You have likely heard about Inbound Marketing but you may not understand what it is exactly. Inbound Marketing is the process of getting your ideal prospect to come to you and tell you when they are ready to buy. When done with an effective strategy, Inbound Marketing can generate tens of thousands dollars in business for your company each month.
Here are three keys to an Inbound Marketing strategy that generates business.
Inbound Marketing Strategy Key #1: Use The Inbound Methodology
The inbound methodology is one that is focused on identifying when your prospect is ready to buy. These days if you try to sell before your prospect is ready to buy, you will lose them. The inbound methodology has been made famous by Hubspot. It is all about mirroring the buyer’s journey so that you can tell when they are ready to buy and are a much more highly qualified lead.
You can identify which stage of the buyer’s journey your prospect is in by offering them content that matches up with each stage. When they interact with that content, you can safely assume they are in that buyer’s journey stage.
For the awareness stage, the prospect is looking for information about how to solve a problem they have. The inbound methodology prescribes blog posts, videos and other informative content that helps your prospect or answers their questions.
For the consideration stage, your inbound marketing strategy should be to offer content that shows you are a great solution to help solve the prospect’s problem. Great content for this stage is testimonials and case studies.
For the decision stage, the inbound methodology requires content that answers questions that prospects ask toward the end of the cycle, right before they make a decision to hire you. Often content about cost is a great way to go at this stage.
Inbound Marketing Strategy Key #2: Create An Inbound Marketing Plan Template
An inbound marketing plan template will help you make sure that you have all the bases covered and you have the entire inbound marketing process in place so that you don’t lose leads.
Your inbound marketing plan template needs to have a targeted content strategy that will help and educate your prospects. The targeting also includes understanding which phrases your prospects search more on Google. Regular and targeted content will also help your website become more visible in the search engines. Inbound marketing, like any marketing effort, is still a numbers game. You need to get your content in front of more people in order to generate business from it.
Then you need to utilize calls to action in your content to help your prospects move to the next stage of your inbound marketing strategy. You can offer the content we mentioned above to your prospects. Make sure that the content you offer has a lot of value for your prospect. When it does they will gladly give you their email and you can move to the next stage of your inbound marketing strategy.
Finally, your inbound marketing strategy needs a way to nurture these leads and identify when they are ready to buy. This is best done using marketing automation.
Inbound Marketing Strategy Key #3: Marketing Automation Using Inbound Marketing Software
Nurturing your leads and understanding when they are ready to buy is vital to a successful inbound marketing strategy. You can do this using inbound marketing software and a process called marketing automation.
Marketing automation delivers lead nurturing emails to your prospect and the software varies the messages based on the prospects previous actions. For example, if a prospect doesn’t open your email you can automatically send the same email a few days later with a different subject line to see if that will get them to open it.
You can also change which email your prospect gets after they have clicked on a link or even visited a certain page on your website. Pretty much any action that a prospect takes can be a trigger in inbound marketing software to decides what happens next.
The best part of marketing automation is that it is automatic. These branches and content offers all happen without any interaction from you. Now, you will want to monitor your results and make adjustments after you’ve gotten some results just like you would in your overall inbound marketing strategy.
Hopefully, you found this article helpful in giving you some ideas about how to get started with an inbound marketing strategy. If you need some help or just have questions about inbound marketing strategy, feel free to reach out at (973) 770-4668 x101.