Inbound marketing, or attraction marketing, combines techniques to attract and convert leads through relevant content produced for placement in the online environment. Unlike traditional marketing, its focus is on attracting the consumer rather than taking a more invasive approach.
Applying this methodology in your business helps you gain new customers and retain old ones through a low-cost investment. But, after all, do you know how to put this strategy into practice? That’s exactly what you’ll learn in this special post on the topic. So enjoy reading
The Lead Concept
The term lead refers to a business opportunity for the company. In other words, it’s a potential customer. Generally, marketing deals with this through a set of data provided by the user of the networks in exchange for an offer of value.
Sometimes, the person has already had some contact with your content and is willing to know more about your products or services. In other words, the lead can be directed along the sales funnel from the first contact to the deal’s closing.
Where To Start The Lead Generation
The inbound marketing methodology requires a sequence of steps. The strategy should consider the following phases: attract, convert, relate, sell and analyze. This is the first step in capturing leads. Understand each step better.
To Attract
Construction of something thoughtful and aesthetically beautiful so that people feel attracted and interested in the subject. This results in great engagement on your blog/website.
Converter
At this stage, the visitor needs to become a leader in advancing the purchase process. In this context, converting is where the user passes their data in exchange for a benefit or reward.
Relate
Strategies in which the leads are found and advances in the journey, that is, it accelerates the purchase process. The relationship is the communication with networks, customers and the like.
Sell
Generating and nurturing Leads aims to produce demand and generate business opportunities for your company. The more complex the product, the more the sales process is consultative, completing the lead nurturing role and making the sale.
To Analyze
Seek customer feedback, and monitor their actions on social networks and all web mechanisms.
The Nine Best Practices For Capturing Leads
Lead generation involves, among other things, the smart use of content marketing. In this sense, it is essential to offer the right content in the right channel and time. Here are some tips that will help you achieve this goal.
Generating Leads With eBooks
One of the advantages of the e-book is that we can delve into a certain subject, exploring it at a different level than what would be done in a website or blog post. So, create richer materials to demonstrate that your company is a reference in the subject and stands out from the competition.
Webinars
Webinars have a more personal touch, bringing the customer closer to the company. One of its main advantages is that this format has a low cost since recording requires only the computer, microphone and webcam.
However, it is worth remembering that the more resources you have at your disposal, the more prominent your content will be — even if the crucial point is precisely the quality and relevance of your words.
Templates
Ready-made templates for digital files make our life easier in different contexts. The practicality they offer is a great differentiator for those who want to create, for example, content calendars, marketing automation spreadsheets and even e-books.
Custom Tools
In addition to the template mentioned above, custom tools help customers solve more complex problems, which only a template would not solve. In some cases, this can be done through interactive content such as ROI calculators and animated infographics.
However, the tools themselves encompass a wider range of options. A good example of this is developing a feature apart from the solution your company sells and offering it as a free version to attract more customers.
White Paper
White Papers are extensive posts in which we can deepen our knowledge about a topic. Unlike e-books, they do not require the download of the file for the reader to access the content — which means that it does not necessarily allow the collection of data, such as email and lead name.
Still, it is a lower-cost tool that does not involve elaborate design work. Its main benefit is demonstrating your company’s authority on the subject and strengthening your SEO strategy by linking to various other content.
Studies And Research
The specialized media in the IT area is quite adapted to the production of research and personalized studies. One of the benefits is bringing relevant and original information to your target audience. However, it is a practice that requires greater investment and is usually indicated for large companies.
Content Series
Given as one of the best ways to capture leads, the content series is widely used as an engagement resource. Currently, videos are formats that are increasingly easier to produce and tend to achieve very positive results. One of its benefits is precisely the potential for lead generation.
Producing a video today goes beyond recording and editing. It is important that the content is objective and that it explores spaces that go beyond the traditional YouTube channel. Instagram Reels, for example, have become a trend in many niches.
Infographics
An infographic is a visual representation of your content, using images and text to make it more objective and dynamic. They are generally available for free as an added feature to blog posts and website pages.
The results are very interesting, especially if you provide the code at the end of the post for other sites to share your material, generating backlinks to your blog.
Quiz
This feature generates a lot of lead engagement as it is relatively easy to do and can deliver value. The person who has a question about a topic or wants to assess how much they understand it is easily attracted to the quiz.
