In today’s world, it’s becoming increasingly harder for your business to get its message out into the marketplace. Gone are the days where outbound marketers could barrage customers with ads, cold calls and emails - and expect high levels of response. Today’s prospect is too busy to answer cold calls between nine and five and also has the means to tune out these attempts to interrupt.
If they are looking for a business service or a solution to a problem, they are probably doing their research and understanding the options available well before they want to engage with a salesperson.
Thanks to the internet, there are now a variety of ways your business can promote itself online, helping it to be found by interested prospects, but that also applies to every other business.
Therefore, in order to stand out online, and capture the attention of your ideal prospects, to interact with them and to raise your business profile, you need to look for more effective alternatives.
And that’s where Inbound Marketing comes in.
You attract your ideal prospects to your website through tailored, targeted content, which answers your prospects’ questions, helps to show them how to solve their business problems and demonstrates your understanding of their business.
Once on your website, you will encourage your prospect to interact with you by offering them an asset of educational value. You use calls to action to convert them into sales enquiries – and you use landing pages to gather information about their business and the problems that they are looking to solve.
In moving your prospects down the sales funnel, you need to nurture their interest by providing them with relevant information and educating them. This process is associated with lead scoring to allow you to understand those who are ready to engage. Lead scoring allows you to focus you precious sales resource.
Once the sale is closed, the relationship with your customer is only just beginning. Marketing Automation tools allow you to automate the process of regular customer contact to support your customer service and delight your customers. Happy customers like to share their successful relationships.
Inbound (or to the uninitiated, content marketing) has quickly become the go-to marketing strategy for businesses due to how effective it is at generating qualified leads. That said, Inbound is not a short-term strategy nor is it easy to devise and deploy. Some businesses, keen to get started with it, dive head-first into Inbound Marketing without carefully considering their approach, business goals or what needs to be done on a regular basis.
You might be in this position and need help - but unaware of the fact you do. Below are just several signs of when you should outsource your Inbound Marketing:
1. Revenue is not growing fast enough
Even if you develop an Inbound campaign and manage it constantly, you need to look at the performance of your activities and identify areas of improvement. If revenue is growing slower than anticipated - or not at all - this is probably because you are not monitoring activities or working out how to improve them based on the data available.
Inbound Marketing seems easy on paper, but in fact it requires you - and your marketing team - to constantly be analysing and improving marketing activities.
2. Productivity is down and your team is overworked
This problem is more prominent for small businesses and start-ups on a shoestring budget than large organisations. There are a lot of different activities involve in an Inbound campaign - from developing buyer personas to lead nurturing and social media promotion. All of this requires a diverse skill set and ongoing management. Your team may already have their hands full managing other aspects of your Inbound campaign and, as a result, overworked.
3. Campaigns and projects are behind
It can be easy to fall behind on campaigns and projects when it comes to Inbound Marketing as there are so many things to take care of. If you are only ever running campaigns on a day-to-day, short-term basis, you're never adding anything new or improving on what you have done already. Over time, you lose sight of your long-term goals and marketing quickly becomes a resource drain rather than a business benefit.
4, Lead generation is down
If your campaigns have hit a roadblock, it's probably because you aren't experimenting with your Inbound strategy. Remember, your prospects are subjected to various forms of marketing across a number of channels on a day-to-day basis, so being a little different or innovative with your marketing is essential! Inbound is all about attracting interested parties to your website using high-quality, relevant content... so make it relevant and make it a little different!
5. Content creation is non-existent
Content is what drives the success of your business' Inbound Marketing campaign(s), without it, attracting the attention of your prospects online and driving them to other pages on your website is incredibly difficult. If you are running Inbound campaigns but producing little new content at every stage of the funnel for your prospects to engage with, your campaigns just won't deliver the results you want.
6. Your website isn't generating any new business enquiries
Your website is the nucleus of your marketing and sales activity and your main generator or leads. If it isn't generating any new business enquiries, despite your Inbound efforts, it may need to be redesigned or its content might not resonate with website visitors. Either way, it's not a simple fix and you may not have the time or expertise to do so.
If any of the above sounds familiar, it might be time to outsource your marketing efforts. Not only will it cost you less in terms of time and resource over the long term, you will also benefit from the expertise of the agency or consultancy in question. They will be able to develop and deploy Inbound campaigns that are designed to drive lead generation for your business, they will help you to revamp your website and turn it into your best asset; they will create high-quality content that can be used as collateral across your marketing and PR activity; and they will show you the benefits of activities through comprehensive reporting.
The B2B Marketing Lab is a specialist Inbound Marketing consultancy. As a HubSpot Diamond Certified Partner, we are well versed in all things Inbound – and can advise you on developing a structured, high-quality Lead Generation Inbound Marketing programme.
We develop our marketing campaigns on the principles of generating high-quality content in all forms; – copywriting, design, video – and distributing this content across all relevant channels, including traditional print and online publications, social media and even via email marketing.
If you’re having trouble with your lead generation activity, we can develop all encompassing inbound marketing programs which utilise all the channels on offer, bringing you traffic from multiple sources.
Our team has knowledge of a variety of marketing automation platforms - and whilst HubSpot is our platform of choice and specialisation, we can provide you with support for other platforms.
We can develop a content plan aligned with your buyer personas and business objectives, utilising the data you have acquired, as well as conducting comprehensive content research to identify new and lucrative content opportunities.
Using advanced list segmentation and automated workflows, we can design personalised and effective emails which we can then send to targeted sections of your customer base, helping you develop high-quality leads.
We can assist you in amplifying your content through social media. We firstly identify key channels where your ideal prospects are located and manage your social media on your behalf, increasing traffic to your website.
It’s vital that your website ranks highly on SERPs - and to this end - we can optimise your website and content, ensuring that it’s consistently found by interested parties, allowing you to generate more traffic.
If your organic marketing methods have reached exhaustion, paid search offers an alternative platform for your business to expose itself further online. Our team of PPC experts can design a PPC campaign that consistently brings you high-quality traffic.
Our download takes a deep dive into the world of being an Inbound Marketing Manager, what to expect on a day to day basis, as well as the number of different elements you need to keep on top of to ensure your Inbound Marketing campaigns are performing well.
In this handbook you will read about: