Inbound Marketing Services
Inbound marketing relies on the ability to track and understand specific individuals’ interaction with marketing content, client websites and marketing emails.
You can achieve this using an integrated toolset that makes it easy to deliver, manage and measure everything from social shares and content downloads to email open and click through rates. The options span commercial platforms like Hubspot and Infusionsoft, as well as bespoke solutions based on no cost, low cost solutions and services like WordPress, MailChimp, Hootsuite, Google Analytics and others.
Set SMART Goals
Every campaign is guided by specific, measurable, achievable, relevant and timely goals – more often than not, goals linked to hitting specific sales targets. Regular reviews, looking at progress towards these goals, enable continuous campaign optimisation – to ensure effort and investment is focused on activities that deliver results.
It’s crucial to understand your typical buyers – who they are, what drives them, when and why they buy. This is should not be guesswork, but detailed research, including interviews with existing customers where possible. This insight informs every aspect of every campaign.
Create remarkable content
Remarkable content is outward looking. It offers useful, relevant and accessible information on topics your buyer-personas are searching for. It provides commentary on problems they are trying to overcome, discusses solutions and is, above all, practical. This is what motivates buyers to hand over contact details in exchange for free content.
Sophisticated keyword and SEO (search engine optimisation) techniques should be used in all campaign content – but this alone is not enough. Different content, designed according to each lead’s position in the buyer journey, must be distributed in a way that makes sense for each buyer-persona. Distribution channels span traditional and online media, social media, email marketing and more.
Integrate Sales and Marketing
Making the most of investments in inbound marketing demands close integration between marketing and sales. Your sales teams reap the benefits of working with willing buyers, which in turn significantly enhances lead conversion rates. The key is collaboration with marketing and sales teams attending brief, regular update meetings to maintain an open feedback loop and a shared focus on buyer-personas.
- Retail Technology
- Consumer Finance
- Local Government