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What is Inbound Marketing — Linda Handley — LindaHandley.com Fundraising and Digital Marketing
ATTRACT: We want to attract the right strangers (your target persona) to your website and to your brand with quality, compelling content that answers the questions they have. We’ll use blogging, social media, keyword and SEO strategy, and even outbound advertising to do this. CONVERT: With optimized landing pages, forms, and compelling calls-to-action we’ll convert these visitors into qualified leads. Contact information is the most valuable currency there is to the online marketer so we’ll give them premium content in exchange for it. This includes eBooks, whitepapers, info graphics, and webinars, case studies, and tips sheets.
CLOSE: With the help of tools like lead scoring, closed-loop reporting, lead nurturing, and vast lead intelligence, paired with lead follow up best practices and sales tactics, you’ll then work to transform those leads into new business.
DELIGHT: This sometimes overlooked component of inbound marketing can be your secret weapon in ensuring referrals and renewals. Once someone becomes a customer, you don’t want to forget about them, and you’ll continue to publish and share content that helps them better use your product or services and delight them as a partner and thought leader.