Nikki Adrian - May 5, 2020

Inbound Marketing 101

Let’s face it. These days, no one wants commercials interrupting their TV shows, or unsolicited emails spamming their inbox. Half the time, they are ignored. In order to gain customers, you have to pull people in, rather than pushing advertisements in their faces. With inbound marketing, the customer comes to you, not the other way around. This way, you know that they are actually interested in your brand when they start looking into your products or services. So, if you want to start engaging with more customers, these tactics and strategies will allow you to do so!

Attract Visitors

The first stage of the inbound marketing strategy is attracting potential customers by making them aware of your brand and what you have to offer. One important tactic used in this step is content creation. The most effective way to attract people is to make sure the content you are using is insightful, creative, and adds value to people’s lives. This can include blogging, e-books, videos, and infographics. All of these sources of content are engaging, informational, and shareable, which is perfect for getting people’s attention.

Another important tactic in this stage is using SEO. It is essential that you optimize your content for search engines so that it shows up in front of the right audience at the right time. Make sure to conduct keyword research and then incorporate those keywords naturally within your content.

One other important tactic in this stage is the use of social media. Similar to SEO, this is how your content will get tons of visibility. Make sure you post on the relevant social media platforms, and start sharing the appropriate content there. Also, take advantage of all tools on these apps, such as quizzes and polls on Instagram, Facebook stories, Snapchat filters, and IGTV.

Convert Visitors into Leads

The next phase of the inbound marketing strategy is converting visitors into leads. Now that you have people interested in your business, you encourage them to find out more. First, start by creating landing pages. This is what a potential lead sees when they click on your ad or link. Here, you should prompt visitors to sign up or subscribe. The best way to get them to do so is to offer something in return, like a free product trial or ebook. 

Once your leads visit your landing page, you should entice them with a call-to-action. A compelling call-to-action is clear, concise, bold, and action-oriented. It would say something like “try for free” or “download your ebook.” This is a great way to drive more conversations!

Nurture Leads into Customers

Once you have more of their attention, the next step is to convince your leads to do business with you. One way of doing so is email marketing. When people subscribe to your email list, they are looking for ways that you can help them. Here, your job is to find out what they are looking for and show them how your business can help. You can also share customer reviews and links to your social media profiles to further strengthen your influence.

Using a customer relationship manager (CRM) and marketing automation can help you nurture your leads more effectively and with ease. These tools allow you to manage leads and view in-depth insights on their engagement with your business, which is super important when it comes to converting leads into customers. 

Delight Customers

Lastly, now that you have successfully converted your leads into customers, your job is to keep them happy and coming back! The happier the customer, the more likely they are to leave positive reviews and generate word-of-mouth. You can do so by holding live events or online info sessions to keep your customers updated and informed with the latest news about your company. Make sure to also offer excellent customer support and answer any concerns customers may have in a timely manner.

Another important tactic used to delight customers is social listening. With social listening, you can find out what customers are saying online about your business, and can respond in a timely manner to praise or concerns, and learn more about what your customers want. If they aren’t leaving reviews on their own, you can always reach out to them via email, SMS, Facebook Messenger, or other channels to collect their thoughts and opinions.

If you haven’t already implemented these tactics and strategies into your inbound marketing strategy, start doing so today! When you start building long-lasting relationships and a positive brand reputation, you will be sure to see a spike in customers and overall happiness with your brand.

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Written by Nikki Adrian