Last week, I covered the importance of inbound marketing strategy for your business. Essentially an inbound marketing strategy reverses the direction of marketing, and makes the customers come to you, instead of you going after the customer. In this post, I will cover the 5 main stages in an inbound marketing strategy as enunciated by the marketing expert, Chad Pollitt.
- Attract visitors
This is the first and most important component of inbound marketing. You need to attract potential customers to your website (or social media page, if applicable). To attract people, you need a very good content strategy. The content acts as the nectar that brings the honey bees buzzing around it. Here are some of the ways to attract customers.
There are 5 main types of content that forms the part of most content marketing plans:
- Blog posts
- Images and Infographics
- Slideshows and presentations
- Social media posts
Apart from creating content, you need to actively promote the content through SEO (Search Engine Optimization) and enabling easier sharing through social media.
- Convert the visitors to leads
The visitors who come to your website don’t directly become your leads as you still know very little about them. They might be casual readers of your blog or might be attracted to the images you create. In this step, you create tools to make your visitors become your leads. You use Call to Action (CTA) buttons, popups and contact forms to capture the contact information of your visitors to make them into warm leads.
- Convert the leads to sales
In this step, you keep your leads actively in the loop by periodically sending alerts, Facebook posts and email updates about your product. You should also use your content strategy in step 1 to allay various fears about your product to get your leads close to the sale.
- Upsell the customers
After you have completed your sale and gained a customer, you must work on new ways to grow the account. Activities include promotional offers, trial offers for a higher level plan. Use multiple channels – email, blogs, social media to bring home the benefits of newer products to your customers.
- Track, analyze and improve
The final stage of inbound marketing strategy involves tracking and improving your strategy. Use tools such as Google analytics and social media share counters to understand what content sticks with various user demographics and feed it back to step 1 to build content that users would crave.