It’s horrific. It’s repulsive – and it can strike at any moment. One day your business is growing rapidly and everything is as it should be. Your customer base is increasing by the day, your network is growing steadily, and your numbers are thriving.
Then, just as suddenly as it started, it stops. Horror sets in as your customer base drops off and your numbers plateau. The obvious solution is to get more clients – but how?
Enter inbound marketing, a proven way to increase your client base by generating better, high quality leads for your business. Read on and we’ll teach you the basic steps to inbound marketing that shows you how to get more clients through a simple process.
Every good inbound marketing campaign starts with a content offer. A content offer can take many different forms depending on which stage of the buyer’s journey your customer is in.
This requires some thought. If your client base has really fallen off, it’s best to put your business out there with awareness stage content designed to get your name out. Awareness stage content is catered to your target audience’s interests, but remains vague in that it doesn’t necessarily mention your business outward. It’s the first step to planting your business in a potential customer’s mind.
Awareness stage content can take the form of blogs, eBooks, checklists, webinars, etc. Just make sure it’s relevant to your target audience’s interest and has enough value that they’re willing to provide their information in exchange for the offer.
On the opposite end of the spectrum, decision stage content is based on your business and product offerings. These types of content offers include free trials and consultations designed to steer the customer toward your business as their final selection for purchase.
For example, if you own a gym and want to attract an audience through content offers, the awareness stage offer could be an eBook explaining the benefits of daily exercise and the best gym environments for daily workouts. The consideration stage offer could be a checklist of elements to look for when selecting a gym, and the decision stage offer can be a free, seven-day trial for your gym.
Choose your content offer wisely. It’s really the core of your inbound campaign.
If your content offer has enough value to your audience that they want to exchange their information to obtain it, the form becomes the most critical part of your inbound campaign. Once the form is filled out, the customer turns into a lead.
Keep your form as short and simple as possible. Include basic information like first name, last name, and email. Include other information only if you think it’s necessary. The shorter the form, the more likely a customer is to fill it out.
Once the form is submitted, use a CRM or other lead management software to guide the lead through the selling process. The more leads you generate via your content offer, the more chances you have to increase your client base.
Your landing page is designed specifically to sell your content offer to your target audience. The page should be simple, well-designed, and user-friendly.
According to inbound guru HubSpot, a good landing page contains the following elements:
- A headline and (optional) sub-headline
- A brief description of the offer that clearly emphasizes its value
- At least one supporting image
- (Optional) supporting elements such as testimonials or security badges
- And most importantly, a form to capture visitors' information
The whole purpose of the landing page is to convert the viewer by enticing them to fill out the form. Remember that as you design both the layout and copy.
Thank you page
After filling out the form on the landing page, the user is automatically taken to a thank you page. The thank you page is where the new lead learns how to get their content offer. Usually this page has a download link. In the case of webinars, consultations, and free trials, you can use this screen to promise an email with details that will be sent to the user.
The thank you page also serves to push the user deeper into your website. Use it as a way to promote your blog, email newsletter, or other content offers they may find valuable. Include a sidebar with links to access these features.
Your landing page is nothing if no one knows about it. There are a few steps you should always take when conducting your inbound marketing campaign that are designed to promote your content offer and draw potential leads to your site.
Call to action
The call to action is a non-optional component of your inbound campaign. Its primary function is to link to your landing page. It is usually designed in the form of a button with a short, simple, and direct call-to-action encouraging the user to click the button. For example, the button can say “Click here to attend this valuable webinar!” or “Take me to my FREE eBook!” Once clicked, the call-to-action links to the landing page.
Use the call to action to your advantage by placing it in your blogs and other promotional platforms. The full path from call-to-action to landing page to thank you page is called the conversion path.
When you launch your campaign, be sure to send out an email blast including your call to action. The email blast can be similar to the landing page in that it functions to entice the customer to convert. However, in this case the conversion is to click the call-to-action, not to fill out a form. The form comes next!
The email blast can be sent en masse to everyone in your contact list or you can strategically segment your audience and send the blast only to those audience members you think will find the content offer valuable.
Social media has the power to take your campaign to the next level at no cost. Think about it, the people who follow your social media are already interested in your brand and industry. Leverage that interest by providing them the link to your landing page.
Just a simple conversion path can take a user who has been following your Twitter for months without much interaction and turn them into a lead and maybe a potential customer. That’s the power of inbound!
Use these tips to get more clients by creating a strategic inbound marketing campaign. If you have any questions on development or execution, be sure to contact us! As inbound veterans, we can definitely explain the process to you.
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