PEOs needs cost-effective methods to attract clients. Inbound marketing offers some distinct advantages over traditional advertising and marketing. With inbound marketing, you use a targeted approach and provide prospective clients with relevant information. This makes them want to find out more about your services as opposed to the traditional approach of blasting ads or emails. Here are 5 reasons that PEOs should use inbound marketing to grow their businesses.1. Inbound Marketing is More Effective for Getting Leads and Customers
In an age where advertising saturates so much of the internet, people are starting to tune it out. Inbound marketing gives people solid content to digest. In one survey, 68% of marketers found inbound marketing to be more effective than outbound. One reason for this is that it allows you to build a relationship with prospects. Companies that outsource services to PEOs only do so after a great deal of consideration and research. Inbound marketing gives you the chance to reach targeted prospects with the kind of information they need to make an informed decision. Outbound marketing is generally more effective when it comes to one-click purchases (e.g. a product on Amazon or a low-cost e-book) but inbound is ideal for obtaining the kind of quality leads you need for your PEO.2. Inbound Marketing is Ideal For Educating Your Prospects
It's important to convey the advantages of using your services. Some of your prospects may not have even considered using a PEO. You need to educate them on the benefits of outsourcing various employee management tasks. You might write informative blog posts, create videos on topics relevant to your clients, and optimize your website for the search engines. These strategies all bring customers to you. For example, you can cover topics such as the benefits of using a PEO for recruiting, training, or handling payroll. This gives you a chance to provide helpful information that motivates prospective clients to contact you.3. Inbound Marketing is Cost-Effective
Inbound marketing strategies are nearly always cheaper than traditional marketing. Advertising campaigns can be quite costly and there's no guarantee that they'll yield results. Inbound marketing, on the other hand, relies on low-cost tactics such as content creation and social media marketing. Many of the services you utilize, such as social media platforms or your own blog, are free or very cheap to use. According to one study, inbound marketing costs 61% less than outbound. Combined with its other advantages, this is a powerful reason to shift more of your efforts towards inbound.4. Inbound Marketing Has Long-Term Value
One of the great things about content is that it has lasting value. While ads only appear briefly, an article, blog post, video, or other types of organic content can appear in search engine listings for years. While social media posts on timelines are fleeting, you can post long-lasting content on your blog, Facebook page, Tumblr, Pinterest board, YouTube channel. It's always a good idea to consistently produce fresh content for the search engines to index. However, it's also nice to have evergreen content that circulates the web for a long time.5. Inbound Marketing Helps You Build Authority
People are increasingly distrustful of advertising. When you place ads, you're spending money but not really doing anything to build trust or authority for your business. Inbound marketing, however, gives you a chance to position yourself as an authority. As you educate your readers/listeners/viewers about the benefits of outsourcing services to a PEO, you have a chance to showcase your experience and expertise. Even if you're not directly promoting your own company, you're still indirectly building your brand. For example, if you post a knowledgeable article on LinkedIn, readers are likely to check out your profile and might be motivated to check out your business.
Inbound marketing is the best choice for the kind of B2B outreach you need to attract clients to a PEO. It gives you the chance to establish trust and authority while providing a solid ROI for your marketing efforts. In an industry where you need targeted and well-informed clients, inbound marketing is the best way to grow your company.
Check out these other articles from Stone Creek Consulting:
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