The easiest way to set goals is to know your own company, the market and the competition within it well. For example, before introducing inbound marketing, the company Lead Innovation carried out a detailed analysis of its own company and its environment. It not only looked closely at the market and competitors, but also examined trends and customer needs. In the search for the "corporate ego", Lead Innovation also put its own expert position to the test. This honest look at its own company ultimately resulted in the following goal: to increase the number of visitors to 5,000 with a conversion rate of half a percent.
The particular strength of inbound marketing lies in south africa whatsapp data the targeted approach to potential customers and the generation of the right traffic. However, you can only benefit from this strength if you know your target group exactly. Creating a buyer persona can help you define your target group. A buyer persona is a semi-fictional character that combines all the essential characteristics of your target group. With a specific person in mind, it will be easier for you and your team to create suitable content.
In order to realistically depict their own target group, the company Lead Innovation created four buyer personas. This enabled them to create blog posts that offer potential customers concrete added value. The research for suitable topics was carried out by every employee who had direct contact with the customers, as they knew the customers' problems and needs best. In this way, not only the marketing department was involved in the process, but also the sales department, which plays an equally important role in achieving the goals. In addition, this phase clarified which social media channels could be used to reach the most interested parties. On the basis of these findings, the company then created a concrete campaign plan.
3. Create and distribute content
You now know what type of content is relevant for your target group and which channels have the most potential customers. Whether you produce content in-house or outsource content creation depends on your company's situation. Both approaches have advantages and disadvantages. Lead Innovation commissioned external editors to write blog posts.
After creating relevant content, the question arises as to how it can be found and managed. This is where HubSpot comes in. With the help of HubSpot's SEO tools, you can easily see how well your website ranks in the list of search results and how it can be further optimized. In addition, HubSpot allows you to create attractive landing pages and blogs even without programming knowledge.
4. Lead generation
Once you've successfully generated traffic to your website with your content, the next step is to convert that traffic into leads by encouraging visitors to convert. To do this, use CTAs (calls to action) at various points on your website to direct your prospects to your landing pages. HubSpot offers tools for creating CTAs, as well as for designing a form where potential customers can leave their contact details.
The customer data is automatically saved in HubSpot's CRM and displayed in a clear view. From here, the leads can be further processed in a targeted manner.
5. Targeted sending of emails
Email marketing is an important part of inbound marketing. Sending targeted emails with personalized content ensures that your company stays top of mind. It is also a proven method for guiding leads through the funnel and ultimately becoming actual customers. Only those who have voluntarily left their contact details on a form on a landing page and have thus expressed interest in your offer will be contacted.