3 benefits of using Inbound Marketing for IT companiesAdina Palade
Companies all over the world have dramatically changed their acquisition process and their workflow. 10 years ago, people were only buying from 9 to 5, during office hours; the office spaces were usually private, and mostly cubicles; and the most common information resources were usually newspapers, magazines, TV and advertisement banners.
Nowadays, we are connected at all times, checking up business opportunities from our cars, or even from the comfort of our home; signing contracts remotely and partnering up with companies from the other side of the world. Information is just a click away, and we can find it freely whenever we feel like it. We search company information on websites, we check our business partner’s profile on LinkedIn or Facebook, we research reviews about products or services online. Basically, old marketing tactics are not working anymore.
However, the digital world offers a storm of online information, and our potential clients are persistently harassed by pictures of cute cats, breaking news, and social posts daily. So how do you reach these individuals and make the most of your digital marketing as the owner or manager of an IT company?
Provide them with something they LOVE. Don’t interrupt what people want to consume, be what they want to consume. Become part of the conversation, share helpful and relevant content. According to Hubspot – an inbound marketing and sales platform that helps companies attract visitors, convert leads, and close customers – 80% of business decision-makers prefer to get company information in a series of articles versus an advertisement.
Inbound is the marketing people love.
Inbound marketing is about attracting the right customers, at the right time, by producing the right content. It is customer focused with personal business engagement, as opposed to product focused marketing. Instead of wasting valuable marketing resources on individuals non-relevant to your product, inbound focuses on connecting businesses to leads with the highest inclination to become customers, and ultimately long time promoters of the business’ product.
Allow us to share with you three specific ways in how inbound marketing can benefit your IT business:
- Marketing automation
Marketing automation tools can streamline a variety of marketing functions, enabling teams to focus their efforts on other core tasks that effectively nurture leads and drive revenue. The main objective of a marketing automation platform is to streamline sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions.
HubSpot is a widely recognized inbound marketing platform, offering a variety of marketing automation features and capabilities. With a full suite of integrated marketing tools spanning blogging, social, SEO, email marketing, and more, HubSpot is a comprehensive platform for improving marketing effectiveness and marketing efficiency.
- Higher ROI
The ROI of inbound marketing is higher than that of outbound marketing. Given that prospects look for you when they need the product or service you offer, the sales closing rate is higher.
Inbound marketing enables businesses to generate leads at a lower cost. It’s a lot easier to gain leads from individuals interested in something you offer as opposed to those who just aren’t interested. Similar to a matchmaking service, inbound ensures a better connection between you and your customer upon first encounter, giving you key information on how to properly engage them.
- Brand awareness
Being in the top 10 of Google’s search results will boost your brand awareness. When you rank well for terms that users are searching for, they will continue to see your name and brand over and over, which gives them more and more opportunities to review and engage with your brand.
Offering extraordinary customer focused content and service will build brand credibility through perceived expertise. The Internet allows for content to be easily shared, increasing the odds of brand advocating from loyal customers. This provides the opportunity for your branded content to be shared and seen by not only your direct audience but also your customer’s audience and so on.
In today’s marketing world, it’s getting harder and harder for technology companies to get heard and to start conversations with potential customers. Prospects are overwhelmed with information, and traditional lead generation efforts meet with more and more resistance as buyers get savvy and ignore them. Inbound marketing gets you customers, and when you stop selling and start helping, prospects start the conversation for you.