Why Small Businesses Are Investing in Inbound Marketing

Matthew CookMatthew Cook | February 12, 2016

Why_Small_Businesses_Are_Investing_in_Inbound_Marketing.jpgAll of the big conglomerates have been using inbound marketing for years now. Recently, small businesses have been getting on board, too. And they’re being handsomely rewarded for this decision, which isn’t surprising considering inbound has been proven to be the most effective marketing strategy in today’s business environment. The gains from inbound are much higher than those from traditional, outbound tactics. That’s a fact.

Here are just some of the reasons why small businesses are getting on board and investing in inbound.

It’s Cost Effective

Trade shows, TV advertisements, radio spots, billboards—all of these outbound marketing tactics cost thousands of dollars. They can easily eat up a small business’s annual marketing budget in just a couple months.

Inbound marketing is such an attractive and smart option for small businesses with limited marketing budgets because it’s incredibly cost effective.

Inbound marketing can generate more leads at a fraction of the cost of outbound marketing. Small businesses can get a lead at one third of the cost of traditional outbound marketing. It can allow these smaller companies to make efficient use of every marketing dollar—and see exactly what gains they make from their dollars.

And because it’s so cost effective, small businesses can finally compete with national brands. They’re not limited by smaller budgets. If they have the right partner digital marketing agency, the right knowledge, and the right innovation, they can blow the big conglomerates out of the water, at a very low cost.

It’s Trackable and Predictable

Because everything is done online, inbound is trackable and predictable. If you want to know how many leads you received from a piece of content, you can find that data. If you want to know which keywords generated the most traffic, you can figure it out. You can literally track the results of virtually all of your inbound activities and attribute them to dollars. And this makes it predictable. With the right metrics, you can predict how fast you’ll grow leads and sales, and what ROI you’ll receive over time.

It’s Sustainable

When you take out a billboard ad, the leads it might bring in will only last for as long as the ad is on the billboard—maybe 30 days. Once the ad is gone, so are the leads. The same goes with TV ads, radio ads, trade shows, and other outbound tactics.

But with inbound, small businesses can see sustainable results from their efforts. The content they write won’t disappear—it’ll stay online and continue to bring in leads for years to come. The leads will grow exponentially. And, since the goal of inbound is to build relationships—not just market and sell products—it’s not a once off relation. The relationships and the trust that you build will last for a long time.

Inbound Marketing Is an Investment

In theory, you could write your own content, post on social media, conduct keyword research, optimize your content for SEO, develop a website, and do most of the inbound work on your own for little to no money. And many small businesses with small budgets do try to go this route because it’s so inexpensive to do so. But it’s not as effective.

But for real success—for increased leads, conversions, and sales—you need to invest in inbound marketing. You need to engage a digital marketing agency to do it right. You need to invest in the right platforms, software, and tools. You need to invest in the right people and the right tools.

Inbound marketing is an investment because it drives revenue. The wisest small business owners not only now use inbound marketing, but invest in it in order to see the highest returns.

A CEO's Guide to The Future of Selling

Matthew Cook

Matthew has over 20 years of sales and sales management experience. In addition to being the founder of SalesHub, he is the founder of SalesForce Search, which was #4 on Profit Magazine's Hot 50 list as one of the fastest growing companies in Canada. When he’s not helping companies improve their revenue he trains and competes in half ironman distance triathlons to “relax”.

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