Attracting prospects by providing interesting and valuable content is an effective form of marketing that "pulls" prospects in. Blog posts, videos and social content let you impart your knowledge and establish your expertise in the industry.
Offering this helpful content in exchange for prospect data such as name, business or email address is the basis for inbound marketing campaigns.
This approach is vastly different from traditional outbound marketing which involves a "push" approach where companies use paid advertising to get products and messages in customers' minds and hope they take action.
Here's an overview of how to execute your inbound campaign:
1. Identify the audience
Define your target audience and their specific needs and pain points. Consider surveying or interviewing existing clients or prospects from your target audience to determine:
- Biggest challenges
2. Set goals
Determine what type and how many leads the campaign should generate by a targeted date.
3. Create relevant offers and landing pages
Create a content offer (an eBook, checklist, informational video series, etc.) that's valuable to the target audience. In exchange for your prospects' contact information, give them access to this valuable content (downloadable PDF).
Having an effective landing page (with a call to action and lead capture form) on your website is crucial to converting prospects.
4. Choose promotional channels to get the word out
Decide which organic and paid channels to use to reach your audience and promote your offer. Email, social media and paid advertising are good places to start. Develop campaigns and schedule posts or ads to drive traffic to your offer/landing page.
Once you capture prospect information, what will you do with it? Develop an engagement strategy that helps you build a long-term relationship with these prospects. Create a series of relevant follow-up emails as well as sales team actions to turn your prospects into warm leads or even new clients.
6. Monitor progress
Assess whether your set goals were met and where campaign improvements can be made. Test different offers to see what gets the best response and closely track your promotional channels to understand where the leads are coming from.
Use inbound marketing to attract targeted customers by creating content and experiences that are relevant and valuable to them.
Contact Jocelyn at MER to discuss how to start your next inbound marketing campaign!