Inbound Marketing + Sales Blog

February 3, 2014

4 Inbound Marketing Tools to use in Your Next Campaign

Written by: Carly Svetlik  |  Share:

Carly Svetlik

inbound-marketing-toolsBusiness today moves faster than it did yesterday – and no doubt tomorrow will be even faster than today. In order to stay ahead of the game, we need to get things done smarter, faster and more efficiently than everyone else. It’s about working smarter, not working harder.

By providing quality content through our inbound marketing strategies, we focus on aligning with the interests of our customers, attract them to our website, converting them with a call-to-action and landing page, closing them into customers through a lead nurturing program and then continuing to engage with them to keep them coming back for more.

As important as inbound marketing is, there’s a lot to set up when implementing inbound marketing strategies. Today, we’re going to talk about important inbound marketing tools that will ultimately help every marketer be successful when performing inbound marketing.

Four important inbound marketing tools to be aware of are:

  • Blogging

  • Social Media

  • Sales Ready Websites

  • Marketing Automation

Blogging

Blogging is a great inbound marketing tool to provide quality content and align a message with your buyer personas in mind. Blog posts should be optimized for search engines, with keyword rich content to help rank them in the top of Google search results (first page is always best) and reach your ideal target audience. Because you’re targeting your content to a particular keyword (that is based on what your buyer personas are searching for), when your content shows up in the top of Google, you’ll be attracting the right visitors to your website.

A blog can be one voice, or numerous voices of your company. Here at New Breed, we like to have the spotlight on many of our employees which is why numerous team members contribute to our blog. A helpful tip for blogging is to stay consistent with your posts. Readers will keep coming back to a blog when they know there will be new content each and every day.

Don’t know where to start with your blog? Subscribe to our New Breed Marketing Blog for ideas and inspiration!

Social Media

Social media is everywhere in the world today! And social media is a great way to attract prospects to your website. As marketers, we have many platforms to keep in mind; we have Facebook, Twitter, LinkedIn, Google+, and many other sites where our customers and prospects are spending their time.

Again, like a blog, companies should remain consistent across their social media channels. It is extremely important to know where your audience is spending their time online and to focus your efforts on those channels. It is better to be great on one platform (the right platform where your customers are) versus being okay across numerous social medias.

When planning a social media campaign it is essential to keep the goals of your business in mind and to create a plan that helps you achieve those goals. At New Breed, we use an editorial calendar to plan out posts and set quarterly goals that help us improve the quality of our content and help us ensure we are reaching the right audience with content that appeals to them.

In addition to attracting visitors to your website, social media is also a great place to build continued engagement - especially with your customers. Some engagement ideas are sharing your customers successes with your audiences and congratulating them on recent wins. You can also send them direct messages, just checking in and seeing how things are going. It helps to keep you top of mind, but it also makes them feel more special and that you’re spending extra time to make sure they’re successful and happy. Remember, it’s always easier to upsell to a current customer that already trusts and values you, then it is to go and find new customers.

We know social media takes a lot of time, but it is proven to work in attracting and engaging with customers; social media has a 100% higher lead-to-close rate than outbound marketing! 

Sales Ready Websites

The first step in preparing a sales ready website is to define who your buyer personas are, identify their needs and crafting a solution to help them reach their goals. In order to have an effective sales ready website, the entire experience needs to be designed around your ideal customer - everything from the messaging and the content, to the location of the calls-to-action, it all should be aligned with the buyer’s journey.

Sales ready websites are an essential piece of the inbound marketing playbook, because they have clearly defined, persona-driven conversion paths and are optimized to capture traffic and convert it into leads. These paths include clear and consistent calls-to-action, content offers, case studies, an organized resource center, and optimized landing pages. Again, our goal is to convert the qualified traffic that we’re driving to our website (through tactics like blogging and social media) into leads.

Marketing Automation

Marketing automation brings us to the “Close” stage of the inbound marketing methodology; closing your leads into customers through things like an email nurturing program. Essentially, marketing automation helps automate part of the marketing process for you.

The two tools that are important for this stage are: lead nurturing and email workflows.

Lead nurturing

It is important to nurture your prospects through follow-up emails in a timely manner. Lead nurturing will point your prospective lead to relevant, middle of the funnel and bottom of the funnel content, through a series of automated email.

Email workflows

In order for your lead nurturing program to be successful, you need to have an email workflow in place. These series of automated emails contain a personalized message to your prospects that are sent at targeted times (times that you have chosen and analyzed for the highest open rates). Basically, workflows are designed to pull people through the sales funnel and create more qualified leads for the sales team to follow up with. And remember, these are all automated, so once they’re set up, you have a marketing program that’s doing most of the work for you.

We hope you found today’s post helpful. We hope you can take these inbound marketing tools into account when you are planning your next campaign. We’d love to hear how they work for you, so remember to stop back and leave us a comment. Good luck!

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Topics: Demand Generation

Carly Svetlik

About The Author

Carly is a former New Breeder

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