The most popular "attraction tools and tactics"
Posted: Mon Jan 20, 2025 9:56 am
Blogging / Content Creation
Social networks
SEO
Paid Ads
You can write the most useful content, but if it’s not where your audience is looking for it, it won’t have any effect.
Again, the key is knowing the right way to reach your audience (which should be defined in your buyer persona).
For example, let’s say Marsha loves to use Facebook whenever she has some downtime, while Bobby prefers to run a Google search for “best yoga mats” and see what the experts have to say.
To reach Bobby, you’ll want to make sure you have keyword-optimized pages and content on your blog, while to reach Marsha, you’ll want to invest in social posts and paid ads.
Of course, there are other outbound strategies to get your content out there, vice president software email database especially in person, like tech talks and trade shows, but inbound is designed to be more scalable and cast a wider net. Whichever method finds work for you, it’s the one you should follow.
Convert
Attracting is just the first step; now you need to seal the deal by converting visitors into leads in your marketing database so you can communicate with them further.
This is stage two of the inbound marketing methodology: converting.
The conversion stage is all about lead generation. This means convincing visitors to share their contact information so you can continue the conversation through other channels.
To get people to convert on your website, you have to offer them something of value in return.
Popular conversion points and offers include:
Premium content offers (i.e. a webinar, video, or eBook)
Meetings (calls, consultations, etc.)
Blog Subscriptions
Newsletters
In inbound marketing, these conversion paths are created through:
Calls to action
Landing Pages
Forms
Calls to Action (CTA)
The call to action is a button, link, or image that explains the next step you want people to take after consuming your content.
This could be to do anything – download an eBook, watch a video, receive a discount, etc. The goal is to make it a little more advanced, so the user is closer to being ready to make a purchase (aka lead nurturing).
Let’s say, for example, that Marsha has found a blog post on your website about five easy ways to reduce everyday stress. The CTA in the article could present her with an offer to watch a free video series on how to do the best yoga poses for stress relief.
Calls to action should be urgent, valuable, and most importantly, relevant enough to drive the visitor to action, but without seeming desperate.
Typically, calls to action are inserted at the end of the content, right when you’ve fully communicated your message and your readers are feeling the warmest and fuzziest. However, you can also see success by sprinkling them throughout the content, especially for long-form text.
Landing Pages
Calls to action that focus on content typically send your potential customers to a landing page.
A landing page is a stand-alone page that focuses on convincing the viewer to fill out the form (convert) to get a content offer that is likely a bit longer — and perhaps more relevant to their interests — than the content that originally got them there. Landing pages should
continue the message of your CTA. They should tease the visitor with a preview of the content that awaits them, but without giving away all the goods.
In our yoga mat example, Marsha might see a landing page with a short video of an instructor performing one of the poses, so she knows exactly what she’s signing up for.
Landing pages are almost always separate from the rest of your website and should have a simple, clean, and attractive design. This is to minimize distractions and force readers to focus on the offer before them. The sole purpose of a landing page is to capture visitors’ contact information in exchange for more content.
Forms
This information is captured through the third piece of the puzzle: forms.
To access content, visitors simply need to give you information like their name and email.
Asking for visitors’ contact details works because you’re using a simple and powerful psychological principle: reciprocity. People are more likely to give you information when they feel like they’re getting something in return.
Like your CTAs and landing pages, forms need to be well-designed to maximize your chances of conversion. They need to hit a sweet spot between getting enough information to be useful without turning off potential leads.
Forms should be located above the fold and be highly visible on the page. It’s often a good idea to have a headline and button text that makes it clear exactly what people are getting, such as “Get your free eBook” or “I want to watch the videos!”
Social networks
SEO
Paid Ads
You can write the most useful content, but if it’s not where your audience is looking for it, it won’t have any effect.
Again, the key is knowing the right way to reach your audience (which should be defined in your buyer persona).
For example, let’s say Marsha loves to use Facebook whenever she has some downtime, while Bobby prefers to run a Google search for “best yoga mats” and see what the experts have to say.
To reach Bobby, you’ll want to make sure you have keyword-optimized pages and content on your blog, while to reach Marsha, you’ll want to invest in social posts and paid ads.
Of course, there are other outbound strategies to get your content out there, vice president software email database especially in person, like tech talks and trade shows, but inbound is designed to be more scalable and cast a wider net. Whichever method finds work for you, it’s the one you should follow.
Convert
Attracting is just the first step; now you need to seal the deal by converting visitors into leads in your marketing database so you can communicate with them further.
This is stage two of the inbound marketing methodology: converting.
The conversion stage is all about lead generation. This means convincing visitors to share their contact information so you can continue the conversation through other channels.
To get people to convert on your website, you have to offer them something of value in return.
Popular conversion points and offers include:
Premium content offers (i.e. a webinar, video, or eBook)
Meetings (calls, consultations, etc.)
Blog Subscriptions
Newsletters
In inbound marketing, these conversion paths are created through:
Calls to action
Landing Pages
Forms
Calls to Action (CTA)
The call to action is a button, link, or image that explains the next step you want people to take after consuming your content.
This could be to do anything – download an eBook, watch a video, receive a discount, etc. The goal is to make it a little more advanced, so the user is closer to being ready to make a purchase (aka lead nurturing).
Let’s say, for example, that Marsha has found a blog post on your website about five easy ways to reduce everyday stress. The CTA in the article could present her with an offer to watch a free video series on how to do the best yoga poses for stress relief.
Calls to action should be urgent, valuable, and most importantly, relevant enough to drive the visitor to action, but without seeming desperate.
Typically, calls to action are inserted at the end of the content, right when you’ve fully communicated your message and your readers are feeling the warmest and fuzziest. However, you can also see success by sprinkling them throughout the content, especially for long-form text.
Landing Pages
Calls to action that focus on content typically send your potential customers to a landing page.
A landing page is a stand-alone page that focuses on convincing the viewer to fill out the form (convert) to get a content offer that is likely a bit longer — and perhaps more relevant to their interests — than the content that originally got them there. Landing pages should
continue the message of your CTA. They should tease the visitor with a preview of the content that awaits them, but without giving away all the goods.
In our yoga mat example, Marsha might see a landing page with a short video of an instructor performing one of the poses, so she knows exactly what she’s signing up for.
Landing pages are almost always separate from the rest of your website and should have a simple, clean, and attractive design. This is to minimize distractions and force readers to focus on the offer before them. The sole purpose of a landing page is to capture visitors’ contact information in exchange for more content.
Forms
This information is captured through the third piece of the puzzle: forms.
To access content, visitors simply need to give you information like their name and email.
Asking for visitors’ contact details works because you’re using a simple and powerful psychological principle: reciprocity. People are more likely to give you information when they feel like they’re getting something in return.
Like your CTAs and landing pages, forms need to be well-designed to maximize your chances of conversion. They need to hit a sweet spot between getting enough information to be useful without turning off potential leads.
Forms should be located above the fold and be highly visible on the page. It’s often a good idea to have a headline and button text that makes it clear exactly what people are getting, such as “Get your free eBook” or “I want to watch the videos!”