inbound marketing, sales pipeline, social media marketing, inbound marketing pipeline, Greg Sherwood

In a recent post about social media marketing, we posed the challenge that a business needs to prepare for success. Naturally, one cannot simply hire a commissioned sales person or two, throw up a website, maybe a business blog, and then start shopping for a new Porsche convertible. A business must develop a well-formulated strategy which will inevitably lead to increased revenue.

That’s basic business 101, which, in former days, meant allocating a small fortune towards marketing expenses. At DBC Digital, we’ve found that inbound marketing will minimize your costs and maximize your results, while helping you establish a sales pipeline to follow on your path to success. Here are some fundamentals to remember:

1. Be specific. Sure, that Porsche would be nice, but how is your success measured in business metrics? We suggest that you utilize the readily available inbound marketing analysis tools to determine what it will take to achieve your goals. For instance, does it mean expanding your social media presence? Or, what happens when you achieve a factor of “X” in Google’s search engine rankings?   How will you take the leads that you gather through your inbound marketing activities and convert them into tangible revenue? Lots of questions! Each business should know the answers to these, and many more. And each business is different. Know yours!

2. Know your prospects. Even the most sophisticated social media marketing campaign on Pinterest will avail you little if your prospects are auto mechanics. ‘Nuff said? Find out who your potential customers are and where they congregate online. Join them wherever they are. Make yourself visible. Get to know them. Those are real people behind the statistics you need to rely upon.

3. Solve their problems. What a great way to convert prospects into leads! Educate yourself thoroughly on the issues that challenge your prospects. Then find ways in which you can position yourself as an expert in their industry. You can easily do this through a variety of inbound marketing venues – webinars, blogs, videos and all the appropriate social media forums.

4. Actively engage your sales leads. Obviously, your goal is to convert your leads into customers. You understand them. You know their obstacles. They trust you. They know you can help them achieve their objectives. Give them a variety of means to consummate that confidence in you, both through both traditional and inbound marketing. They will also appreciate the convenience that you offer!

How does your business develop its pipeline through inbound marketing? What kinds of questions did you have to answer to achieve your success? Please share them in our Comments section below. At DBC Digital in Denver, we appreciate your involvement here with us!