A full sales funnel does not happen by accident. Creating momentum and engaging prospects each step of the way is key to your company’s success.
Sounds easy – but just how does it happen? Inbound marketing automation – is the answer.
Your website and web presence should be driving leads to conversion. Let’s define conversion: we’re not talking a sale each time, but movement toward a sale to be sure. Movement down the funnel. Each movement provides an opportunity to capture data and measure the positive, neutral or negative reaction to the conversion activity.
Example, a landing page on your site invites the visitor to complete a form for a downloadable whitepaper with valuable information. Clicking a button to register for a webinar that promises the mastery of a new skill. –Or, offering a couple of hyperlinks within the text that brings the visitors more information on the topic they are researching. Each of these activities is measureable. Each of these activities excites the visitor at a different point in their research, decision making and purchase process. Best of all, all of these opportunities are elected by the visitor. They are not push techniques but invitations to bring the web visitor closer into the fold.
Inbound invitations will not be successful if you don’t understand your visitors, their needs and the words the use in their search for information. So the science of inbound marketing really becomes part art and part science. A process that needs to monitored, tweaked and measured regularly. This is not for the faint hearted, but it is for the serious marketer driving for new sales.
Your inbound marketing strategy and implementation plan should have these essentials components:
- Clarifying your ideal targets and building personas
- Creating attractive campaigns for those audiences
- Determine content strategy by channel
- Keyword analysis and optimization plan
- Offers for each part of your funnel
It should go without saying but your plan is not complete without SMART goals and a reporting plan.
Has your online marketing strategy matured to include inbound marketing techniques? Jumping on board now will still get you ahead of most of your competitors. Having trouble knowing where to start or the resources to carry it out? We’ve got you covered. Make sure you attend our next webinar on May 21st to figure how Email Marketing is in an important part of your inbound plan.