Table of Contents
Why It's Worth Spending the Resources on Building Your Inbound Enquiry Pipeline
There are a variety of ways your business can build a pipeline of clients, but inbound enquiry is one of the most beneficial. Not only does it attract more qualified leads, it can also provide you with valuable insights into customer needs, pain points and preferences, which can be used to refine and improve your business offerings and customer experience.
Establishing a strong inbound enquiry process can also do wonders towards building trust and rapport with potential customers. And after all, decision making is often driven by relationships and trust in a B2B sales environment.
Building Inbound Enquiry: How to be Proactive
Businesses spend thousands of dollars every month on PR, advertising and at times, elaborate lead generation campaigns to generate a steady stream of inbound enquiries.
Inbound marketing meets customers where they engage online. Small to medium sized companies as well as non-profits are always asking the same question:
How can we generate more inbound enquiries?
There are 4 fundamental areas that form successful inbound marketing. Let's take a look:
Search Engine Optimisation
Bonus tip: Try to produce pieces that correlate to a keyword phrase that people can search for. Eg. 'Sydney Style: Top 5 trends in men’s sportswear'.
Improve SEO Rankings Organically
SEO can improve inbound enquiries by making it easier for a business to be found in Google searches. Although the focus on SEO has changed in recent years, it still matters and can be improved by discovering valuable keywords and phrases to target. Implementing these correctly will lead to a natural increase in rankings over time.
Does your home page have all it's tags completed?
SEO 101.
Your home page is the most valuable page on your website. To ensure it’s getting maximum SEO impact, you need to have carefully selected and completed:
- Your home page Title Tag
- Your home page Meta Description
<metadesc> - The primary heading for your home page
<h1> - Make the most of the recommended page structure with headings and sub-headings
<h2> - Name your images and links
<alt>/<hrefs>
Once you've done this for your home page, roll it out for all the other key pages of your website!
Social media for SEO
A steady presence across social media channels with engaging content that’s picked up by your followers is great. Try to create keyword centric content that gets plenty of clicks, shares, and links to your website.
Content: Keyword Rich, Diverse, Relevant
On top of building brand presence, achieving thought leadership status and advertising your products, a diverse range of content can help you capture a wider range of search intents. Statistics show that various content including Wiki, local listings, maps, video, news, social media makes for 85% of Google search results (DigitalCurrent). Don’t lose out on those searches!
Mobile Ready is a Must
Not sure if your website is optimised for mobile? Check with your web team! From speed to scale to usability, user experience is paramount and was one of the biggest penalising factors in the Mobile-First algorithm update from Google.
Secret Sauce for Social Media
Content
Why you need a company business blog and fresh content
There is nothing to lose, and much to gain from bloggingabout your business. You might like to take your time and start with one post a month as you get comfortable with the process. But one thing is for sure – blogging is the birthplace for content marketing, and content marketing has been at the forefront of digital trends for years.
Your own broadcast station
How often do you get an opportunity to generate free, unedited publicity for your brand? Having a company blog means you write the content – in your words, written your way. You should think through what you would like the market to know about your business. Develop a content plan and design a schedule on relevant topics.
Improve search rankings
Adding new and fresh content to your website is great for SEO. That’s why you’ll see so many digital agencies push for a content marketing strategy. Each post is a new page addition to your website (Google likes sites that build useful content). The trick is to go the next step, and apply ‘on-page’ SEO principals to each post. That means using select keywords both in the post and behind the post in the title tags and images etc. This will help your post get found, driving increased traffic.
Create shareable content
Blogs that are engaging, interesting and enjoyable are often shared across all social media platforms. This will essentially promote itself via links and references on other blogs, driving visitors to
your website.
Increased visits, improved sales
At the end of the day attracting visitors is what it’s all about. Writing really great content will eventually attract a prospect with an issue that you have indicated you can solve. Post frequently, captivate your audience and sharing posts far and wide will encourage a prospect to respond. People may come across your blog post via an organic Google search on your selected topic, or they may click through from a social media page where the post is included. It doesn’t matter how they get there... getting them there is the goal.
Social Media
Social Media ROI: A powerful slow burn
Although social media may be slower to build in terms of ROI, the widespread use makes the rewards clear. Social media opens the door to your audience, allowing them to build rapport with your brand, interact, leave comments and reviews without paid promotion.
Top tips: set your social media up for success
The Digital Experience
Effective design for engaging digital experiences
Using best practice design can encourage visitors to spend more time on your site, and click in all the ‘right places’.
Capturing Leads
A website should capture visitor information to build a lead database, through offering sign-ups in exchange for newsletters or special offers. This is important for future follow-ups and is considered a basic conversion strategy. Building a lead database, even slowly, will be beneficial in the long run.
Visual Storytelling
We have 2 seconds to relevance (or less) which is why visual content such as short videos, infographics and images are a must.
Embracing flat design & scrolling features
When it comes to presenting content, less is more. Infographics, diagrams and accordions break up the text and allow you to highlight the key points that support your value proposition.
UX. Time to sweat the small stuff
With more and more designs being created with smaller screens in mind, it’s important to pay attention to micro UX – using the small details to enhance the user’s interaction with your website or app.
