Kick Ass
The first part of inbound marketing is finding your awesome. You have to find a way to make your business shine and keep it industry relevant and showcase your expertise. There is a different recipe for every business, but usually it looks a similar to this:
- Industry relevant content
- Frequently asked questions
- Educational information made relatable
- Curating industry expertise (show them you're in the loop)
- Social media use
- Segmented email marketing
We refer to this as the attract stage of the process, and any great marketer will be able to facilitate the attract. That is the easy part of marketing. The tough stuff happens when it is time to encourage conversion and establish your value (are you worthy of some their information in exchange for a lot of really valuable information for them). This is when we ...
Take Names
Taking names comes with a few other pieces of information like Company Name, Email, Phone Number. We call this the convert stage and we facilitate this in a few ways. Some examples from real client accounts:
Construction Firm offering a "How to Choose the Right Contractor for Your Job" E-Book in exchange for Name, Email, Phone Number
- 25 Page E-Book
- Information on Certifications, Insurance
- Links to Review Sites
Kitchen Design Company offering a "Custom Storage Design" E-Book in exchange for Name, Email, Phone Number
- 22 Page E-Book
- Information on designing and selecting custom storage
- Links to outstanding examples that you can implement
Office Automation Provider offering a "Guide to Smartpone Automation" E-Book in exchange for Name, Company Name, Email, Website
- 23 Page E-Book
- Information on smartphone applications and multi-functional printers
- Actual reviews of apps from users across North America
When you are providing substantial value to the consumer, they want to get their hands on what you are offering. We have a couple of strategies to ensure that when they've expressed interest, it is easy for them to convert.
- Eliminate navigation from your landing pages
- Create landing pages that are creative but on brand to pique interest but not cause confusion
- Ask for a reasonable amount of information
- Beautiful, relevant images
When you are committed to kicking ass and taking names, the return on investment quickly becomes inevitable. The ability for you to channel your efforts based on topics that resonate, to continue crafting relevant content that not only satisfies but excites your audience and the opportunity to nurture those leads through intelligent marketing automation is the new way of connecting with your consumers.
