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Inbound Marketing

The Best Way to Convert Your Customers into Your Brand Fanatics!

Proven Methodology for Digital Age

Instead of attracting paid traffic directly to your site, as are the traditional outbound methods, inbound marketing focuses on creating quality content that gains people’s attention towards your brand. By aligning the content you publish with your customers’ interests, inbound marketing enables you to turn the visitors of your site into brand fanatics with the right strategies.

How can you interpret the graphic?

Companies and professionals that adopt inbound marketing use the 4 actions (Attract – Convert – Close – Delight) mentioned above to turn visitors into leads and leads into brand fanatics. Along the bottom of the graphics, there are tools to accomplish these actions. (The tools are listed under the actions where they first come up, but that doesn’t mean they can be applicable for only that place. Tools, like e-mail, can be very important in various stages of the methodology.)

4 Marketing Activities

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Attract

It’s not as hard to attract visitors to your site as you think! The hard part is to attract leads to your site. Well, who are the ideal people? In inbound marketing, we define the ideal customer as the Buyer Persona. Buyer personas are the ideal sum of your customers’ characteristics. Buyer personas are the sum of goals, difficulties, troublesome points, common complaints about products or services, as well as personal and demographic data for particular types of customers. After defining buyer personas, we use them in all our operations that are intended for attracting leads (SEO, Social Media, Blog, Landing Pages) to provide you with significant traffic.

Here are some tools to attract the right people to your site:

Blogging – The starting point for Inbound Marketing is blogging. A blog is the best way to attract strangers to your site. In order to reach your leads, you must create helpful content to answer your buyer personas’ questions about your products and services. With blogging, you can create content that is sharable in your social media accounts or contain target keywords for your SEO practices.

Social Media – In social media, you should share valuable and noticeable content, and you should be in touch with your leads. Do not constantly mention your company in your sharing; use trend topics to be close to your audience.

SEO – Most of the online buying process starts with a brand, product, or company search by using search engines. Therefore, when they search, you must get found online. Thus, you should do detailed keyword research, optimize your pages, create content, and relate your leads’ search terms.

Landing Page – You should optimize your landing pages to attract the attention of your leads and contain the correct orientation. By targeting the right keywords and content optimization, you can get visitors from search engines to your landing page.

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Convert

Once visitors enter your site, you must turn them into leads by taking their contact information. At least, you need their e-mail addresses. Contact information is the most significant element of inbound marketing. You must offer visitors something they need if you want them to share this valuable information with you willingly. This payment can be any knowledge that could be interesting and valuable to any type of persona, like content, e-book, elaborate article, or a method.

Here are some tools that can turn visitors into leads:

Call to Action (CTA) – CTAs are buttons or links that direct your visitors to take actions, like “Download Your Free Infographic” or “Join Our Free Webinar.” If you have a sufficient number of CTA buttons, or they are not attractive enough, you’ll have problems turning visitors into leads by taking their contact information. You can find your ideal CTA buttons by testing the performance and different variations of them (A/B Testing).

Landing Pages – When website visitors click on a CTA button, they should be sent to a landing page. Landing pages are where the offer in CTA is fulfilled and where the forms that prospects use to contact sales reps exist. When the visitors fill out the forms on landing pages, they become leads.

Forms – In order to make visitors become leads, you need their e-mail addresses. Forms that we use on landing pages to blog pages are the most important inbound tools for gaining information from our visitors.

Contact Database – We keep the information you gain via forms in a contact database. When you keep all your data in a unique place, you have the chance to interpret what each interaction of your contacts, like emails, social media interactions, and landing pages, means.

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Close

We attracted the right visitors to your website and turned them into leads. The next step is closing your leads to become your customers. At this stage, we use a variety of marketing tools for closing the right leads at the right time in the sales process.

Tools:

CRM – You’ve got the contact information in your database, but how can you know which ones are ready to talk with your sales team? By using “Customer Relationship Management”, you can disable hypothetical estimations in the process.

Email – If a visitor clicks a CTA, fills out the form on a landing page, or downloads content, and still isn’t ready to become your customer, what will you do? A series of useful and content-based e-mails can build trust with your lead and make them more ready to buy.

Marketing Automation – This process involves creating e-mail marketing and pioneers to manage, depending on the lead’s needs and life cycle. For example, if a visitor downloaded an article on a certain topic from your website, you might want to send a series of e-mails related to that topic. But if the visitor follows you on Twitter and visits your website’s certain pages, you might change your message to reflect these various interests. It’s very easy to do all these setups with inbound marketing automation!

Closed-loop Reporting – How do you know which marketing efforts are bringing the best leads? Is your sales team effectively closing leads into customers? Customer Relationship Management (CRM) software has the answers to these questions with proper integration.

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Delight

Inbound way is all about creating remarkable content for users, whether they are visitors, leads, or customers. Just because someone has already paid you, doesn’t mean you can forget about him or her. Inbound marketers continue to attract the attention of customers, delight and upsell their current customer base into happy promoters of the organizations and products they love.

Here are some tools to delight your customers:

Smart Calls-to-Action – They present personalized offers, depending on buyer persona and life cycle stage.

Social Media – Using a variety of social media platforms allows you to offer real-time customer service.

E-mail & Marketing Automation – To help your current customers achieve their goals, as well as offer significant content, you should inform them of new products and features that could attract their interest.

For more information about Inbound Marketing, you can fill the form and Shift Your Ideas!