Inbound marketing is the revolutionary new method of online marketing. I like to call it intelligent marketing. Inbound marketing refers to the process of bringing relevant potential customers into your sales funnel. How would you like clients finding your business online every day and joining your sales funnel ? Well that day has come for many business owners who have adopted this new revolution in online marketing early.
Just a few years back we all used interruption marketing. That’s where you send out flyers, do radio or t.v. ads and interrupt your potential customers during their regular activities. That method didn’t care whether potential viewers were looking for your product or not, it just blasted your message out everywhere.
This was the old way of marketing and does not work too well today. Sometimes people get annoyed and change the channel when ads come on the t.v or radio. Many people often throw flyers in the garbage without looking at them. You have to send out thousands of flyers in hopes that someone who sees your ad actually wants your product at the that time. It really is a shot in the dark.
The new inbound marketing is the exact opposite. Imagine having your products and services showing up on the first page of Google every time someone searched online. Whether it was 10:00 p.m. Sunday evening or 6:00 am Wednesday morning you always showed up on the first page online. This happens for many companies that practice correct online marketing campaigns.
The idea is to make high quality educational content about your products or services. You then put that high quality information online and get it ranked high on the first page of search engines results. You need to be in the top of the search results When potential customers go online to search for products that your company sells. This way a new potential customer can find you exactly when they are “hot” and looking for products and services just like yours. So how do you accomplish all this ? Next we are going to talk about the 4 keys to successful inbound marketing.
4 Keys to successful inbound marketing campaigns.
Key #1. Attract The Visitor
This is a very big piece of the marketing puzzle. This is the initial phase of contact between a potential new customer and your business website. We need traffic and visitors to be able to sell our products and services. Without anybody to sell to, we could not make any sales. The attract part is done by designing quality content around your products and services that a potential client would like to read and learn about.
I call it educational material. You can use product descriptions and comparisons and stories around how your products can be used. The whole idea is to put out information that will attract potential customers to your company website. Making high quality educational content can rank higher online in the search engines which will help boost exposure and traffic potential. If the content is really informative it may be shared on social media and other ways helping increase traffic even more. So be sure to spend the time or money needed to make high quality content.
Key #2. Capture the Lead
O.k. in step one we have lots of visitors coming to your website from all the great content and high search engine rankings. People are sharing your website pages and traffic is flowing. For many businesses that make it this far, that’s the end of their online sales process. A visitor comes to their website, reads some information and decides to buy something or not. End of story and end of the relationship. The problem lies here, many times a new visitor may not even remember how they got to your website in the first place. Even if they wanted to, they may never be able to find their way back to your website again.
Now, just imagine if you actually were able to get them to give you their name and email address while they were on your website. This way you can keep in touch with them and use an email campaign to educate them more about our products as well as build trust over time. This can eventually lead to many future sales. The big mistake most websites make is not capturing visitor information. So how do you get them to leave their name and email address ? Well, bribery of course lol. You want to offer your potential customer a free valuable gift in exchange for them signing up to your list. You can offer a free report or e-book with information relevant to what they are looking for. The key is to give something with a high perceived value. You have to make it worth their while to give the information you want. The better the offer the more people will take you up on it. The more people you get to sign up, the more potential sales you can make down the road. It’s a win/win situation for you.
Key #3. Nurture The Lead
O.k. so now in steps 1 and 2 we have lots of visitors to our website and a certain percentage of these new visitors are signing up for our list to get a free gift. The next step is to nurture those leads by sending an auto responder campaign. This is basically a series of emails automatically set up to be sent at a certain time frame. For example some people will send a follow up sequence as follows, day 1, day 3, day 6, day 9, day 12, day 15, day 18, day 21, and so on. These emails should be educational in nature with a soft selling approach. The idea is to slowly and systematically educate the potential client why you are clear and logical choice to do business with. We want to slowly build our case for our products and services while adding value and not being pushy. The series of emails can conclude with a little bit of a harder sales approach asking directly for the sale and offering a discount with a deadline to drive sales near the end.
Key #4. Cross Selling and Referrals
Once we make a sale at any point during the nurturing phase we transition into cross selling and referrals. Once a customer has trusted us enough to make a purchase, it is a good time to ask for a referral and introduce new products that relate to the recent purchase. You can do this immediately at the checkout as well in future follow up email series after the sale. You never want to miss asking for a referral after a sale has been made. There are a few ways to accomplish this task. You can ask that a client share the recent purchase on Facebook or Twitter at the time of sale. You can also ask for the emails of clients they think may like your products or services. many times it would be beneficial to use multiple avenues the new customer can use to refer a friend.
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