Digital marketing encompasses all marketing efforts that use an electronic device or the internet. Businesses leverage digital channels such as search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, social media marketing, social media optimization, e-mail direct marketing, and their websites to connect with current and prospective customers are becoming more common in our advancing technology.
The term "digital marketing" doesn't differentiate between push and pull marketing tactics (or what we might now refer to as ‘inbound' and ‘outbound' methods).
In today’s world, it’s becoming increasingly harder for your business to get its message out into the marketplace. Gone are the days where outbound marketers could barrage customers with ads, cold calls and emails - and expect high levels of response. Today’s prospect is too busy to answer cold calls between nine and five and has the means to tune out these attempts to interrupt.
If they are looking for a business service or a solution to a problem, they are probably doing their research and understanding the options available well before they want to engage with a salesperson.
Thanks to the internet, there are now a variety of ways your business can promote itself online, helping it to be found by interested prospects.
Therefore, to stand out online, and capture the attention of your ideal prospects, to interact with them and to raise your business profile, you need to look for more effective alternatives.
And that’s where Digital Inbound Marketing comes in.
Digital Inbound Marketing is a methodology that uses marketing assets to attract, engage, and delight customers online.
Its broken down into four stages:
You attract your ideal prospects to your website through tailored, targeted content, which answers your prospects’ questions, helps to show them how to solve their business problems and demonstrates your understanding of their business.
Once on your website, you will encourage your prospect to interact with you by offering them an asset of educational value. You use calls to action to convert them into sales enquiries – and you use landing pages to gather information about their business and the problems that they are looking to solve.
In moving your prospects down the sales funnel, you need to nurture their interest by providing them with relevant information and educating them. This process is associated with lead scoring to allow you to understand those who are ready to engage. Lead scoring allows you to focus your valuable sales resource.
Once the sale is closed, the relationship with your customer is only just beginning. Marketing Automation tools allow you to automate the process of regular customer contact to support your customer service and delight your customers. Happy customers like to share their successful relationships.
At Touchstone Technologies, we are well versed in all things Inbound – and can advise you on developing a structured, high-quality Lead Generation Digital Inbound Marketing programme.
We develop our marketing campaigns on the principles of generating high-quality content in all forms; – copywriting, design, video – and distributing this content across all relevant channels, including traditional print and online publications, social media and even via email marketing.
If you’re having trouble with your lead generation activity, we can develop all-encompassing inbound marketing programs which utilise all the channels on offer, bringing you traffic from multiple sources.
Our team has knowledge of a variety of marketing automation platforms - and while HubSpot is our platform of choice and specialisation, we can provide you with support for other platforms.
We can develop a content plan aligned with your buyer personas and business objectives, utilising the data you have acquired, as well as conducting comprehensive content research to identify new and lucrative content opportunities.
Using advanced list segmentation and automated workflows, we can design personalised and effective emails which we can then send to targeted sections of your customer base, helping you develop high-quality leads.
We can assist you in amplifying your content through social media. We first identify key channels where your ideal prospects are located and manage your social media on your behalf, increasing traffic to your website.
It’s vital that your website ranks highly on SERPs - and to this end - we can optimise your website and content, ensuring that it’s consistently found by interested parties, allowing you to generate more traffic.
If your organic marketing methods have reached exhaustion, paid search offers an alternative platform for your business to expose itself further online. Our team of PPC experts can design a PPC campaign that consistently brings you high-quality traffic.
How do you know if all of this is working? Don't worry - we provide monthly reports including valuable campaign metrics and results, as well as a summary of all the essential optimisations and insights we gained from the previous month. We'll let you know which pieces of content, social channels, paid media tactics, ad-groups, ads, and keywords are performing the best, how many conversions you are getting, and what we are doing to deliver those conversions as effectively as possible.
We help you get your brand voice reach your most relevant audience through Digital Inbound Marketing. Right from strategy, execution to analytics, we make sure you achieve your business goals effortlessly!
Our Technology + Marketing Strategy = Your Business Success