diceWhen I spoke with representatives of a tech business recently they indicated they were poised for growth. So when I reviewed their online presence, I was surprised at the results ~ no blog, current social media posts, directory listings or paid advertising plus a website that was clearly out-of-date. I was left wondering how they planned to reach their potential customers and spread the news about their business.

Strategy Reaches Potential Customers
Every business owner I’ve talked to is interested in strategies to better reach potential customers who are truly interested in their product or service.  Inbound marketing pulls quality potential clients to your sales team and makes closing the sale easier and more profitable.

Customers are More Tech Savvy
As the use of smart phones and tablets grows, customers are more often using these devices to find products and services. If your website isn’t mobile-friendly, customers will have a hard time navigating your website and will likely move to a competitor’s website in order to make a purchase.

A recent Fast Company article states that customers are often 60% through the buying process before they contact a company about a product or service.

Today many customers are shopping online and often making part or of their buying decision before contacting a business so doesn’t it make sense to create a strong inbound marketing strategy so your customers find you during their online research?

Social Media News Aggregators
Customers are also getting more of their news through social media and using social media as a news aggregator.  If your business isn’t creating news and information and using social media to distribute information about your business,  you’re missing a great opportunity to naturally connect with customers and start conversations.

Develop an Inbound Marketing Strategy 
Clearly define your ideal customer then develop an online strategy where customers learn about your business during their online research process.  There are many touch points customers go through before making a buying decision so make it possible for your customers to find your business online.

Inbound marketing content is written for the benefit of your target marketing. Customers who don’t fit the target profile sort themselves out the sales funnel.  Here is the general process for creating an inbound marketing /sales funnel:

  • Awareness – Help your customers learn about your business through Blogging, Email Marketing and Social Media.
  • Interest – Create and promote Landing Pages, Offers, Infographics to attract customers to your website for additional information.
  • Consideration – Provide your customers more information so they can make an informed decision through FAQs and Featured Guides.
  • Intent – When customers get to this phase, they are definitely purchasing and are simply trying to decide whom they want to do business with.  Stories sell so offer prospects Case Studies, Testimonials.
  • Evaluation – The final step is ROI Calculations, Offer Price Guides and any final details about your product or service.
  • Purchase – Make it easy for your customers to purchase your product or service.  Test and retest the purchasing process using as many different browsers as possible.

Each business is a little different so the marketing tools used to connect with customers may vary but the marketing and sales process is basically the same.

So how is your online business measuring up?  Develop a strong inbound marketing strategy that dovetails with your website and your potential customers will be contacting you to make purchases instead of you chasing them.