Sales used to be all about cold calling from a list and large-scale events like trade shows. Today, many marketers are moving toward a strategy that relies heavily on inbound marketing. While the old tactics are tried and true, collecting leads through inbound channels means the prospects are already interested and warmed up to the idea of your product or and how it can solve a problem they are experiencing.
The idea of inbound marketing is that prospects seek you out, rather than you pushing information out to them. Some ways to get started with inbound marketing include:
Blogging – Creating a blog that not only discusses your product, but also discuss best practices and key trends in the industry is a great way to build keyword-rich content. This content can then be discovered by new potential customers through search engines or through links from other popular industry blogs. You can also share your posts through your social media channels.
Social Media – Having an active Twitter account, Facebook page, LinkedIn Group or online community are all great ways to provide valuable information that can attract future clients. You can start building a relationship with your followers before you even enter the sales process.
Paid Search – Paid search is a bit of a compromise between the old and new ways of marketing. You’re still paying for an ad, much like you may have in a magazine or trade publication in the past, but the prospect only sees your ad when it corresponds to a term they are researching. Because you’re delivering highly relevant solutions to what they seek, paid search very often provides great ROI.
The key to inbound marketing is developing highly relevant, interesting content that keeps readers coming back for more. Positioning yourself as a leader in your space will ensure that your company is top-of-mind when prospects are ready to enter the buying phase.
