Yes, you read it right. It’s possible to reduce traditional advertising expenses, like print, TV, radio, direct mail, and trade show costs, while still increasing revenue overall. Assuming you have a strong messaging and differentiation platform in place, then the raw materials you need to execute a different type of marketing program are already available.
How? By focusing on non-interruptive inbound marketing tactics. The first step is creating an integrated marketing approach that incorporates content development, sourcing, lead conversion, and website strategy. Once you’ve defined your key content areas, identified targeted sourcing opportunities, established a lead conversion process, and created an engaging interactive website, all you need to do is make sure your sales process is educational and consultative instead of “hard selling.”
Here’s a high level overview of each component:
Buyer behavior has changed. People are spending more and more time researching their purchases online. In order to match that new behavior, marketers need to create compelling content that helps people make good purchase decisions. This content may include white papers, videos, podcasts, blogs, and other content designed to inform purchase decisions rather than sell products or services. This content has to be targeted and well-organized to ensure that potential customers find what they’re looking for.
One way of organizing your targeted content is with a Trio of Offers: the No Risk Offer for people just starting their research, the Low Risk Offer for people a little further along and, finally, the Direct Business Offer for people ready to talk with your team.
No Risk Offers are typically videos, research studies, or tip sheets and require only an email to download the information. Low Risk Offers are usually webinars, free assessments, and online quizzes. This content should require more contact information like name, company name, etc. Finally, Direct Business Offers are usually contact forms that require more in-depth information and result in a one-on-one consultative conversation.
The next step is sourcing. Using social media, partner websites, blogs, emails, and more, look for ways to deliver relevant content to your target market through a variety of outside sources. Finding and distributing this content in strategic locations naturally results in increased traffic to your website.
If your content and sourcing strategies are strong, then the addition of a conversion strategy built around compelling calls to action will energize every email, blog post or piece of collateral you create, easily increasing the number of leads generated through your website.
Last but not least, if your website design and functionality supports your company’s unique, differentiating messaging platform while providing visitors with a truly personalized experience, then you are well on your way to cutting traditional advertising costs while driving sales.
To learn more about how to put the latest inbound marketing strategies to work for your company, click here to download our Free Report: How To Cut Your Advertising Expenses While Increasing Sales.
Mike Lieberman is Co-Founder and President of Square 2 Marketing. He created Reality Marketing™ and the concept of a Marketing Machine™ to help companies transform their invisible and boring businesses into extraordinary and remarkable revenue generating machines. Mike writes the popular Remarkablog and is co-author of Reality Marketing Revolution and Fire Your Sales Team Today. Email Mike at firstname.lastname@example.org or follow him on Twitter @Mike2Marketing.
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