Cost-effectiveness of Inbound marketing
Posted by Murray Sye on Mon, Aug 23, 2010 @ 09:01 AM
Smart marketers today are realizing the advantages of Inbound marketing and the ROI that their initiatives are delivering. It’s obvious that the marketing landscape has changed and the shift continues from traditional methods of marketing to online marketing methods – and for good reason.
Many end-users simply no longer have the time for the old-school sales process method. Previously, decision makers used a wide variety of sources to find the information they needed to solve business problems. Inbound marketing contrasts traditional ‘outbound’ marketing, in which businesses push their messages at customers. With techniques that include direct mail, telemarketing and trade shows, TV, radio and newspaper advertising, outbound marketing has become less effective over time as buyers have behaviourally and technologically tuned these interruptive campaigns out.
Successful B2B companies have followed their customers into this new online space, taking full advantage of this cost effective medium. A recent poll by HubSpot demonstrates the relative cost/lead/channel with these numbers. Not surprising: SEO,48%, Blogs/Social Media,55% and eMail marketing, 49% scored ‘below average’ cost per lead.
As expenditure cut backs persist and as online sophistication and anytime access continue to grow, B2B marketers are adopting new methods by meeting buyers online and not at tradeshows. The truth is, buyers find sellers today.
It’s time for B2B marketers to adopt the strategies of Inbound marketing and start leveraging and maximizing Internet applications like search engines and countless social media applications.
What action can your company take? Start Inbound marketing for improved ROI. Turn your website into the hub of your marketing department.
- Drive demand for your products and services by providing rich content
- Think about your buyer – add relevant, educational content, answer to real business concerns
- Leverage social media channels to extend your reach
- Continue to fill the pipeline by nurturing decision makers along the buying process
- Become the ‘trusted advisor’.
To learn more about Inbound marketing strategies and how your company can leverage these cost effective marketing methods go to: http://whitespace.on.ca/services/tools-for-success/