Inbound marketing is the way by which you attract the audience by providing curated and tailored content that is relevant to them. If you have a problem, the first you do is a search about what are the possible solutions, this traffic can be converted to your leads and prospects by offering solution-based content.
“The buyer journey is nothing more than a series of questions that must be answered.” ~ IDC
How to close more sales with inbound marketing?
Traffic generation is the first step towards your inbound marketing and lead generation process. For creating organic traffic, you need to have quality and fresh content relevant to your context that can engage with the audience. In order to maintain a good lead funnel, you need to follow certain steps that we will discuss in this article.
1.Understanding Target Audience
When it comes to success, planning is crucial. Your content is the central point for your lead generation, so you should have a clear plan on what contents need to be created and how it should be delivered. Understanding your target audience and customers are the first step towards your planning. This will help you to plan your ideas and content strategies to drive them to your site. Every piece of content that you give should be created by keeping someone in mind. Knowing your audience has two contexts, one is to understand the basic things like their age, gender, income, geography, etc. and the second important thing is understanding the problems faced by your target groups, how they can excel more and what they are looking for.
2. Creating Informative Content
Things had changed after Google changes its ranking algorithm with the Panda update, Google is constantly updating its ranking algorithm to enhance the quality of pages and contents that it ranks.
Since then SEO was a myth, people use to get high rankings by stuffing keywords copy pasting contents, and using content mills. This had been a trend in the SEO industry for ages. But now it is not like that, fresh and quality content matters, context and bounce back also matters ranking.
“Real content marketing isn’t repurposed advertising; it is making something worth talking about” — Seth Godin
So, in a short, you should provide contents that people read and engage in. It should be informative and engaging. Do proper brainstorming about the topic and understand what your target audience will be looking for. Here are some questions that you can ask yourself before starting your content creation.
- Did you define your target audience?
- What does your audience care about?
- What pains they have?
- What question they would like to get answers?
- What are your solutions for their pain points?
If you find all the answers, you should be able to create informative and engaging content for your audience. Engagement is all about how good you can talk with your audience about the problem they have. It is about how well they can have solutions.
3. Creating Stunning Landing Pages
Once your website starts getting hits, next is to capture those leads and start lead nurturing. A good landing page is crucial for effective lead capturing. With a proper landing page with a call to action, you can ask your audience to leave their details for getting more valuable information from you. This is the first step towards converting visitors to leads. Try to create landing page with as informative as possible. Include visuals and videos that can precisely show your features and functionalities.
Why Info Graphics and Visuals Matters?
Videos and infographics can quickly create influences on your site visitors. Embed small explainer videos for better understanding and quick conversion. A study conducted by HubSpot showed that more than 52% of people like to see the video of your product.
- 65% of humans are visual learners.
- People are 85% more likely to buy a product after watching a video about it.
- Posts with images produce 180% more engagement!
- Our brain processes visuals 60,000 times faster than text.
Once you are done, start using tools for managing the leads that you captured. There are likely dozens of proven software and tools for managing emails, contacts to create newsletters and campaigns. Integrate the landing page and CTA to a lead management system for storing contacts and managing campaigns for your future lead nurturing process.
4. Lead Nurturing
For better conversion and closure lead nurturing is crucial. People who used lead nurturing through emails and campaigns got 50% more sales-ready qualified leads than others. Also, nurtured leads got 20% more conversion probabilities than others.
Lead nurturing is a continuous process that you need to follow for maintaining a healthy funnel. Email is one of the best ways to nurture the leads in the initial period, later you can start direct conversation. It is important to mention that personalized emails are more effective than general campaigns. It is also important to note that follow-ups are important in lead nurturing.
3 Steps for an effective lead nurturing
Here you should create interest-specific contents and topics that define why your product is use full to them. You should focus on providing content that provides benefits, features, and how it can impact their operational efficiency in terms of ROI.
Understanding your audience
Here the primary goal is to have a personal conversation to understand their business problem. This will help in tailoring your offerings and solutions for their particular problem.
Once you identified the problems and pain areas, start educating your leads on how your product can solve their problems. Connect and engage with them on topics based on their problems and how you can solve them to provide a better ROI.
5. Sales Closure
The closure is the final step of an effective marketing journey. This is where all the hard work that you had taken previously will be paying off by converting a lead into a paying customer. Once your nurtured your leads into the prospect list, now it is the time to start selling.
How to have an effective closure?
Your goal is to create a need for your product or to find a reason why they should buy your product. The best way is to provide an ROI calculator of your product aligned with their business. It should cover all the aspects of operational outcomes that your product will bring to their business.
References are most important especially if you are dealing with B2B products, reference creates strong credibility for your brand and products. This will help in closing the deals more easily. Provide case studies and references from your existing customers that will help them in their decisions.
Creating an urgency
Normally it depends, in certain cases, you may need to create an urgency to close a deal by offering a limited discount or offers for your leads to buy before certain timelines.
This is where all your previous efforts are paid off by converting a lead into a paying customer. Here onwards your focus should be on how to retain that customer by providing real values towards their business and provide a seamless customer experience throughout their journey.
The single important factor on how effective your inbound marketing strategy and its success is; how well you educate your audience with quality and informative content. The more you do, the better you will be.Inbound marketing is an effective way to acquire customers without having a large sales team with a lot of overheads. But it needs a solid plan and strategy on how you will execute your inbound strategy and converts you leads to deals.