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Successful inbound marketing campaigns are all about generating qualified leads and converting them into customers. With inbound marketing, you as marketers are to nurture your leads through each stage of the customers buyers journey, ensuring that you become a trusted source for them. At each stage, there are certain things you can do to achieve this.

The Buyers Journey

Using strategies such as content creation, social media marketing and search engine optimisation can all contribute to a solid inbound campaign. However, in order to be truly successful, you must also manage your data, and make an accurate analysis of return on investment.

This blog post will break down each stage for you, and the tools you can use to help you to achieve a successful inbound marketing campaign.

Attract:

Use: Blogging, search engine optimisation and social media

Tools: blogging platform such as WordPress, social publishing and keyword tracking

The use of blogging and social media is free – so why not get started if you haven’t already!

Read our "Essential Guide to Writing Successful Blog posts" to find out more. 

Some examples of free blog hosting sites:

Using social media can allow you to get creative – sharing images, videos, blogs, polls and so on!

A great (and FREE) tool to enhance your creativity is Canva. Canva allows you to create professional looking designs for your campaigns – even if you have very little design ability!

Start from scratch or customise from the vast array of templates on offer, from infographics, to social media profile headers, there’s plenty to play around with!

Convert:

Use: lead generation, content offers and conversion rate optimisation

Tools: forms, calls to action and landing pages

Add a content offer to a page on your website – that way visitors will have to utilise a form to input their data (email address) in order to receive the content offer, those contacts will then be part of your CRM (Customer Relationship Management). That way you’ll always have your contacts in one place.  

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Close:

Use: marketing automation, email marketing and sales alignment

Tools: CRM, email marketing software, workflows

Aligning both your sales and marketing teams enables you to ensure that your customers are receiving the right message, at the right time, every time. You don’t want to spam people with emails and leave them frustrated, so be careful to avoid this.

HubSpot offers a free CRM, making it incredibly easy for you to align both your sales and marketing team. You can track deals, tasks, email conversations and contacts all in one dashboard. Finding contacts in your CRM has never been easier as you can also filter through.

Having everything in one dashboard makes it that much easier and more transparent – everyone in within sales and marketing can communicate, and you can even get in touch with prospects via your inbox or directly from their contacts records.

Free email marketing tools:

 Delight:

Use: personalisation, community engagement, surveys

Tools: survey software, smart content, social monitoring

A great, free tool for surveys is SurveyMonkey – there’s plenty of pre-written templates so that you can create a survey within minutes and simply send out the link directly to the people you want involved in your survey.

Personalisation: Personalising emails ensures that your email will stand out in a customer/contacts inbox, they’re more likely to be clicked on and read while also strengthening the customer experience by sending the right content to the right people at the right time.

 

Other inbound marketing tools to consider:

  • Hotjar: allows you to gain valuable feedback from website visitors, showing how visitors engage with your site.
  • ClickToTweet: helps to create Tweetable links that your Web visitors can then easily use to share your content.
  • SproutSocial: social media management and optimisation platform, giving you a single hub for social media publishing, analytics and engagements.
  • HubSpot: offers an array of free inbound marketing tools such as ‘Make my Persona’, ‘Marketing Plan Generator’ and ‘Blog Ideas Generator’ and more.

To learn more about Inbound Marketing, why not download our Ultimate Guide to Inbound Marketing? 

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