3 Winning Ingredients In Inbound Marketing Campaigns
Posted by Patrick Murphy on Thu, Jan 12, 2012
We’ve previously spoken about the way inbound marketing can grow a business in a far more efficient manner than outbound marketing. Today we’re going to break this process down for you into the three main components: per-conversion, conversion and lead management.
Pre-Conversion
Inbound marketing focuses on three key areas of pre conversion. Without these factors, the formula just won’t come together. It’s like making a cake: you need to at least have eggs, milk and flour. Without one of these three, the cake just won’t bake. In pre conversion, we make sure to build quality content: making content that is useful and makes us into a resource. This might include topical blogging, interesting writing, useful white papers, instructional videos, etc. These things help attract traffic to the website, keeps them there, and allows you to make a name for yourself as a go-to business. Then we add in SEO, which brings the business into the eye of the search engines, in turn creating more awareness of the business among the public. Finally we add in social media sites and referrals, to share and discuss our high quality content. This helps content to go viral, and adds credibility to the website.
Conversion
By bringing people to the website with quality content, only 1/3 of the job is done. Landing pages on the site enable you to send a message and offer something up in exchange for an opt-in. The opt-in will then become your lead. So create great offers like videos, white papers, etc. and ask users to register for them. The CTA is a big factor in this; because you don’t want to leave the user wondering- so make a big call to action to tell the user what to do. Optimise the landing pages with simple messages and eye catching CTA’s. The more conversion you achieve in this manner lowers the cost of the acquisition.
Lead Management
After the conversion, you’ve got the task of converting that lead into a sale. By using lead management tools, it’s time to identify the qualified leads by using your definition of a real sales prospect- this may be based on the information you collected at conversion, like job role, company size, industry, etc. Follow up promptly with these leads and add them to a lead nurturing campaign to move them further down the sales funnel.
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