Zombies running through the streets scaring people would definitely be bad for business. The less melodramatic, and more likely issue that thwarts attracting prospects and gaining customers is failing to put the time and effort into strong inbound marketing campaigns. A study by Hubspot revealed 92% of companies who used inbound marketing increased their lead generation.
Why then, if online marketing initiatives create such success, do companies overlook their importance? Three reasons are lack of time to develop a successful process, adversity to change, and the perception that it takes a large investment of capital.
Businesses may not be able to prepare for zombie attacks, but they can avoid the missed positive impact on lead generation by devoting some time and attention to creating and executing effective inbound marketing campaigns. Successful, well-planned strategies can decrease the sales cycle and the customer acquisition cost.
Four of the best ways to achieve inbound marketing success and increase lead generation are:
Write a blog that bewitches
While most zombies are out looking for brains, with inbound marketing, blogs are trying to snag customers. Companies that take the time to share their expert insights in an easy to follow blog attract more attention, set themselves apart from the competition, and lead more traffic to their business. Savvy marketers should think up questions potential customers would ask, and then supply the answers in an informative, concise manner. Follow that by sharing them on the web, far and wide, to reach as many potential buyers as possible.
Design calls-to-action that captivate
While it isn’t clear how to make zombies pay attention, clear calls-to-action, that offer prospects information they deem valuable, allow companies to capture the reader’s information. A precisely worded call-to-action is the doorway to the next part of the buyer’s journey. Avoid “un-dead” calls-to-action that are confusing or not interesting.
Create landing pages that lure
Zombies want your brains, but businesses want your email address. Companies can target potential customers with online marketing content that directs them to specific website pages where they can capture their information. Landing pages serve as the persuasive tool that makes the lead an offer they hopefully find valuable. A strong landing page will make a lead an offer they can’t refuse, whether a valuable eBook, a free trial offer, or a whitepaper. Again, the overall goal is to convert as many prospects as possible into leads, and then customers.
Landing pages also benefit marketers because they allow easy tracking. Analytics are easy to follow simply on the number of conversions a landing page generates.
Aim for SEO that score
Zombies want to eat brains, marketers need to use theirs to write content. Thoughtfully written content, centered around buyer’s interests, helps maximize a business’s Search Engine Optimization (SEO). Great content aids in a high SEO ranking on search engines, which then leads potential buyers to your website. Choose and target specific, relevant keywords and create links around those keywords. A company that takes the time to do this can build their website to organically rank high on the first page of an online search.
Adopting these four actions can take a company’s inbound marketing progress to the next level of success. Keep in mind, businesses that fail to execute these inbound marketing initiatives will miss potential buyers and lose sales.
When the marketing team makes inbound marketing a top priority and invests the energy to craft a plan, the company will likely enjoy a tremendous boost in website traffic and an increase in lead generation. Consistently offer valuable content with focused keywords on as many channels as possible. Follow it up with calls to actions and landing pages that capture the lead’s information. This formula is proven and effective and will show a strong return on investment.
The zombies, however, are an entirely different story.
If you need to know more about how to leverage inbound marketing to gain more business, then contact us today! Better yet, come and see us at the 2015 Social Media Camp, from May 21-23, in Victoria, British Columbia and attend our workshop on “Growing your business with Inbound Marketing”.
Free eBook Download:
[one_third padding=”20px 10px 0 10px”]
30 Ways to Increase Your Leads
This free guide is the ultimate resource that will help you optimize your website by increasing qualified visitors and boosting your lead generation strategy.
[one_third padding=”20px 10px 0 10px”]
Your Inbound Marketing Checklist
With this free Inbound Marketing checklist, you will be given a new framework for campaigns that solves many common marketing problems.
[one_third_last padding=”20px 10px 0 10px”]