The Events Leading To Our Approach
To Inbound Marketing And Inbound Sales
The Bomb That
The approach to marketing and sales was static for decades. But then the internet happened, and it changed the course of the buyer’s journey for good.
Today, you don’t look for your prospects; your prospects look for you – to the tune of 3.3 billion Google searches per day. They’re asking questions, finding answers, reading reviews and interacting with new businesses – all on their terms, on their schedule.
The new buyer behavior is centered on looking for information, content and guides that lead to the right purchasing decision.
Where do billboards, commercials or direct mail fit into the new buyer behavior? The reality is they don’t.
Inbound marketing was born out of the need for alignment with new buyer behavior, but we quickly learned that an online presence wasn’t enough to generate quality leads. What was missing from the formula?
Reality Marketing™ combines the inbound marketing methods that connect you and your true prospects with a remarkable approach that sets you apart from your competition. The result is leads upon leads.
Leads are great, especially qualified leads. But a lead on its own is just an opportunity. What if you’re not turning opportunity into new business?
The new buyer behavior impacts sales as much as it does marketing. The need for a modern, inbound sales approach is as great as the need for an inbound approach to marketing.
As such, we’ve infused the critical element of inbound sales: a strategic shift that champions guidance and support. In this cohesive system, buyers find you, connect with you, become leads and eventually customers.
Strategy Before Tactics
Have your ever tried baking a cake without a recipe? What are the odds that it’ll be worth tasting?
Social media, blogging, website design, email marketing — these are some of your ingredients. As part of a complete recipe and used correctly, they’ll help make a delicious cake. Without this strategy, however, you may want someone to taste your cake before you do.
The first step in the inbound marketing process is always developing a strategy built on an understanding of your target buyer persona. You must define your ideal buyer and grasp how they operate and what pains they have.
Understanding their specific, common challenges is at the heart of an effective inbound marketing strategy. Your products or services must truly solve your persona’s pains in a remarkable way. This defines your story. Identify these offerings, because these are the offerings that have a meaningful impact on purchasing decisions.
An inbound marketing strategy with a message that speaks directly to your buyers’ greatest pains is the one that grabs your persona’s attention. And when your tactics work together under one, unified strategy, that is when you generate an abundance of quality leads.
Tell A Remarkable Story
No matter your business or industry, standing out from the crowd is essential to your survival. With so many options at your prospects’ disposal, being remarkable isn’t a luxury – it’s a necessity.
Branding and marketing differentiation are about creating truly remarkable stories – stories worth remembering and sharing. You must conduct your business in such a way that people want to talk about your company, learn more and take action.
Telling a remarkable story inspires your clients to spread the word for you, through online reviews, email, social media, in blogs and in person. Not only is this the most cost-effective form of marketing, it’s also the most impactful.
Rather than paying to advertise your business, people are telling your stories for you, encouraging others to find you and learn more.
These remarkable stories are the linchpin to wildly successful inbound marketing and inbound sales.
How do you get where you want to go if you don’t know where it is you’re going in the first place? How do you craft a strategy without being perfectly clear about what goals you wish to accomplish?
An inbound marketing and inbound sales program that generates leads and drives revenue necessitates a strategy that’s built specifically to achieve set goals.
For example, if you want to reach $15 million in revenue in the next year, you need to understand how many prospects you must close, how many leads you need to generate and how many people you need to drive to your website.
This insight shapes the sales and marketing tactics that encompass your complete inbound strategy.
However, goals are only valuable if they are specific, quantifiable and actionable.
Of course you want to increase revenue. But how could you determine the best sales and marketing tactics for your program if you don’t know exactly what you want to achieve?
These kinds of goals empower you to track the performance of your inbound marketing and inbound sales programs and make necessary adjustments that drive maximum results.
Because we’re always measuring our performance and benchmarking it against quantifiable goals, reassessing and optimizing your inbound marketing and inbound sales programs is an absolutely necessity.
Driving maximum performance and exceeding your goals demands a continual assessment of everything from overall strategy and content to SEO and conversion optimization.
Whether small tweaks or larger changes, optimizing your inbound strategy is a matter of measuring, reviewing, analyzing and adjusting on an ongoing basis.