Inbound marketing is the marketing that people love.
Why? Because it enables them to be more informed buyers. It reduces the buyer’s remorse and makes them feel intelligent and smart about their buying decision. Analytics help you as a business owner to make a more informed decision about marketing spend and direction of business growth as you get visibility into how your potential customers interact with companies’ different touch-points.
People are using search to avoid making the wrong choice. Marketers should pay attention to the new ways people are conducting research.
Lisa Gevelber, Google’s VP of Marketing for the Americas
Why Analytics-Driven Inbound Marketing?
The online world has impacted both consumers and businesses in two major ways:
- Businesses are able to measure their marketing efforts, budget, and ROI
- Consumers are able to make more informed decisions as information is at their disposal whenever, and wherever they need it
Businesses now more than ever need to leverage an analytics-driven inbound marketing approach. They must educate their prospects with the right information at the right place and at the right time. In order to do that, they must measure their content’s effectiveness at every stage.
As an inbound marketer, you must leverage content to generate leads by driving prospects in the “researching phase” to your website and then use personalization campaigns to help them with their decision-making (in your favour).
At Chhlin, we are the experts in analytics-driven inbound marketing.
Four Pillars of Inbound Marketing That Convert Strangers into Customers
Getting your business acquainted with strangers
In order to engage with your prospects in their initial stages of research, you need to drive them to your website. A well-optimized website, content, outreach plan, paid media, and social media will help you drive qualified visitors to your website.
Converting visitors to leads
To stand above the crowd, you must produce interactive and high-quality content that requires genuine research. This content not only establishes you as an industry expert, it also helps you drive leads. Some formats of this content are whitepapers, cheatsheets, buying guides, etc.
- Landing Pages
- Calls to Action
- Premium Content (whitepapers, guides, etc.)
Closing leads to customers
If content creation were similar to planting cherry trees, then lead nurturing is like the ripening of the cherries. It takes time and effort but the end result is worth it.
You must invest in a solid marketing automation strategy that helps you nurture the leads at each and every step of their buying phase – research, consideration, and decision.
- Marketing Automation
- Remarketing/Branding Campaigns
- Case Studies
Repeat business and build brand ambassadors
Your existing customers are your largest asset. You don’t need to convince them that you’re the best. You just need to stay top-of-mind, ensuring zero buyer’s remorse and they will become your biggest advocates.
- Referral Programs
- Marketing Automation