How to Attract Leads with Inbound Marketing

Inbound marketing has recently become a high point of focus for businesses of all sizes. It
involves the creation of quality content, specifically tailored to spark interest and meet the
requirements and needs of your potential customers. Inbound marketing has become a big hit,
displacing its outbound marketing predecessor.

There are four stages to the Inbound Marketing Funnel.

1. Attract

2. Convert

3. Close

4. Delight

If you are in the market for inbound marketing or already implement inbound marketing then
you’re probably sick of reading about the Inbound Marketing Funnel. Let’s talk about the first
step… Attract.

Let’s Talk Quickly About What Inbound Marketing Is…

 

1. Inbound Marketing incorporates choice. Unlike outbound marketing, which interrupts the
potential customer, inbound marketing gives the customer the choice of reading your
blog, downloading your content or subscribing to your newsletter, which is why it
produces more leads in comparison to other types of marketing.

Inbound practices produce 54% more leads than traditional outbound practices. (Hubspot)

2. It incorporates many avenues (blog, content offers, email marketing and lead tracking)
and with equal concentration giving a holistic approach.

3. It has the value of quality. Since it is not reliant on interruption and the leads seek out
your information it is considered more valuable.

4. An individual owns the marketing and controls everything as compared to outbound
marketing where you just rent, for example airtime on radio or TV.

Inbound marketing costs 62% less per lead than traditional outbound marketing (Hubspot)

5. It is uniquely quantifiable since it is choice-based. Therefore you can clearly determine
its value. Unlike in outbound marketing where for instance you can’t tell how many people saw your ad.

To ensure success in the first stage of inbound marketing, you should employ the following techniques.

Design the content with the customer in mind

Having a human appeal to your content gives you more conversion rates. Don’t just come up
with content that explains your products/services but rather why they are important to the
customer. Engage the customer as he/she goes through your content and provide them with
solutions to their problems.


Quality content

Make your content fun and enjoyable by incorporating visuals. Pictures, graphics and even
animations and video can give ‘life’ and add quality to your content.

Optimize your website for customer action

Provide Calls to Action. Give the reader the ability to get more information from you, while also
qualify your reader as a potential lead based on their choices.

Give offers

The more free tools and features within your content, the higher the return on inbound
marketing. Don’t just give them blogs but also offer downloadable content such as ebook,
infographics and videos. Feature interesting deals that spark interest in your customers.

Leads who are nurtured with personalized content produce a 20% increase in sales opportunities. (demandgenreport.com)

Social Media

Don’t forget about social media. When you consider that
84% of B2B marketers use social media in some form. (Aberdeen),
it’s not a media that you want to neglect. Let your social media followers know about your new blog or content offer. Share industry news and blogs that your followers might find interesting.

Social media has a 100% higher lead-to-close rate than outbound marketing. (State of Inbound Marketing, 2012)

Be wise when you hire

If you opt to hire the services of a market expert, to customize your web content to achieve
greater returns on inbound marketing, make sure that you check and cross-check his/her
expertise level. Hire someone who knows how to optimize content, maximize advantage and
minimize fall out through content.

Every step in the process is just as important as the next. With that being said, you cannot move
on to the next step if you’ve failed the previous. Attracting readers and potential leads is not
only the hardest but the foundation of Inbound Marketing. So make sure you get it right.

 

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