Integrated inbound marketing
Inbound marketing offers an intelligent way to engage with your prospects by placing your company directly on their radar at their time of need – i.e. when they are actively looking for information on your industry, products and services. It is all about getting found by prospective customers.
It represents a progression from traditional outbound marketing in which businesses push their messages out to prospects en masse, in the hopes that some will listen, and that some of those will act.
Inbound is more sophisticated, targeted and intelligent. Outbound marketers dedicate enormous budgets to recording and broadcasting TV and radio ads, sending mail-outs to huge databases of contacts,placing display ads in the media, manning stands at trade showsand hiring salespeople to make cold calls in volume.
Inbound marketers use their budgets more shrewdly. They produce quality podcasts and videos that people want to consume because they are useful and informative. They generate blogs that are interesting and valuable to professionals, optimise their websites and share content and tools over social networks so that prospects come to them for more information.
TopLine’s inbound marketing service
At TopLine, we believe that integrated inbound marketing is the future of B2B communications and offers the most efficient and cost-effective way for companies to achieve organic growth. Experience and data show that the most successful inbound marketing programmes are founded on excellent content driven by sophisticated marketing technology (we recommend HubSpot) and delivered by commercially-focused teams of people who are as comfortable writing hard-hitting business copy as they are drilling into website analytics.
As the boundaries between traditional marketing disciplines continue to converge, businesses need to work with B2B PR professionals who understand the principles of SEO and social media, SEO specialists who can create great content (particularly now that the Google search algorithm favours content over other variables), and video production teams who understand how to tell their story in the right way.
Our team at TopLine possesses all these skills and will wow you with its ability to deliver outstanding results in a very short timeframe. Our integrated inbound marketing programmes incorporate PR, social media, SEO and content generation, and start from as little as £3,200 + VAT per month. They involve working closely with your sales function to ensure you generate leads that can be converted, and they are evaluated over time based on metrics that include site visitors, leads generated, and acquisitions.
To find out more about our inbound marketing offering, simply get in touch.