You’ve likely heard the term “inbound marketing” dozens (OK, maybe hundreds) of times before, so before I get started, let’s start with its definition, as provided by HubSpot:
Inbound marketing is a business methodology that attracts customers by creating valuable content and experiences tailored to them.
Content comes in many forms and flavors, with the most common being articles, whitepapers, case studies, infographics and videos posted on your website and social media channels.
As an industrial company, your survival depends on posting meaningful and relevant content so that when prospects begin searching for what you manufacture and sell, your brand will appear in search results. If it doesn’t, you don’t exist, and you lose the chance to win a new customer.
There are four ways industrial companies benefit from inbound marketing. They include:
- Attracting qualified prospects: With a sound inbound marketing strategy, you can be assured that the people you attract are prequalified and interested in what you sell. Compare this to targeting large groups of people, many of whom will have no interest in what you are selling, or don’t want to be bothered with your outbound (interruptive) marketing.
- Impressive marketing ROI: Compared to outbound marketing, inbound marketing is more economical. The reason is because the content you create and post to your website and social media channels will appear at that critical time when a prospective customer expresses an interest in what you sell through their online search. Mathematically, a much more impressive marketing ROI than spray ‘n’ pray.
- Brand credibility: When customers begin their research and come across the (hopefully) high-quality content you’ve created, you are viewed as an expert and thought leader in your industry. If your competitors do not have the quality or quantity of content you have, there is a much higher probability that you’ll be able to convert prospects into buyers of your products. What I’m saying here is, don’t wait too long to get started. (Think of it this way – every single day, your ideal prospects are searching for what you sell. Make sure your brand is as visible as possible.)
- Engagement: By its very nature, inbound marketing is a platform that enables you to have conversations with your prospects and buyers. It gives you the opportunity to engage while learning about their needs and interests to make sure your company is meeting customer buying criteria.
For all the benefits inbound marketing offers, I would never suggest that outbound marketing, such as print advertising, tradeshow marketing or other non-digital marketing is ineffective. Each has its place and purpose, and all online and offline marketing must complement each other for a well-rounded marketing strategy.
Be sure to check out my article on content marketing for manufacturers for information on what types of content to use to attract qualified, interested buyers to your brand.
Of course, if you would like assistance in creating an inbound marketing strategy for your company, let’s connect.