Business SuccessBLOG

Inbound Marketing: Prospect to Purchaser

Posted by Erin Meyer

When beginning your inbound marketing campaigns, the most important aspect is quality content!  This type of content not only educates the customers, but it also provides them with valuable information that they can use to better understand your offerings.  Remember, it must actually do the selling of your product or service or it won’t have any impact on your sales success.  When beginning your inbound marketing campaign, it is crucial that you craft copy that moves the prospect towards the sale.

Coming up with key points.

When you are first starting to write the content part of your inbound marketing strategy, start by defining your key sales points.  Think about who your buyers are and what unique selling features are important to your buyers.  Key advantages may include:

  • Custom capabilities
  • Timely service and delivery

Once you have developed these points for all your products and services, create the compelling content that supports it!

Turn key points into solutions.

For each point that you develop, try turning it into a solution.  As you come up with useful content, present your selling points as solutions for common challenges that your buyers typically face.  For each point, come up with a compelling story that focuses on your buyer and how you’re able to meet the buyer’s needs:

  • Need to promote productivity?
  • Need an exact specification on a product without a lot of extra cost?

It’s time for your prospect to buy.

Once you have spent time engaging and attracting your prospect with quality content, invite them to take an action.  That action could be downloading a white paper or requesting a quote.  Depending on the stage of the prospect, the message should encourage them to either buy or continue with the ‘pre-buying relationship’.  Finally, when the prospect is ready to buy, provide a clear path to the sale.

Are you interested in learning more about inbound marketing?  Request our FREE Guide to Inbound Marketing.  Don’t forget to give us a call if you need help with your ideas or key points!