Inbound marketing is your roadmap to a digital marketing strategy that drives more leads through your website. It is a way to get your sales team more leads and your business more sales. It is a content and marketing messages they receive.
You might have noticed, print ads don’t work so well anymore. The old ways of marketing are providing less and less of a return. Of today’s consumer, a staggering…
86% skip tv ads
91% unsubsribe from junk mail
200m are on the do not call list
44% never open direct mail
First things first: Your website is the foundation of your inbound marketing strategy. For many of your potential customers, it is their first impression and interaction with your business. And first impressions are important.
Your website should be optimized to all best practices, so that once the content strategy drives visitors to your website, a solid foundation is in place to inform and convert them.
It’s no longer enough for your business to focus on “brand awareness” advertising. Your business needs to become a content creating powerhouse. Successful brands now have dedicated strategies focusing on creating and publishing original content that your customers will find helpful and educational.
What do we mean by “content?”
Once your awesome content is written and any supporting graphics are designed, you should be putting that content to work for you—turning your visitors into conversions with a comprehensive conversion strategy. Conversions can be small ones, like signing up for your email newsletter, or larger ones, such as contacting sales or making a purchase. Whenever you serve up content, you should be giving your visitor a specific call-to-action (CTA) to further engage them, educate them and keep them coming back for more.
Once your awesome content is created and optimized for conversion, you need to start driving traffic to it by telling people about it. The only way to generate traffic is to start building roads to your content: pathways of tweets, highways of Facebook shares, and airports of email subscriber views. The conversation about your industry is happening on social media—and it’s happening with or without your brand participating. Your brand needs to be part of the conversation.
This is where the rubber meets the road. Inbound marketing is extremely measurable. You can tell exactly how many website leads and phone calls you received thanks to your inbound marketing efforts. There are many tools available that provide periodic reports that detail the results of strategies. These reports are key to keeping track of your measureable goals, so that you can analyze them, adjust your tactics and repeat.
Automation is key to keeping your inbound marketing strategy sustainable. You should be looking for ways to make every possible step automated for maximum repeatability. The more steps of your inbound marketing process are automated, the more time your inbound team will have to personally engage with the people that are responding to your marketing efforts.