The inbound marketing methodology is the focal point of turning strangers of your business to happy and loyal customers. The methodology consists of four key areas; attract, convert, close, and delight.
Inbound Marketing Methodology Stage 1: Attract
You want to attract the right customers and audience to your business but you don’t want just anyone coming to your website who isn’t interested in your brand. You want to attract the people who are likely going to be converted into leads. This can be achieved by creating a focused marketing strategy which makes quality and relevant content they want to see and at the right time.
Here are some of the ways you can attract people to your business:
- Content strategy
- Social media
Inbound Marketing Methodology Stage 2: Convert
The conversion stage comes after you have generated your visitors. This stage requires you to turn those visitors into leads by obtaining their contact information. There are several ways such as getting them to a landing page on your website and filling out a contact information form. A good way of getting people to do so is by having an effective CTA (call to action) which offers them something in return. After you have obtained their contact information you must offer them the relevant content they desire and answer any questions they may have, to continue your relationship with them and keep them satisfied.
Below are some effective tactics to convert leads into customers:
- Customer relationship management
Inbound Marketing Methodology Stage 3: Close
By now you have attracted the right people to your brand and have generated leads. It is in the closing stage of the methodology when the leads are then transformed into loyal customers. Marketing and sales tools such as lead nurturing are there to ensure your leads are being closed at the right time in an easy process. At the end of the closing stage, your leads should be ready to buy and invest in your business.
Below are some methods you can use to turn your leads into customers:
- Pipeline management
- Lead nurturing
- Email marketing
- Predictive lead scoring
Inbound Marketing Methodology Stage 4: Delight
Inbound marketing involves keeping your customers happy after they have made their first purchase, or they might lose interest in your brand. This step revolves around you creating brand loyalty for your customers and providing continual great content and service which can be done by interacting with them and creating content online. You can do so through marketing methods such as social media and trigger marketing. It is important to delight your customers because they will continue to buy from you and could potentially become promoters of your business.
Below are some ways you can keep your customers happy:
- Service hub
- Smart content
- Social media
- Email marketing
Responsive Search ads in Google AdWords
With Google AdWords, you can now create an ad with up to three headlines and two descriptions with responsive search ads.
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From 10th July, Google will begin making the new interface the exclusive way to use AdWords and shutting down the old version.