Inbound Marketing ROI
You market your business’s products and services to bring in more sales. We all know that. Traditional marketing does not deliver the results it used to. We know that, too. A recent Hubspot report (p 16) showed that 71% of businesses who market to consumers, using the Hubspot methods we apply, saw their sales increase at a higher rate, than those who didn’t.
Online marketing drives your sales because your message says to your future customers, “You know us, you like what you know and you can trust us to deliver what we say.” Your marketing must be totally effective so you get that return on your marketing dollars. To do that, you test your results and you make simple changes, so you maximize your ROI. This is what we call tweaking your sales funnel.
Let’s break that down a little. You want inquiries via your website, so you make it attractive. You choose certain colors and text size, certain pictures (like happy customers and skilled workmen) and you explain why people should click the link to contact you. You encourage them with, say, a story of how you solved a problem or got someone’s house perfect so they could sell it quickly. You might include a short YouTube video to explain how you rode to the rescue. You also check to see if you increased your followers on your new Facebook business page.
Today, what your customers say about you is critical – so you make sure everyone sees their comments. You, maybe, talk about how you handled that new kitchen project as a longer story on your blog. You might even use it as part of your email drip campaign – the keeping in touch part of your inbound marketing.
You measure the results – are you getting more inquiries from your email campaign or are they coming in via your Facebook page? Is your blog getting read and is that giving you your increased results? These are the tests and measurements you do in order to maximize your efforts and get the best possible inbound marketing ROI.
Who Are Your key Customers?
You know where you do business and where you want to increase your business. Instead of just trying to attract ‘more homeowners’, you get scientific about it. You aim your marketing message to suit the actual groups of real human beings that you want to attract. To really get ahead of your competition you do more than focus on what the gurus call your market’s demographics. You focus on the people in those demographics – on the actual personality types who notice your blog, your Facebook article, or your email headline.
Let’s take some simple – and real – examples. Let’s say you want to get more business from men, women, baby boomers and millennials. Let’s say all of your blogs and happy customer stories are mainly aimed at older men. They understand enough about home improvement, technical skills and good equipment but can’t do the work themselves, anymore. You get on well with this group. Here’s the question – how likely will that appeal to young, single career women who own their first home and who also need a contractor?
If you know where your inquiries are coming from – and where they are not coming from – you can make the tweaks. You can say exactly the same things in your blog, you just write two blogs – one for older men and one for young career women. You build the key words into each blog that either older men or career women will do Google searches for. That way, your blog shows up and appeals to the right sections of your market.
Once each section has found your blog, they click, not the only link to your website, but the specific link that leads them to the right part of your website. You have been noticed, so now you must attract the reader by continuing to talk their language. They follow the topics and links on your website – down their specific sales funnel to the pre-planned decision points.
The Decision Points
You want your future customer to follow the sales funnel, so you want them to:-
- Decide to ask you a specific question about their specific problem or
- Ask to join your Facebook page or
- Agree to get emails from you on useful subjects and ultimately
- To call you and ask you to come and scope out a job they need doing
So, just staying with these two examples, you have two sales funnels. You aim each one at the specific customer type. You can test the responses you get from each type and make the tweaks to each funnel to get the maximum responses. You hold on to each person who does respond by making sure you keep talking their language, answering their questions (and those of people just like them) until they convert from future customer to new customer.
Address each customer type in the style, and with the kinds of words, they find attractive. Once you have attracted them with your headline, blog or specific landing page, you keep them attracted, so they become involved to the point of being converted. Then you can wow them with your skills, customer care and results.
They then become your next good news story to attract more people like them. The technical system behind this approach to marketing is, as you know, our area of expertise, so please contact us by clicking here so we can help you design the systems you need to really get the ROI on your marketing.