“Companies that generate blog content have 13 times more chances of getting a positive ROI than companies that don’t”*. This is why blogging and generating good content is important; otherwise your competitors will take advantage over you.
Did you know that 57% of buying decisions are taken before customers contact you?
This means that companies have obtained much thorough information in Internet via blogs, Social Media, companies’ websites, recommendations, etc. For example, if you are intending to buy a car, before going to the agency, you check the Internet for the different websites of the brands you are interested at. You check prices and You Tube videos, read reviews from specialized magazines as well as comments that can be found over the Internet about the choices you are considering. Before you step in a car agency, you have practically decided which vehicle you want. We used to have a market where sales people would have all the information, now buyers have all the information they need at their fingertips.
Buyer changed their habits, have you changed the way you sell?
This Phenomenon is linked closely to the Internet and all the information available through it. Potential buyers research, read, check reviews and make comparisons of all products they might be interested. Once they write or call is because they are about be convinced. But going back to the information bit, potential buyers get convinced by a good product and all the information behind it; at the same time, they share articles or links with relevant information that they found. Recent studies found that companies that generate content have 13 times more chances of having a good ROI than those that don’t.
Clearly, return on investment (ROI) is the final goal of all marketing efforts. Though there is no guaranty for obtaining customers or a specific conversion percentage by this means, it is a good alternative with low cost, if you compare it to traditional Outbound Marketing. Apart from people recognizing your brand, they will look at it as a leader, fomenting trust and eventually contacts from people recommending you.
*Source: State of Inbound de Hubspot 2014-2015, Corporate Executive Board Survey