Inbound marketing covers all the aspects of your marketing strategy that draws prospects and customers to your business. Primarily, this relates to website traffic. Inbound marketing tactics would include SEO, social media and content marketing.
Each of these tactics is developed as a means of attracting customers to your website. Each one has a role to play in lead generation. Conversational marketing isn’t about replacing inbound tactics, but about maximising the value of those leads when they arrive.
For sales leads, you could start by running a chat application alongside more traditional lead capture such as a static form. You may find that if nothing else, your volume of leads increases. Over time you can analyse where the best leads are coming from and where best to focus your effort.
Inbound marketing has immense value in getting customers to your site, but conversational marketing can help to inform the tactics. For example, if you frequently get the same question asked via chat, take a look at your SEO strategy and check whether your site is optimised for those keywords. Additionally, consider whether you could run an article which answers this question, and allows the customer to chat for a follow up conversation.
Conversational marketing also makes companies more accessible, and this is something that social media can achieve. There are some tools which can make your social channels more responsive (without having to respond to facebook messages in the middle of dinner.)
Social media can therefore cross both in-bound and conversational marketing strategies and the two goals should align. You should be presenting a clear and consistent tone and messaging whether you’re tweeting to your followers or chatting with a prospect.
The tone of social messaging can also help with programming chat solutions because it’s an example of how companies have evolved a more direct way of speaking with customers. If an advertising billboard shouts a message to the market, the social aspect of channels such as Facebook, Twitter and Linked In has meant a modification of messaging. It’s important to take anything you’ve learned from this into your conversational marketing plan – no one wants to log in to your site for a chat to have some copy and paste – or shout – marketing taglines back at them.
Inbound marketing has a very valuable function which lies right at the top of the sales funnel. The aim is to draw as many leads as possible towards your website. From google rankings to viral content, there are many ways to achieve this.
Once you have someone on your site, think about what happens next. With conversational marketing, they can be guided to the most relevant content, be provided with the option to book a meeting or given the chance to talk about their requirements. Inbound marketing gets your potential customers in the room, and conversational marketing is a way of not walking out of that room once you’ve got them there.
If you want to know more about Inbound Marketing then check out some of my blogs here:
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