Inbound Content Strategy: Engage the Shopper

Engagement is an Integral Piece of Inbound Content Strategy

– Your Inbound Content Strategy is made up of four ?Es? ? Education, Engagement, Encouragement and Embracement.

Each of these four Es plays an integral role in transforming your Prospects into Visitors. An Inbound Content Strategy that is missing one of these pieces is like a car with a flat tire. While it may look okay from some angles, when push comes to shove it’s not going to get you very far.

To successfully implement an Inbound Content Strategy which will turn your website into a Conversion Machine, it’s vital to understand what engagement is and how it can be fostered.

Inbound Content Strategy: What is Engagement?

inbound content stratetegy

Just a handshake doesn’t cut it anymore

Relatively speaking, ?Engagement? is a new term when it comes to websites. This idea of connecting personally with a customer?through the digital realm may seem foreign and maybe even impossible. It?s not.

Building relationships is no longer limited to the handshake and the phone call. Yes, face-to-face interaction is still fantastic. (No one in their right mind would tell you not speak to a customer when they are standing right in front of you).

But, it’s no longer the only place we build bonds. In fact, more and more of our relationships are moving to the web.

Websites and Social Media platforms often are your business? first impression. They are also frequently your second, third and fourth. This is why, just as you wouldn’t?want your sales clerk to be disinterested, you don’t want your website to be lifeless.

Inbound Content Strategy Tips to Engage

Inbound Content Strategy: Unique Content

Vanilla may have stood the test of time in the ice cream world, but it rarely garners an ice cream shop attention. Unique Content brings something new to the table. It tells your one-of-a-kind story of what sets you apart from your competitors.

Inbound Content Strategy: Valuable Deliverables

Beyond the product and/or service you are selling, your Inbound Content Strategy should provide Visitors with valuable deliverables ? for free. This might include:

  • Blog Posts with Helpful Tips
  • Free White Papers
  • Links to Additional Information

Providing these deliverables?not only builds rapport, but can generate Leads. As Visitors request additional information (i.e. engage with your site) you can ask for their contact info. This allows you to reach out to them again, funneling them back to your website and continuing their engagement.

Inbound Content Strategy: Encourage Questions AND Respond to Them

Think of how you?build a relationship face-to-face. Do you deliver a long speech about why you are amazing? Or, do you share a little about yourself, ask a few questions and invite them to ask you some in return? It can?t be stressed enough, your website is an extension of your business. It is an extension of you.

Yes, you need to talk about yourself. But, you also need to ask your Visitors questions. You need to encourage your Visitors and Prospects to ask you questions. AND (this is a big and, if you can?t tell), you need to respond to the questions which are asked. Why? Because it doesn?t do much good if you get your Prospects to engage with you if you don?t engage back with them.

Inbound Content Strategy: Ask For Feedback

A successful Inbound Content Strategy does not just engage a Prospect until they become a Customer. It continues to foster the relationship and encourage repeat sales. One of the best ways to do so is by asking your customers for feedback. This might include incorporating questionnaires into your Inbound Content Strategy or directing Customers to review sites.

Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, PPC campaigns 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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