In the first post in this series, we explained the concept behind inbound marketing and showed why it’s becoming so prevalent in the digital age. Today, we want to follow up on that idea and give you a quick overview of what an actual working campaign might look like.
If you want to attract new leads, and have them contact you when they’re ready to take the next step, there are a few things you have to have in place:
Several Pathways to Attract Visitors to Your Website
Before your website can generate leads, it has to have traffic. In most cases, an inbound marketing campaign will begin with search engine optimization, or perhaps pay-per-click ads. However, you can also leverage social media networks, a blog, referrals, and even email marketing to drive visitors to your website.
If possible, you’ll want to have several sources of new visitors. That will ensure you’re not only getting a mix of visitors, but also that you don’t become too dependent on any one particular source.
A Sales Funnel That Converts Visitors into Leads and Leads into Customers
Once you have visitors coming to your website, you need a way to turn them into leads. The specific process will probably depend a lot on your business, the industry, and customer preferences. However, it’s very common to offer premiums and extras in exchange for contact information. For example, you might give out an e-book, DVD set, or free consultation through your website to anyone who is willing to sign up for your newsletter or attend an event.
What matters here is that you give people who are coming to your website a very good reason to learn more and take the next step. Eventually, that “next step” will involve making a purchase or meeting with a member of your team.
A Way to Nurture Contacts and Encourage Them to Keep Moving Forward
One great thing about inbound marketing is that it allows customers to move the process along at their own pace. Unfortunately, not all of them are going to be ready to take action and meet with you or complete a purchase right away. For that reason, you need to have some sort of follow-up system in place, such as an email newsletter or autoresponder for “cold” leads. Eventually, these contacts may come around and decide to work with you.
There is a lot more that goes into inbound marketing, of course, but you can’t design or implement a successful lead generation campaign without these ingredients. Are you ready to put them to work on your website?
Think inbound marketing could work for your business, or want to ask questions? Contact WebRevelation today and let us show you why so many companies turn to us when they need to see bottom-line improvements in sales and marketing.