The process of bringing in new customers and clients can seem complicated.
Depending on the marketing strategies that are employed by a company, the ability to reach a specific target audience can vary.
Among the strategies that work well for companies in the digital age is inbound marketing. It is a strategy that works because it focuses on giving visitors to your website the information that they are actively seeking.
What is Inbound Marketing?
Before you can implement any strategy, you must understand what it is and how it works. Inbound marketing is a type of strategy that focuses on attracting your customers to your website. After they visit your website, they are more likely to return in the future and eventually they become customers.
Although content creation plays a significant role in the process, inbound marketing is a strategy that recognizes the various stages that visitors to your website go through before they make the decision to become a customer. It uses multiple channels to attract customers based on their actions and then develops an element of personalization based on the feedback and information that comes through the customers and visitors.
Every situation and company is different, so the specifics of any strategy will depend on your goals and plans. While the details and specifics will vary, the basic inbound marketing strategy is similar.
The strategy works in four main parts:
- Attract your potential customers
- Convert them into leads
- Encourage them to become customers
- Enjoy the results of your marketing strategy
Attracting your potential customers is a hook that encourages them to look further and become actively engaged with your company. It starts with providing content that answers their questions, gets them thinking or even explains the usage of certain products that you provide.
By creating content that attracts your customers via social media, a company blog or even just identifying keywords that will help search engines find your content, you are allowing strangers to find your company without actively seeking them. Instead, potential customers are seeking your business due to the information that they want or need.
After attracting visitors to your website, your next goal is converting them into leads and then customers. The process can seem complicated, but having a call-to-action can help. A call-to-action refers to a button, link or any other action that encourages the potential lead to take a particular step. A link or button on a website can lead to a subscription form, a download or any other service that you provide.
Obtaining New Customers
The key reason that inbound marketing is so powerful is the passive nature of the initial stages of the strategy. You are generating leads from interested individuals who are actively seeking the information, products or services that you offer on your website or through your company.
As a result, the leads that you generate can bring in new customers. The final step of converting a lead into a customer is following through with the individual. After they provide information by filling out a form, downloading a whitepaper or participating on your website or social media page, send out an email. An email is a simple way to follow-up on the potential customers and give them updates on the latest products, services or information that may be of interest.
Inbound marketing works because you are gaining attention from individuals who are actively looking for the information you provide. Written content on your social network accounts or a company blog can generate new leads when combined with a call-to-action. Encouraging new individuals to consider your services does not mean you must create complicated marketing strategies.