Do you remember the first time that you realized the true power of inbound marketing? I do.
I was running a small marketing consulting company and was able to land a speaking gig in front of a large number of local non-profits. Through the talk, I collected more than 50 email addresses from the attendees.
For months, I published new (and helpful) content on my blog, and emailed it to those subscribers.
One day I got an out-of-the-blue email from one of those 50 non-profits. They wanted to talk about a consulting package.
Within a week, I had closed the largest consulting deal that I had ever landed.
Needless to say, I was thrilled. Although, it left me wondering – why did a deal of that size come through so quickly, when a project half the size can sometimes take months? The answer is simple.
My continuous drip of helpful content had slowly built trust with their team. When it came time for them to make a purchase there was very little left for me to do. All I needed to provide was a place for them to sign.
That’s inbound marketing at its finest, but, it may not be how you are approaching it.Too often, we forget to take into account the trust factor, and get obsessed to prove ROI. But, your blog doesn’t exist to convert customers (at least not yet) it’s there to build trust. That’s a big difference, and it’s an important one.