"But wait," you say "Qualifying leads is an important part of the sales process. I don't want to waste time trying to sell to someone who can't or won't buy my solution, right?"
Inbound marketing works for material handling and industrial for several different reasons but the three main ones are...
When we build websites for companies, there is usually a lot of discussion about how to get more visitors. That makes perfect sense right? Why create this beautiful website, if no one is going to see it? And in the end, more visitors helps drive more sales.
The traditional answer to the question of how to get more views on your site is content creation, blogging for instance. This is simple mathematics. Website + Content = More pages (and more pages equals more chances to capture eyeballs).
However, we feel that traditional content creation is only a tactic. It is part of a broader strategy of inbound marketing. Inbound marketing goes with sales like peanut butter and jelly.
I believe that inbound marketing is hands down the best all inclusive strategy for getting more MQL (or marketing qualified leads, i.e., leads that your sales team wants.)
However, not everyone is in the position to launch a full-scale inbound marketing campaign. It requires a considered sales process, a particular value of your sales (above 2k) and a chunk of the marketing budget, as well.
As a marketer, I dig inbound marketing. And when I speak to salespeople whose marketing teams use inbound marketing, they really, really, really like inbound marketing.
Why would sales care about what marketing strategy you use? They care because the inbound marketing strategy works and it gives your sales team precisely what they want. Just a hint: they don't really want leads. (Stick with me here).
Filed Under: inbound marketing
I recently started looking at home automation, and I got into it quickly. Bear in mind; this is years after Alec Baldwin began shilling for Amazon Echo. I never really saw the need for home automation, until I saw the need for it.
I have to admit I went a bit crazy on the subject, I am glad we have Prime for all the shipping!
That is how a lot of companies see inbound marketing. You keep hearing it is valuable but nothing has grabbed you about it, or you don’t have buy-in from the boss, or you have other projects that get in the way. Whatever. It has remained a “hmmm that would be nice."
Here is why you should pull the trigger:
The goal of inbound marketing is a holistic, data-driven approach to marketing that attracts companies and converts them into lasting customers.
Aren’t you glad we started with the first definition?
So why does inbound marketing work for industrial companies so well?
The final part of the inbound marketing campaign is reporting the results. That can be scary, right? Maybe you didn’t get the results you wanted. Don’t be too discouraged if you don’t have the greatest results from your first campaign. Sometimes it hits the very first time, and sometimes it takes a while to build the results that you want. After all, if inbound marketing were easy everybody would do it, right?
Why Report? You have to report your results for two reasons:
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Narrator: Met Travis Baker. (Pause) Travis lives in this tree house.
He didn't always live in this tree house. Travis Baker’s actual home is right here. Only a few yards away.
“If we do this we are giving away all of our secrets! Our competitors will steal all our ideas!”
Oddly enough I still encounter this objection on occasion.
So let’s do our best to put a final nail in the coffin of this objection.
Search engines determine what a blog or website page are about from keywords. For instance, if you write a page about "material handling space saving in Charlotte" then you are more likely to rank higher on Google for those keywords.
However, I find that a lot of companies try to rank for simple keywords instead of "long-tail keywords."
Let me illustrate.
A few years ago I was talking to a business owner about his website. It was a financial services business, and he wanted to increase organic traffic. For the sake of anonymity let's say his name was Mike.