Here’s How to Ace the Tricky Aspects of Inbound Marketing

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When you chase your clients, chances are that you will end up closing deals on their terms. Let’s say you are selling a product/service/package for $1,500. It’s not uncommon to hear your clients say, “that’s a lot of money” or “maybe, we could find a middle ground.” Ultimately, you tend to lower your price in order to keep up with your sales numbers, and if you don’t, the prospect walks away. That’s frustrating, right?

But when you turn the equation around and get your clients to chase you, everything changes.

At the end of the day, you can get business with either of these approaches. So how does inbound marketing help close a better deal?

Think about it. When your prospects come to you, you get the upper hand to decide the course of action, the price and other terms and conditions. And right when you establish a perceived authority, the prospect listens and complies.

But how can you make all that happen?

Inbound marketing is a tricky business. Let’s say you create a landing page and make it visible to your target audience by running PPC campaigns. The click-through rate spikes and your landing page starts to get traffic, but how many of those convert into paying customers?

This is where the synergy between design and content comes into play.

A well-designed landing page with smart content positioning is all you need to get prospects to click through, call you, leave their email or tp engaged in whatever call-to-action you seek.

Today, the attention span of online users has reduced to a mere seven seconds, and it’s shrinking by the day. But with an attractive design, you get the window of a couple of more seconds to get your ‘actionable’ content noticed to drive conversions.

The key here is to create actionable content that catches the pulse of the audience and assures them of a practical solution to their problems. If your content can cut through the mental barriers, pricing doesn’t hold any ground. And that’s how most high-ticket deals are closed.

Are you an event creator or a manager? If so, establishing a budget for your event marketing might be the biggest challenge you deal with. Rather than spending a lot of money on advertising your event, you must be creative and maximize your team member’s time for an effective event marketing campaign. Here are some tips that you should apply for your event marketing:

The Online World is Your Oyster

The first rule of inbound marketing is to establish authority across various social media platforms. This isn’t an overnight business unless you are the Kardashians, but there are several ways of getting noticed on a smaller scale.

The key is to commit yourself to regular content posting and to run paid ads on trending posts or the ones that have the potential to go viral.

There are two advantages to leveraging social media.

#1 These platforms are absolutely free to start with.

#2 You get immense exposure for your brand because there are billions of people on social media from all walks of life. It’s a treasure trove you don’t want to miss out on.

Want to get instant traffic by letting people know about your event? Using Google Ads is the best way to promote your event on a controlled budget. If you are new to the competitive world, Google Ads is your friend. In this paid ad, you bid your event on targeted keywords. You appear on the top at the very first page of Google search results when people conduct their search by typing those event-related keywords. In paid marketing, you must pay when visitors click on your link.

Start Small, But Start Now

Recognize the best approach for your product/services. Not all businesses are created equal. Something that works for other businesses may not work for you and vice versa. For instance, if you want to create and market your eLearning course, traditional SEO and social media might not work as effectively as elearning authoring tools do.

Additionally, it starts with understanding your product/service better and being completely sold on it. Once you get past that stage, understand your audience and identify the correct medium to reach out to them with.

This is not to say that you should try every inbound marketing approach under the sun and wait for results to show up. Save yourself time and effort by competitor analysis; there are various free and paid tools to do that. Check them out today.

Want to get instant traffic by letting people know about your event? Using Google Ads is the best way to promote your event on a controlled budget. If you are new to the competitive world, Google Ads is your friend. In this paid ad, you bid your event on targeted keywords. You appear on the top at the very first page of Google search results when people conduct their search by typing those event-related keywords. In paid marketing, you must pay when visitors click on your link.

Wrapping Things Up

You win or lose a client on your own terms. Don’t let them slip away without trying. l Roll up your sleeves and start working to give your business the exposure it deserves. If you are able to increase conversions, you win; if not, you learn.

About the author: Christopher Pappas is the Founder of eLearning Industry’s Network, which is the largest online community of professionals involved in the eLearning field. Christopher holds an MBA and an MEd (Learning Design) from BGSU.

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