Inbound Marketing Services.

Why Spend Marketing Dollars on your Website?

Let’s face it, you don’t really want a website or a Facebook page. You want more revenue. While your competitors are stabbing in the dark to see which different options produce results, you could have an inbound marketing campaign that will:

• Get you noticed in the places where your prospects are really looking
• Bring those prospects back to your website
• Get contact information from leads who are happy to give it to you
• Automatically nurture prospects until they become a customers

Best of all, you can measure the performance each and every step of the way. You will know:

• How many visitors came to your site and how they found you
• What they were looking for when they found you
• Their progress through your site- what pages they visited and how long they stayed
• Which of those visitors became leads
• Each subsequent visit that lead makes to your site
• Your product or service they are most interested in
• Contact information (phone number, email address, and more)
• Qualifying information (annual income or revenues, number of children or employees)

And that’s just the start.

At United WebWorks, we take lead acquisition and lead nurturing to a whole new level.

Interruptive marketing. TV ads, cold calls, spam emails, even magazine and other print ads seem to be the bane of our existence. Since the rise of Madison Avenue advertising, mass media messaging has become ubiquitous to the point of being ineffective. Success is very difficult to measure, but it’s a given that there’s a low lead yield per impression.

In one sense, mass marketing is simply background noise that we can and do ignore, but people are also so annoyed with interruptive techniques that inventors have built businesses to satisfy the demand to stop them, like ad-blocking apps and commercial-removing video playback systems. Despite an increasingly negative and ineffective climate, outbound marketing still claims a good chunk of some marketing budgets. The good news is that you don’t have to buy billboards and yellow pages ads anymore.

Internet marketing allows companies to engage in what can be called “inbound marketing.” Not only is it much less interruptive and annoying, costs drop dramatically when you target your marketing messaging to people who are actually interested. People don’t feel disrupted by your message because they are already looking for it.

Start with your Website

Local businesses here in Savannah come in to meet with us about their website, usually because they aren’t happy with their current one. When we ask them why they want to make a change, sometimes we hear these reasons:

“Because our competitors all have them.”

“We like to tell our customers all about our company.”

“Because we have a web address in our yellow pages ad.”

“So people can Google us and find our phone number and location.”

All valid reasons. And then we get to tell them some good news!  These answers show us that your expectations are too low— your website can be so much more if it is part of an orchestrated internet marketing strategy.

How is inbound or internet marketing different?

Let’s start at the beginning. Ladies and gentlemen, this is the Internet. It’s powerful and when used well, it becomes an indispensable weapon in your marketing arsenal. It allows businesses to escape the marketing practices that are withering in their effectiveness as the information age matures.

One reason for the decline in revenues for network broadcast television is that the alternatives allow viewers to skip commercial messages. Online streaming providers like Hulu and Netflix got serious about our distaste for interruption and use subscriptions as a more palatable revenue stream. Let’s just say it: Commercials INTERRUPT! Is your business still interrupting people to insist that they listen to your message?

The onset of almost unlimited access to information has allowed consumers to research products and companies like never before, on their own terms, Success in this new reality means finding ways to deliver marketing messages to filtered, qualified buyers who are interested enough in your product or service to type a relevant search query into their phone or computer.

There’s still a place for mass media advertising, but generalized public ads are no longer an automatic choice. They can serve a supporting role to internet marketing strategies that help you build your visibility on the screens or people who are already looking for your products and services. Search engines actually help you do this because they are committed to providing relevant results to searchers, playing matchmaker between you and your prospects.

B2B companies, you’re included! Use the information you find online to tailor your pitch to accounts, answer their questions and — best of all — eliminate their pain points!

The sooner your business adopts an inbound approach, the better. It means that you no longer need to rely on print ads, the yellow pages, outbound cold calls, radio and TV ads or billboards. Our favorite, word of mouth advertising can be supercharged by taking conversations online in social media, online reviews, product forums, and so on. It makes better sense in our media-saturated world where personal choice is seen as an inalienable right and interruptive ads violate that sense of choice. Among other more effective marketing practices, internet marketing inevitably leads your company to excellence in meeting customers’ expectations, selling solutions instead of merely selling products.

Some eye-opening statistics from HubSpot’s State of inbound 2018 report have helped convince decision makers. Here are a few things they found in a survey of 6,200 companies across a mix of industries, sizes and nation of origin.

• 75% of global businesses have made the switch to a primarily inbound methodology, and 71% of those indicated that it was successful.
• 53% of HubSpot’s 2018 State of Inbound survey respondents said that inbound marketing resulted in higher ROI for their marketing dollar.
• Companies who have prioritized business blogging are 13 times more likely to enjoy positive Inbound Marketing ROI. (HubSpot)
• Email takes the top spot for the preferred communication medium for business communication at 83%
• When asked what promotional media will get more attention in 2018-2019, 45% of surveyed marketers said YouTube, followed by Facebook video at 41%, Instagram- 39% and messaging apps- 24%.

Inbound Marketing involves thinking about the ways you communicate your marketing messages, your brand identity and the integration between your sales, marketing and customer service teams.

Content is King

If you want to get found by new customers, the sooner you accept that content is king, the better. Blogging is normally what people think of when the idea of content marketing is raised, but there’s more to it than a weekly article on your industry. While blogging can form the core of a content strategy, there are white papers, guides, social media posts, videos, infographics, and many more examples of creative content aimed at inviting buyers to trust you as the industry leader in your field.

Orchestrated and planned for maximum effect, every content piece you produce over time builds your relevance and trustworthiness, your authority and thought leadership, not only in the algorithms of search engines, but in minds of people who keep seeing your content links or references wherever they look online.

It does take time for content to build your relevance, so start now!

“Word of Mouth” is now known as Social Media

Social media such as LinkedIn, Facebook, Twitter and Instagram are places people talk about their experiences, negative and positive. It’s crowdsourced marketing. If you engage in conversation, even negative comments can turn into wins for you. Companies who do social media well put resources into paying attention to what customers are saying, addressing their pain points and tossing out juicy bits of content that make people curious.

Reviews are another place you should be looking to mine leads. Google Business, Yelp, and industry directories (such as “Ten best Widget Makers in Savannah, GA” lists) are great places to start. While it’s tricky to ask for positive reviews, come up with a way to gather as many as possible. You can also feature positive review content on your site as trust builders.

United WebWorks- your partner in cutting-edge marketing

Would you rather be interruptive or invitational?

Would you rather spend more on messaging that appeals to one out of a thousand, or spend less on messaging that is attractive to one out of ten?

Would you rather keep shouting to a mass public, or have conversations with the already interested?

Seeing it this way can help you make the jump to internet marketing. Are you a small business with only one to five employees? There are ways to transition that don’t require a large outlay of time or money. We’ll even train you how to grow your online footprint on your own! Start a conversation with our friendly staff about improving your place in the marketplace. We don’t succeed until you do!