Old-School marketing or “outbound marketing” can be a costly and ineffective strategy which uses traditional marketing channels like direct mailers, television, radio and print ads. The problem is that they no longer bring in customers like they used to. Marketers call this approach “interruption marketing” as it creates an ingenuine or forced conversation that pushes the marketing message onto the customer when they are not interested or even looking for the service.
Inbound marketing is a relatively new way of thinking and is based around creating quality content that targets your core audience and sharing it online using marketing tactics that work to create a magnet that draws in potential leads and customers when they are looking for similar products or services.
Here’s how you can use inbound marketing for your business:
- Create valuable content for all stages of the purchasing cycle
Marketing is like a gear; it’s always moving. Think of this while you generate content. White papers, blogs, social media posts, email marketing and video are all great ways to consistently update your web presence and be found in search engines by your ideal audiences.
- Invite people in who need your services
It is important to set goals and understand who you are creating content for and why. Center your blogs, videos and social media around phrases and long-tail keywords that your customer will be using when they are researching your products and services online.
- Convert visitors into leads and build the relationship
Conversion is very important in inbound marketing. Once someone lands on your page, it’s key to give visitors something that encourages them to take the next step. Calls to action, landing pages and contact forms are all ways that you can collect and begin the process of servicing their needs and learning more about your audience and potential customers.
- Transform leads into satisfied customers
Once you have found potential leads through lead scoring, there are various ways to transform them into customers. Follow-up emails, tailored e-mail marketing, workflows, and campaigns are all ways to personalize their experience. It’s also important to have a CRM to help with marketing automation and close the gap between marketing and sales.
- Monitor and modify your marketing strategy
One of the essential pieces of inbound marketing is monitoring and modifying your process. How do you know how well you are doing? What is working, what’s not working? Where is your web traffic coming from and how is it converting to leads? You need to understand your ROI, so always monitor and refine your strategy to make sure you are consistently meeting (and exceeding) your goals.
Using this process for lead generation will help improve your inbound marketing strategy and turn casual website visitors into brand advocates and returning customers. If you’d like to learn more about implementing an inbound marketing strategy, get in touch with our team who are experts in digital marketing.