Implementing the Methodology with Our Inbound Marketing Brew
How We Attract Website Traffic
Our interest is in the visitors who have a direct need for your product or service. The ones who are more likely to become leads, customers, and ultimately, brand loyalists. So who are the “right” prospects? Your ideal customers, also known as buyer personas, are detailed representations of what your customers are really like. What their challenges, goals, and specific pain points are, as well as the demographical and behavioral information needed to help execute a campaign that resonates with them. That gets them to believe again.
Attracting the right kind of website visitors doesn’t involve luck. It requires a persona-centric strategy.
The Buyer Persona
The strength of our campaigns is their ability to both speak and resonate with the interests and needs of your ideal consumers, also known as buyer personas. Through our proven process of interviews, questionnaires, and polls, we’ll get to know your audience as well as we know you. This provides our team with the foundation needed to both create and implement a more personalized strategy, ensuring your entire campaign aligns with the most important thing of all: your customers.
Optimizing for the Persona
With thoroughly detailed buyer personas in place, this allows our team to optimize your entire campaign for the interests, behaviors, and language of your persona, increasing your opportunities for getting found by the right prospects. Traditional SEO focuses more on overall keyword volume, which doesn’t take into account specific segments of your audience and how their behavior differs from the masses. We optimize for your specific buyers, and as a result, generate more relevant traffic and attention to your brand.
Developing a Content Strategy
We don’t view content as a tactic, but rather a strategy for providing the resources your ideal prospects are looking for. We know your audience. We know their challenges, and as a result, can more accurately create solutions in the form of highly targeted, share-able blog posts, ebooks, videos, and visual content that will attract them to you.
How We Convert Website Visitors to Leads
Our main focus is creating a conversion path that speaks directly to the interests and needs of your ideal customer, ensuring a more engaging user experience, and most importantly, more qualified leads for your business. Acquiring a visitor’s contact information is a sacred process, so ensuring a more targeted, personalized experience results in a higher volume of qualified – and happy – leads.
Improving lead conversion rates requires a more personalized user experience.
Premium Content Strategy
More than anything, your ideal customers are searching for educational content to assist in their buying process. We help you to identify the content they seek and work to provide them with it. Using your buyer personas as the foundation, our team strategizes and develops downloadable premium content – ebooks, whitepapers, kits, and video – that speak to the needs of your audience in order to collect their contact information.
Optimized conversion path
Your website visitors are of varying levels of the buying process. Because of this, they deserve a more personalized experience. Our team will help define your sales funnel, and as a result, develop a conversion path that aligns with the behaviors of your personas. Each page of your website – including everything from calls-to-action to landing pages – will support the initiative of driving visitors to the premium content they need. This results in higher conversion rates, and most importantly, more satisfied prospects.
An analysis of your entire marketing campaign is performed monthly, enabling our team to identify the activities that are converting visitors to leads. This allows our team more time to dedicate to the marketing actions that are actually resonating with your audience, ensuring your lead generation strategy is continually optimized for success.
How We Close Leads into Customers
Closing a deal is all about being helpful and providing value at the right time. Executing a more personalized, segmented lead nurturing strategy effectively works leads further down your sales funnel – eventually leading to a sale – by providing helpful content that resonates with their specific needs and goals.
Nurturing leads with timely, personalized content helps to prove value and close deals.
Successfully closing leads requires a nurturing strategy unique to the specific behaviors of each of your personas. Using specific software, our team has access to lead intelligence data for every lead in your database. This allows us to implement a lead nurturing campaign that capitalizes on specific actions taken by your leads. Through social nurturing or an automated campaign, our team develops a series of lead engagements that delivers relevant content at just the right time, pushing leads further down your sales funnel, and ultimately, to a sale.
Mapping your content
Part of an effective content strategy is its ability to serve at all levels of your buying cycle. Our team works with you in the development of content that speaks to leads who are more advanced in your sales process. This provides direction for all lead nurturing campaigns, and also acts as a resource to be utilized and delivered by your sales team in order to shorten the sales process and further educate the prospect.
Closing the loop
Integrating a Customer Relationship Management (CRM) system to your overall marketing strategy allows you to identify which marketing activities are generating the most qualified leads. This enables both your marketing and sales teams to align more closely in order to deliver and close only the best leads in your system.
How We Delight your Customers into Brand Loyalists
In the age of social, brand equity is your most valuable asset. Most everyone has purchased something at the recommendation of a friend or member of their family. Word-of-mouth marketing is simply the most powerful endorsement a brand can receive. This makes delighting your current customers an important part of any marketing strategy, as promoters of your brand aren’t just customers, but also a valuable asset to your business.
Brand equity is your most valuable asset in the age of social connections.
When a customer revisits your website, it’s important that their experience differs from that of a stranger’s. Smart calls-to-action, for instance, present users with different content based on buyer personas as well as their lifecycle stage. So rather than present customers with CTAs promoting ebooks, we’ll help to provide them with opportunities to get even more from your product or service.
The various social media platforms provide us a powerful forum to both monitor and communicate with your customers to ensure a positive experience. With tools like HubSpot’s Social Inbox, we can also create specific “streams” which inform us anytime your customers – or other users of your choosing – mention specific words related to your brand or industry.
Customers should also be included in the delivery of remarkable content through email, as it helps them to get more from your product or service, and ultimately, hit their goals.