The world of marketing is ever-changing, and thanks to various web technologies, there are plenty of new and exciting ways in which business owners should think about advertising their business. One of the more effective methods of marketing as a result of these developments is known as Inbound Marketing.
Thanks to the omnipresence of social media outlets such as Facebook, Twitter and Instagram, marketing has transitioned from being a one-sided act of businesses reaching out to consumers, to an on-going, real-time dialogue between potential customers and growing businesses.
To be more specific, Inbound Marketing is a way in which to manage this dialogue. Through the following steps, businesses and professionals can fine-tune their marketing efforts to convert the passing stranger to the avid promoter of a product or service!
The first step, of course, is to attract strangers to your business. Before stuffing your website with keywords or creating a business account on every available social media platform, consider the personalities and demographic information of your target market. While Facebook is usually a safe bet for marketing purposes, not every business benefits from having an increased presence on Snapchat.
Attracting people to your business is less about the quantity of traffic you bring, and more about the quality. Quantity is still great, but attracting those who are likely to be repeat customers is significantly more helpful than attracting as many people as possible. In fact, marketing to the wrong demographics en masse can cast a negative image on your business.
The next step is to convert these visitors. This happens by getting some form of contact information for them, at the very least an email address. Yet most people aren’t going to give this personal information away without good reason.
The best way to get contact info from a visitor is to offer them something in return. Whether it’s a periodic newsletter subscription, an eBook relevant to the field of your business, a tip sheet, or some other promotional offer, visitors need incentive to supply businesses with their information.
Closing on these leads can take time – specifically, there needs to be trust between the business and potential clients. Periodically checking in with clients helps, as does studying analytics to determine which tactics are working best. Analytics can also help you ensure that you’re delivering the right message to the right client – especially if you offer a range of products or services.
In a similar fashion to content-funneling on a website, it is wise to direct specific, targeted messages to the different groups of clients in your system.
Inbound Marketing doesn’t end with the closing of a sale. The trust needs to continue to develop, and clients should be kept in-the-loop. Whether this is accomplished through surveys or continued content delivery, customers need to feel as important as they actually are to your business.
Continued monitoring of social media analytics is a must. This allows you to keep an eye on your customers, and make smart decisions to turn customers into repeat customers and even promoters of your business.