The Internet has played a vital role in the way consumers learn about new products and services. As the person in charge of the supplier onboarding process at TradeRocket, I always strive to use the latest marketing strategies available in the market to improve efficiency and maximize results. Among many, the Inbound Marketing strategy is one that is helping me to accomplish this.
Inbound Marketing focuses on creating quality content that attracts people toward your brand and converts them into clients. Inbound Marketing, also referred to as Permission Marketing, is information that visitors to your website have requested as opposed to Outbound Marketing, also known as Interruption Marketing, which is promoting a product through advertising, promotions, and cold calls without the individual’s consent.
The Inbound Marketing strategy consists of four marketing actions that we consistently apply at TradeRocket for both potential clients and existing suppliers.
1) Attract: Bring new traffic to your brand. The goal is to attract not just any traffic; it is the right traffic the one that we want; visitors that are looking for your product or service that later will become leads. This phase can be accomplished with the use of marketing tools such as a blog, social media and keywords. Specifically, we publish valuable content in our blog on the TradeRocket website as well as actively participating in LinkedIn and Twitter.
2) Convert: This action consists of gathering the website visitor’s contact information; at the very least, their email address. Some of the marketing tools used to bring the right leads are: calls to action (CTA), landing pages and contact forms. By offering valuable content in the form of case studies, white papers and benchmark reports, our leads are able to engage with TradeRocket’s products and services.
3) Close: After attracting the right visitors to your website and converting the right leads, this action is all about converting leads into customers through email marketing, CRM integrations, and marketing automation. At TradeRocket, we create email campaigns to send targeted and relevant message with clear call to actions.
4) WOW Experience: Offer your clients and suppliers a delightful experience so that they continue to do business with you. Current customers should become your “evangelists” as they help to spread the good word about your product. The use of surveys and social monitoring are critical to the success of this stage.
Finally, it is extremely important to measure campaign results. You can’t improve what you can’t measure. Inbound Marketing technology has the ability to monitor every element of a marketing campaign to determine if the goal is accomplished.
Supplier Relationship Manager