What is inbound marketing? It’s a magnet. What is traditional marketing? Think megaphone.
Traditional marketing is marketer centric – usually consisting of cold calls, cold emails to those who have not given their permission for you to contact them, and ads that generally interrupt.
Inbound marketing, on the other hand, is customer-centric – meant to attract and inform via pretty darn good content – blogs, whitepapers, and videos. Inbound marketing is based on knowing your customers (their “personas”) and creating and leveraging content just for them. Your content should act like a magnet, to capture your prospect’s attention – so they come bounding in to your for more helpful information. Think of a magnet when you think of inbound marketing.
1. Your Website = Your Hub of Activity
Your website should be the hub of all inbound marketing and lead generation activity. Websites should evolve – they should not be static.
2. Build a Blog
A blog is a collection of articles that provide helpful, valuable, educational content for your potential investors. It is a fundamental way to easily and effectively draw prospects to your site. But blogging can be challenging.
3. Create a Call to Action
Calls to Action are the forms and links on your site, blogs, emails, eBooks, and landing pages where you ask leads to go for more information.
4. Land the Landing Page
The landing page is where your leads click when they ask for your free, educational, and informative offer. Landing pages are, quite simply, the pages where your prospective new clients “land” when they respond to your free eBook, white paper, demo, or request for phone consultation. Each offer should have its own landing page.
5. Say Thank You
The thank you page is what your leads – yes, your prospects – see after they fill out the form on your landing page.
6. Build a Library of EBooks
The eBook is your free digital offer. EBooks are the informative, educational free offer that your prospects see on your landing page. Along with blogging, eBooks – or their cousins, the whitepaper, case study, podcast, and research report – can help make you an industry leader through education.
7. Nurture Your Leads with Email Marketing
Email marketing seeks to nurture your list of existing leads further through the sales funnel, and ultimately, into delighted clients. Create content, determine a schedule, build and segment your list.
8. Consider Pay Per Click Advertising
LinkedIn provides two different ways to reach potential clients – through Targeted Ads and Sponsored Ads. With both, you pick your target audience by profession, LinkedIn Group (such as Family Offices, Hedge Fund Managers, RIA Wealth Managers) job title, location, or other critical demographic factor. You can start and stop your ads at any time, set your budget, with no commitment or long-term contract. Campaigns start with as little as $10 per day. And you’ll receive email notification of a new lead the moment a visitor clicks on your ad.
9. Publish Persuasive Pitch Books and Fact Sheets
A persuasive Pitch Book can be the key to promoting your fund’s investment story, style, and pedigree. The basic elements of a powerful sales deck include these simple sections: the executive summary, why you, why now, performance history, management biography, service providers, legal disclaimers, and contact information. The Fund Fact Sheet your opportunity to present your case. An effective fact sheet does more than tell the facts – it sells your story.
10. Measure and Test
Key metrics and reports you should track include:
A. Blog Post Views – each blog post is an opportunity, and the more indexed page you have on search sites, the more opportunities you have to get found online.
B. Click Through Rates – how many of your visitors are clicking on your ad?
C. Landing Page Conversion Rates – It’s the ratio of those who click to those who fill our your form.
D. Traffic Sources – Sales calls, conferences, and events should not be the only source of traffic. The key to inbound marketing is to increase the avenues in which your leads come from, including organic search, paid search, referrals, and offline and online campaigns.
E. Phone Calls – How many phone call appointments are you making? What is the ratio of clicks to calls?
The most obvious metric? How many prospects turn into clients.