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Inbound marketing strategies for success

Inbound marketing helps you get found by people searching for what you do, earns you permission to connect, builds trust and authority, and ultimately delivers marketing qualified leads to your sales team.

Customer expectations have changed. They are less willing to put up with unsolicited interruptions and have the tools to block you if they choose. Now they only want to engage on their own terms.

Using smart marketing technology in conjunction with remarkable content, inbound marketing provides a process for building awareness, enabling evaluation, deselecting casual browsers and making real prospects sales-ready.

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Inbound Methodology eBook
 

The Inbound Marketing Process

 

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Get more website visits from people looking for what you do

The art and science of “being found” - of positioning your company front and centre when a prospect is looking for solutions like yours - is the beginning of the inbound marketing methodology and the lifeblood of a modern marketing programme built for today’s savvy buyer.

Inbound marketing complements the way buyers make decisions today; they use the Internet (search engines, blogs, and social media) to learn about products and services that best meet their needs and educate themselves before engaging with companies. You need to make sure your company gets found and provides a valuable experience when they start this process.

Generate leads from the traffic to your website

Effective inbound marketing requires that you create high value content offers around the needs and interests of your key buyer personas. Once a prospect has found your website, these offers need to convert interest to action. The more relevant and compelling your offers the more conversions, shares and repeat visits you will get.

But it is widely accepted that a significant proportion of first time website visitors are not ready to buy. In fact, according to research from Hubspot, only 25% of leads are legitimate and should ever go to sales. So a process that pre-qualifies leads will likely improve your lead to customer ratio. But in order for this to work you need to make sure your website is set up for success and you have the necessary conversion tools in place.

Nurture leads into marketing qualified leads

You can spend all the time in the world building a website with compelling content but if you don’t know who is finding it, returning to it, and what they are reading and downloading, you’re only doing half the job. Effective lead nurturing means you know who is engaging and which content is leading to conversions, making it possible to fine-tune the process and send more effective messages to visitors at different stages of the buying cycle.

Lead nurturing campaigns are delivered through a sequence of automated emails tailored around interest shown by a visitor. Campaigns are designed to draw prospects through a buying cycle. Educational “awareness” content is replaced with content offers more related to ”evaluation” and the solutions you provide. Ultimately action orientated offers deliver marketing qualified leads to your sales team.

Inbound Assessment

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"Whatever you do, do it well. Do it so well that when people see you do it they will want to come back and see you do it again and they will want to bring others and show them how well you do what you do.”

– Walt Disney

attract-visitors  Attract Visitors

Attract the right visitors to your website through the strategic mix of informative blog content, social media engagement and targeted optimisation for search.
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generate-leads  Generate Leads

Turn interested website visitors into leads using helpful, informative premium content and scientifically optimised conversion tools.
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Close-sales  Close Sales

Nurture leads through to a sale by mapping your content to them to the Buyer's Journey, offering your leads the right information at the right time.
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What Our Customers Are Saying

Neil Sharp JJS Manufacturing

“Equinet has helped JJS Manufacturing develop and implement an Inbound Marketing programme from the ground up. In the first year our website traffic grew by 132%, but, more importantly, we have a structured process that is delivering regular, quality opportunities to our sales team.”

Neil Sharp
Group Marketing Manager, JJS Manufacturing

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