Inbound Marketing is the process of capturing the attention of prospects with specially created content before they are even ready to purchase. It’s all about getting found and developing relationships. Inbound Marketing is one of the most cost-effective methods to convert potential customers into paying customers who will promote your organization’s products and services. Leads are captured, put into the pipeline, qualified as prospects with the goal of converting them to customers or accounts.
Inbound Lead Generation is accomplished by creating a trail of specially crafted content that your prospects can follow that leads them directly to your company’s special offers. Inbound marketing is popular with people who have grown accustomed to researching products and services online by using search engines and social media before contacting sales professionals, on their on time and on their own terms as far as when they will search, and how much time or attention that they are willing to commit to the marketing material. The process usually begins when the person viewing your content click on a link called a CTA or Call-to-Action that directs them to a landing page on your website or to a sales funnel.
The skills required to create an Inbound Lead Generation campaign include copywriting, graphic design, website design, social media marketing (SMM), search engine optimization (SEO), and search engine marketing (SEM). The main key to success is being able to identify your target audience and only then attempting to capture their attention by putting your message in front of them.
A common metric to measure the success of an inbound marketing strategy is by calculating the Conversion Rate for a landing page. This key performance indicator (KPI) is obtained by dividing the number of visits to your land page by the number of people who responded to your call-to-action. i.e 20 click-throughs for a page that received 1000 visits = 20/1000 = 2% conversion rate.
More often than not, your Conversion Rate will benefit by offering some type of Incentive in return for your visitor offering up their contact information. Common incentives include:
- Ebook download
- Whitepaper access
- A quote for a product or service
- Webinar registration
- Newsletter registration
- Consultation for professional services
- Discount coupon code
- Contest entry
- A free trial
- A physical gift (sent by direct mail)
- Notification of a future product launch