The Inbound Marketing Process

by Joe B on September 20, 2011

Businesses often say they want to increase the amount of traffic to their website. What they really want is to increase the number of customers they get from their website. Increasing website traffic may or may not increase the number of customers you get from your website. You need to attract the right kind of traffic and then convert it into customers. This is where the Inbound Marketing Process comes into play.

The Inbound Marketing Process

In its simplest terms, the Inbound Marketing Process is:

  1. Attract,
  2. Convert,
  3. Analyze.

To attract potential customers to your website, you need to:

  1. Determine the keyword phrases customers are using to find your product/service on the internet,
  2. Do keyword research to determine which of these keyword phrases are used the most, and
  3. Write blog articles using these keyword phrases.

As I’ve mentioned before, your website/blog is like a fishing trotline with every page/post being a hook baited with your keyword phrases (Google bait). The more pages/hooks you have, the more likely your website is to show up in search results (catch something).

Once you have attracted potential customers to your website, you need to convert them into leads and then customers. You do this through your calls to action. Your calls to action can range from downloading a list (top of the funnel) to signing up for a product demonstration (bottom of the funnel). Once a visitor responds to one of your calls to action, she becomes a lead. As you move from the top of the funnel to the bottom, you request more and more information from the lead. This information can help you convert the lead into a customer.

Throughout this process you are analyzing what works and what doesn’t. What keyword phrases are attracting visitors and are those visitors converting into leads. What calls to action are visitors responding to and are they eventually converting into customers. The beauty of this process is that it is measurable. You can see what is working and what is not. You are no longer guessing.

Most business owners think the sales funnel for their product/service is much shorter than it actually is. Usually, the more expensive the product/service the longer the sales funnel. With the advent of the internet, consumers are spending more time researching their purchases.

Is it time your business considered using the Inbound Marketing Process?




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