Inbound marketing has become the go-to way to increase sales thanks to the way consumers make purchasing decisions these days. They want to conduct their own research and buy when they are ready and on their terms. By taking the time to get a sense of what your customers are looking for and utilizing a few key inbound marketing tips, you can position yourself to generate more sales.
How to Optimize Inbound Marketing for Effective Lead Nurturing
Focus on Inbound Lead Quality
Your first plan of action with your inbound marketing strategy is targeting the right audience to generate quality leads. Here are some questions and answers to consider when doing so:
- What constitutes a quality lead?
- How do you appeal to consumers in your market?
- How do you define a quality lead and segment them?
- How do you prioritize leads?
You first need to determine your perfect customer. Consider demographics such as age, occupation, location, etc. to create the ideal persona.
Consider the product through the eyes of your ideal customer. Think about the needs your product can satisfy for them, how it can improve their lives, and if they can use it to solve a problem.
When you ask your leads to fill out forms, home in on demographics and ask questions that focus on their needs. Their answers will help you segment them, and then you can pursue the ones that best fit your persona. However, you don’t want to overwhelm leads with too many questions. You can always ask additional questions at the next conversion stage.
Based on the information you received from your leads and where they are in the buying funnel, you can assign a score to each. You can then focus most of your effort on those with the highest scores.
Fully Develop Your Lead Conversion Paths
Once you’ve determined your ideal lead, you want to make sure the path to conversion is as clear as possible. As your leads move down the conversion path, your messaging, images, and colors should be consistent in your emails. It’s also important to not only include different types of conversions, such as calls to action and links to landing pages, in your emails but also an offer at the bottom to potentially shorten the conversion path for your leads.
Enhance Your Website’s High Traffic Pages
Take some time and analyze your pages that receive the most traffic and figure out how to optimize them. Some of the things you can do include making sure the copy meets the needs of your target audience. You may have to tighten it up a bit, but it will help in the long run. In addition, your keywords should match what your audience searches for on Google; however, don’t go overboard with the number you include.
Similar to your emails, you want to make sure that there are easily accessible opportunities for lead conversion. Make it as simple as possible for your leads to find links and calls to action. Finally, don’t be afraid to repackage and update older content and share it on social media channels to meet the needs of your leads and to increase your reach.
Inbound marketing is a great way to increase brand awareness, generate more sales, and grow your business. For more on inbound marketing and other tips and tools to reach your target audience, access our free A Beginner’s Guide to Fully Integrated Digital Marketing eBook.