Inbound marketing is ahead in today’s lead generation strategy, with more and more companies resorting to the Internet and social media to market their offerings. The aim here is to generate qualified leads by capturing the attention of your potential customers. Qualified leads are not generated overnight; it happens over a period of time with considerable efforts invested in developing and distributing the right content. But with the right strategies you can pull in more leads to your business in a short span of time. The key here is “pull.” Inbound marketing is about bringing customers to you.
Now let’s take a look at the top 3 inbound marketing strategies successful companies use to bring in more qualified leads.
1. Experiment with various social media platforms
Social media platforms are highly efficient in generating qualified leads because potential customers are certainly hanging out there. But some platforms are more efficient than others. Facebook, Instagram, Twitter and LinkedIn are the most popular ones for good engagement. Explore various platforms to find out which site helps you tap into most of your audience. You can publish the same content on any two or more sites and evaluate the clicks and leads that the platform yields.
Here, you need to stay focused on the leads and not the clicks. More clicks do not necessarily mean more leads. LinkedIn may get you more leads from less posts if your product is B2B. Facebook may be better for B2C. Determine which platform works the best for you and concentrate your time and investment there to generate more qualified leads. Then you must direct these clicks to your best performing landing pages.
2. Get subscribers and nurture them
You need to get your visitors to subscribe to your content in order to qualify more leads. You can do that by simply attaching a short subscription form to your blog posts or landing pages. Just an email address and first name would be fine to start. Asking for too much information can irritate a visitor into not signing up at all.
By getting your visitors to subscribe, you can reach out to them and invoke their interests in your product or service any time you want. This can be done through emails and newsletters that talk about your subscribers’ interests, while sprinkling in exposure to your product. Using this method, you can prod the interests of your subscribers until they are ready to buy or until they are qualified for a direct sales action.
3. Customize your content for the target customers
Now you have subscribers, what next? Sharing the same generic content with all your audience may not get you the leads you expect. Different content appeals to different customers, which is why it is important to segment your audience. This is especially important when you offer a wide range of products and services.
Once you get a new contact, you need to track and analyze the content they consume, or areas where they have shown interest and segment your subscribers. Then, you can send personalized emails to each of your segment based on their interests, with links to similar content and your company info. Aligning your content with the interests of your customers is a surefire way to attract inbound traffic and get qualified leads.
Evaluate how your strategies are performing
Once you have implemented these strategies you will see the leads coming in. But that’s not the end of it, you need to conduct frequent content audits to improve your inbound marketing. You can set up automated email reports in Hubspot which provides insightful information about your blog posts like page views, clicks and click through rates. With this information, you can review your best performing blogs and create more like them.
Identify keywords, topics, and call-to-actions used in the posts that have higher click through rates, so that those techniques can be maximized in your future posts. Also review the blogs with higher page views but low click through rates to identify what brings in non-qualified leads. Quality leads are where you need to invest your time and efforts to see the best results. Find out what works best for you and keep refining your content around it.
Tip of the iceberg
Inbound marketing is an extremely deep but effective strategy. This article merely scratches the surface of what is involved. But these points are essential for the content creation and distribution of a larger inbound marketing strategy. This is the beginning of creating a constant flow of qualified leads.
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