As we discussed in an earlier blog, an inbound marketing program is based on the sharing of quality, credible, and pertinent information that generates traffic to a company’s website, interest in its products and services… leading to sales.
We also listed several goals of an inbound marketing program; however, the three which are the most important are the following:
Awareness. By adding a steady stream of helpful, solution-oriented, quality content to an organization’s website as well as publishing another steady stream of quality articles in the major trade publications your customers read and trust, end-customers become familiar with you and your company’s products and services.
Trust. The steady stream of quality, credible content, both on your website and in published articles, is critical because it builds trust. All consumers, but most especially B2B end-customers, want to select products from brands they trust.
Convert. Most blog posts on a company website end with a “call to action.” Typically, the “CTA” lists a phone number to call or an email address. However, a compelling CTA invites visitors to click on another piece of compelling information they might be interested in, such as a case study, a White Paper, eBooks, a video or podcast. This takes them to a landing page where they can submit their contact information in exchange for this information. Now you’ve got a lead.
Nurturing. With the lead, we first qualify them. If the lead is the type of end-customer we want, we contact the lead by sending emails, phone calls, connecting on LinkedIn, “messaging” the lead on LinkedIn, and taking other steps to turn this lead into a buying customer.
No funnels. Typically, marketers refer to this as the purchasing funnel. However, with inbound marketing, there is no funnel. Instead, it’s a circle. By continuing to publish articles in key trade publications as well as a steady stream of blog posts, we invite that customer to become a repeat customer. That’s when inbound marketing becomes a powerhouse, and provides a hefty return on the investment.
