One of the main areas where we successfully assist our customers is that of Inbound Marketing. Inbound Marketing is the ‘art’ of identifying, finding and attracting new possible clients and business opportunities, through the clever use of social media, online platforms and the latest online marketing techniques.
The ability of companies to attract leads is essential to their commercial growth and development. The challenge however is that over the last few years customer buying behavior has changed dramatically, both in B2B as in B2C markets. As a result the process of lead generation in today’s market has undergone some substantial changes.
Let us share some statistics: Google today processes an average of around 100 Billion searches per month.
Billion users and more than half of these searches come from mobile devices. Facebook has around 1,65 Billion active monthly users, 47% of which access Facebook through their mobile device. Worldwide, around 38,6% of the online population use Facebook. In Europe 79,3% of the population uses internet.
Due to the availability of a wide range of online channels, search engines and social media, buyers today have instant access to a wealth of information. As a result buyers in today’s markets typically do their own research online and learn about your product or service well before ever even having made contact with your company or knowing about your business.
According to Forrester, buyers might be anywhere from 66% to 90% through their buying-cycle before they actually contact you or your organization.
OF B2B PUCHASE ARE INFLUENCED BY SOCIAL MEDIA
OF BUYNG DECISIONS ARE MADE BEFORE A SALES REP IS INVOLVED
OF COLD CALLS DO NOT WORK
Therefore in today’s markets it is essential for companies like yours to build a compelling online presence.
Creating a solid lead generation strategy around online platforms and social media is fundamental in establishing trust and capturing the attention of your target audience so that you can interact with them in an early stage of their buying-cycle. This allows you to attract them to your company and steadily convert them into leads and subsequently customers.
Utilising owned, earned and paid media to generate traffic and awareness whilst educating, informing and encouraging thought leadership. Developing a creative content strategy is vital at this stage in order to help attract the right visitors to your website and to encourage interaction with your brand.
Nurturing is hte process of developing marketing qualified leads through the funnel and transforming them into sales qualified leads. Comprehensive nurting campaigns allowa for ongoing interaction with users and helps to develop a close connection. This is achived by sending addictional content through marketing automation and helps to pull the user down the model until they become sales qualified.
The point at which the user becomes sales qualified is the perfect opportunity to approach the lead. At this stage the user will be fully engaged with your brand and will be open to discussion with regards to their consumer needs.
Inbound marketing is a continual process and is one that must be prolonged regardless of the status of the lead. Continuing to delight, inform and educate is a key element of the methodology and one that can help upsells and continual transformation of leads
At B.Expand we have developed a range of Inbound Marketing services that can be customized to fit your specific needs and that can be delivered in outsourcing as a seamless extension to your existing sales and marketing organization.
This methodology consists of 4 different STEPS: