Stop talking at consumers. Start talking with them.
We believe you need to attract the right kind of traffic to your website. The attract phase focuses on people who are likely to become leads, and, ultimately become your long-term customer. We use a buyer persona to attract the right type of traffic. A buyer persona is depiction of how your customer will be. What their pain points are. We look at their challenges and then devise solutions to bring them to your website. Key elements include personal and demographic information and looks at whom your business is built for.
After attracting the right visitors to your website, you then want to convert the traffic to leads. This can be done by collecting contact details. We use capture forms to collect email addresses and telephone numbers. We do this by offering them free information in return. The information can take the form of an eBook, whitepapers, tip sheets or spec sheets. This information should be valuable enough for the persona to exchange their contact information for.
After attracting your ideal customer and converting them into a lead, you then need to close the ‘sale’. This can be accomplished by using the relevant marketing tools which ensures closing the lead to buying your product or service. Integration to your customer relationship management (CRM) system with a closed-loop reporting tool allows us to see whether the sales and marketing teams are working effectively.
Providing exceptional content for your visitors is key to inbound success – whether they may be a one-off visitor, a business lead or even an existing customer. Once they have made an initial purchase from your company, you mustn’t forget about them. Which is why, inbound marketing continues that relationship, by engaging with them through surveys, social monitoring and e-shots. The traffic on your website, who became customers, have now become promoters of your company and want to talk about you.
Stop interrupting. Start engaging.
Traditional marketing isn’t effective with consumers as much as it was a few years ago. The behaviour of the modern B2B buyer is changing as rapidly as the digital landscape itself.
The consumer is said to be 90% of the way through their buying journey by the time they contact your business. This is why matching content to the buyer journey helps them with relevant content to help them make an informed decision and avoids your business from losing buyers to your competitors.
Consumers want quality content that doesn’t sell a service to them. Businesses can become frustrated because they want qualified leads, increase sales and build a visible and authoritative brand around all the noise in the digital world. This is where Excentra can step in and collaborate with you to deliver effective inbound marketing. Our ambitious and expanding content department focus on building brands that nurture leads and turn your prospects into customers.
Inbound marketing by Excentra includes the following:
- Exploring buyer personas
- Content marketing
- Refreshing webpages to optimise for search
- SEO and keyword research for your brand
- Social media management
- Link building
- Lead generation