You’re probably wondering, “what do I get from it” when it comes to inbound marketing. Seems like a lot of work. Does it work for lead generation? Additionally, there are many benefits to implementing inbound marketing as one of your primary marketing strategies. Inbound Marketing:
- Increase the visibility, effectivity, and notoriety of your business
- Attract better quality prospects who are engaging in your offering
- Demonstrate your knowledge of your industry by educating your potential customers
- Provides long term visibility, unlike paid ads, which disappear when you stop paying
- Increases confidence and credibility
- It’s convenient.
Inbound marketing’s ultimate goal is to help people find your business when they need what you have to offer. Many buyers look for solutions before contacting a company. If you’re providing quality educational content that will help them navigate the buyer’s journey, you are probably one of the options they’ll consider when they’re ready to buy.
Then add inbound marketing to your marketing plan. But like everything else in marketing, generating leads using inbound marketing is a long way process. It only worked and became effective when all the pieces come together and convey a clear, engaging message.
Six-Step Process to Generate Leads Using Inbound Marketing
1. Develop your inbound marketing strategy
As always, you need a strategy. Developing your strategy allows you to focus on the right things needed to drive consistent inbound traffic. Your strategy should integrate:
- A deep understanding of your audience, so they understand what content they need to solve their biggest challenges.
- Knowledge of our main keywords and how to optimize our content for better visibility
- The right social media channels for building communities and developing relationships.
- An action plan to succeed in your strategy
2. Create your content strategy
Understanding your audience will help you know what kind of content they need. From there, you can create the right content strategy to attract them to you and meet their needs.
To plan your content, create an editorial calendar with:
What content do you intend to create
Which format will you use: blog posts, podcasts, YouTube videos, presentations, and webinars
Who will make it
The style to use across all media outlets to project a consistent brand image
Your calendar to share your content on all your social media channels.
You don’t have to worry about the exact dates for each piece of content. Please make a list and organize it as you go, picking out the rooms you feel compelled to work on.
3. Expand your offer
Great content that draws visitors to your website is the first step. But what do you wish your visitors to do now that they’ve found you? Create an offer that will make them take action, which will generate an advantage.
What can you offer that is so valuable to them that they will exchange their email address for your listing so that you can cherish them throughout the buyer’s journey? Creating the right primary magnet is vital in attracting the right audience.
If you want the checklist or template will sign up for your mailing list using a sign-up form from your email marketing company. But those who might want more information about your products and services need a lead generation form. That’s why you have to.
4. Create the right lead generation forms
Once people are ready to pursue a commitment to your company, how do they contact you? You need to have web forms to generate leads. Many people search for products and services at night, after dinner, and after their children go to bed. If you don’t have a form that allows them to contact you when it suits them quickly, you’re missing out on a huge opportunity to get qualified leads.
A well-placed lead conversion form with an attractive offer is an integral part of your website. Keep the form short and ask only for the information you need. Also, respond to an incoming request as soon as possible. If you wait, the advantage may go to your competitor.
5. Implement an inbound marketing action plan
How do you integrate inbound marketing into your daily planning while still working at your business?
An inbound marketing action plan makes a system that allows you to run your business consistently and see results. Without a system, you will end up in one of two places:
- Don’t do anything because you don’t know where to start.
- Overwhelmed and ineffective as there is too much to do while continuing to serve customers
- Jot down the goals you’ll have a better chance of achieving them. Please write down your system and make sure it works for you. Start simple and expand when you find you can do more:
Start with a business plan for when you will be performing certain inbound marketing activities, such as creating content for the blog, managing content to share, and posting to social media.
Set aside time on your calendar to include it in your schedule and stick with it. Your main goal is to stay active and visible to continue attracting those who may want to enter into a trusting relationship.
Be realistic about how much time, energy and money you can invest in marketing your business. If you only have 20-30 minutes each morning or at lunch, schedule it to complete inbound marketing activities to benefit your business.
6. Make use of the right tools
To gather ideas and content to share, you can use Evernote or the OneTab Extension.
Evernote can be used to save ideas for content and posts for sharing. Install the Evernote Clipper extension to make it convenient and easy to cut and save content in specific notebooks.
OneTab extension for Chrome and Firefox can also be used to save content for later reading and sharing. If I open the article and see that it is worth reading and sharing later, I save it using OneTab and organize it as a group.
Each of these allows you to save the content from being read and schedule publication later. This way, you can take some time each week to fill the release schedule for any of the products below so that you remain visible.
Buffer or Hootsuite makes it easy to schedule posts on Facebook, LinkedIn (personal and company profiles), Twitter, and Pinterest. They offer a different experience, so check out both to see which one you prefer. I use Buffer because the Buffer extension allows me to queue content for all my supported social media channels quickly.
Both products offer a limited free version that offers 3 social media channels, 10 scheduled posts per website or channel, and 1 user. Start with the free trial version to decide which one you prefer.
Now that your inbound marketing system is available, you can create and share content to gain visibility with your target customer. Stay consistent with your creativity, efforts, and you can drive new visitors to your website, who may turn out to lead.