Enterprise Inbound Marketing is About the Customer
– Enterprise?Inbound Marketing has become the key to modern marketing and business communications strategy.
Simply throwing product promotions at people and hoping for sales Conversions?doesn?t pay dividends on digital mediums. Rather, content that is interesting, entertaining and useful is what engages people at the important stages of the purchasing process.
1. Targeting Customers Through Enterprise Inbound Marketing
The strategy behind Inbound for?Enterprise Marketing is to generate leads online and to nurture potential customers at different points in the sales process.
You can think of this strategy as moving people through a funnel as they travel from a broad pool of potential customers to the point of a Conversion. The key to generating the interest and trust required to encourage a potential customer is Content – Content that is introduced in accordance with a Call-To-Action Map.
2. The Four Es of Enterprise Inbound Marketing
Content Marketing can be broken down into four key components known as the Four Es. The components of this Enterprise?Inbound Marketing strategy can be thought of as goals as brands seek to educate, engage, encourage and embrace people with their content. Each of these goals seeks to address people who are at different stages of the buying process.
Content that targets people at the initial research stage of the buying process is meant to educate them about a company, its products and its services. During this phase, customers are not yet considering a purchase and are simply interested in what is available.
People who are at the next stage of the conversion process are considering whether or not they wish to make a purchase. Content targeting people at this stage should be designed to offer the information necessary to make product comparisons.
Once a prospect has decided to make a purchase, they simply need to be encouraged. This includes providing them with content that lets them know how to go about making a purchase and what they will need to pay. It is also a good idea to promote the quality of the product and include testimonials from past customers.
The last stage of the content Conversion process aims to embrace converted customers. The goal is to encourage return business and develop a long-lasting customer relationship. This is perhaps the most important stage of this process as it has the highest ROI when it is done well.
Giving a customer a positive user experience when they make a purchase builds trust in your organization. An individual sale that is cultivated in this manner makes people feel valued by your organization and increases the likelihood that they will return for more business. It is this concept that makes Inbound for Enterprise Marketing so valuable.
3. Enterprise Inbound Marketing?Call-To-Action Maps
CTA maps are an important aspect of this visitor-specific content strategy as they ensure that people receive the content that they need to continue along the sales conversion process. Regardless of what each visitor is interested in and how they enter your site, CTA maps allow them to see the appropriate content.
4. Your Brand and Inbound for Enterprise Marketing
Enterprise Inbound Marketing?is a strategy that can be utilized to drive sales in any industry. By recognizing what information your customers are looking for and delivering it to them at key points in the sales process you can promote sales and attract life-long customers.
HubSpot is a tool that offers all of the components you need to successfully implement this strategy. From the initial attraction to completing sales and re-engaging customers, HubSpot is a comprehensive tool?for getting the most out of your web marketing efforts. Through industry-specific content marketing you can simultaneously attract new customers while cultivating return business.
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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.