Ok, So you are spending marketing dollars on outbound marketing (print, radio, email blasts, TV, trade shows) and it is beginning to net less and less than ever before. The spend every month is really getting on your nerves because your business is down. So, Question number one. How much is business down from last year? Chances are if you are spending money on this outbound marketing, you only can gauge by asking a client where they found you and they may not remember or just don't know. So the likely answer is "I don't know" or "I can't remember" or even if they do, is it really that accurate?
Well how would you like to implement a marketing spend that you will know exactly what you spend and what is your result? The technology is here now and it is called inbound internet marketing. The results below show a client of 98toGo that went to an inbound marketing a year ago. These clients below did one thing differently than prior to the engagement. They outsourced their business blog writing. As you can see, business blogging has proven to yield some significant results.
The HubSpot software is used to track the results and as you can see: visits, leads, and customers are off the charts. The 2nd client shows a similar chart and a similar action plan of blog creation to create more organic traffic. Just looking at the chart you may not notice the increase in traffic but if you focus on the year over year green or organic traffic you will see the benefit. A doubling in organic year over year traffic. That meant this client could spend less on paid search and begin to implement a long term organic and inbound marketing strategy that feeds on itself and has improved over time. The numbers just don't lie.
So, whats the point? Well if you know what is generating you leads and clients, would that help you to know where to spend future dollars? Do you know if you send an email, exactly how many clients you get from that email? If you did, would that help you with future emails? Can you say that currently with all of your outbound marketing spend?
It starts with a great software and a remarkable blog content that gives information to your readers to help them in their buying decision. This is absolutely hard work and does cost money but ultimately you must ask, do you want results you can track? Is your current outbound strategy giving you that?
Consider shifting part of your outbound spend to an inbound marketing strategy and see for yourself if the results you are getting are worth the spend you are making.