1. Stop being a showcase site
In those early days, the web has greatly inspired print media such as newspapers, magazines, posters and business cards. That to give up several showcases sites characterized by the fact that people enter, will consult with the information they need and leave without you building a relationship with them. The problem is that in 2015, too many companies are still content to this misuse of their websites ...
... And if the web could be used to achieve much more than that? And if the web could help attract new visitors rather than just helping an existing customer find your address? And if the web could generate new prospects rather than just present your catalog of products and services you offer? And if the web could be an ally to convert those prospects into customers rather than just let it go by your salespeople? And if the web allowed to interact with your existing customers so they are always more satisfied and amazed by your business rather than to find that your customer retention rate is falling? ... Good news! The web can do all this (and more)!
Inbound marketing is the solution to stop being a showcase site! The first step is to focus a little less on design and focus on content, calls to action and conversion (registration, downloading, making appointments, sale)!
In those early days, the web has greatly inspired print media such as newspapers, magazines, posters and business cards. That to give up several showcases sites characterized by the fact that people enter, will consult with the information they need and leave without you building a relationship with them. The problem is that in 2015, too many companies are still content to this misuse of their websites ...
... And if the web could be used to achieve much more than that? And if the web could help attract new visitors rather than just helping an existing customer find your address? And if the web could generate new prospects rather than just present your catalog of products and services you offer? And if the web could be an ally to convert those prospects into customers rather than just let it go by your salespeople? And if the web allowed to interact with your existing customers so they are always more satisfied and amazed by your business rather than to find that your customer retention rate is falling? ... Good news! The web can do all this (and more)!
Inbound marketing is the solution to stop being a showcase site! The first step is to focus a little less on design and focus on content, calls to action and conversion (registration, downloading, making appointments, sale)!
2. In order to stop being the "tenant" of your marketing assets and become the "owner"
In one of my previous articles, I talked about the importance of investing in the production of web content rather than advertising. Content marketing is one of the ‘’pillars of the inbound’’ and methodology used to build in-house marketing assets rather than the "rent" as it is discussed when relying solely on advertising. Why? Well, when you make content on your site, you are helping to build the SEO it and give you material to share on social media in your marketing emails. Tangible assets that accumulate and which are reusable over time. Which will have a "snowball effect" over time, that will ensure that you will have more content, the more you increase your web traffic and your leads and ultimately your customers. Thus, one can compare the production of web content to the concept of ownership in real estate. When you own, not only are you master 100% of your assets, but also you can use it as leverage for other aspects of your life.
Conversely, advertising is to make the "location" of your marketing since you pay to have some visibility for a certain period.
When you stop paying ... poof ... nothing! Your lease is over and what was you yesterday is today! You end up with nothing ...
3. How To start generating results with the web
After 1, 2, 3 (or more) recasts of your website, you still do not have the expected results on the web? The reason is probably because you have put more emphasis on containing the content. The inbound marketing's methodology is based on a strategic approach enables you to precisely determine to whom you are speaking (your personas) and to establish concrete goals with them.
Starting with these crucial steps, the inbound marketers ensure a better ROI in the long term and may stop to wonder why they do not get results with the web!
Inbound King
4. Because more and more of your peers do
Each year, more and more companies are opting for a strategy of inbound marketing and quietly abandoning outbound marketing tactics such as "cold call" advertising or fairs (trade shows). I am not among those who think we have to be a sheep and imitate everything that our neighbor, but we must recognize that when trends emerge, it is often because the results are positive in the end . So, do not wait to be the black sheep of your profession and join the community of inbound marketers!
5. In order to relay more educated prospects to your sales and thus better prepared to buy
One of inbound marketing is that it forces the consumer to walk through the purchase process through support for early prospects at the end of it. This is achievable through a content production focused on the needs experienced by leads to different levels of the process and intelligent distribution of the latter to be consulted in good time by your prospects.
One concrete result of this strategy is to lead to much more educated about your industry prospects, your products and services. In addition, they see you as the reference area since it is thanks to you that they have developed all this knowledge. This way your salespeople have to work much less to convince these prospects and the sale is made much easier.
6. Because you want to lower your cost per lead, How can this be done
Every day you work and invest in order to acquire new leads. Every minute and dollar invested count and ideally you want to pay as little as possible to generate more qualified leads. The performance indicator to track your cost per lead (CPL). A study by HubSpot, it is recognized that companies using the inbound marketing usually have a CPL lower than the others. This gives you one more reason to put you in inbound!
First, start by calculating your cost per lead in order to know where you stand and then see if you can decrease as you stake your inbound marketing strategy!
In one of my previous articles, I talked about the importance of investing in the production of web content rather than advertising. Content marketing is one of the ‘’pillars of the inbound’’ and methodology used to build in-house marketing assets rather than the "rent" as it is discussed when relying solely on advertising. Why? Well, when you make content on your site, you are helping to build the SEO it and give you material to share on social media in your marketing emails. Tangible assets that accumulate and which are reusable over time. Which will have a "snowball effect" over time, that will ensure that you will have more content, the more you increase your web traffic and your leads and ultimately your customers. Thus, one can compare the production of web content to the concept of ownership in real estate. When you own, not only are you master 100% of your assets, but also you can use it as leverage for other aspects of your life.
Conversely, advertising is to make the "location" of your marketing since you pay to have some visibility for a certain period.
When you stop paying ... poof ... nothing! Your lease is over and what was you yesterday is today! You end up with nothing ...
3. How To start generating results with the web
After 1, 2, 3 (or more) recasts of your website, you still do not have the expected results on the web? The reason is probably because you have put more emphasis on containing the content. The inbound marketing's methodology is based on a strategic approach enables you to precisely determine to whom you are speaking (your personas) and to establish concrete goals with them.
Starting with these crucial steps, the inbound marketers ensure a better ROI in the long term and may stop to wonder why they do not get results with the web!
Inbound King
4. Because more and more of your peers do
Each year, more and more companies are opting for a strategy of inbound marketing and quietly abandoning outbound marketing tactics such as "cold call" advertising or fairs (trade shows). I am not among those who think we have to be a sheep and imitate everything that our neighbor, but we must recognize that when trends emerge, it is often because the results are positive in the end . So, do not wait to be the black sheep of your profession and join the community of inbound marketers!
5. In order to relay more educated prospects to your sales and thus better prepared to buy
One of inbound marketing is that it forces the consumer to walk through the purchase process through support for early prospects at the end of it. This is achievable through a content production focused on the needs experienced by leads to different levels of the process and intelligent distribution of the latter to be consulted in good time by your prospects.
One concrete result of this strategy is to lead to much more educated about your industry prospects, your products and services. In addition, they see you as the reference area since it is thanks to you that they have developed all this knowledge. This way your salespeople have to work much less to convince these prospects and the sale is made much easier.
6. Because you want to lower your cost per lead, How can this be done
Every day you work and invest in order to acquire new leads. Every minute and dollar invested count and ideally you want to pay as little as possible to generate more qualified leads. The performance indicator to track your cost per lead (CPL). A study by HubSpot, it is recognized that companies using the inbound marketing usually have a CPL lower than the others. This gives you one more reason to put you in inbound!
First, start by calculating your cost per lead in order to know where you stand and then see if you can decrease as you stake your inbound marketing strategy!
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