Use inbound marketing to get more leads

If your lead generation strategy is falling flat, or even if you just need a new way to get clients through the door, inbound marketing could be one of your strongest allies.

Inbound marketing focuses on allowing clients to find you. The major theme with this method of marketing is getting the right content in the right place, and hopefully encouraging clients to reach out. This method makes your marketing relevant and helpful to your audience, not interruptive.

The content can turn website visitors, contacts and strangers into qualified leads and, in time, happy clients. In fact, organizations that focus on inbound marketing were 4x as likely to rate their marketing strategy highly in one HubSpot study.

Here, we explore a few key areas of inbound marketing for you to consider on your journey to generating more leads.

Personas

Good content is personalized, meaning it’s a close fit to the needs of the people reading it. This can range from a carefully curated email list, to using services such as HubSpot to change web pages dynamically to suit the visitor.

However to personalize content, you first need to create a solid set of personas to mold your marketing efforts around.

Persona creation is an in-depth process, but the Buyer Persona Institute centres theirs on 5 key insights:

• What causes your clients to invest in services like yours?
• What do they expect to get out of their investment?
• What concerns or barriers would prevent them from using your services?
• What does their journey look like?
• Which aspects of your service does your client perceive as the most important?

With answers for these questions for every type of client, you will be able to craft content that demonstrates the benefits of your services for every persona.

Content production

When you know exactly who you’re talking to, your content production becomes a more manageable task.

The information you need to give your clients has been clarified by your personas, but the format of your information needs some thought.

Blog content is the classic inbound marketing approach, and for good reason. It’s a huge boost to SEO, establishes you as an authority and gives an opportunity to answer questions from prospective clients at the same time.

It also provides another way for people to discover you on social media as your content is shared, as well as driving new traffic from search engines. Research from HubSpot shows that even companies who blog only once or twice a month generate up to 70% more leads than those that don’t.

Video content is increasingly popular too, with YouTube and Facebook Video being the content distribution channels most marketers planned to add to their marketing efforts in 2016.

Clients who view a video are almost twice as likely to buy than non-viewers, and video on a landing page can increase conversion by 80%. It’s no surprise that more marketers are looking to include it in their strategy.

Landing pages

Landing pages are essential inbound marketing tools, and when you’re talking to a range of distinct personas, can help keep the customer journey seamless.

Directing your audience to a landing page designed for them creates a smoother customer journey, gives distinct offers a place to live, and gives you data about which audience is most engaged, and which campaign is most effective.

The best performing landing pages get straight to the point, are uncluttered, and offer social proof where appropriate.

The most effective landing pages have one job. Pages with multiple offers generate 266% fewer leads than pages with a single offer.

Social media

If you don’t use social media to interact with potential clients already, it’s worth investing some of your time.

Social media provides an opportunity to interact on a more personal level with potential clients, rather than using it as a broadcast channel.

Visual content is more than 40x more likely to be shared on social media than other kinds of content, but white papers are most effective for generating leads.

Quite apart from anything else, social media is where people spend a great deal of their time. Facebook, Instagram and Messenger are among the top 5 apps used in 2016, and Facebook is the third most visited site in the world, after YouTube and Google.

What’s more, active social media use can make a business appear more trustworthy, and interaction prevents the platform becoming a broadcast medium.

Social media can also be a great source of user-generated content to use as social proof for a super effective landing page.

The most important thing is that no matter which aspects of inbound marketing you choose to incorporate into your strategy, that they’re integrated sufficiently to create a good customer journey.


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