An inbound strategy focused on your customers. Learn and adapt to website user behavior for better results.
Proving ROI remains a top challenge and focus for marketers. To prove ROI, start by bringing all your marketing tools together so your can track your funnel from start to finish. Execute an inbound marketing strategy to attract more website visitors, convert more leads, close more deals and delight more customers. Close the loop by tracking your entire funnel and prove ROI.
Getting the right people to your website is the first step. Create more content that your ideal buyer wants and needs. With a blogging, social media and SEO strategy, build online assets, such as blog posts, that compound overtime.
Creating content that your buyer personas are willing to pay for is the key to converting high quality leads. Use visitor behavior to iterate call-to-action buttons, landing pages and emails on a continual basis.
Bring all your marketing activities together, track and measure your entire funnel, close the loop and prove ROI. Building your marketing on top of your website provides a seamless and consistent experience.
Create more content that your ideal buyer wants with a targeted strategy then help them find it on their own.
Knowing who you are targeting is key to any marketing campaign. Build a strong buyer persona profile, that you regularly update, to keep all website, marketing and sales efforts aligned to a single persona.
Get good at publishing great content, frequently. Give yourself more opportunities to get found by creating a regular supply of fresh content. Results will compound overtime, the higher the volume the more exponential the future growth.
Make sure you get your content in front of the right people. Share on social networks and inside communities. Schedule multiple variations on social channels, even more on channels with a shorter shelf life, and engage with communities and add link as added value.
Generate higher quality leads with a seamless conversion path and content your ideal buyer would pay for.
Find leaks in your funnel and optimize those first. Test marketing actions that you want users to take and keep a close eye on the a/b tests you are running on your landing pages and emails.
Your conversion path is how website visitors convert into leads. Starting with a call-to-action, then a landing page followed by a thank you page. Test these assets as one and as their own entities.
The more data you collect, the better you'll be able to segment your contacts. To effectively personalize your website get good at segmenting your email lists on everything from interests, lifecycle or geography.
Track each new customer to close the reporting loop, then determine the level of contribution each activity made.
Having insight into how specific activities impact the top and bottom-line results requires open communication. This level of open communication and access to information will lead to a more transparent team.
Determine which activities had the most impact on your monthly target. What was learning and what was validated or invalidated. Measuring this will help guide operations.
Starting from the first time a website visitor was seen and tracking them all the way through the funnel until they become a customer is closed loop reporting. In other words you can accurately define the contribution of an asset (i.e. blog post).