Inbound marketing has a central goal for a business to provide useful information about their services or goods to potential clients in exchange for starting a sales dialogue with those customers. In the process of connecting customers to content about what they seek, inbound marketing also creates trust, which is an invaluable outcome of this proven marketing strategy.
Improved customer service (through rich content), is a hallmark of this method. Instead of simply pushing a product or service to consumers and instead of just creating “brand awareness,” this is a strategy that can convert people into customers through a calculated messaging campaign.
A robust inbound marketing strategy should contain these components: digital assets, social media content, landing pages and a way to follow up with leads.
Let’s break each of these down.
Rich content, such as webinars, free trials, information guides and white papers, are just the beginning of a process to attract new business opportunities. When businesses develop guidance to their products and services, value and trust are immediately inserted into the sales equation.
Social Media Content
A business must find a vehicle to deliver its digital assets, and that vehicle is often social media content. Since businesses rather attract people more likely to be interested in their products, it is necessary to capture the appropriate audience to successfully build new leads. Digital footprints and clues about consumer behavior are accessible on social media, allowing businesses to target the right people.
While social media advertising builds a bridge to a company’s digital assets, a permanent home for this rich content is necessary. That is on a company website. Landing pages are linked backed from a company’s advertising efforts and introduce new clients to a business’s website, where additional information can be exchanged between the business and the customer. Essentially, this is where the digital assets can be downloaded and lead contact information can be collected.
Lead Follow Up
Once an individual has shown interest through this process, it’s time to act. Businesses should immediately follow-up and check in with the potential customer. Customer-relationship management tools can also help track the progress and interactions between the company and its leads. There are various methods, including text messages, which are very effective, that can be used to continue that business courtship as well.
In addition to creating value, trust and engagement opportunities with a new customer, this method also elevates your brand, which tells the world that your business wants to educate and believes in what it has to offer.
If your business is ready to create a dynamic relationship with new customers, please be sure to contact us about how we can design an inbound marketing strategy specific to your industry and customer base!