Attracting Buyers with Inbound Marketing
“Going digital transformed our sales and marketing.”
Most industrial companies use their websites as “digital brochures” for hard selling their products or services to prospective customers. But this approach is old-school, backward and doesn’t cut it in today’s digital spaces. You need a content creation and communication system focused on attracting and converting visitors into leads.
The reality is that a majority of your website visitors are there to research solutions to their problems and evaluate their buying options, something they’re also doing on your competitors’ websites.
Inbound marketing is focused on attracting customers through relevant and educational content and adding value at every stage in your customer’s buying journey. We design lead generation programs that turn anonymous website visitors into leads with names, phone numbers and email addresses. Fairly simple, right? Keep reading.
At the core of your Inbound Marketing strategy is content. Being found on the web means understanding who you need to attract and where they currently look for information. Our job starts with learning what kind of information your ideal customers seek during their buying processes. What problems are they trying to solve? What questions are they trying to answer? What solutions do they need? From there, we work with you to create content that addresses each, while establishing trust in your company. Then, we design a plan to target them where they’re already gathering information – from search engines, on industry websites and on social networking sites like LinkedIn.
Content that sells
This customer-focused content will signal to your ideal buyers that “this company understands me.” It prompts them to fill out a consultation request form or pick up the phone.
Through a combination of search engine optimization, guest authorship on industry journals, social media and, in some cases, paid advertising and targeted sponsored posts, our job is to assure broad exposure for your content in front of your ideal buyers. The result is growth in targeted website traffic – the first step in generating qualified inbound leads.
Brand Positioning and Unique Selling Proposition
Understand Your Brand – Communicate How You Solve Customer Problems
- Brand Strategy
- Value Propositions
- Targeted Messaging
Before you can start generating sales leads from Inbound Marketing, or start producing authoritative content, you need to understand who are selling to and the value your products and services deliver to them.
Our Brand Toolkit services are designed to do just that. We’ll guide you through Brand Strategy workshops and help you craft Value Propositions and Targeted Messages that provide differentiation from your competition. Our Creative Team creates a consistent look and feel that promotes your brand and visually communicates your products and services through your website, marketing content, sales collateral, tradeshow booth, and other forms of advertising.
Maybe your business has grown by acquisition. We are experts at integrating brands, linking products and services, and helping you create greater value and better offerings from what once was separate pieces. Our tried and true brand integration methods reduce the pain when adding a new company to your portfolio, or launching a new internally-developed product.
We also know B2B communication. We help you understand who your ideal customer is. The we help you build buyer personas around people like Manufacturing Engineer, Facilities Manager, Reliability Supervisor and Corrosion Specialist.
We help you understand the people you are trying to reach, and the companies that are most likely to buy.
Content Strategy and Management
To communicate with your buyers and prospects, you need to create content. But first you need to have a Content Strategy – what content will attract the right visitors to your website, convert them into leads, and nurture and help close them into customers?
You want to produce content that is authoritative, credible and informative – the type that elevates your brand and turns customers into promoters and advocates. Good content helps you communicate without actually having to sell. It creates a bond between you and your audience – and helps establish your company as the go-to source for know-how and education about the products you sell and the services you deliver. You deliver value to the customer before ever trying to sell to them and they are more receptive to being sold to.
Your website is your biggest marketing asset and is the centerpiece of all your marketing activities. Growth-Driven Design is tightly integrated with marketing & sales. What we learn about visitors helps inform and improve marketing & sales strategies and tactics.
Google values fresh content
The average website sits for two years or more without any major changes or updates. Your website should be a living, breathing entity on the internet. Every update you make to your website once it is “live” on the internet plays a part in its interaction with visitors, customers, and the powerful search engines. However, a static website without updates of any kind may be viewed by search engines as a “dead” entity – with no life and nothing new to offer. Plus, your customers have no reason to come back, and your prospects may not find anything exciting.
Fresh content increases your Authority potential
One major goal of growth-driven design is increasing your page authority in Google’s eyes. How? “Content is king.” The more informative, valuable content you can publish that pertains to your industry, the greater authority potential your website enjoys.
Continuous data-driven improvement
Using website analytics and A/B tests, we learn over time how your site visitors use your website and consume your content. This data guides the ongoing enhancements we make to grow your visitor-to-lead conversion rate. The end result is more good opportunities for your sales team.