Using Inbound Marketing to Generate More Leads
A company’s website has become one of the most important pieces of an effective marketing approach. Generating leads the old-fashioned way involved speaking the same message to a target audience oblivious to which stage of the buyer’s journey they were in. In addition, this old-fashioned method was highly interruptive to your potential leads – think of those annoying calls from telemarketers that always seem to pop up every time you sit down to enjoy your dinner! Inbound marketing makes lead generation all about attracting potential leads on their own time by using quality content to generate interest. You need to have a plan in place in order to take advantage of all that inbound marketing can do for your business. Here are some tips to guide you in the right direction.
Using Proven Lead Generation Tools
When generating content for your company website, you need to keep the buyer’s journey in mind. Inbound marketing is highly buyer-centric – the goal is to attract as many visitors to your site as possible by tailoring your content strategy to appeal to visitors at all stages of the buyer’s journey. And once your content is published, you’ll need to make it easy for your leads to identify themselves to you. Calls-to-action will help you get the information you need on your leads, but generating more leads will require you to offer something valuable to your prospects.
Creating Great Offers
Keep in mind that not every visitor to your website will be ready to talk to your sales team or purchase your product or service. Those at the beginning of the buyer’s journey will probably be more interested in general informational pieces. But those near the end, who are comparing different products/services from different companies, will better respond to free trials or consultations. Creating great offers involves creating many different types of various content that will appeal to prospects at all stages of the buyer’s journey.
Utilize Social Media
Marketers tend to think of social media as the best option for top-of-the-funnel marketing, but it can still be a great, inexpensive way to generate leads as well. You can use social media platforms to link directly to your best performing offers. Contests are also a great way to generate leads and build more brand awareness on social media. Also, take advantage of other ways social media allows you to generate leads. Facebook, for instance, allows companies to place a simple call-to-action button at the top of your page.
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