In the past decade, inbound marketing has become a more-and-more important strategy in every advertising campaign. The modern consumer is quite resistant to direct sales messages, and inbound marketing offers a way to advertise without offending these increasingly savvy individuals. The burning question to ask, however, is does it really work?
It may seem counterintuitive to believe that an indirect strategy of asking for a sale is more effective than a direct one. However, the statistics are pointing to the success of indirect tactics. Moreover, looking into the psychology of inbound marketing shows us that consumers may have always responded better to this strategy, even before the proliferation of the Internet.
Advertiser as Consumer
The best marketing strategies are the ones that work on advertisers as well. Inbound marketing first gained notoriety when the philosophy of "advertiser as consumer" hit the mainstream. In short, marketers were encouraged to develop strategies based around strategies that work on them when they buy. Over time this strategy has proven extremely effective because unlike direct marketing, this softer approach enables consumers to take the time to think about their buying decision, creating confidence in their purchase. This confidence can translate into brand loyalty and future purchases. Further, inbound marketing is much more targeted. It focuses advertising dollars on those who already are likely to buy rather than casting a wide net to the general public - significantly improving ROI.
People in general do not like to feel coerced into a decision. Inbound marketing uses informational and entertainment vehicles to suggest a product or service to a consumer instead of trying to convince a prospect to buy. With repetition, sophisticated targeting algorithms can help advertisers gently suggest products or services their audiences are already likely to buy. Putting these materials in front of targeted audiences, helps soften the sale, increase conversion rates, and help the end consumer feel as though they made a well-thought out decision - that they weren’t duped into buying something they didn’t need.
A Long Term Strategy
There are generally no quick fixes in the world of marketing, and inbound marketing is no exception. You can, however, usually employ inbound marketing tactics with a higher frequency and intensity over a longer period of time. The clandestine nature of the techniques keep your target market from directly identifying sales pitches, and as long as you are delivering value, you should receive fairly positive results.
Inbound marketing is a long term strategy partially out of necessity as well. In order to implant the notion of a particular product or service as a viable solution, the message needs to be repeated with a high frequency. If there is some reputation management to handle, you can bet the message will need to proliferate even more.
Higher ROI
Inbound marketing is a better customer acquisition strategy than legacy marketing, according to industry watchdog, The Growth Company. Their research demonstrates that inbound methods generate 54% more leads when you make the switch, and the cost of these leads will also go down - to the tune of 61%, on average. This is because inbound marketing enables you to spend money on qualified prospects, people who are likely to purchase your products.
With numbers like this, you will save money bringing your target market to you. You also have the potential to organize your budget and build a more streamlined, efficient business. Alternatively, you can bolster your marketing strategy with PR events, a more rigorous keyword campaign or paying for a more detailed analysis of your target audience.
Working With Organic Content
Your products and services will be reviewed online, and people will definitely refer to them before making a purchase. Hubspot reports that around 81% of people will conduct research outside of viewing ads (direct or indirect) before a purchase. Another 65% will be looking at places like Quora or Reddit to find answers to questions they consider relevant about your products. There is very little that you can do to directly affect the content that others put up about you (outside of impressing them). However, your inbound marketing campaign should work with this content to create more visibility and a higher trust for your brand and products.
You should also allow the tone of the organic content to affect your inbound marketing efforts. Perhaps you address the concerns that your customers have put forth in reviews and Q&A sessions. Inbound marketing is built to address user behavior, so this strategy is definitely one that will bring you a more effective campaign.
Inbound marketing can be a game changer for businesses. If you’re serious about targeting your current customers with effective messaging, and helping spread the word about your business dipping your toes into the inbound waters is a must. With this amiable, but consistent approach you will find that your marketing dollars are well-spent, and that you create a loyal base of customers who are likely to recommend your business to their friends. If you’re ready to get started, give us a call today. Or subscribe to our newsletter for tips and updates on how inbound marketing can transform your business.
