You probably already get the gist of inbound marketing if you’re reading this (here’s a refresher if you don’t). But how do you know if it’s right for your business? Here are five telltale signs that inbound marketing is right for you.
1) Your (Potential) Customers are Online
Let’s be honest, your customers are online. Even the majority of B2B purchase decisions are made online now. The expectation of all users is that you have a website that is not only easy on the eyes and simple to navigate but also answers their questions and provides value. Inbound marketing is a way to meet your consumers where they already are (online) rather than trying to find them via hit and miss traditional methods like radio or print.
2) You’re Not Getting Enough Leads
The biggest complaint from salespeople is usually that they aren’t getting enough leads. Understandable. No leads, no sales. Inbound can be a great solution to that problem.
The inbound method aims to move buyers through the funnel at three different stages: awareness (top), consideration (middle), and decision (bottom). You can read more about those stages in this post. While there are many different ways you can help buyers along this journey, they usually involve collecting information from a user in exchange for whatever you’re offering. This is called lead generation. Once you have the contact info of a user, you can market to them personally via things like workflows to help nudge them along into becoming a customer.
3) You’re Not Getting Enough Website Traffic
Perhaps you’re getting leads through things like cold-calling, word of mouth, or repeat business, and the problem is that your website is a wasteland. This is a big sign inbound might be right for your organization. I’ll try to stay at a high-level here, but the way that inbound moves people along the funnel as mentioned above is by offering useful, informative content that your potential buyers want. This information should be targeted to answer your buyer’s questions, make them feel empowered, and show how your product can solve their problems. So how does this help traffic?
Well, people are actively looking for their answers online. In theory, the content created through an inbound strategy (blogs, webinars, ebooks, etc.) will be filled with the keywords and phrases your users are putting into Google to find your type of solution. By creating content that matches these search queries, your content/website will start ranking higher and higher in the search results.
A bonus to inbound is that search engines favor sites that post fresh content regularly. Therefore, posting new blog content frequently in and of itself can help your search rankings.
4) Your Competitors are Beating You
How can they beat you? Let me count the ways. It could be that your competitor’s website is a work of user-experience art, smartly crafted to guide users into a purchase while yours is… not. Or maybe it’s that they rank higher on every search term than you do, getting all the clicks you wish you had. OR maybe it’s that your competition is encroaching on revenue that used to be yours after they started buying up ad space you didn’t know was even available.
Inbound? Yeah… it can help with all of those things.
5) You Want to Generate Thought Leadership and Authority
Another sign that inbound marketing might be right for your company is that you want to generate thought leadership or be known as an authority in your field. Thought leaders are, “the informed opinion leaders and the go-to people in their field of expertise.” Inbound inherently generates thought leadership (assuming you do in fact know your industry and are able to produce high-quality content) by the sheer volume of content you produce. Your content naturally gives you a platform to show off your industry knowledge and expertise.
Key Takeaways that Inbound Marketing Might be Right for You
- Your would-be customers are online (but you’re missing them).
- You’re not generating enough leads to make sales happy.
- Your website traffic isn’t good enough.
- The competition is smoking you.
- You want to be a thought leader and authority in your industry.