Inbound marketing for engineering, technical and industrial companies
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Marketing teams are often measured on the quality and quantity of leads they bring in. Using the inbound methodology will attract and convert website visitors into qualified leads.
What is inbound marketing?
Inbound marketing is creating one-to-one relationships that have a lasting impact on your audience and your brand. You attract prospects and customers by creating valuable content that helps solve their problems. You engage with them by communicating in a way that builds long-term relationships. And you delight by ensuring customers are happy and supported by becoming advisors and experts. This attract, engage, delight, and repeat methodology forms the basis of inbound marketing.
It all starts with your buyer personas – semi-fictional representations of your ideal customers to help you understand their needs and challenges and focus on producing content that is tailored to them and their stage in the buyer journey.
Once your buyer personas have been identified, a content audit is performed to identify any gaps and map content offers to the buyer’s journey.
You don’t want just anyone visiting your website – you need to attract those that are most likely to be become leads and customers by attracting qualified visitors. Attracting prospects involves content, SEO, blogging, social media, online ads and creating pillar pages and topic clusters, which all contribute to you becoming a trusted advisor with whom they want to engage with.
Now that your website has visitors, you need to engage them by presenting insights and solutions to their challenges to convert them into leads and ultimately nurture to become a customer. Engaging includes email marketing, conversational bots or live chat, call-to-actions (CTAs), landing pages for content offers, forms, lead flows and marketing automation.
Once you’ve gained a new customer, you want to delight them by providing help and support long after they make a purchase. Happy customers will fuel future growth through referrals, testimonials and repeat business. Delight tools comprise of smart content, email marketing, conversations inbox, marketing automation and social listening.
What are the benefits of inbound marketing?
Lead generation
An inbound strategy transforms lead generation to attract qualified, good-fit prospects.
Cost effective
Although initial investment is required, long-term, it’s less than traditional marketing tactics.
Sales and marketing alignment
Bringing together teams to optimise efforts, reduce costs and increase growth.
Demonstrate ROI
Drill down on where leads are converting to measure and demonstrate ROI.
Increase sales
Using the buyer’s journey to nurture leads to help close them into customers.
Build authority and credibility
Demonstrate your expertise with content that establishes you as the leader in your industry.
per lead than traditional outbound marketing
inbound marketing channels cost less than any outbound channel
of businesses have acquired a customer through their company blog
Get in touch!
If you’re looking for support with inbound marketing for your company and you’re interested in finding out more, then feel free to get in touch.