Why Should I Care About Inbound Marketing?

Justin Lambert

Written by Justin Lambert on Fri, Aug 22, 2014

It's pretty clear at this point that inbound marketing isn't a fad. It's not a flash-in-the-pan bandwagon that everyone jumps on and jumps off of. It's not going to be replaced tomorrow by the next shiny object on the horizon.

Instead, it's quite simply the most logical and effective means of reaching your prospects and customers in the current marketing environment, and it will be for the foreseeable future.

But, beyond that, why should you really care about it? 

Well, if you care about building your business, finding and converting customers, and raising your bottom line, you should care about inbound marketing.

If you care about truly connecting with people and producing the highest level of value from the relationship, you should care about inbound marketing.

And if you want to be viewed as an authority in your field, a thought leader, a force to be reckoned with, you should care about inbound marketing.

Inbound Marketing Improves Search Rankings

  • Online Purchase Graphic89% of Internet users search online before they make a purchase.
  • People research and digest 10.4 unique pieces of content before making a purchasing decision.
  • Companies that blog 15 or more times per month get 5x more traffic than companies that don’t blog.
  • Companies with more than 200 blog articles have more than 5x the leads than those with 10 or fewer.

These days, search engines are usually the first place people go when they're researching a topic or a purchase.  It's become second nature to “google it.” 

So when people go to Google to research a product or service your business provides, what do they find?

If you're using tried and true inbound marketing techniques, you've created tons of high-quality content that's optimized to be found on search engines for the search terms your target audience is using to research. So, they're finding you, your business, your product or service, and your expert commentary on the subject matter in question.

You've made a connection with those people. Consciously or subconsciously, you've become a goto source for information because you were there when they needed you, in the format and channel they were using at the time.

And if you weren't using inbound marketing techniques? You didn't exist.

Inbound Marketing Generates Leads

  • SEO delivered 14% of marketer’s total lead sources and 13% of all customers in 2013.
  • Companies with 51-100 pages generate 48% more traffic than companies with 1-50 pages.
  • Companies see a 55% increase in leads from increasing landing pages from 10-15.
  • Both B2B and B2C companies with 101-200 pages generate 2.5x more leads than those with less than 15 pages.

Of course, being found online doesn't automatically mean those people are going to want to do business with you. But, if you're using inbound marketing techniques effectively, the content they find is just the start.

The bulk of your content – such as blog posts and social media posts – serve to draw people into the top of your sales funnel. By including a logical call-to-action in each piece of content, you entice these qualified visitors (people who you know are interested in the subject matter) to take another step down that path.

For instance, a blog post can end with a call-to-action inviting them to sign up for a white paper that discusses the topic more in-depth. Now, instead of just a visitor, you have a lead.

Of course, if you're not using inbound marketing, you have nothing.

Inbound Marketing Boosts Your Bottom Line

  • Blogs produced a new customer for 43% of marketers in 2013.
  • B2B companies that blog generate 88% more leads per month than those who do not.
  • 79% of companies that have a blog report a positive ROI for inbound marketing in 2013.

Granted, getting a lead isn't the end goal. You want that lead to be a customer. Better yet, a repeat customer.

If you're using inbound marketing techniques, that's not a problem.

By drawing visitors to you via your content and savvy SEO, then qualifying them as leads through effective calls-to-action and more in-depth content, you are accomplishing something that seems like it should be difficult scaled in a digital environment: you're building relationships.

These individuals begin to know, like, and trust you because you're helping them over and over again through your inbound marketing efforts. You're providing valuable information, answering important questions, guiding them down a path to an ultimate solution to a problem they're experiencing. 

This is exactly what talented human salespeople do every day when they meet and shake hands with prospects face-to-face.  But thanks to inbound marketing, you're doing it thousands of times over, all day every day.

Find out if inbound marketing is right for you in our free guide Work Smarter, Not Harder.

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