Inbound Lead Marketing
There’s no question that content is still “king” when it comes to online marketing. Creating fresh, informative, and consistent content is imperative when it comes to expanding your reach, improving traffic, and eventually, generating quality leads. With the industry becoming more and more saturated and competitive, the game is changing.
With that said, it might be overwhelming to decipher which practices are worth the investment. You may find yourself confused and challenged by the many different strategies and suggestions out there. One way to increase your reach, grow your traffic, and generate more leads is through inbound lead marketing.
What is inbound lead marketing?
Although content is still the driving force, there is more involved in the content marketing process. Inbound lead marketing, simply put, refers to not only the various forms of content created, but the objective of the system. The strategy describes an approach that operates with conversion in mind. Inbound lead marketing is not only about creating fresh, quality content that will attract traffic but it is about analyzing the data, giving site visitors more of what they want, and eventually, converting this traffic into quality leads for your practice.
The inbound marketing strategy pays close attention to what attracts potential clients. Through an analysis of what clients are drawn to, the content you create is directly produced from these results. A good inbound lead marketing strategy would use analysis and data from your site in order to create content that will turn visitors into clients. For example, researching which pages on your site are most visited and how long clients are spending on each page of content, will give you a more tailored approach to content creation, which will generate more quality leads to your practice. If you write a great article about mass torts, and your firm specializes in mass torts, you can use that article to generate more leads.
We recommend doing a deep dive into your Google Analytics (or equivalent platform) account to acquire the type of information discussed above, like pages with the most views and the longest average time on site. Also consider investing in basic heatmapping technology, such as the tools Lucky Orange and Crazy Egg, to get important user data like click concentration on a page and how far people scroll down the page. This information is critical to know when figuring out how to leverage your content to produce leads; for example, if you include your ‘Contact Us’ form on every blog post but it is placed at the very bottom of the post, heatmapping can tell you the percentage of people that would actually have viewed it. You would then use that information to make adjustments to your page layout.
Why is inbound marketing so effective?
This strategy produces great results because it allows you to maximize your investment with a tailored, lucrative, and measurable system for generating quality leads. In order to get the most out of your investment and generate quality leads, the process must be carefully customized and the strategy perfected. Each aspect of your marketing plan should be strategic and intentional. Although there is a lot of legwork involved in inbound marketing, the results are definitely worth the effort. They key is to ensure that you are aware of your audience and are knowledgeable in what they are interested in, what moves they make on your site, and what works when it comes to turning site visitors into potential clients.