Originally published April 25, 2022 , updated on January 18, 2023

What if your marketing model followed the “build it, and they will come” framework? You create a great product or service, list it on your website, and visitors suddenly buy your offer. Unfortunately, business owners tend to learn the gut-wrenching truth that people won’t magically show up just because you have a great product on offer. 

Experienced business owners will dismiss the notion that you can build something, and people will miraculously know about it. Instead, they apply several marketing strategies to get the word out about their businesses. Spending money on ads gets more impressions, but do consumers want to learn more about your brand? Are they eager to visit your website, check out your offer, and make a purchase?

Inbound marketing is as close as you can get to the “build it, and people will come” framework. While plenty of work is still involved, it becomes easier and more scalable. Instead of hunting down prospects, this technique makes your brand more attractive to your targeted customers. Instead of searching for customers, customers end up seeking your business and products.

An inbound marketing agency can assist with attracting customers organically. We will share some of the reasons to use inbound marketing services for your business and why more companies are shifting to this model.

What Is Inbound Marketing?

Inbound marketing gets customers to come to you instead of having to search for customers yourself, but how exactly does that work? This technique acknowledges the customer’s journey and how they find information about products and services. Before buying a product, most prospects will use search engines, read content, and look for reviews. Searchable, engaging content combined with high ratings puts your brand in a better position to build awareness and generate leads.

An inbound marketing company considers what a customer thinks and the different ways they discover new brands. SEO is a vital asset for any B2B inbound marketing agency, but social media, blogs, and events also attract customers to your company. 

An Inbound Marketing Agency Has Experience

Organically attracting customers to your business has a significant learning curve. Business owners have to learn about SEO, social media, blogging, and other marketing channels. You will also have to learn how to use each one effectively. 

Content is the foundation for any successful site, but some content converts better than others. What is the best content to produce if you want awareness? What is the anatomy of an engaging blog post? How do you convert blog readers into customers?

An inbound marketing company knows the answers to these questions. Some agencies, such as Goodman Lantern, have worked with hundreds of businesses, including Softbank, Pearson, and TikTok. Goodman Lantern can bring the experience of working with these clients to your company. We can tell you what works for your strategy, so you’re not wasting time on low-performing marketing channels.

These Services Do the Work for You

Reading blog posts like these is easy. Writing them is a different story. Bloggers consider what’s important, have to avoid fluff, and make it engaging at the same time. A lot of thought goes into each blog post. 

Even if you are a talented blogger, do you want to write several blog posts each week? It can take hours to produce a single blog post, assemble backlinks, and verify facts. You’ll also have to do keyword research before writing the blog post. A great article without a keyword strategy won’t gain traction on Google.

You could use that time to build relationships with partners and explore new verticals for your business. The opportunity cost of writing your blog posts instead of doing something else can be massive.

Your work won’t stop at writing the blog post. Brands must promote their articles on social media and other channels. This promotion builds awareness and gets more people talking about your brand. Each marketing channel produces more data for your business. Businesses have to analyse this data to make savvy decisions about future initiatives. 

Keeping up with the changes in consumer behaviour in addition to all your daily tasks is stressful. It will take you away from vital responsibilities. Inbound marketing services perform all of these tasks and more so you can focus on what matters the most.

Corporations don’t survive because of a single person. These companies continue growing because they understand the importance of hiring talented people. Delegating what you can to an agency will save you time and produce better results.

An Inbound Marketing Company Is a Long-Term Investment

What happens if you turn off your ads and stop working with an ad agency? Your traffic numbers immediately plummet. Google, Facebook, and other advertisers have zero incentive to show your ad if you don’t pay them. Advertising scales your company, but the moment you stop working with an agency and disable ads, your hard work is lost.

Instead of a pay-to-play, on/off switch, inbound marketing continues to drive results for years to come. The articles you produce today can still generate awareness years later. Evergreen articles always remain relevant and can provide residual traffic streams. 

An inbound marketing agency will also grow your social media audiences and community. Even when your contract ends with your service provider, you keep the content, social media audiences, and other marketing channels. You don’t have to start all over again.

Some companies prefer to continue working with inbound marketing services. They like the results and want more content for their brands. An inbound marketing agency’s prior work will continue producing results. Future articles and marketing assets will compound previous efforts. Even with this compounding, you continue to pay the same money each month. The only way to gain more traction with an optimised ad is by increasing your expenses.

An Agency Has the Right Team for the Job

The best inbound marketing agency has experience working with many clients. This experience helps them apply strategies to grow your company. However, no individual can produce enough content to serve hundreds of clients properly. Inbound marketing services rely on several writers and marketers to serve clients. 

These agencies won’t hire just anyone. The best inbound marketing companies have stringent onboarding processes. Agencies vet each writer and ask them to write a test assignment before letting them work with clients. Some writers produce several internal pieces for the agency before working with clients. An agency will reject writers who don’t fit their criteria. Their many rejections and few approvals help these agencies hire and retain top writers and marketers.

You can find a freelancer to assist with your organic SEO efforts. However, these freelancers may not know the best practices for writing great content that thrives in the digital sphere. Some business owners believe they must micromanage their freelancers to ensure quality content. You’ll also need people on your team to help with content marketing, social media growth, and backlinking. Communicating with these people and measuring progress can get frustrating for business owners who want to do other things with their time.

Inbound marketing services take care of the vetting and communication. You can reach out to a company with questions about articles, social media campaigns, and SEO. The agency can then contact each freelancer on their team with those questions. The best inbound marketing agency acts as the middleman and recruits excellent talent that can fulfil your objectives.

Their Services Improve Your Website Traffic 

Every business wants more website traffic. More traffic can lead to more sales if you have the right system in place.

Inbound marketing services increase your traffic. They provide your company with content to build trust and promote that content on social networks. The articles get optimised for search engines, so you generate residual traffic.

Getting traffic only grows your business if the traffic is high quality. Think back to the last time you watched TV. Did you listen to the commercials, or were you quick to hit the mute button and wait for your favourite show to return? There is a difference between white noise and engaged readers. The latter equates to quality traffic. If you own a vegetarian restaurant, inbound marketing efforts can fill your restaurant with more vegetarians. These efforts can provide SaaS companies with quality traffic that fits their customer avatar. 

Higher quality traffic is easier to convert. These prospects have enough money to afford your services and know they need your help. Some business owners have spent years trying to achieve this goal. An inbound marketing agency can guide you towards those goals, so customers finally find your brand and actively seek your offer.

Agencies Improve Your Website and Other Parts of Your Strategy 

Your website’s first impression on visitors impacts the entire relationship. Readers who enjoy your articles, offers, and user experience will return to your website. People who like the initial experience may follow you on social media or subscribe to your newsletter. Some agencies don’t stop at driving traffic to your site. These agencies also optimise the user experience.

Experiences professionals review analytics to see if visitors are proceeding to the next step of the customer journey. Some agencies offer website enhancement services that improve navigation and make calls to action more prominent. You can double your traffic, but it won’t do any good if none of those visitors become subscribers, followers, or customers. 

Inbound marketing companies that work with many clients know how to optimise websites and improve your brand’s digital ecosystem. Enhancing each part of your strategy turns traffic growth into revenue growth. These efforts can also help your company make more money from existing traffic.

A B2B Inbound Marketing Agency Can Start New Relationships for You

Relationships are currency. Partners help you reach more people than you could on your own. Business owners delegate many tasks to strengthen relationships and expand their networks. An experienced agency can make new connections for you while growing your company.

Inbound marketing services reach out to influencers on your behalf. These services start conversations to achieve several goals:

• Podcast guest appearances
• Guest blogging opportunities
• Affiliate recruitment for your offer
• Media connections to increase publicity
• Potential collaboration partners 

Agencies introduce new people to your business and let you build relationships instead of restricting your access to these people. They have you guest on podcasts, get interviewed by the media, and meet with potential partners. Not everyone has time to build these relationships. Some business owners want to show up on the podcast and do nothing else. An agency can make the arrangements, set you up for the interview, stay in touch with podcast hosts, and promote the episode for you when it gets published.

Get Help With Your Inbound Marketing

Inbound marketing is a pull mechanism that puts your company on the map. Customers will actively seek your services and pay attention when your company publishes new content. This marketing strategy compounds over time and provides a steady stream of traffic. Inbound marketing offers many advantages, but it’s a significant time commitment.

A B2B inbound marketing agency like Goodman Lantern can take the work off your shoulders. We have helped hundreds of clients increase their traffic and revenue through tried and tested strategies. Our team can increase your brand’s awareness and guide new visitors through the entire funnel. We take great pride in seeing our wonderful clients get the traffic and sales they deserve. We would be happy to help you get the traffic and sales your company deserves.

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