Inbound Information Shift

THIS IS SUPER COOL

IT ’S NOT THE ONLY WAY

I ’M NOT SAYING IT ’S RIGHT FOR YOU

I ’M JUST SAYING IT ’S SUPER COOL

Disclaimer

INFORMATION SHIFT

BUYING CYCLE

INBOUND CONCEPT

REACH & RECYCLE CONCEPT

COLUMBIA’S SHIFT

Inbound Information Shift

I n f o r m a t i o n S h i f t

Shifting Effects

Once successful businesses are having trouble staying in business

Consumers are less loyal than everSeems like everyone wants something for

nothingPeople expect everything right now

What’s perpetuating this shift?

Dishonest marketing and business practices

1We are becoming desensitized to mass media and seeking a way to avoid it

Can smell a lie and don’t like to be sold to

The internet says, “you don’t have to listen if you don’t want to”

2The internet and technology back up our ignoring instincts

Internet makes it easy to find your own information prior to contacting sales and less painful during the sales process

A new generation of consumers with different decision making values

32008 economic downturn changed decision making for those nearing or in retirement

New generation of decision makers are different

Sales Paradigm Shift.

57%Of the sales process has already taken place before they contact you.

People contact sales 57% later in the buying process.

Your buyers are going to find information to form their buying

decision from somewhere.

Do you want them to hear it from you?

ORFrom your competition?

Awareness: customer identification of a need and the realization that your business can potentially fulfill it 

Consideration: customer evaluation of how your offering meets this need, including the evaluation of offerings from other businesses

Preference/Intent: a customer’s logical and emotional inclination towards one solution or another, ultimately leading to a purchasing decision 

Purchase/Repurchase: the action of ordering and buying from your business or the emotional and logical process that (hopefully) leads to a repeat purchase

3Preference/

Intent

2Consideratio

n

1Awareness

4Purchase/

Repurchase

Inbound Marketing Concept

It is not a tactic, channel or technology. It’s a way to approach your marketing to capitalize the way consumers make buying decisions today.

Inbound marketers understand that people value personalized, relevant content and connections.

It allows you to attract visitors, convert leads, close customers and delight them into promoting your business to others.

Inbound Outbound

Attract Interrupt

Inbound vs. Outbound

It’s like BNI: A Givers Gain Mentality

Inboundtells the truthIf your sales pitch came out of this guys mouth would you believe it?

Inboundshares what prospects need to know Don’t just present your side of the story, tell the whole story

Give viewers what they really need to make a decision

Transition from Sales Funnel to Hour GlassA cultural sales shift from hunting to farming.

Examples of Inbound Marketing

INBOUND MARKETING(AKA “free” traffic sources)

Did you just say FREE?

Inbound marketing is not free

Your time is valuableThese items take timeIf you’re not truly interested

in doing them yourself don’t, you can hire people to do these tasks for you

Although it’s NOT free it can be cost effective

Build an online bridge to your customers.

Reach & Recycle

       

Your Audienc

e

Closed Busines

sFacebook

Email Marketing

Blog & Website

Pinterest

Other possible digital components of your marketing bridge:Twitter, LinkedIn, Houzz, Google+, YouTube, Google AdWords

Don’t just build a bridge, cast a net.

Reach & Recycle

 

 

 

 

Your Audienc

e

Closed Busines

s WEBSITE

Blog

Email Marketing

Facebook

Pinterest

40% of Businesses Surveyed Plan to Increase Spending on Online Marketing in the Next

Year

Mediums in Which Businesses Plan to Increase Spending

Columbia Area Businesses are Shifting

INFORMATION SHIFT

BUYING CYCLE

INBOUND CONCEPT

REACH & RECYCLE CONCEPT

COLUMBIA’S SHIFT

Inbound Information Shift