There are six key goals to an inbound marketing program. But before discussing those, we need to understand what an outbound marketing program is.
An outbound marketing program is when we go out and find customers. This could be anything from knocking on doors to making phone calls. This worked until about the 1990s, but then the Internet took over and everything changed.
Now, to get buyers interested in a product or service, the way to go is with inbound marketing. Here’s the big diff… the customer comes to you, no more knocking on doors.
A good working definition of inbound marketing is the following:
Inbound marketing is based on the sharing of quality, credible, and pertinent information, which generates traffic to a company’s website and, along with it, interest in its products and services… leading to sales.
The Six Key Goals of Inbound Marketing
The six goals of an inbound marketing program include the following:
Increased web traffic. Every marketer wants increased web traffic, and an effective inbound marketing program can make it happen.
Brand awareness. This is especially true when end-customers read an article published in a quality B2B publication. They learn who you are and what your company is all about.
More leads. Visitors who take the time to read and understand the educational content on your site – provided by content marketing strategies – develop a connection with your company, making them more comfortable making a purchasing decision.
Sales. With new leads comes trust, followed by sales.
Cost savings. Inbound marketing is far less costly than traditional advertising. Further, as leads come in with this strategy – resulting in more sales – it may be time to reevaluate the need for other, more costly marketing programs.
Customer retention. One of the most valuable benefits of an effective inbound marketing program is that it can keep current customers loyal and “emotionally” connected to your company. The goal of an inbound marketing program is for end-customers to come back and make purchases repeatedly.
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