Interesting, informative content is the foundation of any inbound marketing strategy, but to unlock the true power of that content, you need a well- thought-out plan.
Turning Browsers into Buyers
The goal of inbound marketing is to attract people from your target audience, prove your value, and convert your readers into clients. So while your content should be high quality, everything you publish also needs to have a specific function that’s part of a larger plan.
That larger plan is your marketing funnel. Organized in a marketing funnel, your content becomes a clear path that guides your prospect every step of the way toward becoming your client. It takes your prospect from seeing your social media post to joining your email list to eventually signing a contract.
Without a funnel, you’ll end up with a scattershot approach that wastes the power of your content. Your dream data center client might love your video on critical cooling equipment they found while searching YouTube, but if that video doesn’t give them an incentive to visit your website, you might still lose them forever.
Creating a Powerful Inbound Marketing Funnel
Your funnel should be based on how your ideal clients go about researching their building projects and choosing construction firms. Consider what information they’ll be looking for at each step in the process, then create content that answers their questions while leading them closer to becoming your client.
Start by attracting their attention with SEO-ed blog posts as well as photos, videos, tips, and infographics on social media. From there, convert them into leads by encouraging them to pass along their contact information. For example, in a Facebook post about shopping center renovation, you might offer a free in-depth ebook on minimizing disruption to tenants in exchange for an email address. Next, move on to closing the sale. That free ebook might lead your prospect to an email drip campaign that offers more guidance and showcases your shopping center clients’ success stories.