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A great challenge businesses face is securing leads and turning them into customers.
It can often be a time consuming and lengthy process, with so many different avenues to go down. One of these avenues is Inbound Marketing.
Inbound Marketing makes the prospect feel helped rather than targeted. The best marketing doesn’t feel like marketing.
So, what is Inbound Marketing? It is a method for converting strangers to customers. It attracts attention with exciting and value-adding content. It is both cost effective and, with the help of this blog, straight-forward. Even if people do not feel ready to buy, this campaign will lead them down the path to becoming a customer.
Download our Executive Guide to Inbound Marketing to find out more!
What is the process? Find out below:
Identify
The first task, as with any campaign, is to identify who you are targeting it towards. For Inbound Marketing, you need to decipher a target audience that isn’t too niche. You don’t want to be targeting too few, or too broad people that you are wasting your time.
Once you have found that balance and identified your audience, it is time to set objectives. Set SMART objectives; Specific, Measurable, Achievable, Relevant and to a Timescale. These targets are important for ensuring the success of your campaign.
Create
After identifying the purposes of your campaign, content should attract the targeted segment. Content should add value for your potential consumer and lead them to become a visitor to your site.
People no longer want to read something, they want to immerse themselves in what is being sold to them. Content can be distributed via social media or targeted email marketing campaigns. These can contain videos or blog posts that link to a landing page.
Optimise
Following on from the previous step, ensure your landing page is SEO optimised. It should also have features that will lead site visitors on to becoming leads. For example, using Call To Action (CTA) buttons or giving them forms to fill in to retrieve a free eBook. Information left here helps to convert visitors into leads and leads into customers.
Nurture
Converting your leads into customers is where you come in. Your automated Inbound Marketing campaign draws in potential customers to your landing page. Now you need to nurture your leads with follow up campaigns and a CRM strategy. Looking after leads is what will turn them into customers!
Analyse
Analysis is the final stage of any marketing campaign. Measuring success against objectives, and finding where you can improve. This is key to enhancing your Inbound Marketing campaign. This helps you to gain more leads to turn into more customers.
Key things to remember with an Inbound Marketing campaign are:
- Use keywords for the benefit of the SEO
- Nurture leads towards becoming customers
- Focus on content that is being put out
Remember Content is King!
To learn more about inbound marketing click here.
