Age old traditional marketing techniques involve ads such as TV commercials, billboards, and direct mail which are not only costly but also difficult to measure their ROI. Since you are sending you are massage to all sorts of people who might not even want your product or simply not ready to buy at that moment, traditional marketing can be like taking a shot in the dark.
Where inbound marketing focuses on more targeted techniques such as content creation, search engine marketing, and social media that help potential buyers find your business when they are ready to buy. This brings better, more qualified leads into your sales funnel. Follow these top 5 steps for building a solid inbound marketing strategy if you haven’t done already:
1. Create compelling content that covers all stages of the buying cycle
Before potential customers can find you, you must first create valuable content that will lure them to your site. Often this is called, “content marketing” because if usage content as a way to attract visitors and increase traffic to your site. What kind of content? Think blog posts, case studies, white papers/eBooks, infographics, and even videos.
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2. Get found by people who need your products and services
Using advanced search engine marketing techniques and optimizing content with keywords targeted to your desired audience will ensure your content is found by web users who are actively searching for the product or service you are offering. Sharing your posts on social media and utilizing relevant hashtags is another effective tactic to drive to your content.
3. Convert visitors to leads on nurture the relationship
A landing page allows a website to share their contact information with you and helps you identify the type of product or service they are interested in. Calls to action let your visitors know what you want them to do and direct them to the landing pages you’ve created. As you build a list of people who are interested in your product or service, you can further nurture the relationship through social media and email marketing until they are ready to buy.
4. Convert qualified leads to customers
With inbound marketing, your offers and landing pages are tailored to people from all stages of the buying cycle – which means that you can spend your valuable sales time talking to people who are at the bottom of the funnel (i.e. ready to buy), and automate communication with people who are earlier in the sales cycle.
5. Analyze and adjust your marketing tactics
The final step for a successful inbound marketing campaign is to monitor your results and make adjustments to improvise your strategy. Are your leads getting “stuck” somewhere with in the sales funnel? Proper monitoring and analysis will help you pinpoint the areas where you may need to adjust your offers and content to improvise things.
Inbound marketing is an ongoing process. It required consistent care and feeding in order to keep your business growing – when executed effectively it also creates a system that consistently and repeatedly generates qualified leads for your business.
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