For many small businesses, marketing and advertising can be challenging. Often times, small business owners may not possess a marketing background or know how to resource the proper tools to communicate their brand’s message to the public. Cost can be a major concern when it comes to marketing and advertising, but luckily there are ways to get around much of the cost with just a little bit of elbow grease and creativity.
The Inbound Marketing Methodology is a great place to start when the objective is to drive traffic to your websites or social media presence.
Inbound marketing simply means that the business owner is putting their message out to the public and the prospective customer is deciding whether or not to click on that content.
Attracting Potential Clients
The main focus of this stage is to pull your audience toward your business by providing valuable content through your marketing efforts. Valuable content helps you attract the right target audience to your page because you are writing to the people who you think would benefit most from your business. This type of value-add builds trust and relationships with potential clients. Content is cost effective because the more people who find your content valuable, the higher credibility you can gain within search results and the more leads you will attract over time.
Social media activity can also help produce valuable leads for your company. Social media platforms such as LinkedIn and Twitter can be used as catalysts in the “attract” stage of an inbound marketing strategy. It is great to have valuable content on your website but, if you can’t deliver that content to the appropriate audience, you won’t see results. Social media is a free resource a business can use to help boost the awareness of their brands and deliver content to the appropriate target audiences. Sharing your website content on your social media can help build credibility and trust for your business because it shows that you have a following, and search engines will actually recognize your social media profiles if someone searches for you. One of the best time-saving tools used to post on social media is automation. You can schedule your posts in advance using free online tools to ensure your social media posts are timely, consistent, and relevant to your intended audience.
Converting Website Visitors to Leads
Converting website visitors to leads can be accomplished in a few ways: using forms, CTAs – calls-to-action, or landing pages from your website.
A call-to-action (CTA) is an instruction to the audience designed to provoke an immediate response, using verbiage such as “call now”, “find out more”, or “schedule a meeting today”. Utilizing your website is crucial during this step. Your website is the house where all of your valuable content is stored and it becomes a point of contact where prospects can reach you.
A landing page on a website is defined as any webpage that someone lands on after clicking an online marketing call-to-action. These pages should provide a clear call-to-action with an online form that collects a potential client’s contact information. Online forms should be short and only request the necessary, basic information you need. These pages should include a clear CTA connected to an online form, and an easy page navigation that provides simplicity for a visitor to find your blog or other resources your website has to offer.
Creating Clients through Leads
This is one of the most important steps in the inbound marketing strategy. Converting a lead to a customer is best done through CRMs, email marketing, and workflows.
Customer relationship management (CRM) is a technology for managing all of your company's relationships and interactions with customers and potential customers. This technology is important to your business because it can help you manage your leads in one location, track those leads and guide them through the various stages of their decision-making process. A CRM can enable you to target specific potential customers in your database and provide them with the right information at the right time. This is referred to as lead nurturing.
Lead nurturing is the process of developing relationships with potential clients at every stage of their decision-making process and through every step of their conversion journey. Lead nurturing can be accomplished through automated workflows.
Automated workflows are automated actions for steps in the decision-making process. These can be accomplished through the use of a CRM to “trigger” automated actions depending on at what stage the potential client is in their conversion journey.
In addition to a CRM, email marketing can also be automated for lead nurturing. Email marketing can be used to portray valuable information about your business or to be used as a CTA tool, inviting potential clients to learn more about the services you offer. Using email marketing can also provide exposure for your company. For instance, you take the time to draft one email and it is sent to your selected database that could include hundreds to thousands of participants. Because of this exposure, email is both a time- and cost-effective way to gain access to your website. Content that you can send out via email marketing include but are not limited to: a monthly newsletter, event information, important changes in your business, and personal messages such as “Happy Birthday” or seasonal messages.
The Beginning of your Client Relationship
Closing a lead is just the beginning of an ongoing relationship and turning a client into a promoter of your business. Providing great service to your clients is the next important step and can attract new clients through word-of-mouth referrals.
Delivering valuable content to your clients via your website landing pages, social media, blogs, and email marketing in a consistent manner can also help to enhance the service you provide to clients.
Whether you are just starting your business or would like to grow your established business, inbound marketing can be a strong and inexpensive way to deliver your brand’s message to the public.
To find out more information on this topic or how SFA Partners can help your business, please email us at firstname.lastname@example.org or call at (888) 447-2444.