I've long believed in the power of inbound marketing fueled by content, but nothing solidified my understanding better than when Adrianne Machina uttered the following words below during her presentation at the 2016 Annual Conference of the American Marketing Association-Madison Chapter.
"The chasm between never heard of you and your name sounds familiar is deep and wide."
– Adrianne Machina of Tornado Marketing, speaking about the effectiveness of content marketing and an inbound lead strategy
Mind the gap
If your company’s sales and marketing strategy relies solely on cold-calling and emailing, your staff might end up like the gentleman in the picture — in danger of a fall/fail. He's unlikely to make it safely across to "your name sounds familiar."
A potential client is more likely to accept a phone call or read an email from someone they’ve heard of than from someone they haven’t.
When a potential customer is not ready to listen to a marketing message, he ignores phone calls, emails and voicemails. In these instances, cold calls and emails will rarely initiate a conversation. So what should a company do when the prospective client isn't ready to listen?
Build a bridge with content
Customers do business with people they like and trust. So how does a company cross the chasm from, “never heard of you” to “your name sounds familiar?” Build a bridge with content.
Educate them. Share an informative article with them. Entertain them. Evoke an emotional response. When they are ready, they will answer a call, complete a form or perform the desired action the marketing staff wants them to do, because they trust the company, brand, and, ultimately, the business development staff who have been grooming them.
It is the fundamental concept of an effective inbound marketing strategy: groom prospects to enter the sales and marketing funnel as strangers and exit as customers.
What is inbound marketing?
According to industry expert Hubspot: “Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.”
David Meerman Scott sums it up practically in his book, The New Rules of Marketing and PR: "You can buy attention (advertising.) You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can own attention by creating something interesting and valuable and then publish it online for free: a YouTube video, a blog, a research report, photos, an infographic, a Twitter stream, an eBook, a Facebook page."
Hubspot's model of Inbound Marketing Funnel
Inbound marketing in real-life
Companies that receive the most traffic are the ones that have videos and blog articles and other relevant content in the search results. Whether it is business-to-business or business-to-consumer, inbound marketing works for any industry.
Unless a business is in some ultra-niche market, it is difficult for a brand to land on page one of a favorite search engine's results, especially if all they have on a website is an about us or products page. Search engines are fickle; they "like" pages that are dynamic, and have relevant information. If you don't keep your site up with fresh information, the search engines will move on to a website that does.
Proof that content marketing works
In a 2012 study, the Content Marketing Institute (CMI) found that inbound content marketing:
• attracts the most visitors of all marketing efforts
• creates higher engagement with an audience
• is the best tool in your marketing arsenal
An inbound marketing strategy develops your audience. Over time you won't have to find your audience; they will find you.
There are lots of excuses for not investing in content marketing:
• Don't have time
• Don't know where to start
• Have plenty of repeat and word-of-mouth business
Consider outsourcing. Many marketing consultants already specialize in your industry, or will learn it in order produce resonating content.
Producing content doesn't have to be complicated or expensive. Some companies start with posting a one-minute impromptu video on YouTube.
Have plenty of repeat and word-of-mouth business? Everyone should be in such a position. For the rest: a good inbound marketing strategy will only make it easier for customers to talk about the company, service and quality work.
Reaching today’s modern customer is challenging with unsolicited phone calls and emails often perceived as spam.
The chasm between “I never heard of you” and “your name sounds familiar” is deep and wide.
Will you take a chance at jumping the gap, or building a bridge?