In my recent post “Time to Change Internet Marketing Horses” I talked about the ineffectiveness of using single methods, such as SEO by itself, to accomplish marketing goals. I suggested that Inbound Marketing provides the best alternative, by connecting the dots between great content, social media marketing, SEO and lead capture. Let’s take a closer look at how this works.
As a best practice, we always start with inbound marketing strategy. What is the goal of your Inbound Marketing project and is it measurable? As an example, let’s say that we are a furniture dealer. Current sales have dropped over the past 8-12 months by 30% due to the economy. Looking back a bit further, we see that sales have actually been declining steadily over the past three years, so it’s not just the recession at work. We’ve been spending consistently on newspaper ads, direct mail and occasional radio spots for special events, with no apparent boost in revenues. We have a website where we mirror our advertising, but we have no idea how many customers come from the Web or any other marketing venue. On average we get 20 sales a week at $2,000 per sale. We would like to increase that to 25 sales per week, for an additional $40,000 per month. If possible, we would like to accomplish that goal without significantly increasing our marketing budget, and we would like to see direct measurement of results to compare with past performance.
We need to be able to attract new and current customers, capture them as leads, follow up and convert them to sales and measure results. Ideally, we want to do this in one place using one set of tools. Your website is the perfect launch/landing pad. Our to-do list includes:
There’s more good news. Now we know exactly what works and how to tweak our program to gain even better conversion rates. Our investment has not only improved sales, but it has also given us a means to measure results and build new campaigns going forward.
* These numbers are just an example, but not an unreasonable one with a solid Inbound Marketing program.
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