For a start it’s in complete response to how your audience is behaving online today.
Your potential customers, and the online community in general, are not waiting for your message to be delivered to them. Instead they are searching online for the content that helps solve their problem and make their buying process a much more informed one.
Inbound better positions your company to be the solution that your ideal customers are looking for and this is achieved by developing an online presence that speaks to them and their specific interests and needs.
The shopping behaviour of your ideal customer has changed significantly over recent years, and as a result, so have the methods for grabbing their attention and engagement.
So, instead of relying on traditional methods of marketing that focus on pushing messages out to your audience – such as buying ads, buying email lists, sending direct mail etc., and hoping for the right result, we instead focus on aligning your content strategy and overall campaign with your customer’s interests in order to pull more relevant prospects toward your company and its products.
We’re not looking to simply attract website visitors, but importantly attract the right kind of visitors that are valuable for your business. For too long, the emphasis has been on the volume of traffic to websites with less emphasis on the quality and relevance of the visitor. As online consumers are continually shifting their attention for research and with almost everyone having an online presence, including of course your competitors, it is important for you to have something more. Digital SPS aim to provide you with a leading edge.
Once you’re driving more qualified visitors to your website, you’ll want to convert these visitors into leads by collecting their contact information. To do this, you need to offer something of great value in exchange. Using your buyer personas as the foundation, crafting resourceful downloadable offers in the form of ebooks, whitepapers, videos, or checklists are just a few great ways to optimize your website for lead generation.
Now that you’re generating better quality, and more qualified traffic and leads to your website, the focus now is on nurturing these leads with the right content at the right time in order to help close them into customers. By executing a personalized lead nurturing strategy, you will successfully shorten the sales process due to the level of qualification and education your leads now have.
At its core, inbound marketing focuses on creating remarkable content for interested site visitors, leads, and even your current customers. Once a lead becomes a customer the process for achieving valuable brand equity is only just beginning. Continuing the positive experience with social monitoring, exclusive content, and further assistance helps to create brand loyalists, who in turn, deliver referral business.