Most buyer’s journeys today start with Google. Buyers search and research, they will ask friends, family and colleagues for advice on social media, consume relevant content and most of this happens online. By the time they speak to the seller their minds are 90% made up.
Interruptive messaging doesn’t fit into this new style of buying. This is why we as marketers need to be informative with the right messages to the right person at the right time. We need to sell on the buyers’ terms - not ours.
The inbound marketing strategy follows a tried and tested methodology.
This methodology helps you understand the buyer’s journey from stranger to
Together with setting SMART goals, identifying your
You need to attract the right audience to your site. To ensure you have the right foundation your technical and on-page SEO
Once the right audience has found your site, we need to consider how you convert these to leads. It is often not enough to have a “request quote” button, a relationship must be established. To do so we create a combination of CTAs (Call to Action buttons), landing pages, forms and lists.
Now, your audience has turned into a lead and we need to focus on converting this lead into a customer. Ongoing nurturing through emails and workflows as well as prioritisation using lead scoring and a possible integration with your CRM system help you close these leads into customers.
Often forgotten but vital: closed customers! You have relationships with existing customers and partners and we want to be sure that you have a strategy in place to continuously engage with existing customers, build relationships with new customers and drive word of mouth online.
The tools are the same but the methodology is different. The ultimate goal for inbound marketing is the sum of your digital efforts: delighted customers.
We've put together a few helpful resources to help you on your inbound journey.