With inbound marketing, it’s about results, end of. This can come down to volume quality or cost of leads, but at the end of the day it must make financial sense for your company.
Getting those results, though, requires a lot of work. You need to research your audience and where these individuals spend their time online, collect data in ethical ways, identify social trends and produce creative content on a consistent basis.
Get it right and put some budget into the mix, too, and inbound marketing can vastly accelerate your business’s growth potential. How do we know? Because we do it every day and write about our experiences on a regular basis.
On its own, inbound marketing takes time to work. We can use biddable media to speed up the process, putting your content in front of the right audience at the right time.
We work with our clients to pinpoint and qualify exactly who their target audience is. Using structures like MBTI, we deliver content that resonates with them.
Outbound lead generation methods are outdated, inefficient and even legally questionable. It's time to adopt a new inbound approach to marketing.
We believe in content - it can have a massive impact on your bottom line. But content can stretch much further than just blogging. Video, animation, interactive, we use it all.
Everything we do is tested, improved and tested again. Inbound marketing campaigns should revolve around statistics, and we improve them with constant testing.
We're an award winning agency, not just based on our ability to write an award entry... but on real client impact, globally.
Leads, leads, leads... For most of our clients, inbound lead generation is the dream, which is why they approach us, an inbound marketing agency.
Unsurprisingly, we favour inbound marketing, the process of attracting and converting relevant and engaged leads to your company. We learn about the prospect, what they do, what they're trying to achieve and who they are. We're helpful in our approach and importantly, we use the whole inbound process as a way of qualifying individuals as suitable leads and potential customers.
Outbound lead generation methods have become outdated and inefficient, and from May 2018 their legality will also be called into question as GDPR comes into force. Needless to say, it's time to ditch the cold calls and spam emails, and adopt a new approach to marketing.
Businesses often get focused in on one channel or area, when in fact a wide targeting scope can increase their exposure. Businesses are also sceptical of using new channels to widen their appeal. Formats such as live video are spreading thanks to Facebook, Instagram, Twitter and other social networks, meaning that early adoption is becoming a necessity for the average lead generation campaign.
With an ever-increasing selection of channels, there is a real need for brands to diversify. It only takes one innovation to change the game, leading to better conversions and profits. Businesses should never pigeon hole themselves to one channel, as they are all potential tools in your arsenal. You wouldn’t ask a handyman to build you furniture with only a hammer, would you? The same needs to go for your inbound marketing.
If you’re committed to inbound marketing, then consistent content creation is essential to the process. There are many reasons why.
Content allows you to communicate with people at their own pace, and enables you to reach out to a targeted readership and always be on hand with relevant and valuable content without annoying them with message overload. This helps to present your business as a thought leader in your industry, develop your brand image and encourage leads to approach you with their questions.
There’s also a technical side to blogging for inbound lead generation, too. Search engines like Google are more likely to rank businesses higher for certain search results if they regularly publish fresh content, therefore helping them to attract higher volumes of search traffic. The more original and relevant your content, the better.
Social media is hugely beneficial as part of an inbound marketing campaign, connecting companies with a global audience and allowing them to promote their offering. Many brands have business accounts across a number of social channels to extend their reach, provide great customer service and most importantly, fuel inbound lead generation.
These channels can also pose some challenges. Social media marketing is still a form of advertising, so laws still apply and it’s wise to stay on the right side of the moral compass. Brands have to be alert at all times to deal with customer complaints in a public arena where anyone can join in the argument. Responding in a professional manner can keep customers satisfied and build your reputation as a brand that really cares. Facebook and Twitter can be fun, but if you’re using it for inbound marketing you need sound knowledge of the social media dos and don’ts.
As experts in inbound marketing, we know that with an effective biddable media campaign you can quickly and dramatically improve your lead. Biddable media campaigns broadcast over social media channels and search engines to provide greater visibility to your brand, position you above competitors, increase engagement with the people who matter to you and drive leads to the most profitable pages on your website.
There are however some pitfalls with biddable media that you need to be aware of. With biddable you are paying for every lead and interaction regardless of whether it converts, so you need to ensure you have a strong structure and analysis process in place. This will allow you to identify patterns and behaviours which will lead you to profitable niches. The good news is though that once you have a strong biddable foundation in place you can use a lead nurturing and inbound process alongside paid social media to generate fantastic returns quickly.
When it comes to inbound marketing, you need to be comfortable and savvy with how you collect and use your data. The expansion of the internet and its global uptake is creating enormous data sets by the minute. Collecting that data in ethical, transparent ways and analysing those trends and patterns (as well as the emotions people are expressing) will help you develop a greater picture of your consumers and the habits of the market you want to reach. It can also help you to predict future trends, better plan your lead generation outlay and create engaging content.
Reporting is one of the most important things to do when investing in an inbound marketing campaign. The more in-depth the report, the better you can use the data to identify patterns to perfect the user journey while reducing your costs per lead. The way you present your data is important too, as is educating client and staff to on what's working well and what needs improvement.
Six & Flow uses HubSpot's comprehensive reporting tools to monitor, analyse and report on inbound marketing for many of our clients. The industry-leading marketing automation platform makes it simple to access a huge variety of data on lead acquisition, buyer journeys, content interactions and much more besides. With this kind of insight, we are able to consistently improve and perfect client campaigns.
Inbound is more than just doing some SEO, content marketing or social. It's about being helpful to your clients and guiding them through your sales funnel. Below is an outline of how we as an inbound marketing agency turn strangers into customers and customers into your best salespeople.
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