July 2019

Blog News

In-bound Marketing – Bringing Customers to You

The Limitations of Traditional Marketing
The digital marketing industry is still a fairly young one. Despite this, it has seen much growth in recent years and industry-wide spend was estimated at around $120 billion for 2018.

Traditionally, marketing has centered around television, radio, direct mail and billboards. While these techniques were (and still are) often effective, they tend to be expensive and the results difficult to measure. Generally this is because traditional techniques are not particularly targeted. Your advertisements will be seen by a large and wide-ranging audience, but many of those people will not be interested in your product or service.

What is In-bound Marketing?
Why chase people who are not interested, when that time could be better used to put your offer in front of people who really care about it? In-bound marketing is all about targeting. Content creation, social media and search marketing are all techniques that will help bring customers to you.

The Four Steps to Good In-bound Marketing
1. Attract visitors: This will generally involve encouraging prospects to come to your website by creating and sharing great content such as blog posts, photos and graphics. Customers who are searching for the type of content can then be directed to your website when they have found what you have shared. Marketers who make use of blogging are much more likely to see a positive ROI. As well as this, social media should be used to its full potential by targeting a relevant audience with appropriate and interesting messages. Other ways to attract visitors are improving your website so that it appears higher in search engine results, and pay-per-click advertising, which can be targeted at specific demographics.

2. Convert visitors to leads: Once a prospect has landed on your site you need to convert them into a lead by collecting their contact details. In order to do this, it’s a good idea to offer the prospect something in return for their information. A free product, service or trial can often be enough to encourage them to provide their details. Also ensure that call-to-action buttons are prominent and forms are easy to use.

3. Turn Leads in to Customers: Now that you have leads, you need to make them count. Sending out attention grabbing promotional emails to build relationships can help convert leads in to customers. Consider investing in automation software which can totally control the whole process of sending out a sequence of emails and various follow ups based on user response.

4. Analyse Your Results: By assessing the data you get back, you can monitor things such as where prospects are coming from, what percentage are turning into leads and what strategies are working best. You can use this to inform future marketing strategies and ensure you are meeting your goals.

If you need expert marketing strategy and delivery, why not get in touch with a specialist? Objective Creative is a full service marketing agency in Sheffield.

Its strategic team work with clients to develop the most effective way to exceed their targets. This could form part of a wider exercise, such as a branding or messaging project. The strategic team is led by a marketeer with more than twenty years’ experience working with businesses and organisations globally. Objective combine insight and creativity to deliver tangible results for businesses and public sector organisations.