What does Cinco de Mayo have to do with inbound marketing services? Great question.
Cinco de Mayo celebrates the Mexican army's impossible victory over French troops on May 5, 1862. They were outnumbered and outgunned, but the Mexicans had strategy on their side. They also had a better reason to fight. In the end, they beat Goliath all the way back to Bordeaux. Well, sort of…
Point is, May 5th is a day devoted to underdogs. And inbound marketing services (content creation, lead nurturing, website optimization, etc.) are the smartest weapons any underdog can wield. Inbound marketing services make it possible for you to compete against the B2B equivalent of Napoleon III. Because even if your SMB can’t afford (or justify) hiring a full-time copywriter, web developer, graphic designer, SEO analyst, and video production team, your marketing program can still look like a million pesos.
So without further mixed metaphors, here are cinco signs you need inbound marketing services hoy día:1. People don’t understand what you do.
What percentage of your leads make it all the way to a sales call or a product demo, without already understanding basic facts about the tools/services you provide? If it’s more than a few, you’re wasting valuable selling time on unqualified buyers. And you’re probably frustrating boatloads of great leads, who give up much sooner.
Inbound marketing services help you educate target prospects, who are anywhere between the awareness stage (“I have a business problem…”) and an actual purchase. Services could include content creation for your website: a better FAQs page, a series of educational blog posts, or a quick explainer video.2. Your customer retention numbers are bad.
Your customer contract just ended and they never even looked back.
Was it something you said? More likely, it’s what you didn’t say—like, oh I dunno…
- Thanks for working with ABC Cogs!
- Have you seen all the things our cogs can do?
- 5 Signs It’s Time to Replace Your Cogs
- Why Cogs Will Be Essential in 2016
When you lose a customer, you don’t just lose their next purchase or contract renewal. You lose a brand advocate. And advocates—a.k.a. engaged customers—are invaluable sources of testimonials, positive reviews, social media shares, and case studies.
For keeping your customers engaged, inbound marketing services might involve polls and surveys, benchmarking reports, even customer interviews. Experienced partners can help you turn this data into retention fuel, which in turn helps to power new customer acquisition.3. You’re spending too much on marketing.
Outbound marketing efforts are expensive, even if you’re just printing fliers to slap on car windshields. They’re expensive because, for the most part, the effect is not cumulative. There’s no telling who saw that ad you placed, or actually opened that direct mail promotion.
On the other hand, companies investing in inbound marketing services save an average of 13% in overall cost per lead, according to HubSpot’s State of Inbound Marketing report. In a previous HubSpot study, the cost differences were even more pronounced. The average cost per lead for outbound-dominated businesses was $346. In comparison, the average cost per lead for businesses leveraging primarily inbound techniques was $135.
This is because, as time goes by, your inbound investments multiply. Your website is better equipped to attract and route leads. Your eBooks and white papers (already paid for) continue to guide leads down the funnel long after they are first published. And your thought leadership credits—earned through social posts, guest blogging, forum comments—build on one another.4. Someone (anyone, ever) accused your business of being boring.
Marketing is tough for “boring” B2B businesses. When you sell something like “platinum-cured, low volatile grade, silicone hoses” it’s hard to whip up a sexy website. For one thing, you need 19 adjectives just to name your product. For another, your audience isn’t a bazillion shop-happy consumers; it’s like 10 guys sitting in their factory offices. They aren’t breathlessly compiling Pinterest boards full of platinum-cured, low volatile grade, silicone hoses. They may not even know how to spell all those words… They just want to replace their old hoses with something that works and keeps their employer compliant.
Inbound marketing services pros have been down this road before. They have the skills to target the right buyers, in the right places. They also know how to keep your content fresh and engaging. (Believe it or not, there are topics that could get those 10 guys excited.) Here are some tips on boosting your company’s sex appeal.5. You are reading this blog.
Something brought you to this blog post. Maybe it was a PMG email you received. Maybe it was a search result that appeared after you Googled a related term. Maybe a social contact shared the link. Maybe you’re just trying to be supportive of my work. (Hi mom!)
For everyone besides my mom who is reading this post, there’s a good chance you are unhappy with your current marketing plan. Take a moment to tell us why. Maybe we can discuss over some Coronas?
¡Feliz Cinco de Mayo!