What is your strategy for acquiring customers – inbound marketing or outbound sales?
To put it succinctly, outbound sales or traditional marketing is ‘interruption marketing’. You try to engage with your target market with telemarketing, advertising – on TV, media and online ads, direct mail and outdoor advertising. All these interrupt the attention of the prospect from what she was engaged in. She is very likely to tune out from your message.
In contrast, inbound marketing – ‘permission marketing’. The prospect has given you permission to send her relevant information – content, deals, events, etc. When she sees your email or message, instead of viewing it as annoying spam, she is more likely to engage with it.
Our Inbound Marketing Services covers :
- Content Creation for each stage of buying journey
- Content Distribution
- Email Marketing
Providing your prospect with content which helps her at the exact stage of buying journey she is in – from Awareness, Consideration and finally to Decision – will multiply your chances of converting her to a customer.
Content plan will be based on purpose (an offer, how to do article, invite to an event, etc), format (blog post, pdf document, video, case study, etc.), and optimal frequency (calendar). Content will be distributed based on buyer persona (for choosing best medium) and format. Distribution is then planned on blogs, social media, landing pages and emails.
Email marketing when done right will help convert your leads. Every marketer is aware that you can persuade your lead into taking action by sending targeted email based on her stage of buying journey. But identifying what stage buyer is in and then sending right content in time is a key challenge. We will solve the challenge with our email marketing solution.
We will create campaigns for every stage of the buyers journey. Campaign Emails are triggered by segmentation of contacts database based on behavior of buyer. Thus emails are sent to the right prospect at the right time with marketing automation. These contacts have subscribed to your mailing list and when targeted emails are sent based on buyer behavior, the engagement rate is high, over 60%.
Marketing automation tools will be used to trigger emails based on behavior such an initial subscription, download of content, customer churn (Customer re-engagement), visiting specific pages of website, engagement on your social media posts, etc. When you send personalized email based on what the buyer just did (or did not do, such as not started free trial of your product after viewing the offer), then the chances of buyer’s responding are high.
Once the leads are developed into a sales-ready or deeply engaged state, they would be passed on to the sales team for follow-up and conversion.