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Think back to your last big purchase. A trampoline for the kids? A new washing machine? Or maybe a new car? New screens for the office? Whatever your big purchase was, chances are you took certain steps.
First and foremost, there was a problem or need for which you sought a solution, likely followed by some (online) research. With that knowledge, you ultimately proceeded to make your purchase. Well, that is a typical example of inbound marketing.
In short, inbound marketing is about providing the right information at exactly the right time. As a seller, you don’t go to potential buyers with your product; instead, you let them come to you. In this way, they go through the so-called buyer’s journey. Are you still following?
For a correct approach to inbound marketing, it’s best to combine several proven marketing techniques, such as SEO and content marketing. With the right SEO keywords, you aim for a broad reach, while your content addresses the search intent of the potential customer. At the beginning of their search, they will likely be looking for the best trampoline, washing machine, or bike. Or perhaps the most budget-friendly, the most eco-friendly, or the one with the longest range… To attract these people, you’ll need to inform them. Only later in their buyer’s journey does a potential purchase come into play.
To optimally reach your target audience, you create a buyer persona. This way, you can fully immerse yourself and understand their wishes and needs. Next, conduct keyword research to see which keywords are frequently searched for via Google and social media. Once this preparatory work is done, you can start creating blogs, web pages, videos, social posts… The goal? To engage people who don’t know you yet, so they visit and follow you.
Once you’ve succeeded in attracting additional visitors, it’s time to turn them into valuable leads. Converting, as it’s called in marketing terms. You do this by providing attractive call-to-actions on your website. For example, you can share valuable information with them in exchange for their contact details. This could be a whitepaper with exclusive information or an exclusive interview on the topic, offering a solution to their inquiry. In return for these downloads, you get their first and last name along with an email address.
The leads are there now, but that doesn’t mean they will buy from you. The step from lead to customer is not that simple. Ideally, you set up a series of emails – also known as ‘workflows’ – related to the subject of the download and what your potential customer was searching for. By keeping the leads ‘warm’ in this way, you provide the perfect setup for your sales colleagues.
A successful sale is, of course, fantastic news, but inbound marketing doesn’t stop there. It’s important that your customers continue to feel valued and believe they made the right decision. Retaining a customer is often easier than attracting a new one. Through mailings or social posts, you continue to provide this group with interesting information, turning them into true fans or promoters of your brand. When they start promoting you among their contacts, that’s when your inbound marketing is truly complete.
During steps 1 and 2, the importance of strong content is crucial. It’s this content that attracts potential customers and persuades them to share their information with you. That’s why content marketing and SEO, two marketing techniques centered around content, form the foundation of your inbound marketing.
A call-to-action – as the name suggests – is a button or piece of text urging the reader to take action. ‘Download your e-book’ or ‘Sign up for the webinar’ are two examples. Once this CTA is clicked, the visitor lands on a landing page. This page contains more information about what you’re offering, along with a clear form. It’s this form that ultimately provides you with the necessary contact details, so make sure people can easily find it.
The final step to converting your lead into a purchase is achieved through marketing automation. This allows you to pre-set series of emails and send them automatically to your leads. Additionally, through lead scoring, you can determine which leads are of the highest quality and therefore most likely to result in a sales success. After this step, the potential customer is fully ready to be contacted by your sales team.
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