My experience with marketing brochures Like a stereotypical millennial, I have a hard time doing what I'm told if it doesn't make sense to me. That was the case when I was asked to develop a brochure to market a new product. The company had put out brochures for all its products and services for time immemorial. But here was the problem: the new product was extremely high tech and sophisticated. Only tech-savvy people would be interested in buying it, and tech-savvy people don’t go browsing through brochures. So instead of drafting the text, pulling in graphic designers, and sending thousands of copies to print, I did something different.
So far in this series, we've covered the first three stages of the inbound marketing methodology. Here's a quick summary of what they are. Attract potential customers to you through search-optimized blog posts that target your audience's pain points, needs, and concerns. Convert these visitors into leads using forms, calls to action, and landing pages to capture their contact information Close your leads into customers by nurturing them through the buyer’s journey with tailored messaging There's just one stage left: delight. This post will show you how to delight your customers so much that they'll become raving promoters of your brand.
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Over the last couple of weeks, we’ve been talking about the stages of the inbound marketing methodology. The first stage is to attract your target audience to you with well-written content that addresses their needs, questions, and goals. This content comes in the form of blogs, which are optimized for keywords relevant to your audience and promoted on social media sites. The next stage is converting your site visitors into leads by gathering their contact information through calls to action, landing pages, and forms. Now we’re going to go over what happens next: the close.
In the first blog post in this series, we discussed the attract stage of the inbound methodology, which is all about generating great content that brings people to your website. The major tools of the attract stage include blogging, keywords, and social media sites. Now we're going to take a look at the second stage: converting these visitors into leads.
In our post “The Inbound Methodology Explained in One Image [Infographic]” we defined inbound marketing, showed how it differs from traditional marketing, and explained the four key components of the inbound methodology: attract, convert, close, and delight. Understanding the elements of the inbound methodology is essential for creating and executing an effective inbound strategy for your business. This post digs deeper into the first stage: attract.
Traditional branding was all about the company. The business controlled their brand narrative, which meant there was a barrier between the business and their customer. Today, that barrier is breaking. More and more companies are embracing audience-driven content in their branding efforts, which means the customer now directly participates in the company’s story. David Berkowitz, the Chief Marketing Officer of MRY, a global digital marketing and technology agency, refers to this kind of customer participation as “storymaking” and contrasts it to traditional brand storytelling.
Do you ever feel like you invest tons of money and time into content only to have it ignored or forgotten by your readers? This is a common problem among content marketers. We pour our heart and souls into our content, but sometimes it still fails to connect with the target audience. Creating content that attracts and retains customers. takes a lot of money and time. Wouldn’t it be great if our content was more effective at generating audience engagement?
Email marketing is hard. Really hard. But it can also be extremely effective if it’s done well. Some people think that email is dead and no longer relevant for today’s marketing. But the statistics say otherwise. People still engage with and respond to marketing emails sent to their inboxes. The problem is that everyone is now overloaded with these emails. And as more and more marketers inundate prospects with emails, the more the prospects will tune out the messages.