Inbound Marketing works by creating quality content that pulls visitors to your website. Buyers love useful and interesting content because they can get insights and ideas to improve their lives—on their own terms and schedule. No pesky salespeople are involved.
What is Inbound Out Marketing?
As long as prospects use the right search terms and think to search with Google or another search engine, Inbound Marketing is essential.
What about prospects who don’t search or can’t come up with the right search string?
Consider specialized vertical markets. Perhaps you sell accounting services to law firms. Because you only serve law firms, you have a unique and valuable undersanding of law firm accounting. You're a perfect fit for nearly every law firm.
But, prospects only search on the Internet for less specific terms like “accountant,” or “CPA.” If prospects would only search “CPA for lawyers.” But they don’t. You'd be surprised by how often these situations come up in business to business marketing.
If you optimize your website for the search term, “CPA,” or buy “accountant” traffic, nearly all the visitors are NOT from law firms.You end up competing for traffic with all the CPAs in the world. Worse, there's a big risk of squandering valuable sales time trying to chase down and qualify large numbers of people who will never buy from you.
Targeted Outreach gets your quality content directly to the right audience. Creating educational web content is still important—Inbound Marketing is still essential. Adding targeted outreach allows us to connect with real buyers and turn them into qualified prospects.
We call it Inbound Out Marketing. Inbound Marketing plus Targeted Outreach. It's the best way to maximize lead generation results at affordable costs.
Every company’s market is different and constantly changing. We review all your marketing data and analytics to identify potential improvements and new ways to connect with your buyers. The result is continuous improvement in your sales and marketing results.