Finding the right marketing strategy for your business has become more and more complicated as there continue to be more channels to engage your audience. Regardless of the channels you choose (TV, radio, search, social, etc), it’s critical to craft the goals of your campaign prior to your launch, and have clearly defined metrics to measure against to ensure you generate a positive return from your investment.
At Digital Third Coast, we specialize in SEO, PPC, and Inbound Marketing. Some or all of these might be the right solution for your business, depending on many factors, including your industry, past efforts, and goals. Inbound marketing suits some companies better than other. Typically, a good fit for inbound marketing will be B2B, and have a longer, more considered sales process for a higher-ticket item or service. If you sell shoes, inbound probably isn’t the right fit – developing content and marketing to your prospects is important, but how many people are reading a whitepaper or interacting with you on social media before their purchase? Conversely, if you sell custom software development, your prospects are likely looking for more information, and for you to show more expertise and authority in your space before they engage you. This is where inbound comes in. Other factors that come into play when considering if an inbound campaign are right for you include:
While inbound will help increase traffic to your site, if you are launching new site or have low traffic numbers, we may recommend allocating your marketing budget towards SEO first to have enough traffic to build out a full inbound campaign.
The leads coming through your site are a critical component of a campaign. Understanding your conversion rates versus industry averages allow us to craft goals to increase where appropriate, and also understand what part of the Buyer’s Journey is bringing these leads to you. In longer sales cycles, we may want to engage website visitors sooner by providing them with downloadable resources, webinars, or guides. For those visitors further down the sales funnel, we’ll want to provide easy ways for them to take the next step with you, whether that be a demo, sales call, or free trial.
Customer Lifetime Revenue
The average customer lifetime revenue is also important to consider when crafting your strategy. For industries where clients are under $500 and primarily transactional sales, inbound is likely not the right fit. Higher ticket items with longer consideration phases in the sales process, on the other hand, can be impacted greatly through inbound marketing.
Previous Marketing Efforts
Understanding what you have done in the past, and where you saw successes and failures is a great indicator of what the next best step is for you. For example, perhaps you’ve tried multiple components of an inbound strategy, but haven’t been able to connect the dots between multiple channels. Analyzing your past data through Google Analytics or a tool like HubSpot allow us to understand what worked and where you can improve results.
Inbound marketing requires a good amount of resources, from developing content for blogs, e-mails, social, and downloadable content, to managing workflows and leads through each stage of the buyer’s journey. Ensuring you have enough internal resources, or a strong partner, is critical to ensuring campaign success if you are planning an inbound marketing strategy. In addition to these factors, performing some competitive analysis to understand how your industry is marketing to your shared audience can also provide great information. You can take advantage of the campaigns they run, and also identify gaps in their marketing strategy that could differentiate you from the pack. If you’re interested in learning more about inbound marketing, and if it might be the right fit for you, we recommend the following resources – or, of course, feel free to call us!