- May 3, 2016
- Posted by: Robert Duke
- Category: Articles
Converting strangers into customers and promoters of your business in a cost-effective manner is a most-pursued objective of the modern era. Inbound marketing is a tactic of using the contents to attract the attention of prospects even before the prospecting begins. Veritable results can take time. Sometimes the wait can exceed months to years.
There are two parts to an equation. The crowd attention is one part, and converting it into business is another. The latter is the hardest part of the equation.
Before you embark on a sales mission, it is important to know how to woo, and why it is harder to implement.
Inbound marketing is a process of wooing clients in the early phase of the prospecting funnel. It is accomplished using content, follow up and coordination until the prospect is ready for conversion.
Since prospecting is a lengthy affair, it is necessary to have a strategy that propagates along with the overall progress until conversion. The significantly harder part is the initial phase where people discover the content, subscribe, and the marketer attempts rigging the connection leading to sales.
1. Paid Social Advertising
One side of the story is the organic strategy, but taking it to next stage means paid social advertising.
Paid social advertising is quickly gaining ground as a premium marketing asset for increased exposure and improving response. Estimates point out the overall social advertising spending pattern will exceed $35 billion by 2017. Marketers vying for exposure will find that social advertising a valuable tool in targeting a highly specific user segment.
Deciphering the elements in content can bring forth the factors that easily influence the users of a particular geographic zone. By focusing on these specific interests, you can target the users for prospecting.
The billboard promotion can be pricier even when you are armed to the teeth with all supportive data.
On social networking sites, it is a different story. The Facebook posts are boosted at the price ranging from $3 – $5 per clicks. It can differ based on the targeted audience.
The performance is also sphere headed by other social networking brigades such as LinkedIn, Twitter, and Instagram,
2. Paid Search
Paid searches are setting trends owing to their massive success to many B2B and B2C industries. The approach is identical to social advertising, but, rather than targeting a particular demography of buyers, you pay for what they search on Search Engines.
You can buy keywords related to your content to haul traffic to your blog. The key phrases popularly searched by users on search engines will form the pillar to your content. It contributes as one of the ranking factors making your content prominently visible in searches.
Paid search is nothing new. However, if you are initiating inbound marketing from scratch, paid search can double in the results in a short span. Also, the results are mostly predictable as the content ranking, and visibility gradually improves.
3. Cold Calling The Prospects
Cold calling is a rewarding strategy for the lead generation while the content finds its way to a greater audience.
One of the leading reasons to adopt cold calling tactic is to generate sales and pursue appointments. If you are unable to meet the expectations, acquire email address to provide valuable information. After successfully sending a follow-up mail, trail the prospect with more relevant content. Use marketing automation tools to streamline the overall process.
Cold calling will help build several lead generation strategies. When the content market flourishes through exciting content, it hauls successful lead generation opportunities ready to be deployed at will.
4. Using In-house Database To Churn More Value
If you already have abundant resource ready for deployment, you need not leverage upon the content marketing to make a game changing move.
Knocking at the door of ex-customers and prospects can diversify the current opportunity. Unlike the leads generated via content marketing, it is rewarding when a prospect a client who have had prior experience with the service vendor.
Do not waste the slightest opportunity to acquaint with the pipelined contacts in your database. Dispatch contents that could add value to their response. Once the engagement positively kick-starts, strategize on reconnecting with old contacts offline.
The entire lead generation challenges addressed in this article is by no means a cakewalk. An effective inbound marketing strategy is hard to implement and often takes time before gaining momentum. Creation of content to bridge the connection with present and former clients are harder.
You can easily apply any of these four strategies to gain momentum for long-term goals.