You probably didn’t know this—but inbound marketing actually helps you repel those prospects that are going to waste your time, never hire you or just price shop.
This means you spend more time with the quality prospects who are talking to you because they value your expertise, products or services.
Let me explain:
Inbound marketing is built on the foundation of educational content. Write, create, publish and place content out in the market and use it to attract new visitors to your website where they find even more great content that's relevant to them. Then they download that content, giving you their email address, so you follow up and nurture that lead until they become a new customer.
Doesn’t that sound like a lot of work? Do you honestly think someone price shopping is going to go through that entire effort? Do you think someone who doesn’t appreciate the educational content is going to download it? Do you think someone who’s not interested in learning about what you do, how you do it and why you do it is going to sit through a webinar or download a 30 pages SlideShare presentation? No way!
So by definition—the leads that come through an inbound marketing effort are going to be better and more qualified.
Think about it this way. If you went to a trade show and offered a free iPad for everyone who came by your booth and gave you a business card, you would get a lot of cards right? Some people might consider that a successful lead generation effort. But are those really qualified leads or just people who like iPads? You know the answer right?
On the other hand, if at the same trade show you offered a Free Report that provided the Top 10 Secrets To Making More Money In (insert your industry here), while you might get fewer leads—ALL those leads be highly qualified people who want exactly what you do.
Inbound marketing works the same way. The offers on your website are designed very specifically to attract the perfect prospects. Since these are more qualified prospects, they typically close faster and for higher amounts than the average revenue per sale because they were initially attracted by your value proposition. This means that when you start helping them and guiding them through the sales process, they are going to be saying yes, nodding their heads, and letting you craft the recommendations. Instead of pushing back, arguing and asking you to cut the price by 10% just so they can show their boss some savings.
Which kind of prospect would you rather work with?
So if you ever find yourself questioning the results of your own inbound marketing program, make sure you consider the quality of the leads you are getting, not just the quantity.
Start Today Tip – First, look over your current marketing promotions. Are you offering any iPads, golf balls, hats, coffee mugs or other swag that isn’t educational or tied directly to continuing the conversation? If you are, cut that line item from your budget today. People don’t care about that stuff and they definitely don’t hire ANYONE because of it. Next, test some educational content with a graphically designed Call To Action button and a dedicated landing page on your website. Test to see the quality of the leads that come through that channel. You will quickly find that these are serious prospects. Serious about hiring you.
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