Outbound marketing (or push marketing) used to be the most popular form of promoting products and generating leads. The channels of outbound marketing are print media, television, mass emails, cold calls, and radio. However, with the introduction of social media, outbound marketing is losing its relevance as ad blockers and spam filters make it difficult to contact customers. The success rate is low, the costs are high, and there are painstaking efforts. Therefore, more and more companies are shifting to inbound marketing or pull marketing. Inbound marketing aims at pulling interested people towards marketing material, which means the customers find you. Some of the common inbound marketing channels are blogging, social media, emails and search engines.
Inbound marketing could be your best bet if planned strategically. It is cheaper than outbound marketing and usually only reaches the audience that is interested in your product. For inbound marketing, you will have to create relevant content and promote it on social media platforms. Analyze the performance of each post and make amends accordingly. You should use conversion tools to gain information about visitors on your website and then use CRM to personalise the customer experience. It is suggested to use automation and conversations to deliver the right information to the right person at the right time, every time. For sales, users expect you to solve their problems so use calls and conversations to connect and answer. It is important to stay in touch with customers and give them regular updates about your products and services via emails or mobile notifications. If possible, automate emails and customer support system to improve your response rate.
For services, you will need a strong strategy and knowledge base tools that will store complex structured or unstructured information about customers in order to provide the right information at the right time. Experts advise marketers to add rich media such as video, audio, and images to provide solutions and meaningful insights. You should ensure the availability of live chat and chat box features to answer requests for help and advice in real time. Remember to incorporate a trouble-free feedback system and work on constructive criticism regularly.
Let us look at a couple of case studies to understand the advantages of inbound marketing in real life.
Case Study: LogiNext
LogiNext is a global enterprise SaaS company for field service and logistics optimization. It is a small business located in India that provides marketing and sales software. The company’s main objective was to properly guide prospects from the first interaction till the conversion. In order to maintain credibility, they would manually track every lead. Thus, they were facing major challenges of in lead tracking, nurturing and data clarity. A central CRM database was required so that marketing and sales could work cohesively. They started using inbound marketing tools such as Marketo, Intercom, WordStream, LeadSquared, and HubSpot. Initially, they focused on their content, optimizing it for better search results through SEO, and used it to create social media campaigns. They used Design Manager software to create multiple landing pages. They also embedded central CRM and sales tools into all their data. The inbound marketing strategy worked for the company as it witnessed a 70% decrease in manual efforts. The lead qualification increased by 4 times and there was a five-fold increase in traffic to the website. Overall, there was a positive impact on customer delight.
Case Study: Casio
Casio is one of the leading manufacturers of consumer electronics and business equipment solutions such as watches, calculators, digital projectors, cash registers and more for business as well as private customers. The company’s objective was to do easy but effective inbound marketing and improve communication between their sales and marketing teams. They used various inbound marketing tools such as Eloqua, Marketo, and HubSpot for the same. They joined HubSpot in July 2016 when they started custom-built CRM. As a part of their inbound marketing strategy, they created various landing pages and added FAQs, user guides and video tutorials. They also introduced smart call-to-action (CTAs) and forms for better customer experience. Later, they used marketing analysis and reports to find out and focus on the areas of improvement. Using a combination of marketing, CRM and sales software, they were not only able to increase traffic to their website but also generate relevant buying leads. They witnessed a 9% increase in overall sales and a 26% increase in sales of calculators. Incorporating inbound marketing proved to be a good decision for Casio as there was a 12% increase in organic traffic to the company’s website and impressively, the leads increased by 496%.
LogiNext and Casio showed great results over a short span of time. Maybe, it’s time for your company to start inbound marketing.