I am certain you have heard Inbound marketing is the method that today is used to connect with potential clients. Take your inbound marketing to the next level with an automated sales funnel. I have been focusing on improving my sales funnel.
Inbound marketing is promoting a company through blogs, podcasts, video, eBooks, enewsletters, whitepapers, SEO, physical products, social media marketing, and other forms of content marketing which serve to attract customer through the different stages of the purchase funnel. In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered “outbound marketing”. Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content. via Wikipedia
I discovered I can do this for a client much easier than I can do it for my own business. I have learned a lot through immersing myself into this project for over 90 days.
First, I got uber focused on who I wanted to target and there is more than one target I have determined I will focus on. But each target has their own plan.
Step 1: Who are you talking to?
Understand your buyer’s persona before launching into a campaign, so you can target them.
Step 2: Determine Your Goals
Having SMART goals can help you be sure that you’ll have tangible results at the end of your campaign. Allowing you to make adjustments and go after it again.
I found that I didn’t have solid goals in the beginning to refer to. Which had me expecting a lot more than I got the first time out.
Step 3: Create Your Offer & Landing Page
Don’t forget to optimize your landing page for SEO, as well as have a clear value proposition and call to action (usually a form for the user to complete)
I discovered here that the first lead magnet I chose to create was not enough to get someone to optin. I had added a bonus on the page and a few other marketers told me to switch the two items. Making my bonus the actual lead magnet, guess what it worked.
Then I worked on my benefits on the landing page. I learned how to give my bullets a one-two punch to maximize the profit I was getting out of the sales copy I already had. You can learn the one two punch method here.
I also began using Lead Pages for developing my landing pages. Using their proven templates for conversions also made the building of the landing pages easier.
Step 4: Build your email campaigns
Your campaign doesn’t end when leads convert on your landing page. Plan and build your follow up campaigns to nurture leads down your sales funnel.
Once someone opts in to my list requesting the download they are redirected to another landing page with a thank you video that tells them they may want this additional product. My thank you page offers an ebook and audio for $4.95. Make it easy for them to buy from you and experience the quality of your work. Then I built two email series. One is a welcome series helping them to get to know me and the second is a series to introduce another product.
Step 5: Drive traffic
This happens in many ways. Write a blog post about your subject and offer your lead magnet. I used Viral Content Buzz to help get the blog post in front of more eye balls. Of course you should share in Social Media writing great headlines to get the click throughs.
And consider paid ads. I used Facebook Ads to target my specific audience to get the right eyes on the landing page. I also used Outbrain for paid blog traffic.
Step 6: Measure Results
Remember those goals we set in the beginning? See how well you are doing and where you need improvement.
This process has been a great learning experience. Once I do some more tweaking on my current project I will begin on my second target market.