A lead is someone who has engaged in some way with a company. He or she could have downloaded a piece of content, attended a webinar or filled out any form. Once they’ve shown interest and made contact, companies leverage this activity into an ongoing dialog where they deepen the relationship over time. Growing the relationship requires giving the lead what they want, which is to be educated on products or services that interest them. Giving them high-quality educational content on a frequent and recurring basis strengthens the budding relationship. The three topmost elements of the attraction and conversion phases of the buyer’s journey are:
Blogging. Inbound marketing starts with content. A blog is the single best way to attract new visitors to a website. To get found by the right prospective customers, marketers must create educational content that speaks to them and answers their questions.
Content Strategy. Customers most often begin their buying process online, usually by searching to find answers to questions. Companies must show up when and where they search.
Social Media. Successful inbound strategies are all about remarkable content—and social media allows companies to share valuable information, engage with buyers and put a human face on a brand.