Your website launched. Now what? The jam in your sales funnel did not clear. Prospects are not coming in. Conversions are not happening. You have heard of inbound marketing. After all, competing marketers have done well to raise this term to buzzword status. But, is it still a thing? Did it ever work?
Let us help you find the answers.
Inbound marketing attracts prospects to your website through informative, useful, relevant content in the form of blog posts and SEO content. In other words, give consumers what they want, and they will come. Then, this strategy captures contact information with click-bait and converts prospects to clients via marketing automation.
A potential sales funnel could be labelled Attract, Convert, Close and Delight. Inbound marketing says that valuable content targeted at each stage of the funnel along the buyer journey wins the day. Consumers are compelled to click. Simply create the content, automate the process and expect results. But we don’t believe this to be entirely true…
Unfortunately, at least three problems exist with this theory:
One, many businesses, especially small organizations, lack the tools required to fully automate the process. Time, personnel and budgets impact purchasing and running the software to realize the fruits of an inbound marketing strategy.
Two, the standard buyer journey needed to automate the process remains a mystery, if not a myth. The relational aspect of the interaction of visitor and web (your company) yields automation imperfect. Consumer behavior proves unpredictable. How, therefore, can automation succeed?
Three, the need for content and large quantities of it (to support inbound marketing) tends to push less than quality content. In fact, Meaningful Brands conducted a survey revealing that 60 percent of brands worldwide create useless content. The statistics suggest “content’s critical role in creating brands which are meaningful to people and the underperformance in this area.”
For inbound marketing to be useful, a few shifts in perspective need to take place in businesses.
The conclusion? To unstick your sales funnel, try a mix of inbound marketing concepts and human input. Start your marketing strategy today by using TouchConvert's sales and marketing automation.
We also strongly believe in nailing down who your buyers are and segmenting your message. This allows you to target your consumers and best predict their actions. If you need help determining who your buyers are head over to our parent company, Virteom for the full scoop.