Turn Strangers into Customers with Inbound Marketing
You may have heard of or seen the term “inbound marketing” being mentioned by marketers or salespeople, but what does inbound marketing mean for you? How does inbound marketing help you as a business move forward? We will discuss this in today’s blog post.
What is inbound marketing?
Inbound marketing is one of the best ways to turn a stranger into a customer. It involves creating strategic content at every stage of your customer’s buying journey that will help them make a purchasing decision.
The focus is on high-quality, helpful and value-adding content. This is what attracts strangers to your brand. Potential customers will find you through blog content, social media content or search engines.
Unlike outbound marketing, inbound marketing does not harass strangers. By creating content designed to solve their problems, strangers willingly consume that content and decide what they want to do with it. It’s smart marketing at its best.
The best inbound marketing methodologies consist of three phases:
Inbound marketing starts with attracting strangers through content. To make sure that you attract the right customers, you must create relevant content at the right time. When is the right time? When they are looking for it!
This can be done through blogs, social media posts and search engine ads.
|Blogs||Social Media||Google ADS|
|A blog is a great way to attract new visitors to your website.||Social media allows you to share all the content you’ve curated more than once.||Supplement your blogging and social media activities with Google ADS.|
|According to recent studies, blogging at least 16 times per month will drive more traffic to your website. Companies involved in the study experienced 3.5 times more traffic.||It also adds a human element to your brand. You can engage with your audience where they spend most of their time. A potential buyer may forget about your brand, but can remember you very quickly after seeing an engaging social media post.||To create the best ADS, look at the common questions you receive from customers. What are their pain points and how can you turn these pain points into an AD?|
|To attract the right customers, create content that educates, inspires and pushes the stranger to commit.||Share your blogs on social media. Use an automatic scheduler like Hootsuite or Buffer to share your content easily.||Practice creating headlines that convert. These are headlines that are the right length and contain the right words. Use a headline analyser like the one from CoSchedule to do this.|
|The best type of content depends on your brand and target audience. “How to” content and problem-solving content perform well.||The best type of content depends on your brand and target audience. “How to” content and problem-solving content perform well.||The best type of content depends on your brand and target audience. “How to” content and problem-solving content perform well.|
Once you’ve attracted the visitor to your website, you want them to actually convert to qualified leads. How do you do this? – through forms, messages, and meetings.
|Say you’ve written a piece of content and a visitor has now arrived at the content, what do they do after reading it?||Chat bots are the future, and we spoke about them in a previous blog post.||After connecting with a prospect, you’re probably going to have to meet with the majority of them to secure a deal.|
|You can insert a form on your website that prompts them to give you their information in exchange for more content or whatever you feel like giving out.||Chat with site visitors as soon as they visit your website. Help them navigate your content so that they find what they’re looking for.
|Make it easy for visitors to book a meeting with you either in person or virtually.|
|Optimise this form to increase conversion. This means making it easy for visitors to submit information and making the form aesthetically pleasing.||A live chat option can help you close more deals on the spot.||The best way is through a booking form or calendar directly on your website.|
So now you’ve attracted the right customer and you’ve engaged them, but now you must transform that lead from a stranger to a customer.
Use a CRM tool to manage your leads and to view analytical performance. You want to know where your leads are coming from and if your sales team is closing leads effectively.
Don’t forget lead nurturing. Each lead should be nurtured at every stage of the sales cycle. Use your CRM data to adapt your message to your leads. If a lead continuously visits a certain page, for example, create content surrounding whatever is on that page.
Send email campaigns every week so that you remain top of mind. And lastly, make sure you score leads so that you avoid contacting leads that will never become customers.
In the end, you don’t just want anyone coming to your site. You want people who will engage with your content and ultimately become happy customers.