For us, inbound marketing is an ethos. It represents a fundamental shift in marketing and sales and elevates your business from just another supplier to the only supplier your audience needs. The four phases of the inbound marketing methodology enable you to turn strangers into visitors, leads, customers and promoters.
In technical and scientific markets, you are often dealing with niche, but complex audiences. Attracting the right people to your website is not easy, but with the right use of targeted, relevant, optimised content, you can attract the right people, at the right time.
Through great content marketing that speaks to your audience’s pain points and goals, you will capture their attention and pique their interest. Our integrated content programmes typically include:
Earned: PR and media
Owned: blogging and social media
Paid: online advertising and sponsorship.
Having driven the right people to your website, you need to ensure that they register their interest and become leads. You can directly influence whether they do this with the content available on your site and with a sound conversion path.
Gating high value content with forms enables you to capture contact details while providing the visitor with something of value to them. Messaging is a useful tool in capturing people before they leave to engage and qualify them. We help you to optimise your website for conversion so that you are feeding your sales pipeline, rather than reporting vanity metrics.
A well-managed CRM is key to the success of your conversion strategy. Take ownership of the CRM so that no opportunities are lost.
Many traditional marketing-sales relationships end when sales leads are handed over, but this siloed approach to achieving business growth is proven to be ineffective. Now, the tools available enable you to nurture leads so that they are ready to buy, easing the pressure on stretched sales teams. In technical markets, the demands on salespeople are immense. Reduce the amount of technical presentations that lead to nothing with pre-qualified, well-informed leads. You can achieve this nirvana with the use of:
- Pipeline management: analyse your marketing efforts to optimise your leads
- Lead nurturing: adapt messaging and content so it aligns with each lead’s interests and lifecycle stage
- Email: targeted emails based on a lead’s activity on your site helps build trust and deliver value
- Predictive lead scoring: ensure sales efforts are focused on the most qualified leads.
Marketing can and should play a role in delivering great customer service. When your website works hard, your customers can find answers to their questions and get valuable information about your products in the most convenient way. Supplement the hard work of your customer service technicians with smart content and online conversations.
Smart content means that customers do not see the same content on your site as prospects. They avoid content designed to attract new leads and benefit from high value, tailored content that aligns to their needs.
There is nothing worse than submitting a question via a website and hearing back three weeks later. Inbound marketing platforms allow you to manage online conversations quickly and effectively, from anywhere.