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 at all the different options out there, you can have an orchestrated inbound marketing campaign that will:
And that is just the start.
The world is full of TV ads, cold callers, magazine ads, email blasts, and many other outbound marketing methods. Their success is very difficult to measure and historically low yield. For your audience, they are so annoying that solutions have appeared to stop them (spam blockers, do not call lists, DVRs). Despite all these impediments, outbound marketing still represents the lion's share of most company's marketing budgets.
Inbound Marketing is different. Costs drop dramatically because you are targeting your audience. People are not disrupted by your message because they are looking for it. Best of all, it is measurable.
of US Internet Users who search online before making a purchase decision, even if the purchase is made locally
|of adult internet users are on Facebook||
increase in leads per month for companies that blog compared with those who don't
When our customers ask for a new website we always ask them why. Some answers we hear:
"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."
Then we tell them the good news. Your website can be so much more if it is part of an orchestrated inbound marketing strategy.
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 a business to escape the marketing practices that are withering in their effectiveness as the information age matures.
There's a reason that video services such DVRs have features that skip commercial messages and online streaming such as Hulu, Netflix and HBO Now with limited commercials exist. Commercials INTERRUPT! The onset of ubiquitous access to information has allowed consumers to research products and companies like never before, but it has also allowed companies to address their marketing messages to filtered, qualified buyers like never before!
There's still a place for advertising, but ads are not the driving force in inbound marketing, They serve a supporting role to other strategies that help you build visibility on the screens or people who are looking for your products and services.
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 methodology the better. It means that you no longer have to rely on print ads, the yellow pages, outbound cold calls, mass media ads and billboards. It makes so much more sense in our media-saturated world where personal choice is an inalienable right. It also makes sense for your business to leap on the trend of focusing hard on your potential customers. Inbound inevitably leads you to excellence in meeting customers' expectations, selling solutions instead of products.
Some eye-opening statistics from HubSpot's State of inbound 2018 report may prove convincing. They conducted a survey of 6,200 companies across a mix of industries, sizes and nation of origin.
Inbound Marketing involves thinking about the ways you communicate your marketing messages, brand identity and relationships between your sales, marketing and customer service areas.
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, you can also produce white papers, guides, social media posts, videos, infographics, and more!
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!
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" 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.
Here's the difference that makes it necessary to move from older marketing technologies to new ones. 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?
Savannah Rae's Gourmet Popcorn has been working with United WebWorks for almost a year now and it was one of the best decisions this new business has made!
Our [former] web designer left the site 3/4 of the way finished and I had no idea what SEO even meant. United Webworks finished out the website and explained how everything functioned. About 6 months later we had them work on the SEO and our website traffic has increased by almost 40%.
Anything technology-related used to be very intimidating to me but everyone at United Webworks was as patient as they are knowledgeable. Now I feel much more comfortable making small changes to the site on my own. A small business is always changing and with web presence being such an important factor, I know that we will have a long and profitable relationship with United WebWorks.
- Jamie and Donna McAllister, Savannah Rae's Gourmet Popcorn