Harness The Right Digital Marketing Strategies To Boost Your Online Conversions - Inbound Marketing Is Already Transforming The Way We Reach Out To Our Prospects
What Is Inbound Marketing?
Would you prefer dealing with a business focused on your needs and wants or have one pushing for theirs all the time?
It's NOT about pushing your prospects with sales pitch.
It's NOT about interrupting your prospects in their daily motions with advertisments .
Instead, it's about empowering potential customers with powerful information and solving problems that they are searching answers for.
Majority of the businesses are still using interruptive traditional marketing (radio, tv, flyers, cold calling etc), which are ineffective as consumer behaviour changes.
While it's still possible to get a message out using these channels, it is no longer cost efficient in today's competitive industries. Marketers have to find other ways to fine tune their advertising channels to reach their target market. This is where inbound marketing can play an integral part in any business.
Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention.
By integrating effectual content marketing practices, inbound marketing attracts qualified prospects and builds trust and credibility for your business by 'pulling' them towards your company and product.
Regardless the size of your company, inbound is effective for increasing:
- Website Traffic
- Lead Generation
- Customer Retention Rates
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Inbound Marketing Provides Value to Your Prospects at Every Stage of the Marketing Funnel
Your company might be doing a great job acquiring leads, but why are you not converting them?
What should you be doing then?
Good lead generation marketers invest well in lead nurturing. They strategize to usher a customer smoothly from the top of the funnel to the bottom by building relationships and trust; earning the lead's sale only when he/she is ready.
You start at a very high level, providing broad information on your industry. Prospects find you without having to search for your specific company name. They begin to think of you as a leader in your space, and come back to your site.
You provide information increasingly more specific to solutions and then ultimately, your brand, so they can consume at their own pace and see the value in doing business with you.
iFoundUTM Methodology : The Perfect Engine For Traffic, Leads and Customer Acquisition
Imagine the bullseye of a target board is made of ultra-strong magnetic material, all arrows shot towards the target board will immediately be drawn into the bullseye!
That's how you can visualize inbound marketing for your business.
Along the top are the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, customers, and promoters. Along the bottom are the tools companies use to accomplish these actions. (Note the tools are listed under the action where they first come into play, but that’s not the only place they’re applicable! Several tools, like email, can be essential in several stages of the methodology.)
Inbound marketing works by aligning your marketing strategy with your prospect's interests and pain points through the individual but successive stages; you are able to organically attract, convert, close and delight your prospective customers following the methodology.
The 4 course stages we're about to introduce in a minute, strategically follow a pattern of most customers when embarking on a relationship with a business.
Now, let's go through the process of the inbound marketing methodology...
→ Attract Phase
Just like pollen attracts bees, a rotten apple attracts flies...
Attracting the right traffic to your website is the same, you do not want to attract any kind of visitors, you want the right type that will potentially become leads and finally as customers.
Who are the “right” people? Our ideal customers. This is where you define your Buyer Personas, on their goals, pain points, shopping habits, common objections to products and services, as well as personal and demographic information.
Attract your buyer personas with the following traffic generation tactics:
- Search Engine Marketing (SEM) or more commonly known as Pay-per-click Advertising
- Search Engine Optimization (SEO)
- Social Media & Publishing
→ Convert Phase
Once there are visitors to your website, your next objective is to turn them into your leads by gathering their contact information. In order for your visitors to offer up that willingly, you'll naturally need to offer them something in return. That can be in the form of interesting and valuable content, like eBooks, whitepapers, or tip sheets.
The main purpose of having visitors' contact information is to provide them with valuable information that you want to share. You can send them emails with educative infographics, updates and news that will interest your leads.
Convert your online traffic to leads with the following conversion tools:
- Landing Page
- Online Form
- Calls-to-action (CTA)
→ Close Phase
You are almost there to convert your leads into your customers! This means your visitors are about to entrust their problems for you to solve. You’ve attracted the right visitors and converted the right leads, but now you need to transform those leads into customers. This is the most crucial part, since you have gained your customers' trust, you wouldn't want to disappoint them; it's time to enlighten them with your expertise!
Close your leads to become your paying customers with the following tools:
- Customer Relationship Management (CRM) systems
- Closed-loop Reporting
- Marketing Automation
→ Delight Phase
Companies tend to neglect delighting their customers. The inbound way is about providing valuable content to your users throughout even after closing their sale. So, don't forget to delight your customers after they have done business with you. Continue to shower them with remarkable content to engage with them. Your aim is to turn your existing customers into your happy promoters of your company and the products they used.
Delight your customers with the following tools:
- Mobile Apps
- Dynamic/Smart Calls-to-Action
- Social Monitoring
How Inbound Marketing Can Accelerate Your Business
In comparisons to traditional marketing, 40% of business owners reported saving money with digital marketing. Successful digital marketing can potentially improve ROI by at least 300%.
Wouldn't you feel appreciated and rewarded by good customer services who have served your needs well?
This is exactly similar to what Inbound Marketing is achieving for your customers – A tailored and targeted website experience so your customers will feel connected with your product.
Inbound marketing is reliable as marketers can analyse the results of their digital effort; giving them greater ease to change marketing tactics to reach and connect with customers more precisely. You are able to track and measure your marketing’s performance through metrics like website traffic, conversion rates, click-through rates, on-screen time, etc.