Employ an inbound marketing strategy and score better leads and more sales.
An inbound marketing strategy is centered around the concept of creating quality content that draws people to your company and product. By aligning the content you develop with your customer’s needs and interests, you will naturally attract inbound traffic to your website that you can then convert, close and delight over time. To assist you in accomplishing this, GET LIFT follows a proven inbound marketing methodology.
Along the top are the four actions (Attract, Convert, Close, Delight) inbound marketers must take in order to obtain visitors, leads, customers and promoters. Along the bottom are the tools that are generally employed in order to accomplish these actions.
How we can help with your inbound marketing strategy
learning ABOUT YOUR BUSINESS
Step one of the process is learning everything we can about your industry, business, customers and prospects. This is accomplished through in-person and/or over-the-phone discovery sessions with internal stakeholders.
DEFINING challenges and opportunities
The discovery sessions are important because they provide us with the understanding and perspective we need to outline what the challenges are that your company must overcome and the opportunities that exist to for you to take advantage of.
SCOPING out the competition
Your business is not operating in isolation. You have competitors. Gauging how formidable an opponent they are by analyzing what they are doing right and what they are doing wrong, is another way we can diagnose hurdles and pinpoint opportunities for your company. We check out the competition in a variety of ways, including evaluating their messaging strategies, website, keywords and SEO efforts, social media presence and more with tools such as the Marketing Grader by HubSpot.
UNDERSTANDING your target
To create marketing materials that truly resonates with your target audience you need to have an extensive understanding of them and their buying cycle. To accomplish this task, GET LIFT conducts persona-based research, interviewing your customers and potential customers to explore their views on solutions, you and your competitors, and to discover insights and uncover pain points they face.
DEFINING position in the market
Once we know your business, have a solid read on your competitors and the marketplace, and have defined who your personas targets are, the next step is to determine where you’ll put your stake in the ground. What will be your value proposition; what can you promise your customers and prospects, and what evidence can you provide to convince them you can deliver on that promise.
DEVELOPING messaging and content
With the foundational work complete, the guesswork is eliminated. Now GET LIFT can assist you in developing vertical-specific messaging that encompasses the issues, solutions, tone, imagery, and channels that are right for reaching your audience. This includes identifying the top, middle and bottom-of-the-funnel offers and setting up an editorial calendar and the content workflows, complete with emails, landing pages and content offers.
We assist you in sorting the tire-kickers from those visitors to your website who have a genuine interest in your product by grouping your leads based on where they are in the buying cycle. Then we get more information from those qualified leads by providing them with more in-depth content (i.e. white papers, ebooks, webinars, videos, etc.) once they have filled out a form.
After you have determined who your hottest leads are, the next step is to nurture them with the end goal being to turn them into paying customers. To accomplish this GET LIFT will establish a lead nurturing strategy as well as a lead scoring system that will allow you to assess to what degree a customer is ready to purchase. This nurturing process is accomplished using email, marketing automation and customer relationship management tracking and will result in shorter sales cycles, higher conversion rates and a lower, overall customer acquisition cost.
Once a lead has been moved through the funnel and become a paying customer, the inbound marketing process isn’t over. We want to help. If they’re happy and satisfied with your product then you’ve already got them more than half way there. GET LIFT will help you build on that sense of brand loyalty by using marketing tools such as surveys to gain customer feedback and insights, personalized content and engaging with purchasers on social media.
In order to judge objectively whether a content marketing program is successful or not you need to put metrics in place in order to measure. GET LIFT can help you define what those metrics should be and set you up with the appropriate software, if required, so your metrics are available for review whenever you need to access them.
3 signs that you could use a lift with inbound marketing:
Your traditional advertising methods aren’t producing the number of leads you want.
Your traditional advertising methods are producing too many unqualified leads.
The majority of leads you do get aren’t converting into sales.