It’s always nice to reach out to potential customers. However, being able to pique their interest so that they come to you on their own accord can make a significant difference toward reaching sustainable and scalable growth. That’s what inbound marketing is all about.
The basic concept of inbound marketing refers to efforts that attract customers using the right content and campaigns. The inbound marketing funnel is the journey that people move along once they learn about your company, and it ends with them sharing their positive experiences with other prospects.
We’ll talk about the basics of inbound marketing funnels. We’ll also discuss how they can result in conversions that help to move your bottom line.
The basics of inbound marketing funnels
The inbound marketing funnel can vary based on who you’re talking to and whether they’re B2B or B2C, but it often comes down to four main stages:
- Attract — When people become content or site visitors, they have entered the inbound marketing funnel. You can bring people to the first phase by creating search engine optimization (SEO) content, social media campaigns or content posts that cover relevant issues, bringing value to the user.
- Convert — A visitor becomes a lead when they follow a call to action on content or fill out forms with their contact information. It’s the step that leads to a sale. This is the stage where conversions take place, which we’ll dive deeper into later on.
- Close — Closing the deal with a user transitions them from being a lead to a customer. This is the stage of the funnel that involves re-marketing and email automation to anyone who’s still in the decision-making stage. It’s where they take the plunge.
- Delight — It’s important that you nurture the relationship with a new customer. You want to ensure that they not only become repeat customers, but that they also share their positive experience with other potential customers. This stage is often referred to as customer advocacy. It involves feedback forms and social media engagement.
How inbound marketing leads to conversions
The conversion rate is one of the most essential analytics tracked for marketing strategies. While it’s nice to have people visit your site and explore your content, the goal is always to nudge them toward making a purchase. That’s what a conversion is.
Inbound marketing involves a variety of marketing efforts that encourage conversions, including:
- Content — The most common type of content used for inbound marketing is blog posts. By creating high-quality content, you can appeal to the target audience who is looking for information or answers about a relevant topic. Conversions often come from calls to action that are located in the conclusion, such as, “Contact us for more information.”
- Videos — By creating videos, such as short reels on social media or long-form informative YouTube videos, people are able to feel completely engaged in your content, which they can then share with others online. Videos that show you or team members are especially effective in building credibility and trust with the viewer. Calls to action at the end of the video or in the descriptions can lead to conversions.
- SEO — Search engine optimization brings you site traffic by having your site or related content rank high on search engine result pages (SERPs) for relevant keywords. With factors such as backlinks, relevancy and user experience, search engine algorithms can help you be one of the first links that a user sees on a SERP, giving you a competitive advantage and showcasing your credibility, increasing the likelihood of a conversion.
- Social media — It’s no secret that social media is a modern inbound marketing tool that can’t be ignored, as attention-grabbing posts can lead to conversions. From Facebook and LinkedIn to Instagram and Twitter, social media allows your content to be seen by your targeted demographic while also having the opportunity to reach a broader audience due to shares.
At BURG+CO., we’ll help you explore the many inbound marketing channels worth exploring. We’ll collaborate with your team to strategize how to work toward the conversion rate you want.
Want to attract new visitors to your website through inbound marketing? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.