Sustainable Marketing: Why your business NEEDS Social Media
When I talk with most small business owners today about how they generate leads and fill the top of their sales funnel, most say trade shows, seminar series, email blasts to purchased lists, internal cold calling, outsourced telemarketing, and advertising. These methods are called "outbound marketing" where a marketer pushes his message out far and wide hoping that it resonates with that needle in the haystack - throwing their product out into the world and hoping that somebody influential sees it or that somebody interested in that particular product buys the product later. In the food world, the success of the marketing is directly tied to the success of that particular product, and is NOT tied to the strength of the organization themselves. We want individuals to support YOUR ORGANIZATION, regardless of any current or future product.
Outbound Marketing
Outbound marketing techniques are getting less and less effective over time for two reasons. First, your average human today is inundated with over 2000 outbound marketing interruptions per day and is figuring out more and more creative ways to block them out, including caller id, spam filtering, Tivo, and Sirius satellite radio. Second, the cost of coordination around learning about something new, shopping for something new, or engaging with new, independent media using the internet (search engines, blogs, and social media sites) is now much lower than going to a seminar at the Marriott or flying to a trade show in Las Vegas. Additionally, the percentage of those have an ability to purchase local products is 1/10th of 1% of all interested purchasers.
Rather than relying solely on outbound marketing to the masses of people who are more savvy at blocking media messages and to the masses of people who simply aren’t “physically there” at the particular grocer you’re selling through, I advocate utilizing "inbound marketing" techniques where you help yourself "get found" by active peoples already learning about, engaging with, and shopping in your industry. In order to do this, you need to set your website up like a "hub" for your industry that attracts visitors naturally through the search engines, through the blogosphere, and through the social media sites.
Inbound Marketing
Inbound Marketing is marketing focused on getting found by customers and building relationships with them. In traditional marketing (outbound marketing) companies focus on finding customers. They use techniques that are poorly targeted and that interrupt people. These techniques are hit-or-miss and are very expensive.
Inbound Marketing flip outbound marketing on its head and instead creates content and an online culture around your products and services that potential customers want to see. Inbound marketing builds long-term relationships which, over time, attracts highly qualified customers, buyers, and investors to their businesses like a magnet.
Sustainable Marketing Solutions
Edibles Advocate Alliance and Emily Brooks has formed marketing partnerships with high-powered Inbound Marketing Firms which further enables our mission to provide Sustainable Marketing Tools and Inbound Marketing Platforms that are not only extremely successful , but also utilize more environmentally sustainable resources and marketing opportunities to find, capture, convert, and close sales leads efficiently for maximum growth and revenue potential.
How does our Partner’s software & the EAA help your business grow?
It's simple. Sustainable Marketing Solutions:
- helps you get found online by more qualified visitors.
- shows you how to convert more visitors into leads.
- gives you tools to close those leads efficiently.
- provides analytics to help make smart marketing investments.
Together, the we provide comprehensive and all-inclusive tools to help you.
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