A survey conducted by CEB in 2013 shows that potential customers only contact the seller when 57% of the purchase process is complete.
This means that two-thirds of the buying process are all about researching, learning, forming an opinion and establishing requirements – all without any support from the company.
In addition, 70% of customers prefer to get to know a company through content than advertising, according to a Prospecta Inc. study.
Unfortunately, some people still have trouble in accepting that it is no longer possible to sell a product without selling the brand.
But these are two parts of the same process. And this process can be time consuming.
If you work for a digital marketing agency that sells actions that lead to this type of strategy, you probably still find clients who are apprehensive because they do not get immediate results.
But convincing them otherwise does not have to be so difficult. It’s all about using the right arguments. Our goal today is to show you how to convince your clients to invest in inbound marketing.
Let’s do this!
Inbound marketing brings long-term results, but costs less
For any type of business, Inbound Marketing can become a strategy that costs less money.
But small or medium-sized companies that have a limited marketing budget can benefit from it the most.
Almost all the actions of Inbound Marketing are free. And when you reach a good level of recognition, your marketing strategy runs on its own.
According to data collected by Rock Content and Prospectus, inbound marketing costs 62% less than traditional marketing and generates three times more leads.
But in the long run, the ROI increases. According to a 2013 Hubspot survey, 92.34% of participating companies claimed to have increased their traffic when they implemented inbound marketing and 85% felt the difference in 7 months.
Lead nurturing leads to a 20% increase in sales opportunities
Lead nurturing is the stage when the lead is stimulated through inbound marketing to complete the buying process.
This means that through attractive content, your customer will create a closer relationship with the mailing of prospects or potential customer.
Understanding in which purchase process your lead is allows the company to send out attractive content sequences by email. This will keep them engaged and interested in the products throughout the buying process.
Example: if your company sells photography equipment and the lead signed up for the newsletter, the company can send out video tutorials showing how to use some products or presenting maintenance techniques for cameras.
Sending informational material and relevant content is a way of giving more information to a potential customer who is not yet sure about the purchase. This is a good way to keep your leads curious and help them make their own decisions.
The company will become a reference
To attract readers, you have to produce high quality, innovative and attention-grabbing content. At the same time, you gave to develop a good positioning strategy for your communication channels.
Digital agencies that invest in Inboud Marketing usually bet on creating content (blogs and ebooks) and SEO – spreading content (through social media, e-mail marketing). This generates an impact on:
- Audience (pageviews, post, video, etc.);
- Engagement (comments, shares, visits by user, subscription of newsletters, etc.);
- Lead generation (people who provide their data in exchange for information, and can become customers);
- Sales (customers who bought shortly after interacting with content).
Inbound Marketing brings the customer closer
If your customers become references in their area, explain to them that their potential customers will be also their fans due to the content disclosed on blogs, social networks, ebooks.
It is a slow process that guides the lead through the purchase funnel.
If your customer still finds it difficult for top of the funnel content to increase sales at the bottom of the funnel, explain that quality content tied to a non-invasive strategy will catch the attention of the prospect.
This will show your leads that the company worries about earning their loyalty, and not paying for it. If the content adds value to the user’s experience, they will be more likely to become clients.
What inbound strategies have you used in your business? Share with us in the comments or contact our team!