Why Inbound Marketing Works for Small Businesses
Inbound marketing can be an extremely powerful tool for small businesses. How? We put together a list of our favorite statistics that help us break down the benefits for you. But first, not sure what inbound marketing is? Check out this helpful article, What Is Inbound Marketing?
Increases Chances of Being Found in Search Engine Rankings
44% of online shoppers begin by using a search engine. (Interconnected World: Shopping and Personal Finance, 2012)
Google loves content, especially content that is new and beneficial to the end user. What do we mean by this? Google rewards company websites that are updated with educational and entertaining information for their customers and potential customers by placing their content in the search engine results and ranking their website higher.
So how will you appeal to the 44% of shoppers who begin their decision making by turning to the Internet for more information? Gone are the days of the cheesy salesman approach and here are the days of informing or entertaining a website visitor. With an inbound marketing plan, your company will be putting out content weekly that will be picked up by Google and other search engines and put in front of potential customers looking to learn more about a product or service that you offer.
Helps You Speak to Every Level of the Buyer’s Journey
86% of consumers stated that using a search engine allowed them to learn something new or important that helped him/her increase his/her knowledge. (Pew Research Center, Search Engine Use 2012)
Think about the questions that people call in and ask your company. They could range from, “Tell me more about this service,” to “Where are you located, I am ready to buy your product.” When you use inbound marketing, your goal is to create content that can speak to potential customers in the various stages of their buyer’s journey. On your website, you will have an awareness stage piece that speaks to those at the very beginning of their buying process, a consideration stage piece that speaks to those who are considering your product or service more seriously, and a decision stage piece for those who are ready to buy. Having this content available to your website visitors helps to make them more informed individuals and ultimately helps them become better customers.
Helpful Content Makes You Look…Well, Helpful
61% of global Internet users research products online. (Interconnected World: Shopping and Personal Finance, 2012)
Nowadays more than half of the population turns to the Internet before researching a product or service. Why? Through reviews and research, they can become a more informed buyer. When your company is the one putting out helpful and educational content, it positions you not only as a helpful source but also as an industry leader. These website visitors are then more likely to come back to your company for more information until they are ready to buy and thus turn into your customer.
Website Traffic Turns Visitors into Conversions
SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. (Search Engine Journal)
One of the most valuable components of inbound marketing that small businesses can take advantage of is turning traffic into leads. For most company websites, thousands of individuals stumble upon their page every year. But then what? A common practice within inbound marketing is to gate your content with a form that a website visitor is required to fill out prior to receiving access to download your content. This form allows you to capture information from the website visitor, such as name, email address, phone number, etc. Gathering this information takes that individual from a “website visitor” to a “lead” that you can continue to market to.
Interested in learning more? Check out this helpful inbound marketing breakdown.