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Why Inbound Marketing is Essential to B2B Online Marketing in 2017

As one of the fastest growing marketing strategies for online businesses, inbound marketing is highly cost effective when it comes to lead generation.  

Adblockers empower potential customers to opt out of traditional advertising methods, forcing businesses to shift away from traditional marketing tactics. Using inbound marketing, online businesses are able to utilize various methods to help customers find their brand. Tactics such as content marketing and social media marketing are used very effectively to generate leads, as well as inform and educate the consumer as part of the process to convert leads into sales.

Here are six ways creative inbound marketing tactics can help to grow your business in 2017.

It costs less.

Leads generated by inbound marketing on average cost 62 percent less than leads from outbound marketing activities, a Hubspot study found.  When potential customers visit the content or engage on social media, it gives the business a low cost opportunity to follow up with sustained and targeted marketing activities. These tactics may include email campaigns, giveaways and promotions that can convert leads into customers at a significantly lower cost than traditional advertising.


Customers are more receptive.

Adblockers are popular because, given the option, many consumers reject direct advertising. With content marketing for example, customers usually discover a blog while searching for helpful information. Consumers are more receptive to this inbound marketing tactic because they see it as less intrusive, i.e., they don’t feel like a product is being forced on them.

When you can offer value to a potential customer upfront, they are more likely to trust you and more receptive to speaking with you about their needs. It's about giving to get. 





Quality content helps boost SEO over time.

With a carefully planned and implemented content marketing tactic, businesses will improve their SEO ranking which in turn drives more leads to the website over time.  Search engines usually reward websites that have high quality, relevant content over a sustained period. With a consistent content marketing strategy, SEO ranking gradually improves to generate a steady stream of leads which can be converted through other inbound marketing tactics.


Long term increase in ROI.

It may take some time, at least six months, before your business starts to see the return on investment(ROI) from inbound marketing. However, the returns are usually consistent.  Achieving this requires regular updating of relevant content, as well as sensible, professional and interactive engagement with the leads generated. Once you are committed to a sustained inbound marketing strategy, you will notice real growth and continuing improvement in ROI. 

Work Smarter.

Regardless of the size of your business, inbound marketing tactics will prove to be much more cost and time efficient than outbound marketing.  Simple activities like writing a how-to blog or creating a witty video, can significantly increase website traffic, generate leads, and achieve the ultimate target of increasing sales.  Social media can also help the brand to build customer loyalty through interactive and conversational communication using timely and thoughtful responses. These tactics are able to generate far more leads in much less time than outbound marketing.


Customers put a human face to the company.

One of the biggest advantages of social media marketing, one of the main tactics in an inbound marketing strategy, is that it puts a human face to the company. It is one of the easiest and most affordable ways for a company to connect with large numbers of potential customers. When you engage regularly with relatable content, it generates goodwill towards the brand and customers are more likely to share the content that will help you to gain more followers and increase the brand exposure.

Inbound marketing reaches customers with their shields down.

Inbound marketing works better because it facilitates an interactive relationship with potential and existing customers. It allows them to access relevant information that fits into their specific needs without the intrusiveness of outbound marketing.  With their shields down, potential customers are more receptive to the business’ overall message and therefore open to remarketing tactics that can ultimately convert leads into sales.

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About the Author: Samantha Anderson

Samantha Anderson

Samantha is the COO and co-founder of 41 Orange, inc, a marketing agency. She is also currently a member of the Board of Directors for San Diego Civic Youth Ballet, Balboa Park’s resident classical ballet school since 1945. Hailing from the agency world, Sam has worked with Fortune 500 tech, financial, and consumer brands, including Intel, Petco and LPL Financial, to shape their online presence and reach their target audiences more effectively through social media and beyond. She holds a Bachelor’s degree in Journalism, emphasis in public relations from San Diego State University.