How To Generate New Sales Leads With Inbound MarketingGuides
In years gone by, outbound marketing was very much the focus, with brands and businesses contacting potential clients in a bid to generate leads and increase sales. In today’s heavily online world, the audience is no longer prepared to wait for your messages to be brought to them – they are busy searching for information, and seeking out your products or services.
As a result, more and more companies are changing the focus of their marketing efforts from outbound (or push) to inbound techniques. Brands are now looking for ways to build relationships with prospective customers over time and build brand loyalty.
Inbound marketing brings together a number of techniques including blogging, social media, SEO, content marketing, email marketing, and conversion design in order to attract and engage with the right people, in the right way, at the right time.
That’s not to say that you can’t utilise traditional methods such as phone calls and emails. The difference is that, rather than cold calling potential clients, you will be contacting people who have already expressed an interest in your product or service – people who want to hear from you and are expecting your contact.
Of course, once you have attracted your audience and grabbed their attention, you then need to convert them into leads for your sales team – that’s where lead generation comes in.
SO WHAT DOES INBOUND MARKETING MEAN FOR LEAD GENERATION?
An inbound marketing strategy that is focused, consistent, and consists of a number of different tactics, will optimise your chances of generating (and then hopefully converting!) leads.
There are a whole host of inbound marketing channels that can be used to generate new sales leads, including:
Content marketing is about creating and sharing content that is interesting, valuable, and relevant, with your customers and potential customers. Whatever your target audience, you can be sure that they spend a great deal of time online searching for content, covering a whole range of different topics.
You need to ensure that it is your content that they are reading and that it positions your brand as an expert in your field.
Social media offers ample ways to interact and engage with your audience, in the hope of generating leads. To use social media platforms effectively to generate leads, you need to thoroughly research the platforms that are available to you and the audiences that they attract, before deciding on the most appropriate platforms for your business to engage with.
What’s the point in creating loads of great content if no one ever sees it? SEO (Search Engine Optimisation) is one of the key ways to ensure that your audience finds your content. Everything from your website and company pages, through to your blog posts and e-books, needs to be optimised to ensure that it reaches your potential audience as quickly and effectively as possible.
Executed in the right way, email marketing campaigns can be another way to generate leads and sales. It is important to remember, however, that you communicate with your audience directly and adjust the frequency, messages, tone, and offers included in the email to suit each different type of customer. Put simply, you need to ensure that you are sending the right people the right message.
And again, as with all of the channels discussed, content is key. It is crucial that your emails are filled with interesting, appropriate, and high quality content – your audience should look forward to receiving them rather than sending them straight to junk!