Marketing is often a process of badgering people to take an interest in stuff they don’t want to solve problems they don’t have with products they can’t afford.
Advertisers cast wide nets and end up catching all the wrong consumers. But they persist because they catch enough of the right consumers to make their methods worthwhile. And who cares about all the bycatch? It’s just collateral damage.
To my mind, inbound web marketing offers an altogether more satisfying connection between producer and consumer, a connection that’s instigated and directed by the party in need.
Web marketing flips the flow – so customers seek suppliers. And that’s an incredibly powerful difference, because…
When customers come to you, they are ready to buy
With inbound marketing, customers come to you.
Customers identify their own need and determine their preferred solution.
They search for products and services to meet their needs. They single you out as a potential supplier. They make contact. They have some questions, but because they’re already clear on their problem they have a clear sense of what they need.
And because they’ve done some searching, they know what you offer. They know how you work. Heck, they even read that blog post you wrote last week, so they have taken the time to reinforce their motivations for choosing you.
And because they came looking for you (and found your up-to-date website complete with case studies, team bios, a physical address and informative blog posts) they don’t have any doubts about your credentials or your ability to fulfil their order.
The inbound lead is ready to buy. You have less work to do – less effort to persuade them to buy. Instead of dragging a prospect reluctantly through a sale you can casually guide them to the destination that they selected.
The inbound lead has identified themselves as your ideal client – because they think you’re the ideal supplier.
The inbound lead has an immediate need for your business, and they have decided to spend money now with a business like yours.
Is your ideal customer landing at the feet of your competitor?
Customers with an immediate need for your products and services – who have a budget to spend – are looking for you.
All you need to do is make sure that your business is findable.
If your business is not findable – if your competitors are more prominent – then these promising prospects will head directly for your competitors.
Catch the perfect customer
If you’re interested in being found by your ideal customer, I may be able to help. Send me an email or give me a call.
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