In today’s fast paced business environment, you can’t simply hope the phone will ring with an inbound enquiry. You need to be out there giving your prospects a reason to get in touch.
How to achieve inbound enquiries.
One thing we hear often from clients is that business used to be fairly easy to come by; you could rely on word of mouth, or for a prospect to simply seek you out. With today’s environment, economic uncertainty, and the challenges of living in an increasingly globalised world, it’s not an option to sit back and wait for the queue to form.
Increasingly, companies need to add new methods of attracting business to their established practices. They need to pursue opportunities and actively encourage prospects to make contact.
So how can you increase the number of inbound enquiries you receive?
Inbound marketing, is marketing that draws prospects to you – a system of putting something valuable out there, in order to demonstrate your knowledge, wisdom and skill. This could include informative blogs, white papers, or instructional videos for example.
Content marketing, exhibitions and events, SEO and social media are also examples of inbound marketing tools. However, by just using the tool it doesn’t mean you are doing inbound marketing well; the quality of the content is what makes the difference. By positioning yourselves as experts using thought-provoking content, you make your business an attractive choice for potential customers.
Why do inbound enquiries matter?
The real value of inbound enquiries is that a prospect that approaches you is likely to have an initial ‘buy-in’ level that is much higher than that of someone who you have approached from cold. So long as your service or product delivers the value that the customer expects, it’s a recipe for better client relationships that last longer. And of course, longer client relationships mean a better return for your business.
Where email marketing fits in.
Email is a form of disruptive marketing – so it must have sharp messaging and be appealing to the recipient in order to avoid alienating them; i.e. it must be well targeted and recognise their ‘pain’, remember it’s not about you, it’s about them. If your B2B emails fit these criteria, then you should receive direct responses to your email campaigns.
The trick with email, as with any type of marketing, is to put something in front of someone so they react by saying, ‘I’m interested in that, I’d like to find out more.’ Get the wording just right, and you’ll receive phone and email enquiries to your marketing emails in no time.
Emails that are arrogant and inward looking have the opposite effect. Recipients will be much more likely to hit the spam or delete button if you’re not giving them anything that is of value to them. How can you tell if you’re falling into this trap? Here’s a thought: why not send us one of your marketing emails, and we’ll share our thoughts with you.
Can I then forget about any other marketing activity?
Of course, encouraging potential customers to get in touch is all well and good, but it would be a mistake to do no other marketing activity at all – some people need a little more encouragement! You’ve asked people to your ‘shop window’, your website, and then you need to get in touch with those visitors with a ‘Can I help you?’ approach. That way, you can maximise the interest generated from your marketing activity.