How Outsourcing Your Inbound Marketing Can Make Your Brand More Customer-Centric

Praveen Kumar

Feb 18, 2016

10 min read

Table of contents

Being a VP or Business Development Director leaves you in the cold hands of worry about the upgrowth of your business empire. Collaboration sometimes plays a very important role, mostly helping you get connected to your colleagues in the industry who may render any useful assistance. Outsourcing, on the other hand, is another advantage you’re assumed to profit from mutual relationship with businesses of like mind.

Inbound marketing is an element of constant change, hence, observing ideas and strategies from multifarious channels and incorporating them into your plan is a noteworthy idea. Great benefits lies in outsourced inbound marketing, as this can make your brand more customer-centric, as well as increasing conversion ratio.

Specialization Prevails

Do you know that inbound marketing requires a wide spectrum of specialized skills and acquisition? Its sure that you would find a chain of professionals who focuses on different specialization in the process. Some of them includes the

Content Writers/developers
SEO/SMO specialists
CRO Professionals
PPC Managers
Web Designers/Developers
Graphics Designers
Nurturing/Automation etc

In addition, services of similar agencies can also be employed to ascertain projects in order to ensure a successful outcome.

Marketing Automation

Regardless of the type of business you manage, handle or run, the need of modern day automation in your business is 98% required to help things get better. This is where the role of marketing automation comes into play. The marketing automation tools are software that helps to make the job process easier and performable. Series of software that is designed to assist you in prioritizing and executing the marketing tasks ahead of you. What makes the whole process very interesting is that these software operates in an efficient and more streamlined way.

Engage an entire team of marketing professionals at one place

Only professional marketers think like this, it takes a deal of time and effort, plus more expenses to hire the services of professionals of different calibers. With regard to their specializations and skills, but with inbound marketing outsourcing, you’re sure to save more resources (Money, time, energy etc). For example, managing a medical organization would be a lot more profitable if web maintenance services are outsourced from one particular place (company, etc). This strategy decreases the expenses and time invested in employing specialists individually.

Efficiency and Performance

– It is certain that the marketing guru you contracted will have different obligations and outside responsibilities besides the job which you have assigned him/her to do for your company. This implies they won't be able to be as gainful and commit the time required to deal with inbound marketing processes. As to when compared to a well outsourced reputed company well supplied with skilful specialists.

An inbound digital marketing colleague can mitigate the pitfalls connected with selecting the wrong framework or poor usage of the systems that will yield dull results.

Grab the Competition by the horn

Your competitors are not asleep, they are forever watching out for loopholes as to take advantage of it. With an outsourced team of inbound marketing professionals from your end. It is definitely going to be difficult for your competitors to find any breathing space to attack.

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Don’t Overlook Social Media in your Internet Marketing campaign!

The rise of social media in the past decades Since the inception of the internet to the introduction of the first social media site Six degrees back in 1997 to becoming an indispensable part of marketing for businesses globally, social media has come a long way in the past two decades and how! LinkedIn, Facebook, Twitter, Instagram have become social media magnates, helping build and strengthen personal or professional connections. But that's not the extent of how social media is being utilized. Business of all scale; SME or large are leveraging from what different social media platform has to offer. While almost a decade ago, not many businesses were investing in building their online presence but now not having a social media page for your business, today would be unusual and a significant loss of opportunities. While what was primarily focused on targeting private individuals to share their thoughts and connect with like-minded people, soon began to garner not just private but those of certain business sector. Take, for instance, spurge in the video games with the internet, made video and game developer realize how they can better connect and market their skills and expertise. Similarly, Myspace proliferation became a ground for the fledgling brands to get the producer and big music agencies to notice them and give them a chance to showcase their talents in front of the world. An example of how social media has evolved for business purpose is, when sensing the pattern, Facebook, which was initially only a student only website opened itself for businesses to attract and engage their target audience. The shift that has been brought into marketing with its unique approach has helped companies better understand their customers and market directly to them via organic marketing. Such is the evolution of social media into a powerful marketing tool that 90% of businesses in the United States are invested in social media marketing. Speaking of investment, it is expected that social media marketing spending will increase almost 10 billion from what it was in 2014, i.e., 17 billion US dollar in 2019. Considered the second most effective marketing channel, with 63% agreeing to its ability to strengthen the business's relationship with potential and existing customers, social media marketing has changed the entire marketing landscape and its operations. While the foundation of building and strengthening relationship remains the same, the ones being addressed here have changed from individual to target audience. With the technology advancing and escalating usage of smartphone, making social media more accessible it should not come as a surprise that the total number of social media users worldwide, as of 2019 are 3.2 billion. Do you know how much time is spent on social media daily? Per the Global Web Index 2018 report, a user spends 2 hours 22 minutes on a social media platform. Imagine the opportunities that businesses and brands can take advantage of from the data mentioned above. With social media changing the face of marketing, it is crucial for brands to plan and execute their campaigns through these various channels. How will internet marketing without social media cost your business? A subset of digital marketing, internet marketing comprises of several components necessary to ensure a brand’s success on online platforms, one of which is social media marketing. With millions of users spending a considerable amount of time on social media, overlooking it would be losing out on the business and profitability, it has the potential to bring. But if you are still fishing for a reason, as to why social media marketing should be made an integral part of the internet marketing campaigns, then take a look at the ways your business will suffer if you do otherwise: Gone are the days when social media was only used for advertising the launching of the products. Now, as the platforms are evolving, not investing in social media means losing considerable traffic. Social media has the potential to drive more traffic than your traditional search engines. There are no other marketing techniques like social media that lets marketers take control of their brand, improve their social presence by interacting with the consumers, working on improving themselves with their apparent changes. By overlooking social media in your internet marketing campaigns, you would be hindering your growth and the possibility to bolster your position on the internet. Can you overlook the fact that despite being one of the most cost-effective techniques, social media has a broader reach, and that's not it. The audience being advertised by your services to are tactfully selected to be the respective field’s easily influenced ad crucial customer base. After all, there must be a reason why 73% of marketers believe that social media marketing has been effective in steering the business ahead and boosting their sales. How incorporating social media in your internet campaign help your business? Incorporating social media in your internet campaigns will make it look less like an ad and more like a story or conversation starter, giving your business a chance to connect with the audience on an emotional level. Unlike other marketing techniques, social media has the power to make a brand look less like a salesperson devoid of emotion and more like a person willing to provide them with valuable information. Most of the marketing platforms come with the advertisement that interrupts the thought process and perception of the audience about the brand but utilizing social media tunes out these ads and allows marketers to engage the customers in a more relevant manner. With social media, businesses can pique interest in consumers by starting a conversation around the brand or the product/services it is offering, thereby attracting new customers and driving revenue. Social media is a useful tool for enhancing customer experience, as users have the freedom to share positive/negative feedback, their experiences, their concerns, their suggestions, which a business can pick out from and use effectively to improve their services. This is not to say that other internet marketing techniques are any less potent, but social media marketing is in a league of its own and going by the looks of it, shall continue to remain the same, helping the business expand with its unique and technologically advanced approach. Potent social media strategies for SME and large corporations One size fits all approach will never work when devising social media strategies. And just because posting and sharing have been the foundation of it, does not mean that social media entails just that. A robust social media strategies should consist of: GOAL Have you decided on what is your goals behind implementing the policy on social platforms? Is it brand awareness? Driving web traffic? Increasing online sales? Generating new leads, or just extending customer support? Have a clear understanding of what you wish to achieve out of the campaign and then devise a plan. PLATFORM Just because there are so many platforms does not mean you will benefit from all of them. Depending upon your scale and which platform your target audience is more active on, you should decide accordingly. Take, for instance, LinkedIn is right for B2Bs; Instagram is good for visual content primarily. Businesses that want to reach a wider audience should market on Facebook, while those who plan to share timely updates and relevant articles should utilize twitter. CONTENT While content is the king, not creating and optimizing it right on social media platforms can prove detrimental to the brand. Create content that resonates with the existing customer base and potential consumers. Furthermore, it is essential to have a periodically updated social media schedule to make sure everyone in the team is on the same page. TOOLS Take advantage of everything that is trending in your industry, depending upon the impact they are having on the customers. Social tools include Facebook love videos, Instagram stories, and other platform-specific tools which can help escalate your growth on social channels. ADS One of the social tools, advertisements are a common feature of social media platforms. It is not necessary that you have to run an announcement about your product and services, making it look intentional. You can run ads to grow awareness, and that might help enhance your audience reach, boost your sales. You can run webinars, promote giveaways and discounts, products, e-books, etc. To get maximum benefits out of your ads, you can create targeted advertisements, create multiple versions of it and an even better step would be to optimize it for specific metrics which could either reach, clicks, etc. Realizing its significance and the intricacies involved in effectively handling social media platforms, an increasing number of businesses are turning to qualified and experienced social media marketing professionals to make sure that their campaigns are strategized in a manner that they extensively contribute to their business goals and objectives. Saffron Edge, a comprehensive marketing solution provider with a dedicated team of social media marketing experts in New Jersey will ensure your brand stands out of the crowd on Facebook, LinkedIn, Twitter, while you entirely focus on attaining your business objectives. ...

The Bot Plan: Your Guide To Making Conversations Convert

2000 was the year of Search Engine Optimization, 2010 was the year of Social Media and it seems like 2018 is going to be the year of chatbots. In one of our previous blogs, we talked about how chatbots have failed miserably in their endeavor of sparking meaningful conversations with users. But the tables have completely turned now! The recent developments in the field of AI and chatbots have made huge leaps from the start of this year and haven’t looked back ever since. Developers have now found a sweet spot to make chatbots work like they are supposed to and brands are jumping on this bandwagon again in heaps And modern chatbots are surprisingly easy to set-up and install. You can easily set-up one on your website, messaging platforms or social media accounts as there are now quick integrations available to use your chatbot on the platform you like. But the best part is that most of them don’t require any coding knowledge at all From a marketing perspective, chatbots have always been great at driving engagement. Combined with the recent advances in AI, NLU (natural language understanding) and machine learning, they really have become a force to be reckoned with. So if you are looking to hire a chatbot for marketing your own brand, there is no better time than now! Here are a few ways you can make use of AI-powered chatbots to provide an amazing user experience and better market yourself to your users - 1. Exceptional Customer Support Starting with the obvious, It’s a no-brainer that a chatbot can easily be your next best customer support executive that’s up and working 24*7. Providing quick replies has always been a hurdle for brands trying to provide excellent customer support and with chatbots, it becomes fairly easy. Whether your customers are seeking for help on your website or one of your social media accounts (most probably Facebook), employing a chatbot on your preferred platform will help reduce friction and boost your overall customer experience marginally. While this is the most basic use-case of a Chatbot and the sole reason for which they were used for initially, modern Chatbots can do a lot more. 2. Interact with website visitors When users visit your website, most probably they’d want to look at your products, they even can have some burning questions about the products and services you provide and would love some quick answers. According to a study, If you are not able to answer quickly, they may never return to your website again. In situations like these, a chatbot can really be your knight in shining armor. There are chatbots dedicated to providing this functionality on a website through live-chat. Give it a nice profile pic, a conversational tone, and a swanky name, and your users won’t even know if they are talking to a bot or a real person. Or you can keep it simple and straightforward like Levi’s. Levi’s Indigo helps its website visitors find their suitable products (which we’ll talk about in a while), get help and read blog articles, all accessible through the chatbot. Users really don’t care about it as long as their problems are being taken care of. Also, 48% of users prefer choosing live-chat as a medium to interact with a brand rather than emails, according to a study. 3. Qualify the best leads I like how Drift has explained it nicely on their homepage how their chatbot (or leadbot) can really transform your sales funnel for good. They even gave this simplified process a name - ‘Conversational Marketing’ Also, did I mention Drift is the only company that managed to bring the limelight back on chatbots with their newly named concept? So, being experts in ‘Conversational Marketing’, you’d think they’d know a thing or two about how to convert leads, right? I thought the same and tried out their Driftbot for a while and every time I visited their website, the Driftbot always had something new to say to me to make me convert. And this…. Which you can do on your site as well, your creativity is your limit when it comes to converting leads through conversational marketing. But one thing is for sure, chatbots indeed cut a lot of time out of your customer journey, which is always a good thing, for both your business and your customers. Conversational Marketing lets your sales team focus on the best leads filtered by your chatbots in, as drift mentioned, minutes. Some people have said that lead qualifying chatbots have shortened their lead qualifying process by 18 days! And when integrated with Salesforce and other tools intended for your sales team, it can really streamline your sales processes. 4. Sell in a conversational way If you are a B2C brand, selling your products in a casual manner becomes easy with a chatbot as everything is done with conversations and not hard selling. And customers will be prompted to buy as well, as they’ll be shown personalized items based on their own choices. H&M has their own bot to sell their products on the platform Kik. If you had typed ‘Shop this’ instead, then the chatbot would redirect you directly to their site to make the final purchase. See how simple the process becomes for users! Or see how Macy’s chatbot on Facebook does it. 5. Studded with Analytics Usually, chatbots come with analytics, if not, there are bots that can provide this functionality to a bot. Anyways, the thing to focus here is that bot analytics can come in handy if you ever choose to employ a bot for your brand. With the help of analytics, you can easily monitor all the chats your bot has had with users, see the most searched for products, track conversions, return visits & more. But most importantly, analytics can be used to see if the conversational tone that you’ve set for your bot is going well with your user base or not. And if your bot is not making many conversions, you can easily change the tone of your bot to get the best out of your bot’s marketing efforts. Modern chatbots have come a long way from just being your customer support executives. Today, they can proudly be your brand’s voice, the first point of contact and sales executives. While I have tried to list some cases where you can use a chatbot to enhance your brand’s user experience, you can use them in a lot more creative ways, totally depends on what you want to do with your chatbot. ...

Local SEO for Law Firms : How To Attract Local Legal clients?

The prime motive of implementing Local SEO strategies to your law firm’s website is to enhance your search visibility in the local search results. Consequently, you get to book more appointments with your clients within your geographical area. Your online clients would also prefer seeking legal aid from a lawyer that comes from the same location because most of their cases would come from a specific jurisdiction. A study that was published in 2016 showed that almost 78% of legal clients feel that it's important to have a local attorney It's quite evident how the internet has taken over those traditional directories and phonebooks. According to a survey made by an organization, less than 2% of their sample population would prefer using a phonebook to hire a lawyer. According to a report published by American Bar Association, almost 87% of the law firms have a website as of 2020. There’s a reason why such a large portion of law firms are focusing on building their websites. The reason is simple - to attract more local clients because most of the searches for clients who are seeking legal services start with the internet. Most of the legal searches are 'non-branded, what do we mean by that? It means that most of the legal searches don't have a specific name of a lawyer or a law firm. 62% of the online legal searches don't include a specific name of an attorney or a law firm. They simply search 'Real Estate Lawyers Texas'. Therefore, a law firm must have an established online reputation and high local search visibility to gain the trust of your local clients. For that, you have to rank higher in the local search engine results. To show up on local search results you need a set of robust legal SEO marketing strategies that can help you in optimizing your website so that it can attract local clients as well. Although running an online website pushes you into a furiously competitive space, but the Google search engine has laid down some pretty straightforward measures through which you can easily build a strong SEO strategy for your law firm. We have mentioned these segments below - 1. Setting Up Your “Google My Business” Account The first step towards building an SEO-friendly strategy starts with the ‘Google My Business’ Page of your law firm. Why setting up a Google My Business Page is important for a law firm? Here’s the thing, open your search engine and search ‘Bakery shops near me'. What do you see? Do you see a list of local bakery shops near you in the search results? Yes! You can now check their shop’s address, phone number, location, website, and more. These are businesses that are located within your geographical area, so it’ll be quite obvious for you to contact a bakery shop that is situated nearby. You are likely to contact these shops first. That’s what you want for your business as well. You want to grab the attention of your local clients as quickly as possible because most of them are searching the internet to find a suitable attorney from their area who can help them with their cases. How can you get listed? By creating a Google My Business page! Although it will complement your efforts made on local SEO, if you want to squeeze out the maximum benefits from your Google My Business Page, you have to optimize it. Make sure you add a description of your law firm and include rich-keywords. Make sure to upload as many pictures of your law firm/attorneys as possible. Make sure you select your specialization from the categories mentioned. Add your local phone number through which your clients can contact you. Make sure to add your firm’s website link. Make sure you add the same office address as mentioned on your website. Make sure all the details are accurate. Keep updating these details. After adding these details to your Google listing, you’ll get useful statistics about your website like how many clicks did your website received or how many calls did your legal firm get after listing on Google. Once you improve other SEO aspects as well, you’ll start receiving more local clients. 2. Focus On Local Keywords While Optimizing Your Website To make your website local SEO-friendly with a motive to attract local clients, you need to focus on local keywords. You must add local keywords on each webpage of yours. That’ll help Google in understanding that your law firm is a local business from a specific location. For instance, if your law firm is situated in California, then you must look for keywords like ‘California real estate lawyer’ and use them on your website. These technicalities are a bit specific, we would suggest that you should hire a Local SEO expert for the same. But there are some key optimizations that you can easily perform on your own, these are - Adding the city/place of your firm on your website’s title. Eg. California real estate lawyer Adding your primary headings (H1 tag) must include your local keywords. Using your local keywords multiple times on your pages. Adding your location in your URL. Eg. ‘www.californiaestatelawyer.com’ if possible. Adding local keywords to your alt tags. Eg. ‘californiarealestatelawyer.jpg’. Adding your Google Maps location on your law firm’s contact page. Did you know that global mobile searches contributed towards 53% of the worldwide internet traffic? According to a survey made on 400 legal clients, 57% of them said that they would prefer using a smartphone to find a lawyer. What does this suggest? Due to a huge hike in mobile search volume, your law firm must make its website mobile-friendly, even Google prefers to push those websites higher in SERPs who are focusing on making their websites mobile-friendly. All these steps would help you to drive a significant amount of local legal clients to your website. 3. Name, Address Phone - NAP Citations Adding NAP citations is a very crucial element in your SEO strategy. Needless to say, but your citations should be consistent across all webpages! It should be the same on all social media platforms as well, like Facebook, Instagram, LinkedIn, etc. Make sure they have the same format everywhere. Avoid having inconsistencies in your Name, Address Phone citations. Even minor mistakes can affect your website crawling and indexing. Use Schema (Recommended by Google) that helps you in providing the list of approved properties that can be incorporated in your website’s HTML code. This will help the search engines to understand your NAP details. This would also help you to improve your position in Google search rankings which would, in turn, increase your website traffic for local legal clients. 4. Get Maximum Client Reviews On Google and Yelp. Your local SEO strategies are incomplete without Google Reviews. You have to generate maximum positive customer reviews from your previous legal clients on your Google My Business page. Do you know how important they are? A recent study shows that 75% of the legal clients who are looking for an attorney/law firm, visit review sites before contacting them. The word-of-mouth culture is here to stay! Online clients treat online reviews as honest recommendations. Google reviews also allow Google to understand what type of business you are and how well you perform in providing services to your clients. This also helps in improving your Google local search rankings, therefore helping you to make the most out of your local SEO efforts. Just like Google, try getting reviews on other directories like Yelp. Positive reviews deliver a straight statement to your potential clients that your law firm is credible and trustworthy. If your potential ‘local’ clients are looking for legal aid in their location/jurisdiction, then chances are very high that they end up visiting your website after reading your Google or Yelp reviews. 5. Get Quality Backlinks From Different Resources Any SEO strategy would be incomplete without mentioning the importance of creating incoming links or backlinks from other websites Are backlinks important for Local SEO? Well, getting backlinks is considered to be very important for Global SEO but when it comes to local SEO, it’s not that important. But, that’s not the end! The websites that link with your law firm’s website must contain a few keywords that are also relevant to your law firm’s website along with NAP citations. We have mentioned a few tips that your law firm can implement while running its local SEO campaign, these are - Attending local events for speeches, guest lectures, etc, and asking the organizers to list your website on their website. Host your event, conference, or a small meeting in your locality to educate people about the new amendments. This would also help your firm to get more potential clients. Give interviews to local news journals, writers, or bloggers. Reach out to them to publish your blogs/articles on their website. Take up some philanthropy projects where you can donate something to relief programs. Ask them to add your website link to their donor list on their website. Local SEO can turn out to be a lethal weapon to beat all your local competitors and shine above all other small law firms located in your area. It’s a very useful way to drive local clients to your website who are looking for a lawyer who belongs to the same location. If you want to enhance your local search engine rankings and want to ace the top positions in the local SERPs then you have to implement these effective strategies to get the most out of your marketing efforts. Make sure you utilize them as they’ll help you in bringing more clients from your local area. ...

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