Executing an inbound campaign without a comprehensive supporting strategy is like building a house out of window frames, but not doors or walls. It will only bring you single service buyers. That’s certainly better than no buyers, but without brand loyalty, their interest in your business will fizzle away as easily as a puddle on a midsummer day. A comprehensive inbound strategy includes five core steps.
1) Build Your Personas
Businesses that exceed their lead goals are twice as likely to use personas. You can’t hit a target you can’t see, and you can’t market successfully without an understanding of your demographic. When your call center team is familiar with your buyer personas, they can tailor their messages to optimize results. With Ameridial, your entire campaign will be based on your target market’s behavior, values, and habits. Learn more about their inbound center here.
2) Outline your Digital Marketing Strategy
An inbound funnel helps you to define your outbound campaign while converting your leads into sales. It should include:
- Awareness: Buyers seeking general information.
- Evaluation: Consumers who are interested in researching your brand.
- Purchase Choice: Customers looking for information about your product or service.
Your digital content must serve all three of these stages through website data, blogs, advertising, and email content. Product demos, discounts, and other special offers can support each step.
3) Nurture your Leads
Leads who have questions they can’t find answers to won’t progress to the next stage of your marketing funnel, so content marketing is crucial to your inbound campaign. Lead nurturing also ensures that every client you win over becomes a repeat buyer or customer influencer. Email automation can be used to reach buyers at their unique stage of the purchasing journey. Social media listening tools help you to respond to your clients’ chatter about your brand while building brand loyalty.
4) Offer Quality Service
Care has become a core part of sales. Almost 70% of digital shopping carts are abandoned, but in some industries, that number rises to 80%. This is why service and support are so critical to your marketing and sales campaigns. If your clients struggle to use your site, your rival is only a click away. Around-the-clock availability via a range of media is a necessity. A poor support structure may earn your brand plenty of negative social media reviews, so every negative experience of your business is potentially devastating to your reputation.
5) Reassess your Strategy
No marketing strategy is perfect the first time it’s set to paper. It must be nudged towards perfection using analytics that identify its weaknesses. Campaign strengths tell you where to enhance your strategy and give you critical information about your target market.
6) Merge your Marketers with your Telesales Team
Your sales team is only as effective as the leads it’s given. If your marketing team is catering towards the wrong target market, your conversions will reflect that. High quality sale-ready leads are the jewels of the inbound marketing world, and the only way to unearth them is by getting to know everyone within your demographic. You’ll also need to score your leads to draw attention to those clients who need to be nurtured into influencers and brand loyalists. Close rates should also be analysed per sales rep, and trial leads should be used to grow your demographic.
Today’s clients are suspicious of obvious sales attempts, so your campaign is heavily reliant on engagement. Deliver content that offers genuine value and then build relationships with your buyers, and you will watch your revenue soar.