interruptive marketing Archives

Four Steps To Inbound Marketing Success

Many recent conversations I have partaken in revolve around inbound marketing and the differences between push (interruptive) marketing and pull (inbound) marketing. Out of those conversations, I have realized that people struggle to fully grasp inbound marketing, and often over complicate the process.

The inbound marketing methodology is a simple four step process.

Attract

Attract your potential customers to your website by generating quality content that is of interest to them. We live in the world of information, and people constantly turn to the internet to get answers. By generating content that helps educate your potential customers, you are building a level of trust with them that will cause them to return to you over and over. Promote this content to them within social media and email marketing.

Convert

With traffic coming to your website due to your content generation, it is time to capture leads by offering premium content to your viewers. Premium content tends to be slightly more advanced than what you publicly offer on your blog, and can be in the form of ebooks, whitepapers, infographics, checksheets, or videos. Throughout your blog, implement calls-to-action that attract viewers to the premium content and drives them to landing pages, where the offer is given to the viewer in exchange for simple information. Once they complete the form, they are directed to a thank you page where they gain access to the premium content, and a new lead was input into your system. Congrats!

Close

As time progresses, prospective customers in your system continue to interact with your content and digital marketing efforts. The more interaction that happens, the warmer the lead becomes. Oftentimes, a warm lead who has show continued interest in your company becomes an easy sell.

Delight

While gaining new customers is important, once someone becomes a customer does not mean the process is complete. It is now time to delight the customer and keep them happy. A happy customer means a loyal customer and a long relationship. Make sure to focus heavily on customer support and customer happiness. Evaluate every contact point with your company that a customer may have. Is it the best experience possible? If not, make it.

To learn more about inbound marketing, check out PayProMedia and HubSpot .

By Justin Farrell|2015-03-22T22:41:45+00:00September 2nd, 2013|

Inbound Marketing: No Need For Cold Calling

We’ve all experienced it. Answering your phone to an unknown voice trying to sell you on a product or service that you have zero interest in.

But wait, technology has advanced. Now, we have caller ID to scan the call before we even answer. Minutes after ignoring the call, we get a voicemail with the salesperson stating they will try back later. Sure enough, they keep calling and calling, and we keep getting more frustrated.

Cold calling has been a large sales tactic for many years. With call centers located all over the world, people are paid to sit and call unknown numbers and try to sell them on the latest and greatest.

While this technique was previously effective, it is quickly becoming a way of the past.

It has come time to forget cold calling, and start calling warm leads. With inbound marketing, generating content that people desire and find useful attracts potential customers to your website. Once there, draw them into premium content through landing pages and calls-to-action, while providing the premium content for some simple information in return. This lead generation technique starts to build a contact database of leads who have shown interest in your company.

As time progresses, and prospective customers continue to interact with your digital marketing, your leads become warmer and warmer, without even picking up the phone. When a prospective customer becomes a warm enough lead, it is then time to follow up with the lead via phone or email, but have a connection and starting point with that lead already. They know you. They know your company. They have shown interest in you.

Does it get better than that?

People are no longer frustrated at your brand because you kept annoying them with consistent phone calls, but rather, they reached out to you first because they need you.

Stop being interruptive, and start pulling.

To learn more about inbound marketing, check out PayProMedia and HubSpot.

By Justin Farrell|2015-03-22T22:38:45+00:00August 29th, 2013|