Inbound marketing begins with deep buyer insights, or personas. These personas encompass the goals, challenges, and pain-points of your ideal buyers. Using these insights, you create highly relevant content that addresses your ideal customers' needs, questions, and interests.
The tools you use to attract qualified site visitors include blogging, SEO, and social media. You use blogging to generate quality, educational content around targeted keywords. And you optimize content for search, so when prospective buyers turn to the internet with their questions, they'll find your answers. Then, you use social media to share the valuable content you've created, and to engage with your prospects in real-time online.
Inbound marketers use a suite of tools to usher site visitors from strangers to leads. The lead conversion process begins with highly relevant, strategically placed calls-to-action (CTAs). These CTAs lead a site visitor to one of your content offers – an eBook, checklist, or whitepaper. Each content offer is associated with a landing page and form to designed to deliver optimal visitor-to-lead conversion.
To start with, inbound marketing nurtures your leads using tools such as marketing automation and advanced workflows. This means you can create highly specific lead nurturing and drip campaigns that are tailored to the unique needs and lifecycle stage of each lead.
By combining the inbound method with marketing automation, you can deliver hyper-personalized content to your leads and hottest prospects. And, you can set up lead scoring criteria, so only the hottest, most qualified leads are delivered to sales.
Inbound marketing also leverages social listening tools to tune into the social conversations that matter to your leads and your business. In fact, social listening that's integrated into your CRM will allow you to easily see which social posts are from your newest leads, sales qualified leads, and loyal customers. This helps you prioritize engagement and connect with leads real-time around issues that matter to them.