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The Essential Role of Call Tracking as an Inbound Marketing Tactic

by Mark Sullivan  |  
March 9, 2017

Marketing strategies continuously evolve. For your business to stay ahead of the competition, it must stay current with the latest trends, techniques, and technologies.

What Is Inbound Marketing?

Inbound marketing engages customers through unpaid strategies, such as content marketing, social media marketing, and SEO. Unlike traditional marketing, inbound marketing helps businesses attract interest instead of pushing messages, such as advertising, about products and services to people who may not be interested.

Inbound marketing relies primarily on HubSpot's methodology of "attract, convert, close, and delight." That sums up the process of attracting strangers, nurturing them into customers, then converting them into loyal followers and promoters of your brand.

Why Inbound Marketing?

Inbound marketing tactics have a proven track record of success, with a close rate of 14.6% on average. Rather than relying on traditional outbound marketing methods like direct mail, spam email, and telemarketing—which have a close rate of 1.7%—inbound marketing lets the customers come to you.

This marketing strategy helps to establish trust, secure long-term business and build a loyal brand following. That's not to say traditional marketing methods are obsolete; rather, it just means there is an entire other strategy to explore.

But how do you naturally attract customers? By giving them valuable information they want or need. Keeping your customers top of mind ensures you deliver valuable, quality content they crave; and that keeps them coming back for more.

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Mark Sullivan is director of demand generation for CallRail, a call-tracking and analytics company based in Atlanta. He speaks and writes about local SEO, marketing workflow tools, call analytics, and advertising metrics.

LinkedIn: Mark Sullivan

Twitter: @mpsulli

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