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The Trend for 2011- Inbound Marketing

January 19, 2011 by Frank Goley, Business Consultant

It is great to be back blogging again. We were so busy in December and now in January that I just didn’t have much of a chance to blog. This is a good problem to have in business, yet to blog more is on my new year resolution list for 2011. So I hope you will tune back in more often!

The number one success key for businesses in 2011 will definitely be mastering the art and science of inbound marketing. Inbound marketing = internet marketing, specifically Search Engine Optimization marketing and Pay Per Click marketing.

Why is Inbound Marketing so Powerful?

Customers have fundamentally changed as the result of this three year recession we are experiencing. Customers want a good deal for the very best service, and they will take the time to really research and seek out the provider. This is where the internet becomes so powerful. The number one place customers go to research for products and services is no longer the yellow pages, it is the internet. They find a website in the general search engine results or in a sponsored ads, and determine through that web platform whether the service or product is for them. Your website becomes 1) a resource and 2) a qualifier. You know what type of customer you want, and what your products and services do and don’t offer, so be sure to include that in your website’s navigation, content and sales experience.

You Speak with Prospects that are Qualified

When a prospect finds you on the internet, whether as a result of good SEO or PPC, then you know they are actively seeking information and perhaps a service or product. This is the key: they are ACTIVE. Inbound marketing when done properly captures actively searching, wanting and needing prospects. No longer do you have to cold call a prospect, get them to understand your product/service need, answer objections and try to close the sale. Or worse yet, send a direct mail piece that is quickly ignored and needing thousands to bring a measly return.

Your website becomes your champion of qualifying. If written well with a certain sales and qualifying process in mind, your website will determine if the visitor is just an information gatherer (i.e. looking for research) or someone who is actively seeking to purchase. Then once the prospect contacts you via online chat, a website feedback form or the phone, you can quickly help the prospect to make an educated decision about your product or service offerings. Better yet, the prospect may purchase your offering through the website prior to contacting you. This is the basis of Online Marketing, and why it is so highly effective for very little cost per customer acquisition.  

How to get Found on the Internet

Getting found on the internet is the lynchpin for inbound marketing to really work well. There are a multitude of ways to be found on the internet, but I find that two main ways are most effective to start (you can build in the others down the line): SEO and PPC. SEO and PPC should be part of any company’s Business Plan. In a series of future blogs I will explain the ins and outs of SEO and PPC, and how to effectively implement these strategies for big success with inbound marketing. We as a company use the internet as a primary tool for our customers to find us. It is a powerful sales platform, and once mastered, can bring sustained success and high profits for little outlay. Stay tuned…


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Posted in Business Internet Strategies, Business Marketing Strategies.

One comment on “The Trend for 2011- Inbound Marketing

  1. Hello Frank,

    It is always a pleasure to read your articles. Your expertise is obvious and makes the work seem so easy, yet we agree with you mastering all these techniques takes a lot of time and experience building this is why your services are so valuable. Thank you for sharing such solid and helpful content.

    Today we also want to thank you for your awesome presence by our side. Today you are our featured person on our page. Happy New Year Frank, we wish you continued abundance in all its forms!

    To your continued fabulous success,

    Christiane and Mary Margaret

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