If you are an up-coming marketer, the endless choices of marketing avenues paired with the colorful array of marketing jargon might just make you feel like a five-year-old trying to make a decision at the ice cream truck. We all remember those days: you get hooked by the beautiful melody of the truck's sirens and, in seconds, you’re booking it down the sidewalk in your bare feet to grab a snow cone… or maybe a rainbow pop… or possibly those ugly ice cream bars shaped like Mickey Mouse, with rock hard gum balls for eyes. Hubspot has a sick article, complete with infographics, for those of us who prefer illustrations to chapter books; we, however, are going to water it down even further. Grab your Legos, Crayons and Hot Wheels and find a friendly crawl space to play in, because here’s How to Explain Inbound Marketing to a 5 Year Old.
Inbound marketing is all about attracting customers to YOU. Children love sugar, and they love color -- and so do potential customers, metaphorically. Present your customers with an array of colorful, sweet options, and you’ve got a lucrative business, reaching your specific buyer persona. Know your audience, and structure your digital content accordingly. If you want to sell ice cream, you need a truck. With wheels. And pictures. And music. In the same way, if you want to utilize inbound marketing effectively, you need to share valuable, pertinent information across multiple marketing platforms:
Ice cream is good, but so much better if it is all over your face and hands. So, now you have created content and driven massive traffic to your site; what do you do with it? All of that lovely traffic means jack sh*t (ear muffs, we are speaking to a 5 year old here,) on a conversion scale if you can’t hook them. They need to pick their flavor and 'get all up in it.' You have their attention, now get their information if you want to turn traffic into MQLs and SQLs, to get any sort of ROI on your inbound marketing. Here’s how to make sure your visitors have every opportunity to get sticky with it (a.k.a convert into leads):
Quick Case Study: One very relevant example comes from an entrepreneurial client we picked up from NY. We evaluated his inbound marketing strategies in addition to his email marketing sales funnel. We then proceeded to optimize these efforts to increase conversions. We have been with this client for 3.5 months now, and in the last 6-8 weeks alone, we've generated more than $15k in sales for him. Furthermore, we also setup and split-tested more than 30 auto-responder followups for his email marketing sales funnel in correlation with designing landing pages and many sales pages with a lead generating funnel in place. C'mon people, inbound marketing works!!!
They’re all sticky, and it’s time close in. Want them coming back for more? Make sure they get every last bit. Accomplish this by strategically closing in a timely manner. We just talked a little bit about email marketing, which is one of the most effective ways to get them past the taste test stage and really immerse them in the buyer process. Essentially, inbound marketing provides your ideal customer with relevant information and quality content, which in turn generates traffic, converts leads, etc. But then what!? Do you just let the leads go cold? In a recent article on sales, Derek Palizay talks about the need for the sales and marketing departments teaming up at this stage in the process (and preferably earlier in the process.)
Now you know what they like and where they’re going to be. So be there tomorrow. Can you imagine if the ice cream truck only came through your neighborhood once a summer? What if you missed it the first time? What if mommy couldn't get her change purse fast enough? What if you did buy the first time but wanted more? There are two ways you can look at this concept:
Build a relationship if you want customer tenure. Inbound marketing requires an eye for providing relevant, pertinent information to a specific, targeted audience. But let’s face it, a five year old wouldn’t last longer than 20 seconds through this talk. So if you got nothing else from this, learn this: