The only way a business will succeed in today’s marketplace is to continually grow their customer base and make more sales. In order to accomplish this goal your business needs a steady stream of qualified leads. Right now, the most effective way to generate qualified leads is to use inbound marketing.
Inbound marketing is the process of using content to attract the perfect customer to your business, convert them into qualified leads, close the sale and delight them once they become customers. Another way to think of inbound marketing is the process of getting the right content to the right person at the right time.
It Starts With Content
Providing your prospects with valuable, relevant content is the cornerstone of inbound marketing. Each piece of content that your company produces should answer a question that your prospect has and also move him along to the next step in the buying process.
In the beginning your content should be broader in focus and gradually become more specific. For example, if your sell solar energy equipment your first pieces of content should be about the overall benefits of solar energy. Then go into why your solar panels are better than your competition. Follow up with what a new customer can expect in the installation process and then give them content that explains the cost of a solar energy system and detail the savings they will receive. At this point the prospect should be turned over to your sales team who will close the sale.
Your Prospects Will Self-Qualify
One of the main benefits of inbound marketing is that your prospect will go through the buying process at their own pace. This form of marketing empowers the customer and allows them to make an informed decision.
In each step of the buying process the prospect qualifies themselves.
In the beginning they will arrive at your website because of a blog post or free bit of content. Once they consume that piece of content they will be offered another piece of valuable content in exchange for their contact information.
Only those people who have an interest in your company’s product or service will make this exchange. They have effectively raised their hand and said, “I’m interested. Please tell me more.”
The Nurturing Process
Inbound marketing allows your to nurture your prospect along the buying process by providing valuable content and allowing them to opt-in at each stage of the buying process. Each time they consume the next piece of content they are one step closer to making a buying decision.
They can also bail out of the buying process at any time. All they have to do is stop consuming your content and you know that they are not ready to buy just yet. However, those prospects that continue to consume content are, by their very actions, qualified leads.
You can spend more of your time engaging with these hot leads and less time with those prospects who are not interested in your offerings. This will allow you to close more sales and fatten up your bottom line.
By implementing inbound marketing in your business you can easily identify those prospects who are much more likely to buy from your company and and focus your efforts on them. By embracing this process you will see your conversions increase and your profits rise.