Once upon a time, it seemed that all a lighting solution company had to do was post their catalog online, and they’d be able to sell product. To be honest, it’s questionable how successful that ever was, but it sure doesn’t work now.
Here’s one reason. If you do a search for “Southern California lighting solution companies,” it takes Google less than a half a second to come up with 2,500,000 results. Now, maybe all of those aren’t legitimate competitors of yours, but it’s a lot of results to sort through. And unless you’re in one of the top spots on that list, what are the chances that someone is going to tumble onto your website and wade through your catalog?
Unless they already know your name, your chances of getting found online are pretty slim. And online is definitely where your potential customers are looking. So you’ve got to find a way to help them find you.
Most customers looking for what you have to offer aren’t searching for you by name. They’re searching based on what they need. And guess what? They’re looking for more than just a list of products and prices. They’re generally looking for some expertise and advice as well.
What can you do to make sure they find you? That’s really what inbound marketing is all about. It’s creating content on your website and on your blog that addresses the issues and answers the questions your potential customers have. It involves pulling them into your website because you have solutions to their problems. That’s a lot different than trying to push a catalog full of products (which may or may not address their needs) out to a bunch of people you don’t know.
Click here for a more in-depth explanation of what inbound marketing is—and how you can take advantage of it to drive prospective clients to your website, where they can become lifelong customers. Or contact us if you have more specific questions about how to put inbound marketing to work for your company. We’ll be happy to help!