Cleanzine: your weekly cleaning and hygiene industry newsletter 28th November 2024 Issue no. 1140
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Six goals of an inbound marketing program… Useful insights from specialist Robert Kravitz
“You need to have a solid inbound marketing strategy to attract more customers to your business. Inbound marketing is the opposite of outbound marketing, where you go out and chase prospects. Instead, inbound marketing focuses on creating valuable content that draws people in and makes them want to learn more about your offerings.
There are six goals of an effective inbound marketing program. These are:
1. Increased brand awareness: You want people to know who you are, what you do and why you are different from your competitors. You can do this by creating content that showcases your expertise, values and personality. You can also use social media, SEO and PR to spread the word about your brand.
2. More leads: Once you have attracted people to your website, you want to convert them into leads. This means getting their contact information, such as their name, email, or phone number. You can do this by offering them something of value in exchange, such as a free e-book, a webinar, or a consultation.
3. Nurturing your leads: Not all leads are ready to buy right away. Some of them may need more time and information before deciding. You can nurture your leads by sending them relevant and personalised emails, messages, or calls that educate them about your products or services and address their pain points and objections.
4. Close more sales: The ultimate goal of inbound marketing is to turn your leads into customers. You can do this by providing them with a compelling offer, a clear call to action and a smooth checkout process. You can also use testimonials, case studies, or demos to show them the benefits and results of your products or services.
5. Increase customer loyalty: Inbound marketing continues after the sale. You want to keep your customers happy and satisfied, so they return for more and refer others to you. You can do this by providing them with excellent customer service, support and education. You can also create loyalty programs, rewards, or discounts to encourage repeat purchases and referrals.
6. Measure and optimise your performance: Inbound marketing is not a one-time thing. It is an ongoing process that requires constant monitoring and improvement. You need to track and analyse your key metrics, such as traffic, leads, conversions, revenue and ROI. You also need to test and tweak your content, campaigns and channels to see what works best and what needs improvement.
And how do we accomplish these goals? The essential tools of an effective inbound marketing program include the following:
• Blogging: Blogging is the best way to attract potential customers to your website. By creating high-quality content relevant to your target audience, you can establish yourself as an authority in your industry and build trust with your readers.
• Videos: Highly engaging videos can help you connect with your audience on a deeper level. You can create videos highlighting your products or services, providing educational content, or sharing customer testimonials.
• Email campaigns: Email campaigns are a fantastic way to nurture leads and keep your brand top-of-mind with your audience. You can use email to share updated content, promote exclusive offers, or provide updates on your products or services.
• Webinars: Webinars are a terrific way to educate your audience and establish yourself as an authority in your industry. You can build trust and credibility with your potential customers by providing valuable information to your audience.
• Conversational marketing tools: Conversational marketing tools such as chatbots and live chat can help you engage with your audience in real time and provide them with the information they need to make a purchase decision. Using these tools can improve your customer experience and increase your conversion rates.
Especially for B2B marketers, inbound marketing is a powerful way to become a thought leader and grow your business in the digital age. Following the steps outlined here, you can create a strategy that attracts, engages, and delights your ideal customers.”
E: [email protected] | https://alturasolutions.com
4th January 2024