Inbound marketing works differently from traditional methods – it is crafted for the way people buy today.
But because inbound involves adding new tools and skills to your marketing kit, it’s natural to have questions, even doubts.
You aren’t the first person to have questions about whether your business and your prospects are beyond the influence of inbound marketing strategies and tactics.
Here we set out answers to some of the questions we are often asked. Read on and see if any of them apply to you.
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When looking for help, products and services online in 2017, your best prospects will find you via your website
Myth 1. My target audience is not on social media
Think your customers aren’t using social media?
Sites like Facebook aren’t for relationship status updates, YouTube’s not just for cat videos; and LinkedIn does far more than just help jobseekers.
Today, people of all ages and professions visit social media sites. In fact, 84% of B2B companies use some form of social media and approximately 50% of all social media users are between the ages of 35-64.
⌲ Facebook sends 82% of social media traffic to longer stories and 84% of social traffic to shorter news articles;
⌲ 63% of Facebook and Twitter users say each platform serves as a source for business news;
⌲ LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than 18- to 29-year-olds
(Source: Pew Research Center)
Myth 2. Online marketing can’t help me sell my products and services
Social media serves a bigger purpose than selling your product or service
Through social media, businesses are able to:
⌲ Increase brand recognition and credibility
⌲ Improve the likelihood of appearing higher in search engine results due to indexed posts
⌲ Engage with and nurture prospects
In fact, of B2B marketers:
⌲ 77% have acquired a customer through LinkedIn;
⌲ 43% have acquired a customer through Facebook; and
⌲ 40% have acquired a customer through Twitter
Myth 3. Our customers want facts and figures, not content
As finance professionals we are used to working with numbers – performance data, prices and trends.
But as a result, we can focus too much on the product and miss the opportunity to help our prospects solve the problems that led them to us in the first place.
Quite often we are good at building trust and ‘relationship selling’ once we already have a lead, but we don’t apply the same principles to attracting new prospects to us, or retaining clients.
One of the leading causes of failed conversions (of both new and existing customers) is lack of nurturing
Myth 4. We don’t have the time or talent to create content
The top reason for insufficient leads is lack of resources in staffing or time.
In 2017, over half of marketers create content in-house, so while it can be challenging for some businesses, it can be overcome.
For firms without the resources to create content in-house, outsourcing to an agency is a practical and cost-efficient option.
For many, there is a happy medium whereby the marketing department works hand in hand with the inbound agency.
Inbound leads cost on average 61% less than outbound leads
You can’t afford to ignore inbound marketing as a potentially lucrative source of new business.
Can we help?
Request a free consultation
We are always happy to explain the tremendous opportunity inbound marketing represents to businesses like yours, and how effective it is in generating qualified leads that turn into customers. If you’re curious, reach out and we’ll set up a time to talk. It’s completely free and without any obligation on your part.