Basically, inbound marketing refers to marketing activities that help customers to find information at their convenience when researching about your industry, products or services. By opposition, outbound marketing concerns marketing tactics that businesses undertake to advertise their products and services against consumers’ will. It commonly refers to as “interruptive marketing”.
In this article Egluu reviews the inbound strategy marketing that marketers should consider when starting their businesses in order to attract visitors, convert leads and cultivate customer relationships. Indeed, such strategy has proven to deliver reliable and measurable results at a lower cost than other traditional outbound marketing tactics.
Step 1: Attract
Driving traffic to your website is one thing. However, driving the right traffic to your website is an other. Indeed, the objective is to attract visitors who are most likely to become leads, and, ultimately, happy customers. The people around whom your whole business is built are consequently those that you must target and be able to attract. Some of the most important tools to attract the right consumers to your website are:
- Blogging à A blog is the single best way to attract new visitors to your website. It should be considered as the fuel of your content and marketing engine. By providing educational content that speaks to your audience and answers its questions, your blog can become the company’s biggest digital assets.
- Social Media à Sharing accurate information and creating valuable content on social platforms in order to engage with your prospects is also part of the process. Marketers have to interact, be part of the conversation and build online communities. This will help businesses to put a human face on their brand. Moreover, the trick is to keep all the information shared and provided purely educational with little to no mention of sales messages.
Keywords à To make sure that your company appears prominently in its category, you need to carefully, analytically pick keywords, optimize your pages, create content, and build links around the terms your ideal buyers are searching for.
Step 2: Convert
If your inbound marketing has been done correctly it will be your best sales team member. The lead will be very interested in your solutions, have a great deal of education on the topic, and favor your solution over competitors. Some of the most important tools in converting visitors to leads include:
- Calls-to-Action à Calls-to-action are buttons or links that encourage your visitors to take action.
- Landing Pages and Forms à When website visitors click on a call-to-action, they should then be redirected toward a landing page where they must fill out a form and submit their information. The conversion process should be as easy as possible. The sale team subsequently uses the information provided, and the prospects typically become leads.
- Contacts à Keep track of the leads you’re converting in a centralized marketing database. This will help you to organize and to optimize your future interactions to more effectively attract, convert, close, and delight your customers.
Step 3: Cultivate
Once you have attracted the right visitors and converted the right leads, you need to maintain lead nurturing by continuing to establish trust and credibility. Lead nurturing moves prospects down the sales funnel by providing more useful information and offers during the sales cycle. Engaging existing customers and improving customer relationships are also important aspect of the post-process. To do so, here are some marketing tools that are recommended:
- Email and Marketing Automation à This process involves creating email marketing and lead nurturing tailored to the needs and lifecycle stage of each lead. Indeed, a series of emails focused on useful, relevant content can help building trust with a prospect and introducing him to new products and features that might be of interest.
- Smart Calls-to-Action à Provide different users with offers that change based on buyer profile and lifecycle stage. Incentives are also highly appreciated by customers!
- Social Media à Using various social platforms gives you the opportunity to provide real-time customer service and maintain the conversation with them.