Marketing to find new clients is key to any PEO's success, but with the marketing landscape constantly changing, it is difficult to know where to invest your marketing budget. What works one day might not work the next, and there always seems to be some new website or social media platform clamoring for your marketing dollars. In the middle of all the clutter and noise, one thing, inbound marketing, stands out as a proven strategy for attracting more clients.
Inbound vs Outbound Marketing
There are two basic kinds of marketing, outbound marketing, also called push marketing, and inbound marketing, also called pull marketing. With outbound marketing, businesses "push" their products at consumers. This is the traditional advertising that many people grew up with and includes point of sale displays, billboards, direct mail, magazine ads, television ads and radio ads. It is expensive, intrusive and often has a low return on investment.
Inbound marketing, on the other hand, is more subtle, less expensive and more effective at getting people's attention and turning them into clients. Instead of trying to push products and services onto customers, inbound marketing's goal is to pull in new customers.
Pulling in New Clients
How is pulling in new clients accomplished? By building brand awareness through YouTube videos, Instagram stories, Facebook posts, blog posts, Twitter tweets and more. It is done by making sure that when companies are seeking information about outsourcing their HR, payroll and compliance needs, your PEO is front and center.
As Joshua Gill, Inbound and SEO Marketing Consultant at Inbound Authority points out, "Inbound Marketing is so powerful because you have the power to give the searcher/consumer exactly what answers he is looking for at the precise point that he needs it. That builds trust, reputation, and authority."
So can your PEO just throw up some Facebook or Twitter posts, knock off a YouTube video or start a blog and expect to gain new business? Unfortunately, no. Inbound marketing involves creating a comprehensive and coherent strategy for leveraging the power of each piece of the pie, from blogging to tweeting. And, according to the Content Marketing Institute, it means that your inbound marketing content has to be relevant, valuable and engaging.
In other words, your PEO wants to create content that people want to consume, not content that they want to avoid. A good example of this is KIA's 2017 Super Bowl ad featuring Melissa McCarthy as a hero trying to save the planet. After the spot aired during the big game, it gained another 25.9 million views on YouTube because people liked it and sought it out. This is the power of inbound marketing.
Inbound Marketing Benefits
Developing this kind of marketing strategy and building this kind of content can seem overwhelming, but the benefits are many. One such benefit is cost. A typical television or radio spot costs thousands of dollars. The price of an entire old-school media campaign is much more. A social media campaign, on the other hand, costs only as much as the content itself. And writing posts, updating blogs and creating videos can be outsourced to an outside company. Uploading the content and hosting it is free.
A second benefit is that once your content is online, people will share it through their social media accounts and websites. This expands your PEO's reach, attracting the attention of more companies with HR needs and bringing in even more business than traditional marketing ever could.
The internet and social media are changing consumer habits, including how people interact with advertising. PEOs have to adapt to survive. Developing a compelling, consistent inbound marketing strategy that provides useful, valuable content and builds brand awareness is the way to do it.
Seem overwhelming? Well, it can certainly feel that way. But that's where we come in. We do this all the time . . . with results for PEOs just like you!
Start out by subscribing to our emails. They contain helpful tips and advice for your marketing efforts.
Want to take it a step further? Request a consultation. It's a no-pressure conversation that allows us to hear your needs. Chances are, you will find some real help, just in the consultation alone! Request your consultation here.
Check out this article: 5 Must-Do Steps to Successfully Market Your PEO