It used to be that whenever a business owner needed to increase sales, the sales department felt the pressure to generate those leads. After all, who better knew how to increase business than the sales department? 

Cold calls were placed and flyers, ads, billboards, TV and radio spots were created, and before long, business would be booming. The more effort you put into these tactics – a.k.a. outbound marketing – the better your results usually were. 

The world works differently today. Although the efforts of the sales department to generate leads and close sales are still necessary, consumers – particularly B2B consumers – no longer solely rely on these traditional methods of promotion. Now, consumers find and research businesses and products on their own; and make decisions on which service to invest in or product to buy without ever talking to someone in the sales department.

So, if the customer is doing all the heavy lifting, how do you get their attention and increase the quantity and quality of business inquiries? With inbound marketing techniques. 

These strategies include adding vlogs and blogs to your website, investing in Google ad words, managing social media pages for your business and attending networking events. Each one gets you actively talking about (read: promoting) your business and your expertise – both of which get you noticed. 

If your business hasn’t yet actively used any of these tactics, the key is to start slow – pick one or two and do them really, really well before moving on and adding a third tactic to your inbound marketing roster. 

The best place to start is with blogs and social media. Writing blog posts means that your website is refreshed with new content on a regular basis. Pick a schedule and stick to it (here at Smart Foundations, we blog once a week). Then, promote your blog post on your social media pages. Both of these efforts generate good content – and good content gets you noticed by Google

These marketing strategies help you earn the interest of potential customers rather than buy it. You’re not talking to your customers you’re talking with them.

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