12 Reasons Why Advisors Should Do Inbound Marketing
Inbound marketing seeks to help investors find you through informative blogs, eBooks, email marketing, infographics, and other content.
Here are 13 inbound marketing stats that show why inbound marketing is an effective low-cost marketing tool for generating leads – and raising capital:
1. Most business buyers (93%) used Google search (or Bing or Crosby or whatever) to begin the buying process.
That leaves about 7% of us who begin research by asking friends or family for referrals, or by letting their fingers do the walking with the Yellow Pages. If you’re building and distributing targeted inbound marketing campaigns, your prospects will find you through the search button. Source: Marketo.
2. Companies that blog, says HubSpot, typically received 97% more inbound links.
What are inbound links? Inbound links help Google determine the relevance and authority your web page carries regarding a set of search terms.
3. Articles with images got over 94% more views than those without an image.
Source: social media expert Jeff Bullas. Your clients invest with their eyes. A telling image may give your blog post the motivation viewers to click.
4. Eighty-eight percent of B2B Marketers cited case studies as the most effective form of content marketing. (Source: Content Marketing Institute). Case studies showcase success stories. Investors want to know that you know your stuff.
5. Eighty-six percent of TV watchers don’t watch ads.
People skip ads. Is this surprising? What’s more, 44% of direct mail is never opened, said Mashable, leading digital media company.
6. Eighty-four percent of B2B marketers used social media.
Is it critical to focus your limited marketing budget on the distribution channel that best makes money? You betcha. If you haven’t built a LinkedIn company page yet, now may be the time to start. (Source: Aberdeen Group).
7. Eighty percent of business decision makers prefer to get information in a series of articles versus an advertisement.
Investors place more stock in eBooks and blogs than in ads and taglines. So says Exact Target. Ebooks can make you an expert. This requires relevant and informative content, content, and…more content.
8. Seventy-nine percent of marketing leads, said MarketingSherpa, never convert into sales.
It’s important to provide lots of content via a lead nurturing campaign. When your prospects are ready, they should have a better understanding of how your firm can help them solve a problem and/or fulfill a need.
9. Inbound marketing generated 54% more leads than traditional paid marketing methods.
Inbound marketing is designed to help your investment firm get found -without the interruption of typical print, radio, or TV advertising. It’s about organics – organically attracting your best prospects and nurturing those contacts that engage with your resources and content. Source: HubSpot in their State of Inbound Marketing Report for 2015.
10. Targeted emails built 18 times more revenue than broadcast emails.
Do you segmenting your contact database and creating content specifically them? Jupiter Research reports that the majority of consumers believe that organizations providing custom content are genuinely interested in building good relationships with them. Lesson: make the most of the data you collect via your landing pages.
11. Marketers who have prioritized blogging were 13 times more likely to enjoy positive ROI from inbound marketing.
A company blog helps to build trust with your audience. (Source: HubSpot.)
12. Nurtured leads make 47% larger purchases than non-nurtured leads.
That’s even more reason to cultivate relationships with nurtured prospects. Forrester reports companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost. (Source: The Annuitas Group.)
13. And finally, inbound marketing costs 62% less per lead than traditional outbound marketing.
Why? While paid advertising can be a terrific tool, over time your firm may boost your budget simply because your are not paying for pay per click advertising.
Why Lasting Change Is Hard
Before we had any children, my wife and I lived in the heart of Dallas. One day, on our way back to our house, we were driving down Skillman Avenue when we were caught in a sudden torrential downpour.
The rain was coming down incredibly hard, which wouldn’t have been a problem if the storm drains were equipped to handle that much water. Instead, the road itself filled with water faster than we could have anticipated. Quickly, the water rose up the side of our car. Trying not to panic, we realized that we could not continue and would need to turn around and get to higher ground.
Water rising up the side of your car door is the kind of roadblock you might not expect to encounter, but when you do, it’s formidable. We couldn’t drive through it or even around it. We had to deal with it quickly or face serious consequences.
When we’re trying to implement change in our own lives, it’s important to identify and plan for common roadblocks to lasting change.
The first and, in my opinion, most important roadblock to lasting change is not addressing the real issue.
Let’s say you wake up in the middle of the night with a sore throat. You’re annoyed by feeling sick but your throat really hurts, so you get up and spray a little Chloraseptic in your mouth and drift off to sleep. When you wake up the next day, you still have a sore throat, so you pop in a cough drop and go about your day.
The change you’re making – using a numbing agent – might work if you’ve only got a cold, but if it’s strep throat, you’re not addressing the real problem. Only an antibiotic will cure what ails you, even if Chloraseptic will keep the pain at bay for a while.
Just like how more information is needed to diagnose your sore throat than one feeling, problems you encounter in your life or business require diagnostics, too. Figuring out the real problem – not just your most apparent needs – requires some introspection and a little bit of time.
Here are eight questions to ask when you need to discover the root cause, courtesy of MindTools.com:
- What do you see happening?
- What are the specific symptoms?
- What proof do you have that the problem exists?
- How long has the problem existed?
- What is the impact of the problem?
- What sequence of events leads to the problem?
- What conditions allow the problem to occur?
- What other problems surround the occurrence of the central problem?
Once you have your answers to these key questions, you can’t stop there. Your vantage point is skewed from your own perspective. You’re going to want to ask someone else to evaluate the problem at hand with the same questions and then compare your answers.
If you and all of the partners at your firm have similar answers, you’ll know you’re on the right track. If you wind up with wildly different ideas, I suggest seeking the advice of someone outside your organization. Fresh eyes can make all the difference in understanding a problem.
I often talk about being ‘too close’ to understand. You’ve probably heard the illustration about a group of people standing by an elephant with blindfolds on, trying to describe what they’re experiencing. Depending on what part of the elephant you’re next to, you’re going to have different observations.
But someone outside of that elephant’s cage can clearly identify the elephant.
The first key to making a lasting change is to make sure you’ve addressed the real problem and are looking for authentic change.
Next time, we’ll address the second major roadblock to creating last change.
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