1. Create valuable content for all stages of the purchasing cycle
Marketing is like a gear; it is always moving. Think of this while you create your content. You should think of what your target audience needs and what they problems face so that they can benefit from your content. What they need yesterday may not be what they need today, so it is important to keep updating your content and make sure that it is always valuable. Blogging, social media posting, email marketing and video publishing are all great ways to consistently update your online presence and get found in search engines and by your audience.
2. Invite people who need your products and services
It is important to set goals and understand who you are creating content for and why. Focus your content around long-tail keywords and phrases that your customer are likely typing when they research products and services online. The Google AdWords Keyword Planner is a helpful tool that allows you to compare different search volumes of different keywords and phrases so you can gain a better idea on what keywords to optimize.
3. Convert visitors into leads and build the relationship
Conversion is very important in Inbound marketing*. Once someone lands on your page, it is necessary to give them a call-to-action (CTA) so that you can collect their personal information, learn more about them and begin the process of servicing their needs. For example, you can make it clear and obvious that visitors can register for free ebooks. By their registration, you get their contact details which is important for the next step of cultivating the relationship through a dialogue.
4. Transform leads into satisfied customers
Once you have found your potential leads through lead scoring, there are various ways to transform them into customers. Follow-up emails, tailored email marketing, workflows and campaigns are the common ways to do so. A key point is to personalize your messages to them, such as according to their background, interests and needs. You can also use an marketing automation software like HubSpot Singapore to trace your leads to see what kind of messages they are more interested in.
5. Monitor and modify your marketing strategy
The last step is one of the most essential pieces to Inbound marketing. You need to evaluate your results, such as how much you have spent to acquire how many leads and customers. You should keep refining your lead generation strategy to make sure that you are consistently meeting your goals and going in the right direction. In addition, you should rigorously test the effect of different CTA designs, website designs and website content because a little difference can deliver a significant improvement in results.
* Inbound marketing is a form of digital marketing that involves SEO, social media, blog and landing pages to generate sales leads.
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