Inbound Marketing and Data – Why It Needs to Be Managed Effectively

Inbound Marketing and Data – Why It Needs to Be Managed Effectively

In recent years, since 2006 according to a number of expert sources, inbound marketing has been identified as the number one marketing area to focus upon. This increasingly employed marketing tactic takes many forms, many of which readers will be familiar with, and can be defined as marketing activities which seek to bring visitors in by earning their attention through interesting content, rather than activities that require marketers to go out to potential customers.

Some of the forms that inbound marketing takes are social media, search engine optimisation, pay-per-click, and blogging. According to inbound marketing experts HubSpot, “…inbound is about creating and sharing content with the world. By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to your business and keeps them coming back for more.”

This is a great definition of inbound marketing in the digital age, an era in which digital interactions are so crucially important. But it is also important to bear in mind that the aim of these digital interactions is to lead to increased personal interactions, and that the aim of many business owners when they create content online and share it is to drive enquiries about their products and services to their phone lines.

If that is one of the aims of your inbound marketing efforts, then you must also give thought to how to handle the increase in the influx of calls you will receive. But there is more to this issue than solely having people on hand to take the calls, as there is also the need for data to be managed effectively in order to capitalise upon the new sales opportunities coming your way.

The benefits of inbound marketing

An issue with inbound marketing that many have pointed out entails the higher time commitments it demands over outbound marketing techniques. This equates to greater manpower hours, and therefore greater expenses, though inbound marketing techniques have a tendency to work out more cost-effectively than outbound marketing techniques – 61 percent less per lead according to Search Engine Journal – and they are also much more likely to generate leads.

To give you an idea as to why more than 60 percent of marketers have adopted inbound marketing strategies, here are a few impressive statistics from HubSpot.

  • Businesses that blog have been found to generate 126 percent more leads than businesses that don’t
  • 46 percent of marketers have generated customers through blogs and shared written content
  • This percentage increases to 82 percent when the marketer releases blog posts on a daily basis
  • Search engine optimisation leads have a 14.6 percent close rate whilst outbound marketing leads have a close rate of just 1.7 percent
  • Businesses that automate lead management see an increase in revenue by 10 percent or more in the first 6 to 9 months

That the statistics are overwhelmingly on the side of inbound marketing techniques is undeniable, however, it is what you do to capitalise upon the opportunities that are presented to you that really counts.

These opportunities include outsourcing your media response needs to the Netcall Solutions call centre, where our team of experienced, UK-based call handlers will answer your incoming calls as if they were your own receptionist staff. Whether you need us to provide quotes, forward brochures, or just take a short message on your behalf, our expert operators are more than up for the task.

Managing inbound marketing data

The data that inbound marketing activities generate is vitally important and therefore needs to be managed effectively. With regard to the data that enquiries directed to your phone lines generate, Netcall Solutions uses QuickAddress software so as to obtain an accurate address from each caller through their individual postcode.

This information can be used to evaluate where the bulk of your telephone enquiries are coming from, along with the areas requiring greater attention so as to generate more leads in those areas, and the extra data generated by your inbound marketing activities and efforts will help you to formulate even more effective marketing strategies.

This information can be used to evaluate where the bulk of your telephone enquiries are coming from, along with the areas requiring greater attention so as to generate more leads in those areas, and the extra data generated by your inbound marketing activities and efforts will help you to formulate even more effective marketing strategies.

Customer databases are seen by many as useful only for outbound marketing activities like direct email and email marketing, however, they can also help you to store information with which to gain a better understanding of the potential customers calling your phone lines, and the information you collect can help you tailor the digital content you create accordingly. Additionally, a customer database will also empower you to:

  • Conduct effective customer research and customer satisfaction surveys
  • Offer potential customers free trials for your products and/or services
  • Employ outbound marketing activities to complement inbound activities

Setting up a customer database is very easy, so easy in fact, that you can create one using a spreadsheet like Microsoft Excel. This would be a simple database, which is fine depending on the goals that you have in mind to achieve, the number of customers you have to keep data on, and the amount of data per customer.

The first step is to gather the information you currently have, but before you start entering it into the document, first create the headings the information will be stored under. This is just as important as the data itself in many ways, because how data is stored will determine, to a great extent, how accessible it is, and therefore, the degree to which you can leverage it to your advantage.

Don’t stop at basic contact information like name, address, age, telephone number and email address, also employ headings that help you identify customers with regard to which of your products and services they have purchased or expressed an interest in. Additionally, you should also include a notes column so that you can list miscellaneous notes about your customers and draw upon this information when it becomes relevant.

Inbound marketing is the most effective way to reach out to potential customers and drive enquiries to your phone lines, and storing the data you collect by keeping an up-to-date customer database will help you manage this important data effectively.