The
definition and parameters of “inbound marketing” has grown,
diminished, twisted, tweaked, modified and stretched.
As
of date it includes any method of getting a visitor to click on your
site, stay there, snoop around and hopefully buy something or become
a healthy lead for someone.
In
the process of all this nonsensical defining, marketing experts have
forgotten how powerful inbound marketing really is.
“The
trick to becoming a great marketer is to accept that not every single
form of marketing is necessary for every single client,” warns
Wesley Yuhn
at Media Oasis.
“You
have to know your client, know your client’s customer buying cycles
and find out where they are hanging out today.”
Employing
Powerful Marketing Techniques
When
it comes to diabetic
medical supply lead generation
in a B2B environment it is going to have to target different
potential customers than it would in a B2C strategy.
Yet,
the process of inbound marketing is the same.
- Categorize your target customer - If you are unsure of “who” your target customer is, you must scrutinize your current customers and find out what commonalities they share.
- Categorize your target customer’s buying cycle- You have to market to the right person at the right time.
- Categorize your products and services – Start with the products or services that are most popular – the ones that you really don’t have to put effort into selling – and then work down to those that have been collecting dust for more than a year.
- Create automated campaigns that match your offerings to the customer’s buying cycle – Automated content uploads that are dispersed to your website, your social sites. That done go through emails can be set up quarter-by-quarter to give you the flexibility that you need to tweak the next quarter’s campaign.
- Use the same strategy across all your links -from the home page to social sites to mobile and email marketing – Every campaign should be discussing, featuring and focused on the same products and services for the entire run of the campaign. Consistency is essential to building trust.
Once
the process of targeting potential customers becomes second nature,
crafting the content to attract those visitors becomes much more
relevant.
The Right Content
for the Right Lead
A good
content writer must know the profile of your target audience, as it’s
found that men are women tend to respond to entirely different
marketing strategies.
- Identify your target by gender--Women like story content and are turned off by statistical content while men prefer “just the facts, please” and are bored with the whys and wherefores.
- Your customer is not a disease--Make sure that your content is speaking to a person rather than a disease or disorder. In medical supply marketing, often the content is addressing the disease instead of the customer’s desire or need for the product.
- Listen to your customer’s objections--Objections tell you what your customer really needs and wants in a product or service. You must write those down and find a way to fill the needs instead of focusing on “overcoming” their desire.
Inbound
marketing for the purpose of lead generation is the same as cold
calling in the brick-and-mortar world. Think about what you would
say in a face to face contact and say that without the fluff and
flutter of fancy compliments.
