Most online businesses have no doubt heard of inbound marketing, but many lack a basic understanding of how the process actually works. So we’re going to share a story that will take you through the step by step process of how inbound marketing converts leads into customers.
Step 1: Turning a stranger into a visitor
Imagine a business owner named Melissa. Melissa is expanding into a larger space and wants to completely re-fit her business office with new computers, etc. Like most people these days, Melissa began with a Google search for a tech company that can handle the entire project. On the first SERP, she saw a paid ad from a company called Actionis Technologies, and an organic listing from the same company. Though she had never heard of Actionis before, their listing about a recent blog post entitled “What you need to know before upgrading your office technology” intrigued her, and she clicked through to their blog.
With that click, Melissa went from stranger to visitor.
Step 2: Turning a visitor into a lead
As Melissa read the blog post on upgrading technology, she subconsciously felt as though they wrote the post specifically for her. Of course, it wasn’t. It just happened to resonate because she fits the Actionis buyer persona to a tee. That post contained an internal link to another post about cloud computing, and Melissa read that post too. In the blog’s side-bar was an offer for a free e-book about configuring office space for maximum comfort and productivity. She entered the required contact information and downloaded the e-book. At this point, she went off to other tasks that require her attention.
But, by providing her contact information, Melissa went from visitor to lead.
Step 3: Turning a lead into a customer
Later that same day, Melissa checked her e-mail and found a message in her inbox from Actionis thanking her for downloading their e-book and alerting her to their latest blog post about wireless technology. They also invited her to follow them on Facebook, which she did. Over the next several weeks, Actionis continued sending relevant e-mails with blog post alerts and other great content. At the same time, Melissa became a regular visitor to their Facebook page because of the great content they share there, including regular Facebook Live events spotlighting individual employees and their area of expertise. As the time approaches when she must engage a firm to handle her office move and upgrade, she called Actionis. She had explored other possibilities; but, because Actionis was so spot on with their lead nurturing efforts, the selection was a no-brainer.
Melissa is now a customer.
Step 4: Turning a customer into a promoter
Melissa’s move took place as planned, and everything went off without a hitch. Actionis took care of every aspect of getting the new technology up and running. For several weeks, their customer service department proactively reached out to Melissa and her staff to ensure everything was working as promised and to address any concerns they might have. Actionis also continued to e-mail Melissa with new, relevant content and invitations to give them feedback on their performance. In other words, they continued to nurture their relationship with Melissa and her company. A few months after the move, while at an industry trade show, Melissa shared the story of her move and the positive experience she had with Actionis with several industry colleagues.
She has now become a loyal promoter of Actionis Technologies, and what better promoter could they have than a delighted customer?
Contact us today to learn more about inbound marketing and how it can help your business.