Does your business need a cost-effective way to attract more leads? Well, if you haven’t already got an inbound marketing strategy in place, you need to strongly consider implementing one. Inbound marketing is a highly-effective, customer-centric approach to lead generation, which will revolutionise your sales and marketing activities.
This blog outlines the benefits of inbound marketing for generating more leads, aligning your marketing and sales processes, and optimising your website to attract your target audience:
What is inbound marketing?
Inbound marketing is all about generating quality leads. With the help of a powerful CRM platform, the approach can turn your website into a lead generation machine.
How does inbound does this? By focusing your strategy on your ideal customers (or "personas"), providing them with solutions to their challenges and needs.
There's a whole host of elements that go into creating a successful inbound strategy, including content creation, SEO, email marketing, social promotion and automated workflows, which all help to generate and nurture leads.
Inbound marketing focuses on giving your personas useful content that solves a problem or meets a specific need, at each stage of the “buyer's journey” – your sales funnel.
There are three key stages in the buyer's journey: awareness; consideration; and decision. Alternatively, these are labelled as TOFU (top of the funnel), MOFU (middle of the funnel) and BOFU (bottom of the funnel).
The graphic below demonstrates the buyer's journey and the types of content to create at each stage, to convert visitors and prospects into leads and customers, where each stage represents their readiness to buy:
To learn more, read our dedicated blog on inbound marketing: What is inbound marketing?
Inbound marketing vs outbound
Inbound marketing differs from traditional marketing (outbound marketing) in the way that inbound seeks to attract customers by helping them, rather than pitching to them.
Although traditional marketing and advertising methods are still relevant and can generate a high volume of leads, they're not necessarily the right leads. To generate quality leads and cost-effectively acquire new customers in the digital age, inbound marketing is a highly-effective lead generation approach, especially for B2B brands.
How to make your website a lead generation machine
Turning your business website into a lead generation machine relies on understanding content value exchange. We call it the "give-get" model, where you provide people with something of real value, in exchange for something in return.
The key to getting this right begins with mapping out your personas. Understanding your ideal customers, including their needs, challenges and pain points, will help you provide them with content that engages them and gives them reasons to move further along the buyer's journey.
This will help you turn more visitors into leads and leads into customers, and eventually promoters. This is the inbound methodology and if your website offers your personas useful content, at each stage of the buyer's journey, your ideal customers will provide you with information in exchange for your valuable content.
Align your sales and marketing teams with “Smarketing”
Smarketing is a key business strategy that combines your marketing and sales functions, helping them to work in harmony. Effective smarketing is driven by CRM platforms which are able to handle all of your sales, marketing and customer service activity in one place, where all of your teams have visibility of the lead nurturing progress.
HubSpot is a great example of a powerful CRM, built for lead generation. HubSpot's inbound marketing methodology helps businesses to implement all the key elements of an inbound strategy, whilst monitoring and managing the lead generation and conversion process. Smarketing helps to turn more prospects into customers. Learn more about smarketing with our blog: What is Smarketing?
How Enchant can help
Enchant Agency is a leading UK digital marketing consultancy, based in London. Specialising in inbound marketing, email marketing, CRM and paid social advertising, our digital marketing consultants help brands to create a big impact fast and reach their full potential with customer-centric strategies. Get in touch and see how we can take your marketing performance to the next level!