How Inbound Marketing Can Increase Your Return on Investment


Digital Marketing Specialist

Get incredible ROI by making the right strategic decision, not simply by being in the right industry.

IT ventures have been a smart business move for several years now, and the industry is still booming. New companies are being opened every day, making great efforts to bring in some of the best programmers and some of the most profitable contracts. This means that apart from it being a growing market, it is also a highly competitive one. The context has changed and so should your approach to being in this industry.

One of the most common mistakes people in management make is that they think their management systems and initial strategies are enough to keep the company afloat. Sure, it still pays to be in the industry, but the ROI could be much higher if the right marketing strategy were applied instead. Some players on the market choose to develop their marketing tools. However, these are not market tested but built to meet the specific needs of one player. Without the proper context, there is a lack of performance guarantee.

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1. Understanding the new customer and the newly-shaped market

CRM is essential for every business, and IT and MS companies make no exception. It is a common practice for managers to first focus on creating a database and only after that to start consolidating the relationships with clients past delivered projects. And while this is understandable at the moment in the company’s evolution, it is a wasted opportunity overall. Any one-time client can become a permanent client or an ambassador for the IT company he enjoyed working with.

Everything on the current market revolves around experience. Clients big and small are accustomed to having a reliable reference to fall back on. This extends from your experience to the expertise of the employees, whether or not the company has been responsible for industry developments, and, most importantly, client relations assessments. Any of the first ones can be an asset, but the last one is a must.

Under these circumstances, there is also the issue of information management, a small perk the modern world has offered all potential clients. A company will look for IT services at a precise moment, with an estimated budget to fall back on and many expectations. This means that the window of catching these clients is very narrow and everything needs to be perfectly aligned strategically for new contracts to be landed. The same thing goes for continuing work with the same clients.

2. Inbound marketing vs. outbound marketing

Too many marketing experts, outbound marketing comes to fill the void created by inbound marketing in the sense that it has the necessary features to reach clients.

  • The information transmitted is no longer generic, and it is no longer aimed at a colorful group of people. Inbound marketing focuses on offering relevant information to the companies who are actually interested in IT services, for example. Therefore, while your business will make the same effort to reach a large number of people and will use the same resources, the message will be received by company representatives who are looking for and interested in IT services, thus maximizing your chances.
  • Inbound marketing takes advantage of online presence, builds on it, and creates a stable go-to place for all those interested in what you are selling. By contrast, outbound marketing only offers company information when your business needs it to be out there but does not focus on keeping it available so that other companies interested in a collaboration can find it anytime.
  • Instead of doing lead generation from random, unverified sources, inbound marketing goes directly after those valuable leads that can generate real sales.
  • Intrusive materials and their distribution through conventional channels are replaced by inbound marketing techniques that are better organized and more quantifiable. The results of online efforts are quickly assessed.

Outbound marketing tools might imply sometimes using print, other times TV, radio or other means of promotion. Inbound marketing tools bring together everything done online and make for a very cohesive effort. Communication is consistently done on ALL channels, mostly with the help of specialized software that keeps track of all marketing efforts. This way, the Return of Investment is increased by also keeping a close eye on the Investment part.

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