Website Design, Buyer Personas & Inbound Marketing, how to align for a successful strategy

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August 16, 2017BusinessNo comments

Inbound marketing is a strategy that focuses on bringing in new customers using content and interactions that are useful to the end user— and not on the face. When you use inbound marketing, potential leads will find you through various inbound channels like blogs, search engines, and social media networks.
Inbound marketing is the opposite of outbound marketing and it doesn’t fight for the reader’s attention. Here the content is crafted to cater to the needs of potential customers, and inbound marketing will bring in qualified prospects, building trust and credibility while you are at it.

marketing

Inbound Marketing

Inbound marketing has grown to be one of the most efficient way to market business online. Inbound Marketing Agencies are shunning away outbound marketing techniques like buying ads and email lists, inbound marketing will focus on creating the right kind of content that will bring in people towards your firm and product, where they would want to be. It all starts when you make sure that your content is in line with your customer’s needs. You will naturally be able to attract inbound traffic that will then convert, close, and delight over a period of time.

Five Stages of Inbound Marketing

Content Creation and Distribution
Create content that is directed at answering potential customers’ basic doubts, requirements and needs, then try your best to share that useful content in as many places as possible.

Lifecycle Marketing
Promoters of your content won’t pop all of a sudden out of thin air: they will start off as complete strangers, plain visitors, new contacts, and satisfied customers. An Inbound Marketing Agency will have to use specific marketing tricks and tools to make sure that they are transformed from strangers into loyal promoters.

Personalization
Create content that is directed at the requirements of the customers who will be viewing it. As you are able to learn more and more about your potential leads as time goes on, you will be able to better optimize your messages for the right needs.

Multi-Channel
Inbound marketing is innately multi-channel as it reaches the people where they are, in the platform of their choice, an non intrusive way, as it had reached them there organically and not through intrusive methods.

Integration
These stages have to work in proper synchronization for maximum cause-effect. Content creation, publishing and analytics tools will all have to work together in a seamless way , so that you will be able to focus on getting the right stuff in the right place at the right time.

The Four States of the Inbound Marketing

Attract

Traffic just for the sake of numbers won’t do any good to our site, we want the right kind of traffic, that will turn to leads. The ultimate aim is to bring in people who are much more likely to convert into potentially happy customers in the long run. How do we understand this “right” kind of people? Our ideal customers, are defined by our buyer personas. Buyer personas are a complete set of ideals of potentially what our customers are likely to be, from inside out. Buyer personas will include the goals, challenges, pain points, common objections to products and services, as well as personal and demographic information that will be common among that particular segment of customer. We’ve to carefully build those buyer personas as the whole business is built based on these personas and catering to their needs. Check out these buyer persona examples.
Tools for Attraction:
Blogging: The very basic step of Inbound marketing is content creation in it begins with blogging. A properly maintained blog and a content strategy around it will definitely attract potential customers to your website. But it all revolves around quality content that caters to the needs of potential customers.
SEO: Most customers’ buying process online begins with the search engine to find something that is relevant to their needs. So, it is highly important that your website appears prominently when and where they search. In order to achieve that, you will be required to carefully, and analytically pick the right keywords, then optimize your web pages, create suitable content for it, and then build links around the keywords your ideal buyer personas are looking for.
Pages: The pages of your website can be considered your digital storefront. A Web Design Company should optimize your website in terms of look and feel, speed and content so that it appeals to your buyer personas and try your best to transform your website into a trustworthy source of reliable content that will bring in potential customers to your pages.
Social Publishing: The main key arm of inbound strategies is remarkable content – and with the help of social publishing you will be able to share the useful information that you created on social media networks, and engage with the right kind of prospects. Interact on the networks where your ideal buyers spend their time and provide value to them through your interaction.
Convert.

When you’ve attracted considerable amount of potential customers, the next logical step in the process is to convert those visitors into actual leads by gathering their contact info. To start with, you will need their email IDs. Contact information of potential customers is the single most important currency to a Web Marketing Agency. So to obtain that willfully from your visitors, a Web Marketing Agency will have to offer something of value to them in return! This something of value could be in the form of good content, like in the format of eBooks, white papers, or tip sheets – make sure that the information you provide is interesting for the buyer personas you created to begin with.

Tools for Conversion:

conversion
Forms: In order to make sure that your visitors are converted into leads, you will have to make sure that they fill out a form and submit their contact information to you. Try your best to optimize your forms to make this conversion process seamless without any difficulties.

Calls-to-Action: Calls-to-action are links, buttons etc.. that will encourage your potential leads to perform an action, like for example “Download this eBook.” It is important that your calls-to-action are enticing enough, for you to generate proper leads.

Landing Pages: The next step of your conversion funnel is your landing page. A landing page is where the user will be taken when they performs the action that was called for, and they will be provided with their reward. Your sales team will have to use the info provided by the user to start a conversation with them. This is where you convert a visitor into a contact.

Contacts: Make proper arrangements to keep track of all the leads that you’re been able to convert in a centralized marketing database. By keeping all your data in a centralized database, you will be able to make proper sense out of every single interaction that you’ve established with your contacts. This will give you clues as to how you can optimize further interactions with your buyer personas.
Close
Once you’ve attracted the right visitors and converted the right leads, the next step would be to complete the conversion funnel and turn those leads into sales. How do you effectively get this done? Make sure that your Web Design and Marketing Agency makes use of the right tools at this stage that will make sure that you’re closing the right leads at the right times.

close
Tools for Closing:
CRM: It is essential that your Web Marketing Agency keeps track of contact details in your sales pipeline, this will help you get in touch with the right prospects at the right time. Customer Relationship Management or shortly known as the CRM systems will simplify the sales process by helping you have the right info at the right time to engage in a productive conversation with prospective clients.
Closed-loop Reporting: You will have to keep track of the results of your marketing efforts as well. Is your sales team effective enough to close those best leads you generated into customers? By integrating your CRM, you will be able to analyze the results of your marketing efforts.
Email: When a lead takes a lot of time to convert into a customer, you will have to move on to the next step by sending in a series of useful emails with relevant content related to your niche to build your trust with them and make them buy eventually.

 

Delight
The Inbound market has its success at providing useful content to your end users, doesn’t matter which part of the sales funnel they are at. Inbound companies will continue to engage with customers, delight them, and will potentially upsell their customers into loyal promoters of the products they love.
Tools to delight:
Surveys: The best answer is always the simple one. Ask your users what they want and use that feedback to improve your service in the long term.
Social Monitoring: Your Web Design and Marketing Agency should keep proper track of the right kind of social conversations that is important to your business. Keep your ears out for your customers’ questions, comments, likes, and dislikes – and reach out to them with relevant content.

I hope this article was useful for you to learn more about inbound marketing. If you have any doubts regarding the topic, let me know through the comments and i will be glad to help you out. Let us know your suggestions as well for us to improve.

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