A mystery to many, inbound marketing strategies for B2B and B2C companies have transformed over the past few years.
Nowadays, marketers understand better the benefits of SEO, content marketing and social media for inbound campaigns.
Marketing has changed because target audiences have changed the way they consume information. They are skeptical in opening mailboxes filled with direct mail, inboxes cluttered with spam, and unwanted calls from vexing telemarketers.
Sales pitches have been out of hand that more than 200 million consumers in the US have signed up to do-not-call lists. With the help of technology, most TV audiences also hit the mute button or fast forward to bypass TV commercials.
Inbound marketing strives with strategies that draw consumers toward relevant products or services. Companies are offering free content that cater to consumer pain points, helpful advices and more. Inbound marketers also build trust and loyalty on the side. It calls for personal means of communications such as targeted emails or custom content.
The real challenge is to gather and maintain data that allows more targeted routes. People work with people, not companies, so uphold the trust and credibility they deserve.
High Data Quality
An IDG study finds that poor data quality is among a marketer’s most pressing concern, especially data accuracy. Clean, accurate data pave the way for successful customer relationships. Contrarily, vague, inaccurate data does not reach the target recipient and can damage brand reputation.
Data quality problems are prevalent. A Davey research finds that 3 out of 5 businesses rely on prospect data that can be 40 percent inaccurate. It adds that more than 85 percent of businesses’ CRM and databases have 10-40 percent bad records.
Personal Communications Matter Now, More than Ever
Modern consumers choose products or services from companies with highly targeted and highly accurate communications. A wrong email delivery by name or content can destroy the recipient’s trust in the sender.
According to Hubspot, 3 out of 4 online customers flag sites promoting content that have nothing to do with their interests. Custom emails improve CTR by 14 percent and conversion by 10 percent. In addition, 69 percent of US email users unsubscribe from companies and organizations if they receive too many emails from them. Also, 40 percent of consumers buy more from retailers with custom shopping experience across all channels.
Marketers invest time and resources to make online forms and monitor consumer behavior. Thus, they have to gather data that targets and personalizes communications.
Collecting data is not random. The data you gather has to tie directly with your marketing plan and business goals. Come up with a smart plan to maintain data accuracy over time, such as regular checks for email address changes, marital status and job titles.
To integrate data better and improve effectiveness of marketing communications, you have to consider investing in CRM software and tools.
Once you have the right data, append it to your inbound marketing goals and always update regularly. In time, you will reach your key objectives and boost overall business performance.
More to read: How to Jump Start Your Online Marketing Campaign