Online Presence and the Tender Bid Process: Why Inbound Marketing Matters

May 23, 2017 |

inbound marketing

This month’s Sales Spotlight comes courtesy of our Business Development Manager, Chris Lawson. Chris has business experience across several industries including Real Estate, Tourism, and the banking sector. He’s dedicated to forging strong relationships with clients and partnering with companies to provide the best solutions for their marketing needs!

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Marketing within many of the core industries of Alberta has always been a particularly interesting topic. Within the Oil & Gas, Millwork, Manufacturing and Construction Industries there are the old adages of “Our business is built on handshakes” and “We’ve grown our business for years without using any marketing tactics…we’re fine!” Historically, a round of golf, trade shows, networking, and perhaps the odd outbound marketing technique has enabled companies within these industries to stay noticed. The demand for service is constant, making marketing a lower priority in day to day business

The truth is, I used to agree with that mentality until about a year ago.

A few months ago, I was meeting with Tyson from Earth & Energy Construction when he shared a story that made me rethink my stance. He told me of a time when he had over a dozen decision makers considering his business for a bid. In the process of presenting the usual details, he noticed that he seemed to lose their attention when he mentioned one particular service his company offers. All at once, practically synchronized, they reached for their phones and pulled up the company website. This was unexpected and indicated a shift away from the traditional modes of business. Web content played a significant role in the tender and bidding processes.

So, why was Tyson consulting a digital marketing firm? Well, when decision makers start turning to mobile websites for information web presence, user experience, and industry-relevant content, make a huge difference in a company’s ability to rise above competitors. Inbound marketing now has a significant role to play when it comes to ensuring these things are in place.

Rough economic climates, increased demand for higher education, and millennials gaining seniority in the business development sector, now mean that incorporating inbound marketing techniques are a crucial part of reaching your customer base. Today’s B2C marketing tactics have changed the way consumers interact with their world, both on the personal and professional levels. Based on the following stats, there’s little doubt that online presence has changed how we conduct our business interactions:

  • Half of shoppers spend at least 75% of their total shopping time conducting online research. (HubSpot)
  • 62% of customers find it extremely/very important to be able to call your business at the purchase stage. (Google)
  • 50-90% of the buyer’s journey is complete before a buyer reaches out to sales. (Multiple Sources)

Needless to say, whether your business is B2C or B2B, each of your clients has a specific “buyer journey” that incorporates interacting with the information your company has online. As a result, the two questions you need to be asking are: “how are they finding me?” and “is my content doing a good job of speaking for me online?”. If you’re unsure of the answer of either, or both, of these questions, don’t fret! Primal Tribe can help you build a strong online presence that meets your clients where they want when they want, and how they want. Call us to today to learn how we can help!