With inbound marketing, it’s all about bringing potential customers to your website to introduce them to the sales funnel, then continuing to take them on the buyer’s journey through calls to action. But the process has to occur naturally; unlike with traditional, outbound marketing efforts, you are putting quite a bit of control in the hands of your target audience. Fortunately, you have a few easy-to-use tools in your inbound marketing toolbox that can help bring in the good leads.
Today’s customer wants to feel empowered. They want what they want and when they want it. So inbound marketing, whether through search engine optimization (SEO), social media or blogging, is really the first step in generating a solid lead for your business. It helps your potential customers find you to begin establishing a relationship, and eventually secure a sale.
When it comes to SEO, it’s not just about picking good, straightforward keywords. You also have to anticipate “long-tail keywords,” or the longer, more specific phrases that people tend to search for. Many websites are competing for attention by using a general keyword like “SaaS” or “CRM.” But if you include a related long-tail keyword like “affordable SaaS for CRM,” you’re narrowing the playing field. Anyone who searches for that phrase is more likely to come across your website in their results than a competitor’s. From there, it’s just a matter of interacting with your site, be it through unique gated content, newsletter subscriptions or engaging features that keep them wanting more.
- Social Media
Speaking of interacting – today’s customer looks to social media as a way to make purchasing decisions. They are able to get a sense of a brand’s personality, culture and customer service style prior to making a purchase. Brands are able to truly interact one-on-one with potential leads through social media, which can make a big difference in the buyer’s journey. These channels are also great resources for sharing additional materials, such as landing pages for gated website content and blog posts, to give potential customers a call to action to keep them moving down that sales funnel.
Think of your company’s blog as another media outlet, except you have full control over the content and perspectives shared. You can tailor your posts to the interests of your intended audience, which helps to draw in the right people while also underscoring your thought leadership on relevant subjects and encouraging conversations. By linking to other blog posts and different sections on your website (more calls to action), potential customers are then pulled deeper into the funnel, with additional opportunities to learn more and engage with your brand.
Want the good leads? Consider how inbound marketing might be the solution. Let the good leads come to you.