Using Inbound Marketing to Create Valuable Leads

Feb 13, 2018 | Inbound Marketing

Kevin Fouche

Using Inbound Marketing to Create Valuable Leads

Posted by Kevin Fouche, Pixel Fish Director

Kevin handles the planning, design, launch and training of every website that Pixel Fish creates. He ensures that every website is highly engaging and aligned with our client’s goals. With over 20 years of design and web industry experience to draw upon, Kevin aims to pass on his knowledge to our clients and like-minded businesses wanting to grow their online presence.

The attitude of modern consumers is one of independence. They like to look things up for themselves, find and research their products and decide after a reasonable amount of comparison and investigation. The methods of inbound marketing have adapted to this new style by providing exciting and informative content for people browsing the internet to find. Let’s explore Using Inbound Marketing to Create Valuable Leads.

However, if you are a business selling a product or service hoping to use this content to draw in new customers, simply bringing in readers won’t do. You’re not a news site and readership isn’t your ultimate goal, sales are. Readers who aren’t interested in buying are not valuable leads, therefore content that does not create leads is a waste of resources.

Using Inbound Marketing to Create Valuable Leads

It’s time to start focusing only on content that contributes to the buyer journey to create truly valuable leads.

Defining a Valuable Lead

The key lies in the buyer journey to understand the difference between someone who reads your content and a valuable lead. Inbound marketing is based on the modern process of research before purchase. Most people, when considering spending their money, will spend at least a few minutes looking for articles and videos about the topic. Once they have gathered information, they choose a vendor and product, and then read reviews to ensure this decision is correct. Finally, they resolve to make a purchase.

Writing content for inbound marketing aims to catch potential customers at the research phase and make them aware of both your company and product in a positive light. While not all content is directly promotional, it should always have a place in the buyer journey toward your product. A valuable lead is someone who is almost ready to buy and has recently been on your website looking for information. They will be more easily persuaded to become a customer because they already want what you sell.

How to Target Your Content

Once you understand the buyer journey, it should be relatively simple to target your content to people who are already on the path to wanting and buying your product. Let’s say you sell water softening systems, a fairly pricey item requiring onsite installation, but also something a lot of people want. People who buy water softeners usually do so because they’re fed up with the challenges of hard water, and you can write inbound content for every stage of the buyer journey.

Articles about the signs of hard water help people identify their problem, while articles about the harmful effects of hard water encourage readers to make up their minds about seeking a softening solution. Next, content that illuminates the options for water softening can mention your product without seeming too promotional and, finally, articles about how your models of water softener work on the inside help to inform prospective buyers about exactly what they can get from you. Leads who read these articles are on the path to seeking a water softener and are therefore much more likely to buy your product than readers of, say, articles about backyard water hose games.

Customers of every product and service go through a buyer journey, from a few seconds of decision-making at the grocery store to months of research before buying something big like a car. No matter what you sell, if your content draws in interested readers and helps them along the path toward your products, these readers become valuable and potentially very responsive leads.

If your inbound marketing is getting many readers but creating very few conversions, it may be time to take a closer look at the content you’re using and determine if it really contributes to the buyer journey of your customers.

For more helpful advice on generating leads for your business, contact us today!

Further Information:
Top 10 Tips to Create The Perfect Website Call to Action
Tips for Creating and Marketing a Financial Services Business Website
Top 10 Unbeatable WordPress Website UX Tips for your business
How to Drive Website Traffic with Podcasting for your business
Digital Branding: How to Create a Logo for your Digital Space
Top E-Commerce Shipping Options to Maximise Sales & Reduce Complexity
10 Social Media Publishing Tools To Streamline Your Content Marketing
The 8 Best Free Online Photoshop Alternatives

Stand out from your competition with a Pixel Fish website!

Call us today on 02 9114 9813 or email info@pixelfish.com.au

Related Blogs

How to Use Instagram to Drive Website Traffic for your business

How to Use Instagram to Drive Website Traffic for your business

With a 15 times higher engagement rate than Facebook, Instagram is quickly becoming a favourite for many advertisers. Any business can open an Instagram account. It's free. That coffee shop by the corner is on Instagram, so are those kids washing cars around the...

Contact Pixel Fish

Get Started with a new Pixel Fish Website

We would love to hear about your upcoming website project

Kevin Fouché, Pixel Fish Director