Industries which cannot afford not to invest in inbound marketing

February 7, 2017

Rick Knutsen

wsigenesis

While it’s pretty obvious any company that is not on the ball with their online presence would benefit from an inbound marketing strategy, there are some industries that are more suited to it.

Commonly, small local companies that are accustomed to getting their business through referrals have a lot of success with inbound, like doctors, veterinarians, beauty salons and fitness centers. This group has a lot to gain from establishing an inbound marketing program – as they can grow more quickly than other businesses because of their local contacts and networks.

Blue collar industries are another target: landscapers, plumbers, painters, contractors. A successful inbound strategy can turn these types of businesses into thought leaders in the field, allowing them to stand out in a saturated market.

Any business selling considered purchases can reach their target audience effectively with inbound. A considered purchase is one the buyer has thought a lot about, done some research on and will not buy spontaneously, like a particular piece of equipment, a car, a vacation. Putting the right information at a potential customer’s fingertips is a sure way to convert to sales – this is where content marketing becomes vital.

Industries relying heavily on Requests for Proposals (RFPs) know that getting onto the short lists of companies issuing RFPs is difficult. Companies using RFPs to make important purchases rely on search to update their potential shortlists. Inbound marketing can quickly improve search engine page results rank and targeted visibility.

Niche industries selling highly specialized or industry products can target their customers through inbound. Outbound or mass media marketing would never work for a product with a small or specific target audience, like a complicated piece of medical equipment. Niche markets have less competition online as there is often less information available.

Interestingly, the fashion industry is finding considerable benefit from inbound marketing. The difference with the fashion industry is the constant change and evolution of it, yet the audience is wide and ranging. Styles and trends change all the time, so a fashion brand needs a loyal following they can engage with – social media can be very useful with this.

WSI has extensive experience helping a range of industries

A digital marketing company with strong international presence, WSI keeps up with the constantly shifting landscape of the internet. While offering a range of digital solutions, inbound marketing is a specific area of expertise – just look at their inbound marketing checklist download. If you think an inbound marketing strategy is the direction your business should be heading in this year, contact WSI for more information.

WSI was founded in 1995 and is an innovative digital marketing agency with offices in over 80 countries. We’ve spent over 20 years helping more than 100,000 companies and large global brands unlock the full potential of their business by leveraging the Internet and its many unrecognized opportunities. We’d be happy to help do the same for you and consult on your digital marketing strategy.  Simply give us a call or get in touch with us at rknutsen@wsiebizsolutions.net to learn more.

 

About the Author

Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders.   His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners. 

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