‘Tis the season to develop new marketing strategies for the new year. Outbound marketing’s approach of pushing products or services on prospective clients has become less effective. In our connected world, when the majority of consumers research their purchases long before making contact with a company, the “make sure they can find you when they’re ready” philosophy of inbound marketing is more in touch with today’s client.
There are 4 stages of inbound marketing with many methods that can be easily implemented.
Here’s how you can make inbound marketing work for you in 2016:
Vital attraction. In order for inbound marketing to be successful, you need to attract the right people. You also need to do some homework to figure out who these right people are. By gathering demographic information about your potential clients, you can tailor your marketing strategy to their needs. Attracting these clients will give you the chance to show off your expertise through your content. A well-crafted website, blog, and social media profile can attract new clients by answering questions that they may have about the product or service they are looking for. Just make sure you’re following Search Engine Optimization (SEO) best practices so that you will be found.
Contact and convert. Keeping in touch is the key to converting prospective clients and retaining current clients. To do this, you’ll need their contact information. Using forms to initiate contact or respond to a call-to-action can provide a convenient way to not only collect this data but organize it in a spreadsheet. You can then customize your contact with prospective clients by having an email list through which you can share offers and other important information with these contacts. To keep these emails from ending up in the trash folder, allow your contacts to select an email subscription that works best for them.
Close the deal. You’ve attracted the right people, you’re courting them through your conversion efforts, and now it’s time to close the deal. While keeping in touch through email, social media, and other channels, you need to track these interactions and the sales that come from them. By collecting data about your leads, you will be able to track your success in selling to them through closed-loop reporting. From there, you can use this data to fine-tune your inbound marketing strategy.
Delight them. Just because your leads are now your customers doesn’t mean that you have to let your relationship go. Quite the contrary, in fact! Continue to keep in touch and show them that you care. Keep learning about them through surveys and social media conversations. Use this feedback to tailor your content to their needs and respond to their social media posts. By being responsive, you will keep them coming back and possibly attract new leads from their social circles. For more tips on how to do this, check out our 5 Ways to Measure Customer Satisfaction.
Developing an inbound marketing strategy is essential to your business’ success in 2016.