This modern strategy, also referred to as inbound marketing, is a reversal of traditional tactics. In the 20th century, it was all about developing a campaign that could convince the consumer that they need your product, then placing ads to bombard the consumer with this message. Today, consumers have the opportunity to avoid and eliminate many of the traditional advertising channels of years past.
“Traditional marketing has become a negative experience for consumers these days. TV ads…annoying. Radio ads…annoying. Get a direct mailing…throw it in the trash. With traditional marketing you create an instant negative reaction. On the flip side, when consumers meet your company online, especially when using content marketing, they have a need you can meet. Consumers are proactively searching for something and you’re the solution. Your business creates a positive interaction right from the start.” – Greg Bernhardt, Filament Communication SEO Manager
The state of the industry has changed significantly over the last twenty years, due to the Internet and advances in technology in our daily lives. In Hubspot’s 2017 State of Inbound report, “changing consumer preferences” was identified as a major sales disruptor. “Salespeople acknowledge that buyers nowadays are more independent, and often bypass the salesperson completely. Gone are the days of the salesperson being the gatekeeper for information.” And, when addressing how to understand the modern buyer, Hubspot’s report states, “now we’re actually reaching buyers where they want to be met.”
Content marketing is meeting the consumer where they are, and offering the information that they’re searching for. It’s no longer relevant to blast people with advertising. Today, we must help consumers find answers to their questions, pay close attention to their behavior, and treat them as individuals, not commodities.
To better understand this modern strategy, take a look at this sales funnel below:
The primary goal is to move people through each step of the sales funnel by executing strategic collateral and automation. Examples of tactics that may apply to each step in the sales process include:
- Landing Pages
- Calls-to-Action (CTA’s)
- Website forms
- Email Campaigns with Segmentation
- Case Studies, eBooks, Infographics
- Product Demos
This all is a quantifiable modern strategy that works. By developing content that supports your businesses sales process, testing and measuring, and learning from data, it can deliver strong results. The bottom line is that it must produce revenue. Such a strategy keeps your goals in full focus, while positioning you to succeed.
If you’re interested in scheduling a consultation to see if content marketing might be right for your business, contact us.