If you’re looking for ways of turning your MYOB Greentree’s eCRM module into a profit centre, inbound marketing is one of the best places to start. Unlike traditional ways of advertising (out bound marketing), inbound marketing has an ROI that can be accurately measured at every stage of the sales process.
Inbound marketing is not a tactic, channel, or technology. It’s a way to approach your marketing to capitalise on the way customers make buying decisions today. Inbound marketers understand that people value personalised, relevant content and connections, not interruptive messages, at every stage of the sales process. Inbound marketing allows you to attract visitors, convert leads, close customers and energise them into promoting your business to others. Two of the most effective tools used for inbound marketing are the web and emails.
Emails or Electronic Direct Mail (EDM’s) can be used with your existing databases to improve the consistency and increase the frequency of communications, as well as generate a ‘call-to-action’ for existing clients and contacts. MYOB Greentree’s eCRM module monitors open rates and click through rates, giving you deeper insights into what motivates customers to act. Current research shows that email marketing is one of the top 3 lead sources and customer acquisition generators and has one of the lowest costs per lead generated.
One of the other key tools used for inbound marketing is the web. The rules that apply to being discovered on the web have changed dramatically in the past 12 months and will continue to change into the foreseeable future. What will remain constant is the need for new, fresh, engaging and meaningful content.
Google is changing its ranking algorithms in favour of sites that have a greater, more authorative voice and relevant experience for site visitors. This means that if you have a static website that isn’t constantly updated; you have already been left behind or are about to be so.
Inbound marketing also has another name; ‘continuous marketing’. Continuously creating new and original content is paramount to the success of inbound marketing. Generating high quality content for websites is considered one of (if not ‘the’) the highest marketing priority for most organisations but few organisations have the internal resources and knowledge to do so effectively. Like email campaigns, it is more cost effective, practical and profitable to outsource this activity to inbound marketing specialists, such as Digital Storytelling Collective.
Research shows that in this current year, 54% of CEO’s are focusing on inbound marketing. The primary focus of inbound marketing activity is to reach the right audience and convert leads to customers. By integrating an inbound marketing strategy with MYOB Greentree’s eCRM module, you can effectively monitor ROI for your sales and marketing activity and build a ‘customer-centric’ sale process.