Enterprise Inbound Marketing: Customer Connection Pathways
Traffic Sources and Channels for Enterprise Inbound Marketing
-How do you drive traffic to your website? Product promotion isn?t even last decade, it?s last Millennium. Using blogs and other content marketing vehicles to ?sell? your products and services is insulting to potential prospects. It?s also completely ineffective. Publishing industry-related content that establishes your firm as an authority in a particular niche is what creates engagement.
The three most effective sources for content publishing are:
? Your Blog
? Social Media
? Email Marketing
The Bountiful Benefits of Business Blogging
According to a Hubspot article released in August 2009, businesses that blog get 55% more website visitors than businesses that don?t.
Why is this? If you?re not publishing consistent dynamic content, the search engines won?t see or rank your website. In addition, human beings (yes, they still count too) will see a site with no current blog posts as one that is potentially inactive. Relevant and timely posts can be the difference between staying or going for consumers.
Securing More Sales with Social Media
Has the term ?gone viral? become a clich? yet? Hearing it in reference to a recent blog post or conversation about your company is music to any executive?s ear. Be careful though. There are 1.1 Billion Facebook users and only 225 million LinkedIn users. Which do you think are more valuable? Look at the intent of the visitors on each platform. Facebook friends talk to each other about local gossip and play games. LinkedIn is for professionals. Take this into account when you engage the social media component of Enterprise Inbound Marketing.
Engage and Set Expectations with Email Marketing
With Inbound Marketing solutions, potential Customers start out as Prospects who visit your website, read a blog post, or maybe catch one of your posts or tweets on social media. There should be a mechanism in place to capture email information (forms are best). Once an email address is secured, the process of turning that Prospect into a real Lead begins. Email is an opportunity to not only engage, but also to set expectations about what to expect from you and your firm. How effective is Email Marketing? A Salesforce blog post in June 2013 claims that 44% of all email recipients made at least one purchase last year because of a promotional email.
Using Analytics and Forms to Optimize Enterprise Inbound Marketing
Best practices and digital marketing strategies for Enterprise Inbound Marketing campaigns includes targeting specific persona using analytics and form submissions. This is critical to marketers looking for high return numbers. Every email is not going to be effective for your entire prospect base. Understanding who you?re reaching out to and what their ?pain? or ?motivation? is will lead to more leads and ultimately customers.
Another key to success with Enterprise Inbound Marketing is the development of a formal sales process that is inline with your marketing process. What happens after a certain form is submitted? Which email will they receive? Is there a pre-set cycle of emails that can be assigned to a Prospect? At what point in the process do you go for ?the close?? Or do you let the product or service close itself? Ask all of these questions and find the answers that work. Until then, keep experimenting. Solutions most often come from trial and error. Just learn from what you do and you?ll be okay.
Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, call-to-action mapping and traditional media placement. Our experience in?B2B digital?marketing?and traditional media allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.
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