The Inbound Marketing Approach Today
You have two choices with your marketing. You can set up a traditional approach of outbound marketing. This entails contacting potential clients with mailers, calls and advertising. Or you might seek to solicit with your network. This is interruption and today, we all have means for blocking interruption – caller id, spam filters, do not call registries, do not mail registries, etc.
Inbound Marketing today is effective when you make it about buying, not selling. Effective marketing strategies require a system designed to help you get found by people searching for your services, nurturing visitors and converting them to clients:
- Lead Generation: This involves being relevant and having authority online. Your clients do what you do when you want something. They search. Your ability to be found is related to your online content relevant to their search.
- Lead Nurturing: You must have a value proposition which helps to turn strangers into friends. Building trust does not happen immediately. Your system must deliver value up front and quickly to convert an anonymous visitor into a lead.
- Lead Conversion: The goal is to get a consultation or connection. If you are a decent salesperson, your ability to convert based on a consultation or initial meeting should be high. If you are positioned correctly via an effective lead conversion system, your close ratio will increase. Trust will be much higher.
Given the trending and behaviors of buyers today, your inbound marketing system must be built to create a predictable result. This result comes through a focused and automated process catering to how people buy. Perhaps you have seen some frustations and successes in your approaches based on changing realities today. Feel free to share your comments below.