It seems like it used to be easier to get the job done. We were able to build relationships with buyers and suppliers and manage the workflow well enough to hit our numbers and keep things moving forward.
The rules of the game have changed. A casual game of tennis now feels like hockey. The speed and intensity of our daily lives has increased exponentially. How can we adapt and succeed at such a breakneck speed?
Just as we have adopted automation for our industrial manufacturing processes, we must apply the same principles to our marketing strategy. By developing a process that can be replicated and distributed across the globe, we can successfully attract ideal customers to us and guide them through the sales process to generate better results and greater ROI than we thought possible.
How does this work?
Who
If you had to describe your ideal customer, how much detail would you be able to give? Your ability to attract qualified leads depends entirely on your ability to describe your audience. You won’t attract many hockey fans with tickets to a tennis match. You need to understand your ideal customers, called personas, so you can craft content that speaks their language, addresses their needs and desires, and offers real solutions to their problems.
Need some help with that? Here’s a good resource on persona development.
What
What do you want to say to your target audience? Once you understand the perspective of your personas, you can create messaging that matches their needs and desires with solutions. Not the “in-your-face” buy-now ads, but a softer, thought-leadership, influential approach. Over time, you will be able to cultivate a relationship that will make moving to close seem natural.
How does content marketing work? Check out this outstanding explanation.
Where
Now that you understand who you are talking to, and what message you would like to deliver, the next question is how to deliver it? The truth is we need to use multiple channels. One touch is not enough. It takes an average of 7-10 touches for the average customer to be motivated to act. You need to understand what content delivery channels will be most effective for engaging with your persona.
Need content delivery ideas? Check out these content distribution tips.
Why
You may be wondering why you need to develop personas, create content, and identify delivery channels. The answer is: It works. Inbound digital marketing provides more qualified leads than any other marketing program. And, once you have taken the time to develop this body of work, it can be utilized in a multitude of ways for years to come. The potential to increase your ROI is phenomenal.
Hard to believe? Here’s what the experts are saying.
Give Your Lead Generation Efforts a Turbo Boost
Inbound digital marketing enables companies to attract ideal customers, convert them to qualified leads, and nurture them until they become loyal customers. Join the leaders of industrial manufacturing as they significantly reduce costs, improve effectiveness, and increase ROI with the help of an experienced inbound digital marketing agency. Marketing Essentials helps companies build and implement marketing strategies that generate leads, boost sales, and increase ROI.
