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Every enterprise understands the importance of a cohesive marketing engine, involving a robust inbound digital strategy to achieve their revenue goals. Inbound marketing allows companies to build brand awareness, engage with their target audience, and, ideally, generate sales. However, many companies are still using the traditional outbound marketing techniques that push products/services to the customers.
In recent years, there has been a fundamental shift in customer behaviour due to online business expansion. Customers have control over what information they receive and how they receive it. Companies often fail to orchestrate a stealthy inbound marketing strategy, ultimately impacting their conversion opportunities. That's why it is crucial for businesses and the field marketing agency to build a robust inbound marketing engine that creates compelling content and captures digitally-moving consumers' attention. Let's look at them one by one:
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1
Attract prospects with compelling content
Enterprises must begin by re-evaluating their website content while implementing an inbound marketing strategy. Content is king when it comes to marketing, and the higher the quality of content, the higher the chances of attracting qualified leads. Enterprises must create targeted, relevant, and informative content that addresses the pain points of their target customers. Some of the effective content pieces that could work as lead magnets are:
• Blogs
• eBooks
• Whitepapers
• Case Studies
• Infographics
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2
Convert visitors into leads
Once companies have landed users onto their website, it is time to convert the traffic into leads. One strategy is to deploy lead magnets by offering free content in exchange for contact and firmographic information. The freebie content should not only provide additional information but also lead the prospects to the next inbound marketing tactic, i.e., conversion tools.
• Call-to-actions:
This is usually placed in between or at the end of a content piece like a blog that gives users an instruction to take immediate action and benefit from the company's products/services.
• Landing pages:
Ideally, once a customer clicks on the CTA, they will arrive at a landing page where they can fill out their information to complete the call-to-action. Once the customer information is recorded, both inbound and field sales service teams will use the information to start a conversation.
Furthermore, companies must set up a robust data maintenance system to collect, store, and profile all their customer data in one place. They can also leverage the services of a b2b database provider to validate and clean their data as part of the marketing process.
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3
Convert leads into customers
The next step of inbound marketing is to convert the acquired leads into paying customers. Companies must deploy a cohesive mix of inside sales and field sales services to engage with their leads and influence them into making a purchase decision. Businesses must personalize the conversion strategy based on the individual lead's buying behavior. There are a number of customer outreach activities to supplement the feet-on-street campaigns:
• Email marketing:
Once the visitors fill out the lead form on the landing page, marketers can use that contact information to send them a series of individualized emails to further nurture and drive them down the sales funnel. This can be done in consonance with a field marketing agency to improve accuracy.
• Feedback surveys:
The best way to understand a customer's demands is to ask them directly. Feedback surveys are designed to help marketers understand what the customers are looking for and what services they can provide that will be most beneficial.
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4
Maintain post-sale relationship
People buy from people! Once a lead is converted into customers, companies must maintain an ongoing relationship with their customers. They must continue to market newly-converted customers by segmenting contact databases with extremely targeted demand generation campaigns. They must continue to send personalized content so that their marketing becomes even more relevant.
Conclusion
The modern mandate for businesses is to adopt digital marketing tactics to support their go-to-market strategies and get more qualified leads in their sales funnel. In combination with the traditional marketing channels, inbound marketing can positively impact a business's growth prospects vis-à-vis their brand awareness, customer trust, and last mile conversions.
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