How a Smart Inbound Marketing Company can Get You the Leads You’re Looking for

Ever wonder how effective digital agencies deliver quality leads? Smart inbound marketing companies get you the leads you’re looking for. But how do they do it?

Smart Inbound Marketing…
Lures Visitors into Your Sales Funnel

Smart inbound marketing companies know the value of premium content — they turn visitors into leads. They let visitors put their hand up to show they’re interested by:

• Making user experience seamless and easy from the moment they land on a webpage to the time they submit a lead capture form
• Offering content specifically tailored to the visitors’ buyer persona and specific stage in the buying cycle
• Making it easy to get to areas of the webpages and website where direct interaction happens — be it in the comments section or point of sale checkout

All this is made possible by a reliable foundation of market research and inbound marketing strategy that takes into consideration the buyer personas and sales funnel stages.

Smart Inbound Marketing…
Engages Readers Through Relevance

Two major aspects of an inbound marketing campaign dictate content relevance: buyer personas and the stage of the sales funnel where a visitor currently is. A smart marketing company knows these two crucial facets of the visitor, and therefore knows to target specific premium content to specific buyers at particular stages of the consumer journey. Relevance is only possible, however, through compelling and valuable content, which can be described as -

• Persuasiveness, which extends into brand authority and content quality
• Value, which extends into the marketing message and how informative content is, and
• Engagement, which can range from as simple as being entertaining to being timely or urgent.

Engaged visitors are more pliant to the consumer journey, and are more easily turned into leads. Closing the loop isn’t actually a priority, as the website visitors landing on your company webpages probably vary at which stage in the consumer journey they are currently. Your inbound marketing can of course close some, but to maximize your inbound efforts, you only need to turn them into leads.

Smart Inbound Marketing…
Nurtures Relationships before Closing

It’s normal to always want to bring a lead to a close, but inbound marketing takes into consideration how complex the online consumer journey is, and it takes into consideration that visitors may be willing to give information and become leads, but they might be completely opposed to an actual purchase decision.

This is where smart marketing companies make a huge difference: lead capture and nurturing. When visitors turn into leads, nurturing channels come into play. A smart marketing company can leverage:

• Social media
• Email
• RSS and other subscription services

And send more highly targeted, highly relevant content to specific qualified leads or segments of leads to support them through their consumer journey. This way, smart inbound marketing companies think about nurturing the brand-consumer relationship first even before thinking of closing a purchase. This might sound counter-intuitive, but the value of a good relationship between brand and consumer pays off in several ways:

• Direct purchases - highly engaged and nurtured leads inevitably purchase
• Repeat business - a good relationship extends customer lifetime value
• Referrals - satisfied customers naturally refer more business
• Word-of-mouth - real-world word-of-mouth is quite powerful, especially because of personal interaction
• Social media buzz - the digital equivalent of word-of-mouth, social validation via influencers can be as powerful as professional validation from review sites and the like

Through all this, smart inbound marketing companies get you highly-qualified, engaged, and loyal leads with extensive customer life - a value that yields several returns on investment.

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Learn 5 more ways to generate qualified inbound leads from your web site by downloading our free On-Demand Marketing 101 whitepaper.