Inbound Marketing With Content: Get found by your prospects and convert them into customers
Outbound marketing tactics such as direct mail, telemarketing and trade journal ads have become ineffective because industrial buyers are finding ways to tune out these interruptive marketing messages both behaviorally and technologically.
Even though, the industrial buy cycle has not changed, the Internet has changed the way engineering, technical and industrial professionals look for information now.
46% of industrial professionals spend 6+ hours/week online for work related purposes (Source: 2010 GlobalSpec Economic Outlook Survey). This shift in buyer behavior requires you to adjust your marketing strategies and tactics to reach your target audience.
The industrial sector has characteristics that are different from general B2B companies. Your online marketing content must closely match the needs of the site visitor’s interests, decision-making role and the stage of his/her buying cycle.
One-size-fits-all content pushed out by marketing is out. Inbound marketing with content is in.
What will inbound marketing do for you?
“Think like a publisher” is a common battle cry for inbound marketing with content. However, passive reading of your content will not increase sales and grow your business.
Venkel LTD. Uses integrated content marketing to generate new leads, drive sales and positions itself as a leading supplier of surface mount components. Read integrated content marketing case sudy »
As an industrial marketer, you need to take your content marketing up a notch by persuading your readers to take action. (Read our blog post, “Content Marketing: Think Like a Publisher, Act Like an Investor”)
Making customer-centric content a cornerstone of your inbound marketing will nurture and move your prospects along their buying cycle in a logical manner while helping them make a more informed decision.
As a result, you will generate more high-quality leads and drive sales at a lower cost while building a larger base of loyal customers.
That’s inbound content marketing working effectively for you!
Inbound marketing does more, costs less
Every marketer wants to generate more leads for less and that’s exactly what inbound marketing with content delivers. Some of the main advantages are:
- Costs Less – no need to buy ad space, pay list rental fees or tradeshow booth rentals and travel expenses
- Lower risks – able to measure effectiveness of online content and quickly refine campaigns to improve conversions
- Increases reach – the Internet allows you to reach bigger/newer markets that are not limited by circulation numbers or attendees from within a geographic area
- Better targeting – marketing content is customer-centric and pulls in more site visitors who are predisposed positively toward your message
- Maximizes ROI – delivers exponentially greater number of prospects who receive your low-cost, low-risk, high-impact messages that have an indefinite shelf-life
- More referrals – inbound content marketing combined with social media marketing delivers more online equivalent of word-of-mouth referrals
Contact us today to get started:
- Call: 713.532.6490
- Email: Fill out our short online form to schedule a free 30-minute industrial marketing consultation
NEXT: Content That Converts »