the product and make it available to them. Social media in marketing is used as an apparatus that builds an identity for a brand and give awareness that they thought they could have. It does not only respect buyers, but also customer allegiance. Social media is widely-ranged so it can be used in whatever way that best conform to the strategy and wants of the business.
Having an idea about the type of client you want to cater to helps a lot. Then build up the conditions that you feel could attract those customers. Starting an advertising campaign and
Today 's generation is all about social media. It is the new way to have instant connection to thousands all over the world. Today 's company are now doing less traditional television, radio, and print advertisement and more promotion via Twitter, Facebook and/or Instagram. Companies are invested in getting famous people to post pictures or tweet about their products, knowing that, one person can connect with millions with just one post. Over half of the world has access to social media, making them great consumers. Social media benefit marketing by giving the companies the opportunity to learn their audience/consumers, having access to instant feedback and bring awareness to here product.
Content marketing is the creation and sharing of valuable content (or media) that is relevant to your target audience in order to attract and keep customers. It could be anything from a blog post on your website to an infographic hanging in your waiting room; or anything from a video demonstrating a popular technique to a Pinterest board you maintain with useful photos/links/information for your clients. The key is that it needs to be valuable to your clients and relevant for their lives and your business’ expertise.
Inbound marketing is a relatively new concept when compared to its counterpart, outbound marketing. Inbound marketing was created as a solution to fill the needs of the times. Traditionally, the only way to reach your customer base was to put advertisements on the radio, television, magazines, or newspapers and cross your fingers that customers would find their way to your product/service. In contrast, inbound marketing evolved from the technology that is available to the everyday person. It is quicker, faster, and a more reliable type of marketing that ensures that the customer base you are trying to reach gets your message. It even gives the customer a voice to give the marketer feedback in real time -no matter either parties location.
Advertising for Online Businesses The internet is a huge business and its constant and significant growth attracts more and more businesses to be online. In 2004, online sales reached $117 billion (www.comscore.com with more than 812 million internet users (www.internetworldstats.com/stats.htm). All these internet users are potential customers and it is essential to exploit such an opportunity. However promotion is crucial, not only to increase traffic.