Tag Archives: Inbound marketing

Tips to increase inbound leads

wpid-curata__eb0b5ff031fbfea14c625c2a441907cbGrowing your inbound leads is necessary for a B2B business to be successful and profitable over time. Inbound lead generation refers to the process of creating ‘owned’ content on your website that attracts visitors and converts them into leads. Once you have leads, you can then nurture them into sales opportunities and close them over time.

So how do you increase your number of inbound leads? Here are our top tips.

Develop a buyer persona

If you don’t understand your audience, your marketing may end up completely off message. Connecting with your audience is key for increasing your number of inbound leads. The struggle most companies have with driving inbound leads is being able to deepen audience engagement. One way to get around this is by creating buyer personas. A buyer persona is a fictional representation of your client. It embodies their thoughts, feelings, and goals. This information is used as a guide for your team to better pinpoint who you’re trying to communicate with, paying special attention to what motivates them to buy.

Create more content

Having enough content is vital for your SEO (search engine optimization) efforts. Your content must be relevant to your audience and include keywords that will draw people in. If your content isn’t very good, your visitor bounce rate will be higher. The point of your website content is to drive people to your site, keep them there and convert them into leads. Having an active blog and creating a diverse variety of content will help drive more traffic to your website. By utilizing your buyer personas when brainstorming content topic ideas you will end up creating content that is of interest to your main customer base.

Promote your content

You’ve worked hard to create your content, so don’t neglect showing it off! Don’t let your blog posts sit idle on your site, waiting for someone to find them. Social media is highly effective in gaining visibility for your company. The more people who are aware of your company, the more leads you’re likely to snag. The more places and more often you share your content the more likely people will be to engage with that content. Don’t waste an opportunity by leaving your content unshared!

Improve your call-to-actions

Your call-to-action (CTA) is arguably one of the most important pieces to the puzzle when trying to generate inbound leads. This is the part that encourages people to act, rather than just observe. Make sure that the message of what you’re offering through your call-to-action is clear. Rather than simply saying “Download now”, be more specific and tell your audience exactly what benefits they would be gaining by downloading. Whether your call to action is on your website or in an email, use colors that contrast and make your CTA pop! You don’t want your message to be lost in the noise, so be sure to make it stand out. You should also include a call to action on every blog post and on the most relevant pages of your site to really drive it home.

Don’t become discouraged

Whatever you do, don’t become discouraged when chasing after inbound leads. Results will not happen overnight. The process takes time to build but as long as you create a solid foundation for attracting leads your hard work will ultimately pay off.

 

About Lauren Usrey: Lauren is a student at the University of Texas at Austin and a marketing communications intern at Manzer Communications. She supports clients with social media, blogging and tech PR activities. Manzer Communications has offices in Austin, Denver and Houston and provides digital marketing and PR services for tech companies seeking rapid, sustained growth. Some of the services provided include content marketing, social media strategy and ad buys, email marketing, and media relations.

What is inbound marketing?

Typing on laptop closeup, chatting in FacebookFor years, when people thought of marketing, the first things that came to mind were flyers stuck on their windshields and over-the-top sales people pushing products in person or over the phone.

These methods were interruptive and worked hard to push consumers to take a specific action. Over the years, the marketing world, especially in the world of B2B marketing, has shifted to something called “inbound marketing.”

Inbound marketing focuses on building up the brand and creating long-lasting relationships with the consumer. When it comes to inbound marketing, it’s crucial to understand your target audience so that you are providing content that they will appreciate and engage with.

Pull vs push

Inbound marketing relies on pull tactics that draw consumers in naturally rather than pushing them in a certain direction. It communicates on a platform where the audience has given the marketer permission to interact with them, and is a more natural process where consumers observe and make decisions for themselves. Respecting the consumer’s space builds trust — which is important for not only gaining customers in today’s crowded market, but retaining them as well.

Relationship building

Inbound marketing helps shape brand preference for consumers and influences their purchasing habits in the future. For example, think about walking around the mall. Are you more likely to visit a store because someone is standing outside shouting at you about their deals, or because you received an email earlier in the week informing you about their sale? You probably chose the email, right?

People don’t like to feel pressured when making decisions. Inbound marketing takes away some of the pressure from customers. It’s based on building relationships with customers who are actually interested in your product. This organic creation of desire for your product or service is much more lasting than the pushy efforts of some in-your-face outbound marketing. While it’s a big deal to get people to initially buy your product or service, it’s an even bigger deal to make them want to continue purchasing it.

Digital presence

The widespread use of the internet has dramatically shifted the way we market things. Inbound marketing is centered around the use of the internet and is directly related to digital marketing. The audience for inbound marketing typically originates from blogs, search, and social media. 

When using these platforms, your customers may not even realize that you are marketing to them, which allows them to feel like they have more control and gives them confidence when making purchasing decisions. Another great advantage of blogs, search, and social media is that your online audience is much larger. The number of people online is constantly growing, which means that the number of people you can market to is constantly growing as well. In today’s mobile-social world, a strong social media and online presence is key to drawing people into your business.

About Lauren Usrey: Lauren is a student at the University of Texas at Austin and a marketing communications intern at Manzer Communications. She supports clients with social media, blogging and tech PR activities. Manzer Communications has offices in Austin, Denver and Houston and provides digital marketing and PR services for tech companies seeking rapid, sustained growth. Some of the services provided include content marketing, social media strategy and ad buys, email marketing, and media relations.

%d bloggers like this: