Why Your Company’s Inbound Marketing Strategy Is an Asset
Inbound Marketing Strategies Drive Interest, Create Long Lasting Value
Your inbound marketing strategy is, and should be, one of your biggest assets. Much like how a developer values his or her real estate, or a stock broker depends on the investments they’ve made, inbound marketing strategy should be held near and dear to your company’s corporate heartbeat. This is because inbound marketing strategies have proven to be major assets for many B2B and B2C companies across the globe. In fact, some major global companies are at this very moment lobbying to make inbound leads an asset on their balance sheet—which if effective could exponentially increase their net worth.
At this point you’re likely asking yourself: how can something as intangible as an inbound marketing strategy be listed as an asset that counts against a company’s bottom-line?
The answer is simple: it drives value. What makes an inbound strategy so pivotal these days is the value it can create for a company who hasn’t necessarily seen the fruits of their outbound marketing labor. As we’ve explained many times in the past, there is a vast difference between inbound marketing vs. outbound marketing. Outbound marketing is an expense due to the nature of the transaction—you exchange money for an ad, placement on a page or airtime, for a set, specific amount of time. While this kind of marketing can still be effective, it could never be passed off as an asset, since nothing of value continues past the expense. Once the ad run is up, you must start from zero again and keep spending to keep your message out there.
Inbound is quite the contrary. An inbound marketing strategy is an asset, not an expense. This is achieved through a continual focus on quality content creation that lives on your website, which you own. Your content should be filled with thought leadership—you know, the whole “Content is King” thing. Your content should also be focused on driving leads. Inbound marketing strategies that focus on content–lead flow bring real value into the strategic investment. Inbound invites the consumer to be part of the conversation, starting a lead-nurture strategy that continues long after the ebook has been downloaded or the infographic shared.
Still not convinced? Take a look at how we value inbound at Vital Design:
Inbound Strategy → Drives Traffic → Creates Leads → Converts Leads → Generates $
Simply explained, a company that creates quality content and drives traffic to it is able to achieve higher search rankings, which, in turn, continue to build traffic even more. Even with only an average conversion rate, this increased traffic creates value in the form of leads and increased business. For instance, our Vital eBook—5 Steps to Increase Website Leads—has been downloaded over 900 times since it was posted on our website in April 2013, allowing us to continually count on getting at least 60 downloads a month —all by potential prospects. These consistent downloads continue to generate leads and improve traffic, which, at the end of the day, is our lifeblood.
Sure, it seems pretty simple. But inbound strategy also takes time. By no means interpret this as: I should create an inbound marketing strategy next week and voila—my business will double within the month. Making inbound an asset takes time. It takes dedication and resilience. Just like it takes the transportation company we mentioned earlier time to build up its fleet of vehicles, it also takes time to build up an effective inbound strategy. But unlike an aging fleet of trucks, which will require maintenance and replacement at some point, an inbound strategy is pretty fluid. Sure, the web traffic and inbound leads you’ve enjoyed as a result of this quality content will diminish over time, but they will never fully go away. If you stopped creating content tomorrow it would take years for your company to be irrelevant to search engines. This expectation of depreciation is yet another reason inbound should be considered an asset.
So if you’re looking for a way to assess a company’s worth, a good sign of value may be their search rankings and inbound traffic. Exceptional established traffic may have more value than any other tangible asset out there. In today’s digital age, the quality of content you featured on a company’s website is a growing indicator of their influence, and even of their value.
Our Inbound Marketing strategy has not only helped make our business prosper, but it has also proven effective for our many clients as well. Check out our recent case study on how we improved one of our client’s leads by 177%.