92.7% of companies that use inbound marketing increase their lead generation. While these statistics may make you want to jump on the inbound marketing bandwagon, there are a few things to consider to get your strategy right, and to drive those conversions through your sales funnel.
A report by HubSpot shows that nearly 78% of internet users conduct product research online before actually going ahead and making a purchase. However, getting potential customers to visit your website is winning only half the battle. You have to make sure that your website creates enough Awareness and Interest to initiate Desire and Action (AIDA).
A carefully curated inbound marketing strategy that will successfully convert customers from the wide-mouthed sales funnel to the narrower end will have to be carried out in phases.
Phase 1 – Top of the Funnel or ToFu:
85% of all website visitors fall in the ToFu category. A brand does not have to be too selective in this phase. The mouth of the funnel calls for as many leads as possible.
- Use a mixed-media content approach with blogs, vlogs, articles, videos, whitepapers, case studies and infographics to draw as many visitors as possible.
- Use Search Engine Optimization, meta titles, descriptions and keywords to ensure that your website rankings are high and clients are able to find you through the maelstrom of content available on the web.
- Use social media to churn out unique content that will build a strong slew of followers and advocates for your brand.
Phase 2 –Middle of the Funnel or MoFu:
The MoFu category represents nearly 10% of all your website traffic. The middle of the funnel requires filtering out the less-interested visitors as you get closer to making your big sale.
- Use tailored content to sort through your visitors’ likes and dislikes. For example, if a brand is trying to weed out potential customers for its line of healthy dog food, a blog on canine hygiene is going to give you an idea of all the dog owners who exist among your list of leads.
- Call-To-Action: Use visible and interactive Call-to-Action text or buttons and help visitors take the next step.
- Make the exchange: Offer valuable pieces of content in exchange for a user’s contact details. For instance, to download a PDF or a case study, the user will be expected to punch in his name and email address.
- Send mailing lists using the newly-obtained contact information.
Phase 3 – Bottom of the Funnel or BoFu:
Less than 5% of your overall website visitors fall into this category. These represent the segment of visitors who have more or less made their decision and are all set to purchase your product, credit card in hand!
- Use demos, consultations, free trials, assessments, offers, coupons and freebies to give your customers that gentle nudge they need towards making a purchase.
Every potential customer who looks at your site could become a BoFu visitor. The right mix of inbound marketing strategies at every phase of the sales funnel is key towards ensuring that your customer makes that successful voyage from the mouth of the funnel towards the end, which results in a real and substantial ROI.