April 16th, 2018
In short, inbound marketing is a marketing approach that focuses on attracting customers through relevant content and engagement. Using inbound marketing, a brand doesn’t reach out to customers, they allow prospects to come to them. Inbound marketing may be a new term for some marketers or one that is vaguely familiar, but it’s a term that marketers should get familiar with if they wish to stay relevant in an ever-changing market.
A big difference between inbound marketing and outbound marketing is that through inbound marketing, a brand doesn’t have to fight for prospect attention. Inbound marketing isn’t created to reach out and grab prospects, it allows the content created through websites, blogs, email marketing, and social media to do the work for them. By creating content that addresses prospect needs, inbound marketing also helps to build a solid foundation of trust and loyalty between consumers and brands.
Inbound marketing provides a plethora of benefits to lead generation. Four of these benefits include:
Organically sustainable high-quality leads
The inbound marketing methodology has been proven to increase engagement in a digital environment. An ability to analyze, track, and report these lead generations through engagement also allows brands to focus on what works while phasing out inefficient content. This helps to create high-quality leads that are organically sustainable. With inbound marketing, content can also be morphed, evolved, and adapted to suit new audiences as time goes on. With minor changes to existing content, brands can use what they’ve created to keep touching base and reaching their desired markets.
Automation helps to streamline the lead generation process
Digital marketing automation is something available to inbound marketing that isn’t available to outbound marketing. With outbound marketing, the cost typically leads to a lower rate of return, uses many resources, and has a focus placed on timing for an effective message push. This isn’t the case with inbound marketing, allowing brands to use marketing automation for a much simpler process.
Automation with a CMS that has a franchise focus also allows brands to personalize and customize content to reach particular local markets while using less overhead and tracking of marketing activity.
Inbound marketing provides a higher ROI compared to outbound marketing
Current ongoing research is returning some telling results in regards to inbound marketing and ROI. Currently, a brand is likely to see three times the investment return from inbound marketing than they are likely to see from outbound, and inbound marketing is the marketing method choice of more than 80 percent of new small businesses. With outbound marketing, tired customers may be more likely to block ads or ignore sales tactics, but with inbound marketing, they seek out the content a brand creates.
Transferring a budget to inbound marketing from outbound marketing could alleviate some of the overhead associated with sales resourcing. With the smoother lead generation associated with inbound marketing and the further streamlined buyer’s journey, overhead is reduced resulting in a further heightened ROI.
Lead Generation for Multi-Location Businesses with Inbound Marketing
Using a CMS and focusing on inbound marketing can serve today’s multi-location and franchise brands. This type of marketing not only attracts markets to corporate content but also attracts local customers to franchisee locations as well. With the assistance of a franchise-based CMS, reaching all locations within a franchise with a personal and tailored touch using inbound marketing is simpler than ever. To learn what inbound marketing can do for your multi-location business’s quality lead generation, simply contact SeedLogix to find out more today.