What is the idea of Inbound?
Inbound is based on the idea that our customers are human beings searching for a better life.
Sounds a little lofty doesn't it? Well it isn't as lofty as you might think.
So many marketing and sales messages speak a bad dinner guest that won't shut up about themselves.
"Our award-winning agency is incredibly smart, creative, intuitive, strategic, and we are really smart. Did we mention that we are proud of ourselves?"
You may have met the author of the quote above. No one likes a proud know-it-all.
So why do most companies continue to create their marketing & sales messages with the "Me! Me! Me!" attitude and voice?
What customers want to hear is how you can solve their problems. Period.
If your website does not address the prospect on the home page, you have some work to do. Let us change the direction of marketing and sales toward a culture of helping prospects and customers solve their problems.
Start With Service
We can all take a lesson from the customer service department. Customer service should be the reason the rest of the departments (including marketing and sales) exist. So dig deep into customer service and find out what the frequently asked questions are.
If a service rep ever answers a question more than once, it should become a page on your website. Think about the time it will save if you can create content for your site that helps to solve your customers issues. The next time they get a call about that particular issue, any rep can email that page to the customer for a quick and easy fix.
Reducing wait time for other customers on the line is not the only benefit of course. Each page created is another chance for you to be indexed by search engines. Your customer is not always coming to you for answers to their questions. Many turn to Google. Smart companies are answering their customer questions online with inbound marketing tactics. If you don't, your competitors will start answering these question for you.
Continue with Sales
Same idea here. Your sales reps are the best resources for your marketing department. These brave individuals are on the front lines of your business. They answer every question, recover from objections, and are the most tuned in with what your best prospects are looking for.
If your marketing department is not regularly interviewing sales reps and co-creating website content ideas, you are going to be left behind.
More and more research is done online before a sales rep is ever contacted. When was the last time you asked your local car dealer what new models were available? Bet you cannot remember, or it has never happened.
Build an Inbound Organization
Every prospect is human, and they really want to be treated as such. Your company must band together to create the content your prospects and customers are looking for.
Ready to take the next step?
When departments communicate, everybody wins and processes get better. As a team, marketing, service and sales can work together to solve business problems, and ultimately generate more sales for the company.
But how can you implement these strategies? Join us for an exclusive sales and marketing alignment assessment that will help you determine your own INBOUND POTENTIAL.