Thanks to the Internet, the world of marketing has evolved over the last decade. Instead of relying on TV ads, radio ads, and billboards, 89% of consumers turn to Bing, Google, and other search engines to find information on services, products and businesses. This new method for finding, buying and researching products and brands is known as inbound marketing. Since 2006, inbound marketing has been the most successful way for companies to conduct business online. Continue reading to learn more about Inbound and MSP digital marketing and how it differs from the traditional outbound marketing.
Inbound tactics can be defined as tactics that rely on earning the interest of people instead of buying it. With inbound, MSP digital marketing:
Seeks to educate or entertain potential clients instead of selling.
Engages in interactive two-way communication
Attracts customers through social media, search engines, and referrals
Provides value to audiences.
A few of the most common examples of inbound marketing tactics are:
Social media marketing
Search engine optimization
Outbound or traditional marketing involves pushing services and products on customers. With outbound marketing, comapnies would typically look to:
Seek out customers through aggressive "buy now" marketing
Engage in one-way communication with potential customers
Only sell to customers and rarely entertain or educate
Provides product or service eduction primarily through the sales pepole
Outbound marketing fell out of contention because of a shift in consumer behavior. With the Internet, consumers now have control over what and how they receive their information. As a result, typical outbound media tactics (i.e., print, banner advertising, cold calls, radio advertisements, etc.) are less effective.
44% of consumers never open direct mail
Several studies suggest 86% of people skip tv commercials
The best way to run 84% of consumers between the ages of 25 to 34 away from your website is with irrelevant or intrusive ads.
200 million American consumers have registered their phone numbers on the FTC's "Do Not Call" List
Consumers do not like SPAM in the can or in their email box with 91% of users unsubscribing from a company list they previously opted into.
Inbound isn't just a fad. It's the new proven and more efficient way to grow your MSP with leads costing 61% less than outbound marketing leads. According to the Return on Investment from Inbound Marketing through Implementing HubSpot Software prepared by a student at the Massachusetts Institute of Technology (MIT), inbound results in more:
The rate of conversion of leads into actual customers was bolstered by a staggering 73%.
Of all survey respondents, 69% of them experienced an increase in sales revenue.
74% of the respondents experienced this increase within 7 months of starting inbound marketing.
Not only can MSP digital marketing increase website visitors, leads, and sales, but it also results in:
93% of the respondents to the survey agreed that inbound marketing help them achieve their marketing goals.
30% of the respondents actually shortened their sales cycle.
More than 40 of the respondents experienced an increase in customer satisfaction.
As a result of these benefits, MIT suggests that customers are spending significantly more on inbound marketing because it is more effective at helping the organization achieve it's goals. Three of the most powerful inbound marketing tools are content creation through blogging, social media, and email marketing.
Inbound for your MSP is the Future
Simply put, the days of searching for customers and aggressively trying to sell them is over. Instead, customers prefer to be engaged through conversation. It's imperative for MSPs to use inbound marketing to start this conversation and position their brand as an industry and thought leader. By doing so, when customers are ready to choose a brand, your MSP will be in prime position to convert the everyday visitor into a lead and into paying customer, which is the premise of inbound marketing.
Not Sure Where To Get Started? Download Our Free Inbound Marketing Campaign Checklist!