Over the last 10 years, customers have revolutionized the way they buy. Ask yourself, has your approach to growing your business and acquiring customers kept pace?
Inbound marketing focuses on creating relevant content geared directly to the types of prospects you are looking to attract. This approach provides several benefits:
The first steps to success are clearly identifying who you want to attract by defining your buyer personas and then mapping out the journey your prospects go through when buying. With that understanding, you will be able to create and personalize a powerful and relevant message that enables you to stand out from your competition and be in a position of influence.
From there, the focus shifts to creating and sharing valuable contact that attracts your ideal prospects to your website. The content you use can vary a great deal and typically includes blogs, guides, worksheets, white papers, videos, infographics, ebooks and webinars. To access this content, your propsects share information about themselves by using forms on your website.
By doing so, these leads give you insights enabling you to implement nurturing programs aligned with who they are and where they stand in their journey. Leads that are nurtured generate 50% more sales ready leads at 33% lower cost (source: Forrester Research) and make 47% larger purchases than non-nurtured leads (source: The Annuitas Group).
The (not so) secret to creating predictable, sustainable and scalable growth is by supporting the entire marketing and sales funnel.