It’s no secret that outbound marketing is the most effective way to get leads quickly. However, it’s also insanely expensive to focus in on your target audience.
For example, you finally developed your first commercial and run some spots on TV or Radio. If you’re lucky—you get a very small percentage of viewers who buy what you’re selling. Does that sound like a good value for your advertising dollar? No? We don’t think so either. In fact, we’ll go further and say that outbound marketing has the potential for serious blowback. Why? Easy—but first a message from our advertising partners.
Ironically, that example right there that is the very effective part of outbound marketing is also it’s Achilles heel.
Outbound Marketing Does Not Produce Quality Lead Generation
How many times have you watched a TV show at a pivotal point—and then boom—cut to commercial? It drives you crazy right? Especially if it’s one of those annoying Sonic commercials or Jim Adler—“The tough Texas blah blah blah.”
One of the reasons it’s so annoying is not because of cheesy commercials—but because you didn’t ask to see it. Ironically, what those commercials do for people not interested, is potentially turn them off from what’s being offered. Multiply that when commercials are seen over and over again and it just becomes downright off-putting. Outbound marketing by design is disruptive and not good for quality lead generation. The keyword here is quality.
Additionally, as the company paying for the spot, you are getting ripped off. All that ad budget for so little return and unqualified lead generation? The problem is you are sending out your message to a very wide audience versus a specific demographic. While that is great for general exposure—what good is it if a majority of viewers aren’t interested.
What Is The Secret To Effective Lead Generation?
Taking the pitfalls of outbound marketing into consideration, what if you could make your target audience come to you? You can: you just have to have the patience to build an engaged audience with inbound marketing.
Inbound Marketing = Quality Lead Generation
Outbound marketing relies on casting a wide net and pushing your message in front of viewers face. However, inbound marketing works opposite of that concept—it relies on content to attract your audience to you.
In order to do that you can’t just have random content or a bunch of boring articles. You must focus on the quality of the content whether audio, video, text or other media. The digital marketplace is getting more and more competitive and quality content is crucial to a successful campaign.
However, many marketing consultants believe that the digital landscape is heading to a sobering reality. It’s heading to an oversaturated market. Due to internet accessibility rapidly growing around the world, there is a larger audience than ever before. Consequently, content producers have churned out an enormous amount of content. It is expected that in the near future, there will be more content than there are consumers.
Standing Out In The Crowded Content Landscape
What does that mean for business owners competing for leads via the digital world? It means your content has to be top-notch—and obsessively so. You need to offer your audience undeniable value that will make them need your content. After all, standing out in the digital landscape is hard and takes a lot of focus. It’s like being Waldo and trying to get found in an infinite sea of content no matter how great yours is. There are always a thousand others with equally impressive content
Additionally, you need to realize that inbound marketing is also indirect lead generation. You aren’t hitting them with an unsolicited hard sell. You’re enticing them with free content that is valuable to your audience. Once they come to you—don’t jump right to the sell.
Ease Them Through The Sales Funnel
No one wants to have a sales pitch thrown in their face the moment they come to your site. That would be like these guys approaching the only single girl at a nightclub—don’t be those guys. You have to be very patient. When they come to your site, ease them through the sales funnel—ask them to subscribe to your email list.
Once they’re on your email list don’t ignore them—provide valuable content to them. Every so often you throw in a sales pitch or special offer. Essentially, you want to earn their trust before you go right for a sale. This will build a working relationship with them over time. That way, when they do need a solution—yours will be the first name they think of.
Consequently, this form of marketing isn’t for the get rich quick crowd or the ones that take shortcuts. This is a proven method that requires patience, discipline and commitment—if you lack any of these stop reading now. We can’t help you.
However, if you want to learn, and you can master those three concepts you can do this. We will help you develop an inbound marketing plan that drives quality lead generation. In order to make inbound marketing an effective lead generation tool, there are some basic guidelines you need to follow.
Must-Follow Strategies For Effective Inbound Marketing
We know we get a little wordy, so let’s skip the Wikipedia article and get right down to the Cliffs Notes, shall we? We’re going to briefly go over the best practices for quality inbound marketing for lead generation and building your audience.
Grow A Quality Email List
People that aren’t in marketing but think they know marketing will tell you email is outdated in marketing. They say better to ignore email to focus only on social media. Well, have a look at their marketing report and see what they’re numbers look like—probably not good. In fact, they’re not just wrong they must be blind. Why? Just take a look at some of these recent email marketing stats for both B2B and B2C marketing.
B2B Email Marketing Statistics
- 86% of business professionals state that they’d rather use email to communicate in business.
- Nearly 60% of B2B marketers claim email is their most effective revenue generation channel.
- Over 55% percent of brands that use emojis in subject lines of marketing emails have a higher open rate, according to a recent survey.
B2C Email Marketing Statistics
- Welcome emails are supremely effective in generating revenue. In fact, over 300% more revenue is a result of these welcome emails over any other email promos.
- Consumers spend over 130% more when purchasing products from an email offer than consumers that don’t receive email offers.
- 80% of retail professionals state that their greatest driver of client retention is email marketing. Followed by social media at only 44%.
Stats don’t lie and email is still very much a heavy hitter when it comes to a marketing campaign. In fact, last year, the average ROI in the US for email marketing was $44.00 for every dollar spent. If most top-level investments gave that kind of ROI, you’d think it was the 80’s again.
What does that tell you about email marketing?
Every Channel Needs To Feed Your Email List
While it’s great to maintain a blog or YouTube channel—nothing is more valuable than a quality email list. We’ve already shown you just how valuable an asset it is—so all your other efforts need to feed that list.
You can accomplish this in various methods such as opt-in offers on your website. To encourage them to opt-in, simply offer some content of value in exchange. You’d be surprised how easily people will sign up for valuable content.
Just like you don’t want to go right to the hard sell on new subscribers, you also don’t want to spam them with useless junk. Therefore, make sure your emails have truly valuable content they can use.
Develop And Maintain A Valuable Blog
Being a thought leader in your industry is a huge asset for lead generation that you should work towards. The best way to establish yourself in your industry is through blogging. Now, you can’t just expect to throw up content with no plan behind it. It needs to have value, it needs to be credible and it there must be a need for it. You need to analyze your industry, find a pressing need not being filled and fill it with authoritative content.
Blogs need to be SEO optimized and they need to be refreshed at least once a month with a fresh post. Try to capitalize on current events as well as industry news that is relevant to your audience.
Harness The Power Of YouTube
Everyone knows that Google is the largest search engine in the world. Naturally, it makes sense to tailor your website and content around Google algorithms, However, do you know what the second largest search engine is?
If you guessed YouTube, you’re either very marketing savvy or a pathological cheater. Either way, YouTube is correct. Video content is king and you can leverage YouTube’s massive user base for lead generation if done correctly. It’s quite similar to building a website, except you want to build a YouTube channel. At first, you will struggle to get views but you can follow some basic tips to get subscribers.
- Take Advantage Of YouTube’s Search Suggest Feature – This feature of the YouTube search engine works similar to Google. After all, they’re the same company, right? Type in a word or a phrase you’re targeting and look at the suggestions. The keywords that come up will guide you on content direction and targeting.
- Study Popular Videos In Your Niche – This is a great way for you to discover keywords that you should try to hit on with your YouTube page. You can optimize your videos based on these keywords. Seek out the best keywords based on lowest competition numbers. In keyword results the lower the number of search results the less competitive it is. That’s a good place to get your foot in the door.
What’s Next For Your Lead Generation Strategy?
The internet is growing faster than we can keep up with, which means inbound marketing is even harder and requires more dedication. It also needs to be constantly monitored, adapted and requires many man-hours to do so.
If you want to make it easy on yourself and your company and you want effective lead generation. Contact us to get a quote for one of our elite marketing packages. We handle all the content creation for you, the strategy, the ad placements, direct marketing campaigns and more.
Contact us today and speak with an account advocate and let us help grow your leads and build your brand.