It can be difficult to know the best way to attract new customers in today's market, especially as a small or medium-sized business.
Inbound marketing is a contemporary method to attract new customers. Rather than reaching out to an audience that may or may not want to hear from you, it involves drawing in potential customers who are likely to have an interest in your business.
The strategy puts an end to 'stab in the dark' marketing. It uses information on a prospect's needs, questions and preferences to determine their interest in your products or services. It also requires developing a tailored marketing plan that taps into the behaviours of individual prospects.
How to attract new customers with inbound marketing
Attract your prospects
This stage involves identifying your ideal customers, along with how and where to find them. Buyer personas come in useful here. Put together profiles of your common customers, including their age brackets, geographical locations, job roles, challenges and more.
Using this information, you can create content that your ideal customers will want to consume. Such content should be educational and answer the questions your prospects turn to search engines such as Google for.
You should build up a wealth of high-quality, informative content for your website. Over time, your stance as a reliable thought leader in your industry will improve.
Next, you need to promote your content. Keep in mind where you're likely to find your prospects. SEO and social media are viable ways to promote your content organically, but you may also choose to use sponsored social media posts or a platform such as Google Ads.
Convert your prospects to leads
Lead generation is a key part in your quest to attract new customers. It involves gaining prospects' consent to contact them, in exchange for a high-quality piece of content such as an e-book or email training course.
Calls-to-action (CTAs) are vital for lead generation. Ensure your website, content and social media pages offer clear next steps for prospects to take, whether this is inviting them to subscribe to your newsletter or download an e-book.
Close the deal
Once you've gained consent to contact your prospects, you need to nurture them and close them as customers. There are many aspects that play into lead nurturing; marketing automation can play a key role.
A marketing automation system can segment your prospects and send them into different marketing funnels depending on their demographics and preferences. Communications can be further personalised based on a prospect's interactions with your business, such as pages visited, emails opened and links clicked.
Your email marketing funnels should contain a wealth of content and strong CTAs. In contrast to the attract stage, your content can be more sales-focused during the close stage. Offer demos, free trials, consultations - whatever is appropriate for your business, products and services. Consider sending whitepapers or seminars.
Many marketing automation and project management platforms allow you to schedule alerts and reminders to members of staff. During the close stage, it can be useful to set up alerts for members of your sales team to get in contact with a prospect when they are ready to close. This can be based on their interactions with your business and their lead score.
Delight your customers
The three steps above cover the basics of how to attract new customers with inbound marketing. However, delighting your customers is important, too. Not only will providing a first-class service to keep your customers coming back for more, but it will also encourage them to spread the word on their positive experiences. Word of mouth is a free, effective way of reaching out to new customers.
There are many ways to attract new customers, but at Flowbird, we believe inbound marketing is the most effective way to do it in today's market. To find out more about inbound and all the innovative strategies that go into it, contact us today.