We’ve talked in the past about using content as an essential part of an Inbound Marketing strategy. Well-developed content is how you guide leads through every stage of their buyer’s journey as well as develop a higher SEO ranking. However, all content will not work and should not for every single one of these objectives. Each piece of content must be developed to reach a specific goal.
We’ve talked before about the importance of content for your inbound marketing strategy. The content you create affects everything from SEO ranking to lead generation to sales enablement. How you distribute this content is just as important as how you create the content. To truly see a return from your content, you need to ensure the right people see it at the right part in their buyer’s journey.
The biggest reason that potential leads respond to Inbound Marketing strategies and tactics is it uses valuable and relevant content to draw them in instead of trying to push them in with sales tactics. To successfully use an Inbound Marketing strategy for your company, you must have this relevant and valuable content to gain new leads. So, how do you create this content? And what do you do with old content that may not be optimized for Inbound Marketing?
When was the last time you made a purchasing decision without fully researching the product or service beforehand? The way people buy has changed due to the fact that information is so easily accessible on the Internet today. Because of this, the way you market to your customers has to change as well. Instead of marketing by chasing customers and hard selling, you must adapt.
After completing step three of the Inbound Marketing methodology and closing your lead as a customer, you may think you’re done. What else is there to do? You already have your customer. However, there is one final step in the Inbound Marketing methodology - you must now Delight your customers.
Now that you’ve completed the first two phases of the Inbound Marketing methodology, Attract and Convert, your potential customers have graduated from strangers to visitors to leads. The next step in your marketing strategy is where it get really good. You finally get to turn those leads into customers. This is what is known as the Close phase of the Inbound Marketing methodology.
So, you’ve learned how to attract your customers and turn strangers into visitors with your Inbound Marketing strategy. The next step you must take is to turn those visitors into leads. To do this, you must continue to provide these leads with pointed, relevant information that will lead them towards a conversion. This is known as the Convert phase of the Inbound Methodology.
The way people make purchases has shifted towards a system where the customer has much more power. Because people have access to so much more information, they have the opportunity to perform extensive research and be more informed about products and companies than ever before. If customers have so much more power today, how do companies convince these researchers to become customers? The answer: Inbound Marketing.