Helen Savage, copywriter to the glazing industry, discusses the benefits of inbound leads and explains where to find them.
Generating leads is an essential part of any business, and it’s something that needs to be happening constantly. Whether you are snowed under with work, or struggling to fill a factory or showroom, lead generation should always be ticking over to keep attracting new customers. The holy grail of marketing for leads however, is getting potential customers to come to you.
Inbound leads are leads that contact you first, rather than the leads you contact and pursue, and they are generated through inbound marketing.
Think strategically
Any good marketing campaign needs to be strategic, and inbound campaigns are no different. Companies wanting to use this approach still need to decipher what their business goals are, who their ideal customer is, what their prospect’s pain points are, and what potential customers want to hear from a supplier like you. Giving them the right information on their terms empowers them to get in touch with you when they’re ready.
While inbound leads sound like a hassle-free way of selling, they do come with their downsides. They often take longer to come through because the control is out of your hands, and it’s more difficult to target your message because you don’t know specifically who you are talking to. Having said that, when done well, inbound marketing is a fantastic way to grow awareness of your business for a lower cost in the long term.
Content creation
Digital marketing such as a business blog on your website, virtual events, webinars, gated content, and social media, or physical marketing in the form of press articles and advertising are all great ways to get your brand noticed. Singularly or collectively, they can be used to drive traffic to your website and generate inbound leads.
Business blogs particularly, are a great tool to have in your inbound marketing campaign because with every blog post you upload, you are giving Google and AI search bots a new opportunity to find you. Regular new online content not only improves your search engine ranking it also builds trust in your business before prospects buy.
Call to action
Whatever methods you choose to implement, remember a call to action to prompt prospects into action once they have finished digesting your content. Sometimes that last little nudge can make all the difference. And make it easy for them. If they’ve enjoyed your content but need to go searching for a contact page, that might give them enough time to get distracted or change their mind.
For more information on clever copywriting for inbound leads, visit blogwrite.co.uk
