In the year 2016 we have self-driving cars, one-man helicopters, and “hoverboards” that don’t actually hover. With constant innovation in every facet of life, it is to nobody’s surprise that the way we market to consumers has also changed dramatically. The days of throwing your face and phone number on a commercial ad are filtering out because fast-paced marketing is shifting from tv screens to computer screens. Consumers are bogged down with media through our smartphones and tablets, but how do you stand out from the other junk that gets lost in the mix of a Twitter feed?
Inbound marketing is a strategic method that puts the marketer in charge of funneling targeted traffic into customers. It grabs the attention of consumers and guides them to your site. This mode of marketing is about marketing to a certain demographic, leading them to your product, and turning them into a customer. Here are 4 steps to help convert traffic to customers.
Draw The Right Traffic
When looking to improve your brand’s digital presence through inbound marketing, it is important to bring the right traffic to your site, not just any traffic. Consumers have problems you can fix and you want to make it simple for them to find you. Understanding your prime demographic will make it easier to hit these targets. For example, if you’re selling a product to young, stay-at-home mothers, Pinterest is the go-to platform for women who want DIY-inspired projects to do around the house. Also, advertise your product in such a way that makes them want to know more about it. Believing your product is great is only half the battle, making your customer believe it is what turns traffic into leads. Again, Pinterest is a superb platform, but you can get lost in the mix if your post is generic. Every minute of a day, Pinterest users “pin” a total 3,472 images (Data Never Sleeps 2.0). Getting lost in those pins is not a difficult task, but zoning in on your target market makes your post jump off the screen. For instance, If you’re creating a blog to detail your product, fit it to the target audience’s desires: “Around the house projects that show off your comfy home.”
Calls to Action
Converting leads into actual customers requires diligent calls to action. A call to action is a physical act someone on your site can perform to gain more information about a product, subscribe to a blog, get on an email list, etc. Construct pop ups that ask for the customer’s email, so they can receive newsletters, blogs, or even coupons to certain products.The longer a potential customer is walking through your site, the more likely they are to take action on acquiring your product or service, so creating links within your blog that sends them to a specific product on your website gives them easy access to information that does not demand extensive research or wandering throughout your site. According to Tony Haile of Time Magazine, more than half of all internet users spend fewer than 15 seconds on a website. By creating quick calls to action, your targeted traffic is less likely to bounce from your site. In our fast-paced world, simplicity is a breath of fresh air to everybody, so your site needs to lay out for customers’ needs just as much as you desire for it to attract them.
Simplify the Buying Process
If all goes well, your customer is ready to buy your product. Keep simplicity the theme of your inbound marketing strategy by making the buying process straightforward. Buttons are efficient tools to seal the deal on purchases. A button is a small signal on your site that sends the customer to a purchasing page. The principal of a button is not a flashy, obnoxious circle that screams “I need your attention!” but a subtle, eye catching flag that demands a once over. The purchasing page on your site cannot overwhelm, and the layout needs to be direct because filling out personal information can be a hassle. Also, by simplifying this process it makes it less likely for a customer to bounce away from the purchasing page.
The Follow-Up
For any business, especially a startup, a single customer is a success, but satisfaction does not rest on one customer. Let your previous customers market for you. Help them flock to their friends on social media, make them a part of your business as a loyal customer, and show them what else you have to offer. After your customer has purchased their product, give them an opportunity to share it on their Facebook, Twitter or Pinterest for an incentive to continue buying. Ask them to fill out a survey, give them an option to subscribe to your blog, or send them links to similar products that might gain their interest. Word of mouth on the internet is faster than wildfire, so guide the conversation with your product. Integrating customer testimonials in your marketing strategy shows potential customers the credibility of your product and brand. Social media platforms are exponentially spread, so one single Tweet could reach thousands of followers depending on the strength of your Twitter profile (Simply Measured).
The ideal inbound marketing strategy is finding your niche, and driving the customers your way. They want your product, you just have to let them know it exists. Brandcave does a phenomenal job of bringing all of this together for you. If you’re curious to see how we do it, check out the inbound marketing page on the Brandcave website!
