Fishpool Marketing
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The future for Fishpool Marketing is bright

Our inbound marketing strategy guarantees to generate you more leads

Andrew Waing

Last updated: 2 May 2020

Digital Marketing

The New Way To Get More Leads

What you are about to read could drastically change the way you do business.

Let me tell you about a company that our inbound marketing solution really worked for.

Before they found us

Before working with us, the company already had a lead generation team in place. The team worked with contacts they pre-bought from a traditional marketing company.

What was the problem?

That team spent their days on the phone trying to set-up demos for the company’s sales team, who would then go on to pitch the product directly to customers. It was a clunky and long-winded strategy. Simply put, it wasn’t working, and it was a tough job.

The problem was, getting people to pick up the phone, or, if they answered, getting them to listen for long enough to acknowledge what the representative was saying.

The struggle

This continuous daily struggle meant that the company turned over a lot of staff. The team often felt demoralised, chasing hard targets through a seemingly failing strategy.

The investment in ringing uninterested customers was costly. The company lost money.

Sound familiar?

Then read on – we have an answer. We advise you to stop pushing your product and embrace a method that brings your customer to you.

The problem with outbound marketing

First, let’s look at the struggles faced by companies today. Then we’ll consider an easy and effective solution.

1. Todays customer carries out independent research.

Today, there are details and reviews available online for practically any item a customer might be looking for. People want to feel empowered in their purchasing, and the internet is a huge part of how they achieve that.

2. Customers don’t like adverts (and might not see them anyway)

The early days of internet advertising were simple. You paid for an advert, it appeared on a page that matched your company’s interests, customers clicked, and you got a sale. But, sadly, times have changed.

Over 100 million people use AdBlock to clean up ads on their browser. Adverts that appear outside of the page that people are reading (non-native) are much more likely to be ignored. Successful sales messages need to be integrated into your potential customer’s viewpoint.

3. People are more difficult to reach

Caller ID and call blocking are today’s commonplace. Not many people are willing to speak to a company they’ve never heard of, looking to discuss an opportunity they’ve never heard of.

Today, we are time-conscious and time-limited. Cold calls are simply not desired.

How do I attract new customers and new leads?

In a world of intrusive advertising and smarter consumers with clear ideas about the products they’re interested in, how do we reach our customers?

We have a solution

What we knew was that the company was using an old and dying marketing strategy to reach their customers.

Introducing Inbound Marketing

Inbound marketing means creating promotional material and information about your service, that tells the story of exactly how you can fix your customer’s problem.

Inbound marketing answers consumer questions. It’s providing good advice. It’s opening up a valuable relationship to enable seeing you and your company as a trusted authority, a source that can be relied on.

With inbound marketing, you don’t need to waste time and money on endlessly chasing your customers.

They like you, they know you, they trust you, and then they buy from you.

How to start inbound marketing

It sounds too good to be true but it’s very easy to implement. Here’s how we worked with our customer to hugely improve their marketing reach and success:

We looked at our target audience. How can we help them? What are their problems? How does our solution meet their needs?

What should we write about that these people would find helpful? Once we identified their pain points, we wrote about them – and more importantly, how we could solve them.

We published these posts – complete with tips, information and ideas.

We used all of our marketing mojo to promote these posts via our email lists, Twitter, Facebook and more.

Our company’s potential customers found them, read them, and noted the expertise on our customer’s area of business.

They signed up for an account or more information to learn about how to deal with their everyday challenges.

We sent them more useful stuff on how to manage their business’ niggles. This time we also send details (and a nudge) about how to contact us for more information. After all, they already know what we’re selling and why we’re helpful – they asked us for more information in the first place.

They book a call with one of our account managers who gets an easy sale as there’s already a relationship between the customer and what we’re selling.

That’s it. No cold-calling, no hard-sell – customers are actually reaching out for our customer’s product because they are empowered by the tools and information we gave them. There’s no push – they already know we can help.

So that all sounds lovely, I hear you say. How do I trigger this potential influx of customer enquiries? Well, you need a blog. An interesting blog. One that is regularly updated with content that helps your type of customer. One that they can keep coming back to to read your latest insight or projects.

Great marketing is always about understanding, explaining, and solving customer problems. Well, here’s your chance. Think about questions that they may like the answer too. Questions that you get asked all the time. Solutions you’re offering to tackle common industry issues. Even advice on the fundamentals of business that may be causing your usual customer trouble.

Here’s where you’re starting to carve your niche and reputation among all the other authority voices shouting from the internet. People are searching for the answers to these problems. Yes, typing them right into Google, hitting search and hoping for the answer. And there you are with a perfectly-formed response! Clever and well-written blogs will soon get you ranking on Google. That means the search engine believes your content is relevant and interesting – so it sends more people there.

The next bit is where the sales kick in. You want to get these visitors to sign up to your email list – an opportunity to do that will need to be built into your page. Once you have their details you can then share your knowledge with them again and again as you add new blog posts. And remember, each time you do that you’re opening up another opportunity for a sale.

Remember too that all the while you’re putting effort into building your authority with existing customers, you’re also sharing content that will add to your potential customer list. Inbound marketing is the promotional investment that pays out twice.

Remember too that all the while you’re putting effort into building your authority with existing customers, you’re also sharing content that will add to your potential customer list. Inbound marketing is the promotional investment that pays out twice.

Inbound Marketing Focused Blog Writing Service From Fishpool Marketing

If this all sounds brilliant but a little beyond your reach then we can help. Perhaps you’re too busy to commit to writing regularly, or a way with words isn’t really your strong point. We know the system works, and the skills needed to do it well – that’s where Fishpool Marketing comes in.

Our teams of professional writers and experienced bloggers are here to make inbound marketing easy. We can offer a simple service which offers you fresh posts every month which build your reputation and your online profile. We can write the type of content your customer really wants to read.

Outbound marketing is dying. And so will your business unless you embrace the new ways to catch today’s savvy consumer.

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