Bringing the marketing leads home

The chances are that you, along with the rest of the country, are now fully immersed in England’s World Cup journey. The light bulb has switched on and you’ve started to take notice. You know when the next game is and who they’re playing. You’ve pencilled Sunday’s final into your diary and you’ve even considered buying a piece (just one) of memorabilia.

The hype has won. They’ve pulled you in and you’ve been converted.

Even if you’re only a short-term ‘loyal’ supporter, you’re doing your bit and it makes you feel proud. It’s simply the sense of belonging and achievement that works for many. The event is a large-scale national phenomenon and all that matters right now is that you want to be a part of it. Let’s face it, England haven’t been in a World Cup semi-final since Italia ‘90; 28 years ago… when we lost to Germany.

The last, and only time, we’ve reached a World Cup final was 1966… and we know how that ended!  #champions

A sure-fire snippet of information that’s going to get noticed.

It’s a journey of communication like so many others. You perhaps didn’t buy into it in the beginning, you might have even tried to resist it (or simply ignore it). But you keep hearing about it… probably on social media. Your friends are making plans for the next match, people are commenting on England’s form and posting photos of flags on their cheeks.

You need to be a part of it now, right?

The technique, although potentially less planned (and slightly more erratic), is almost as smart as inbound marketing. You’ll no doubt be familiar with this term but are you as familiar with what it means?

In a nutshell, it’s the proven (and often chosen) marketing approach for the digital era. And as the name suggests, it’s a strategy for drawing customers to your products and services. The key difference to traditional outbound marketing being that it relies solely on successfully executing online techniques.

Cue content marketing, social media marketing, search engine optimisation and branding. Creating and sharing quality content is what it’s all about, with the jewel in the crown being the timing. This is in contrast to the passive, often out-of-context tactics traditionally used to grab people’s attention, in the hope of sparking a reactive response.

Inbound marketing is proactive and seeks to attract visitors at the right time. This is by providing content aimed at their current pain points with the ultimate objective being to earn their trust enough to win business.

Delivering regular and relevant content is therefore crucial, so that when they are ready to make a purchase, you’re already front of mind because of the relationship you’ve created. Obtaining their contact details at an early stage is necessary to this, making it a bit like ‘swapsies’ with the Panini World Cup stickers. It’s a trade-off; tell us who you are and we’ll give you the information you need, right now (whenever that may be).

Blogs, videos, eBooks, infographics and how-to guides are all channels you can utilise. But your execution, in whichever format, must be well thought through. It’s not just a case of churning out volume. Quality wins over quantity every time.

In fact, B2B companies that blog twice a month (so not every day), bring in 70% more leads than companies who don’t. Evidently, this success is not because they are suffering verbal diarrhoea, but because they are simply saying the right thing at the right time. A sound demonstration of how significant (and powerful) good content is in drawing leads to you.

And then there’s the close. The penultimate stage where leads are converted into customers. The chances are that you won’t know exactly how long you’ve been nurturing each lead, but what you will know is that your content has attracted the right visitors. They’ve found your product or service and, when the need arose, they’ve come to you.

The good news is that it’s not all guess work either. Specific tools such as marketing automation and social media monitoring are on hand to help guide leads through to customers, ensuring the right ones are closed at a time to suit everyone.

Quite simply, inbound marketing has been described as the most effective customer engagement technique of recent years. But it’s also a winner for maintaining those converted customers too. The need for meaningful and dynamic content remains, even if it’s just to turn customers into advocates (and promoters) of your business.

OlsenMetrix has recently become a certified agency partner with Hubspot, the world’s leading inbound marketing and sales platform. So, if you’d like to talk inbound, and bringing those leads home, get in touch on 0333 101 0075… we’d love to chat.

In the meantime, good luck for tonight England!