Gone are the days when marketers would dumb as much cash as possible into advertising, hoping to reach a broader audience. With search engines dictating the pace of online business, content creation has never been this important. Inbound lead marketing is here to stay.
But how powerful is inbound marketing? Here are five fascinating facts about inbound lead generation.
Leads Always Come First
In outbound lead marketing, you can get away with sales language and a pushy attitude because you’re casting a wide net. You have a large budget, and you can pay for hundreds of ads.
The philosophy behind inbound lead marketing is entirely different. First, you prove your value to your potential customer, and then you make an offer.
Yes, that means offering valuable content for free. This is not something that sits well with older marketers, but it’s how the online digital marketing space works. The competition is tremendous, and your brand must stand out to be successful.
Anything that can help you build your image and display your expertise is a big plus: blog posts, videos, podcasts, infographics, ebooks, you name it.
Prospects Bring Prospects
Consider you’re into beauty products. What would you rather share with your friends? An aggressive sales pitch email about a face cream that you hardly know anything about, or a fantastic blog post about the best face creams on the market?
Creating valuable content won’t just bring more organic traffic to your website. It will also increase brand exposure through social media sharing and word-of-mouth promotion.
It’s About Trust
There are billions of ads on the internet. If you wanted to buy a face cream, where would you go? To the random company that showed up on your spam folder, or the business you’ve been following for months?
In 99% of the cases, you’ll turn to a business that has invested in inbound marketing. As a customer, you don’t care about random ads because ads don’t speak to you as great content does.
The Effects Last
Think of the long-lasting effect of ads (spoiler alert, there aren’t any). As your business grows, you’ll need more and more ads to generate new leads.
Outbound marketing comes at a cost. We’re not saying that high-quality content is free, but once it’s up on your website, it stays there. Unlike ads, it keeps driving organic traffic to your website for weeks, months, even years after its initial publication date.
The Possibilities Are Endless
It’s not just about money. Setting up paid ads takes time too. The difference is that with ad campaigns, there’s more at stake, which means you can’t afford to make too many mistakes.
With inbound lead marketing, the possibilities are endless. If a blog post doesn’t do well, you can always tweak it or write something else. You can even try your hand at creating other types of content (e.g., videos, podcasts, infographics).
Inbound lead marketing strategies are adaptable and more forgiving. This alone makes them so much more potent than any outbound marketing effort.
Coming to terms with inbound lead generation is a step toward success. But if you want to survive in the ruthless digital arena as an online business, you’ll need a firm foundation.
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