Over the years, outbound marketing methods such as cold calling and print advertising have gradually fallen to the wayside as inbound marketing methods have risen in popularity. But what is it about inbound that makes it so popular - and therefore so essential for your 2020 digital strategy?
As experts in inbound marketing strategy, we couldn’t resist the opportunity to share what we know…
Here’s a quick reminder of what we mean by “inbound”
There’s plenty of info on what inbound marketing means in this blog, but in a quick summary, inbound marketing works on the basis of The Inbound Methodology below, and ultimately involves creating and sharing valuable and informative content that appeals to your target audience. This way, prospective customers are enticed to come to you, as opposed to you needing to reach out to them.
So even by definition, it’s already easy to see why having an inbound marketing strategy is such a popular endeavour! Now let’s dig a little deeper…
As a business, being cost-effective is of unquestionable importance. So when you consider that Inbound leads cost 62% less on average than outbound leads, and that lead nurturing generates 50% more sales for companies at ⅓ of the cost, it’s not difficult to see immediately why inbound marketing’s popularity is sky-rocketing!
Consumer buying behaviour
With the increase in consumers buying online, research has found that 60% of purchase decisions are now made before customers even talk to a sales rep. What’s more, 79% of people online now use Facebook, and Snapchat has 188 million daily active users. These offer the perfect platforms for product videos, and as a result, purchases have been seen to increase by as much as 144%. Simultaneously, outbound methods are becoming less effective, and as a result, inbound is being described as the future of marketing - another reason it’s therefore essential for your 2020 digital strategy!
Increase in web traffic
Incredibly, companies with 51 to 100 pages on their website generate 48% more traffic than companies with 1 to 50 pages. Subsequently, this has a phenomenal impact on the amount of leads they generate - two and a half times more, in fact! So it would seem that content creation is a great contributor to inbound marketing as one of its methodologies. The number of landing pages on a company’s website has a very similar effect, with some seeing as much as a 55% increase in leads from increasing their number of landing pages from 10 to 15 - and as such a quick and simple thing to set up, it’s easy to see how it contributes to inbound marketing’s popularity. It’s the same with blogs, too; an average company will see a 45% growth in traffic with 21-50 articles compared to 11-20, and companies with 100 or more total blogs are more likely to experience continued lead growth.
High quality lead generation
54% more leads are generated by inbound marketing than traditional marketing methods. This is because it works by drawing in customers and delighting them with relevant and exciting content to keep them coming back for more - as opposed to simply engaging with them once and waving goodbye when their purchase is complete. And because inbound methods are tailored to your target audience, you know those leads are going to be good quality ones. Another win for inbound marketing being a part of your 2020 digital strategy!
Long-lasting and measurable success
As a result of converting your high-quality leads into customers and delighting them further with valuable and exciting content, customers evolve into promoters talking about and sharing your products and services to people they know. As a result, the success of your marketing becomes even more long-lasting! What’s more, having an inbound marketing strategy allows you to continuously measure this success by consolidating your marketing channels into one centralised area. With the ability to view measurable ROI and track and analyse your marketing efforts, you’ll be able to make changes to improve your methods even further. Once again, it’s another win for inbound marketing as part of your 2020 digital strategy!
With the plethora of facts and stats available – not to mention the success stories from businesses using it themselves – it’s easy to see why inbound marketing currently comes out on top of the marketing popularity contest. If you’d like to have a chat about how we can help you to achieve amazing results for your business with inbound marketing in your 2020 digital strategy, just get in touch for your free one-hour consultation!