Your business’s inbound marketing doesn’t exist in a vacuum and this is true for your content as well. Remember, your content is an integral part of your inbound strategy, which in turn is a critical component of your marketing strategy that must build solid MQLs or Marketing Qualified Leads. And, a large percentage of these leads must convert into SQLs or Sales Qualified Leads. These phrases and the processes they describe are integral to your sales enablement strategy.

So, the question now is what are TOFU, MOFU and BOFU?

The terms stand for Top of the Funnel, Middle of the Funnel and Bottom of the Funnel, and are used to denote the different stages of the buyer’s journey. 

Let’s dig a little deeper.

TOFU – Top of the Funnel Strategy to Spread Awareness

Think of this as the problem-solving stage from a buyer’s perspective. At this stage, they are trying to find a solution for a problem or looking for a product/service that meets their specific need. Their primary objective is research, and getting all the information they need to zero in on a solution.

From a lead perspective, they don’t really have a lot of value, and you don’t know whether they are going to be your customer or not. So, all you can do is keep trying to ensure that these would-be customers see your business as a solutions provider, that is, who is taking pains to answer the questions they have with respect to their search for a solution. What you are trying to do is attract visitors to your website via information sharing. At the TOFU stage, you are helping them find you, through keyword-rich content.

This content can be website blogs, guest blogs, infographics and anything and everything that can attract more website traffic. The key here is to ensure that your audience is able to come across your content assets and website. This means you need to optimize your posts for search engines. Also, you need to start creating some noise around them so that your audience is able to “hear” this content. Leverage social media and other forms of promotion (paid or otherwise) to attract attention to your TOFU content.

However, this is just the first step of your inbound marketing strategy. Your next step is to convert this traffic into meaningful leads. This is where MOFU enters the picture.

MOFU or Middle of the Funnel – The Consideration Stage in the Buyer Journey

Alright, so all those fantastic blogs you wrote are bringing in a huge number of visitors to your site. However, they are just visitors. You don’t know if they are actually going to become your customers. For all you know, they are visiting your competitors’ site as well.

Ideally, your next step will be to start converting these ambiguous leads into qualified leads. This is the most important step in your inbound marketing plan, and is a critical stage of your sales funnel. Here, you want to sift through your leads and focus attention on all those leads that can convert.

Your prospects have identified the kind of solution, they need to address their problem and have actively started searching for the right solution. They are now committed to buying a product or using a service, which means they are ready to convert into a qualified lead.

You now need to go one step ahead in terms of helping them make a decision in favor of your products or services. They are not looking for buyer education, but content that tells them why your product or service is better than the rest. You should, therefore, start creating the kind of content you can gate. This has a two-fold advantage. The first is that you know the visitors are really interested in your product/service because they have downloaded the content asset, that illustrates product/service efficacy. Secondly, you can also capture the necessary information through the conversion form. This allows you to create an email opt-in list that is critical for your email marketing campaign.

So, which are the content assets that work in the MOFU stage? The answer is whitepapers, case studies, research reports, product comparisons, solution briefs, product guides, quadrants and more along the same lines.

You now have a better idea of which prospects have a better chance of converting into your customers. And this is where the BOFU strategy comes into play, because this is also where your leads actually convert into customers.

BOFU or Bottom of the Funnel – The Decision/Intent Stage in the Buyer Journey

This is make or break!

Your leads are now right at the bottom of the sales funnel. The buyer wants to buy, but will the buyer buy from you or someone else? That is the question. And the answer lies in nudging your buyer to make the right decision – that is achieving a positive purchase outcome for your business.

But you don’t have a lot of time. This is the stage when your competitors will also be trying to convince the same lead to buy their product or service.

Go for the jugular. Pitch offers to your leads. This could be a discount offer, a free quote offer with sales meeting thrown in for good measure, free trial or even a free audit. It could be anything that captures their mindshare enough so that they buy or try your solution.

But, remember they still haven’t made a decision. They are not yet ready to buy. According to an Accenture study, more than half that is 57% of the buyers are well on their way through the buying process, before they even think about meeting a sales representative.  You don’t want to really put pressure on them to buy your products by inundating them with offers. The conversion chances are slim, in such cases.

No, you don’t leave things hanging. You simply cannot afford to do that. Keep making a case for your product/service. E.g. you can start sending them content that highlights the tangible returns from using your products. This is decision-centric content. Assets like vendor comparison, product mapping, highly-detailed case studies that cover the solutions process and more need to be clubbed with your offers to ensure the best results.

Your content should be a mix of MOFU and BOFU to achieve high ROI.

Integrate Approach

While TOFU, MOFU, and BOFU stages do not run in tandem, but their core objective is to build a repository of sales qualified leads, and which actually bring in sales. So, get your TOFU, MOFU, BOFU right and experience the impact in the form of improved business profitability.

Contact us to get started on TOFU, MOFU and BOFU

The landing pages were still showing pretty high bounce rate – not through the roof but high enough to shoot me through the roof while I grasped the reality. But now I am back to earth and ready to take you through some of the tried and tested landing page optimisation tricks for better conversions. Grab some coffee and popcorn, people!

Landing Pages  – Are Your Fundamentals in Place?

You can’t brew a great cup of coffee without getting the fundamentals right. Don’t believe me, look at your coffee right now! If you are looking at your landing pages with the same disownership, then you’ve probably missed out on the basic fundamentals to begin with. Since landing pages are an essential part of your inbound marketing strategy, it’s important you set the right benchmark. Let’s explore some of these: 

• Consistency – Just like you can’t write consistency as “consistensy”, in the same manner, you can’t be inconsistent with how a landing needs to look like. Are your images high resolution? Is the text aligned? Is the messaging and tonality complementary? If it’s a series of NOs, then you’ve caught yourself off guard so well. 
• What’s popping out? – Ever noticed a video thumbnail and decided whether you wanted to click on it or not? They always put just the right image to grab your attention, don’t they? Well, that’s because they know that particular image will pop out to you. 
• Color – If the overall color palette is not matching with your brand guidelines and every landing page is a totally different kaleidoscope of colors as compared to the rest, then you are in trouble. Following the brand guidelines is basics and the fundamental right of every landing page! Totally! 

By now, you’d know whether your fundamentals are out of place or not. So, what next? There’s a list of things you can implement after correcting the basics. Let’s explore them in detail (are you out of popcorn, alreay?):

How are your Headlines Performing?

It’s an easy one! That’s the first thing anyone notices when they land on your landing page. If your headlines are not making sense to them, how beautiful the rest of it is wouldn’t really matter. Keep in mind these few things while crafting headlines: 

• They should be “catchy and easy to grasp” if you are going to keep one.  “10 ways to know if your coffee is getting cold while you read an article” vs “10 ways your coffee is telling you it’s too late”. You tell me, which one? 
• It’s important that you write in correct English that’s universally acceptable. “10 ways you’re coffee is telling you its too late” vs “10 ways your coffee is telling you it’s too late”. I mean, even the word document is showing me an error at this point. So, keep in mind you are using correct English. 
• If you haven’t tried humor yet, it’s probably time that you do. A HUG event we conducted early this week saw a 50% higher registration rate and attendance simply because this time, I tried humor in my email copy and even subject lines, which just struck a chord with everyone! No kidding! So, humor them. 
• Solving a problem through your heading is something not many people try. But you can! Try giving them a solution in the heading itself and shorten their buying cycle further. 

Spare them the Clutter and Never-ending Navigation 

Not everybody likes to keep scrolling down to find the CTA button that they can finally click on or going through too much information on a page. If you are going to ask them to find a needle in a haystack, then you might as well try knitting. Don’t give them a full-website feel on a landing page. If after a good amount of effort they’ve finally landed on your landing page, don’t lose them simply because they started looking for the needle too. 

After you’ve created your landing page, step back, close your eyes for 5 seconds, and recollect everything you could retain from it. Have your colleagues do the same exercise. And if you work remotely like me, just ask that nosy neighbour. They’d love to give you “opinions”. After you understand what stood out, you know that those are probably the best or the worst parts of the landing page. Rethink, redo, and repeat the same exercise till you are satisfied with the final look. 

More than one CTA on a Long Landing Page

If you absolutely have to create a long landing page, make sure there are more than one CTAs. The attention span is small, and users don’t like to navigate through an ever-lasting landing page. So, to optimise a long landing page, make sure there’s a CTA trail that you are leaving through the the whole page, at the same time not overdoing it. It might also be worth mentioning that too many CTAs can adversely affect your conversions.

Since different people react to CTAs differently, if they are able to connect emotionally to your message and there’s a CTA right there to complement that, they’ll instantly click on it. And that’s what you want. 

Help Them Establish Trust in You 

If visitors don’t find your landing page oozing trust, they really wouldn’t bother. There are a few tactics that you can employ to make sure they have at least established trust in your brand at an initial level:

• Add badges such as “XYZ certified”, “ABC tested”, etc
• Add small accomplishments such as “DEF verified”, “awarded no. 1 by !@#”, etc
• If possible, make these clickable so people can check the authenticity 
• Of course, don’t overdo badges or try too hard 

Visitors can always and easily sense “genuine” and if you are being too good to be true or coming across as a total fake, then you’ve already lost them. 

Overall Messaging and Content 

Content being the core of your messaging, it’s important to help the visitors circle back to you in the end with the help of it. The message should connect emotionally and provide real value to them. Write straight, to the point, clear, concise, try humor, and support what you are selling. This is where you also refrain from using any gimmicks to lure them into signing up or taking their contact details. 

Ever seen a thumbnail on a video that was totally enticing and when you opened it, the whole thing just didn’t match and click? These are tactics that marketers all over the world use to initially lure the visitor into giving them their contact details so they can later mass email them. Yes, it’s not right and doesn’t work in the long run. So, keep your message focused on what value you are proposing to them in exchange for their contact information. 

Really Try to Stand Out 

Exactly like trying humor, which takes guts btw, try using powerful analogies and stand out from the rest of your competitors. Sometimes, it’s enough for your visitors to know that you are bold and unstoppable. Visual eye candy, even if it’s a baby picture or something as outrageous as the Groupon’s Cat, can do wonders for your overall conversion rate even if the picture isn’t really going with your messaging. But there’s a thin line here. If you are feeling uncomfortable with what you are putting out there, your visitors will sense it before you even know it. So, go with your gut or ask a few colleagues what they of a particular picture or analogy you’ve used.

Quick Refresher

Landing pages are probably one of the best ways to experiment what works for your brand and what doesn’t. With testimonials (if you’ve got any), terms and conditions in easy language (if it’s necessary), endorsements, catchy stats about your brand, a short form, the right color palette, trying something out of your comfort zone, consistent layout, CTAs, and much more, you can greatly increase your conversion rates. 

Which tactics have you used on your landing pages? Share with us in the comments below. 
 

Today, marketers know that inbound marketing is the key to staying competitive. Outbound marketing techniques of generic blast emails, billboards, and pop-ups, are more costly and generate lower ROI. Investing in Google ads or PPC (pay per click) is one of the proven and most efficient inbound marketing strategies that businesses need to do, especially if they are serious about growth and building their online presence. It complements the other inbound marketing methods such as blogging, driving leads, backlinking, and search engine optimisation. 

But where to start with PPC? Confused as to which online ads will generate the widest reach and provide the maximum ROI? 

Google search gets a whopping 3.5 billion search queries a day! So, if you are seeking an online ad platform, look no further than Google Ads. 

Google Ads or Google Adwords, is an online paid advertising platform that was launched in 2000. It is a form of PPC channel where you (the advertiser) pay a certain amount per click on an ad. According to the American Economic Association, you get $2 return on every $1 spent on Google Ads (double the returns!). 

We know Google Ads works, but how? 

Let’s say you run a Google search for wireless headphones. The top search results usually come with the word  “Ad” next to it. Most people click on the top search results because it offers the highest visibility. Investing in Google Ads not only drives you to the top of the results where people are MOST likely to click, but they also generate 50% more conversion than organic traffic. 

All-Aboard the Ad Train? What’s Next? 

Setting up a successful ad campaign on Google Ads is easy, but requires you to follow a few steps. 

Choose Your Target Audience 

It is important you know what sort of ad campaign you are seeking to run. Typically, when we think of PPC, we refer to ads that show up after running a Google search, which is the search network. However, you can also opt for your ad to be displayed in Google’s Display Network (other partner websites) or videos (YouTube). 

Tip: Know the purpose behind your Google Ad campaigns; ask yourself, “is it to build awareness or get the audience to interact with your content by visiting your website or filling out a form?” Select your ad display preferences accordingly. 

Nail your Keywords 

The success of your Google Ad campaign depends on how accurate and relevant your keywords are. You want Google algorithms to highlight your product ad in front of the target audience. Keywords also impact the quality score, impressions, and click-through rate (CTR) of your ads. Higher quality scores and CTR show that your ad has the relevant keywords and this drives up your AdRank (you want that). 

There is an infinite number of ways people can search for something. You can provide Google with more specific instructions on when to display your ads. You can opt for keywords to be an exact match, phrase match, or board match. 

For example, if you have set “red tennis shoes” as an exact match, and a user searches for “tennis shoes with laces,” your ad will not be displayed. Your product ad will only be shown when the google search query is “red tennis shoes.” 

Tip: Stay away from just using generic and broad keywords. Put yourself in your customers’ shoes and use a combination of three types of match keywords. Keep tweaking them to ensure that your ads are being displayed in front of the right audience. 

Bid-Well, My Friend

Bidding lets Google know how much you are willing to pay for the keywords associated with your ad. Here is how it works. A local coffee shop might have the highest bid on the keywords “coffee shop Bangalore.” When a user searches for the exact or similar keywords, Google algorithms place this coffee shop’s ad above the result of the search results. 

Google offers two options for bidding on keywords: manual and automated. Manual is when you set the budget manually for each keyword. And automatic is when you hand over the reins after setting a total budget, for Google to decide and adjust your bids based on competitors’ behavior. 

How does bidding make a difference to your search results? The amount you bid determines your AdRank and which ad spot you will receive. 

Source: HubSpot Ultimate Guide to Google Ads for 2019 EBook

In the scenario presented above, the company which bid $5.00 for top “pet food” keywords is most likely to appear at the premium spot of search results. 

It is important to emphasise that businesses only pay for the ad when someone actually clicks on it. The price per click is usually decided by the lowest bid for the least visible spot (bottom right in the example above), with an additional incremental amount charged for each “higher, more visible” spot. 

Optimise Your Ad

The success of a Google Ad campaign not only depends on keywords but also on how effective your ad is. Google limits the characters you can use for the headline, description, and display URL. You want to get clicks to drive growth and visibility. So, you’ll need to utilise the characters well and make your ad impactful. 

Tip: Research shows that using a number into the headline increases CTR by 217%. 

Optimise your Google ads by incorporating ad extensions because not only are they free (yay!) but they allow you to give additional information and reason to customers to engage with your ad. Google algorithms account for extensions while calculating your AdRank, and this could make all the difference if you and a competitor have the same bid for keywords and similar CTR. You can choose from Sitelink, Call, Location, or Offer extensions. 

Sitelinks, as shown in the example below, extend your ad by including additional links that can entice the audience. Call and location extensions make it easier for customers to call and locate your services. 

Track Conversions & Link with CRM

Nothing matters if you are not getting conversions. Link your Google Ads with your CRM so you can track and analyse your conversions and campaigns. Conversion tracking enables you to track sales on your website, app installations, or calls. Integrating Google Ads with your marketing automation system stores all data in one place and simplifies the ROI analysis of campaigns. Continue leading customers through the buyer journey by consistency presenting relevant information with marketing automation. 

Tip: Link your Google Analytics account with Google Ads, and use this intelligence to drive campaigns. 

Quick Refresher

The Google Ads platform is an invaluable weapon to have in your inbound marketing playbook. There are a plethora of online ads, but designing the right one can make all the difference. Investing in Google Ads is a solid way to build robust ROIs, stand apart from the competition, and drive growth. 

This scenario can easily happen between your aligned sales and marketing teams (oops!). 

Smarketing: Sales and Marketing Alignment

We know today’s reality is SMarketing, which is a solid alignment where sales know everything about marketing and marketing knows about sales, and everybody knows the customer. The benefits of SMarketing and strong sales and marketing alignment are crystal clear. According to Hubspot, companies with strong SMarketing practices, see 208% more revenue from marketing efforts (Woah, we want that!). Over the past few years, a lot of companies have made conscious efforts to align their sales and marketing teams. But like that winning basketball team, even aligned sales and marketing teams can end up operating on different playbooks, and we know that the misalignment costs are HIGH! 

“But, my company’s sales and marketing teams are aligned, what more can I do?”, you might ask. Research shows that 84% of sales and marketing executives feel that their alignment has room for improvement, and there is! We have compiled a few steps you can implement to strengthen the sales and marketing alignment further so you can scale your business as a cohesive unit. 

Step 1: Revisit Smarketing Goals & Strategies

“Tight sales and marketing alignment can help businesses become 67% better at closing deals.” 

Unfortunately, even aligned teams can end up operating on different goals, whereas having frequent communication about goals is the foundation for success. Improve sales and marketing alignment by openly sharing and updating the end goals (more conversions, key accounts, etc.). Set aside designated time each month for sales and marketing teams to discuss and agree on the target buyer personas and the entire buying process because today’s customer is well-informed, changing, and seeks a lot more information before they make a final purchase. As your company and customer evolve, so will your definitions as to what qualifies as marketing qualified lead (MQL) vs. sales qualified lead (SQL). Consistently revisiting your Smarketing goals and strategies will poise your company scale efficiently. 

Read further: Now sure how to align your sales and marketing teams? Here are some sure shot tips. 

Step 2: Develop Shared Agreements

According to Hubspot 2018 Report on Inbound Marketing, only 26% of companies that have aligned sales and marketing teams use SLAs! 

Co-creating formal plans and service level agreements (SLAs) on how each of the teams will support each other is an excellent way to improve alignment. Involve both the sales and marketing teams in the SLA decision making process. This will generate accountability, buy-in, and also minimise any confusion and complaints associated with conflicting terminology and processes. SLAs should emphasise the quantity and quality of leads coming in from marketing and provide guidelines on when leads should be transferred to sales. Joint SLAs promote growth and scalability. 

Step 3: Value of Enablement

Firms that execute best practices for sales engagement witness a 14% increase in annual contract values and overall deal sizes!

Companies who are seeking to further collaborate, scale, and tighten their sales and marketing alignment are investing in sales enablement. 

Wait, back up! What is sales enablement?

Sales enablement is a technology or process of providing the sales team with knowledge, content, and skills to effectively sell at a higher velocity. It’s like how an NBA all-star player improves his game with the right shoes, training, coaching, and team. Even the top salesforce can benefit from the right support structure. 

An example of sales enablement comes in the form of building a content library just for sales to have at their disposal as they interact with leads. This library may include case studies, statistics, client stories, how-to guides, product feature report, or competitor analysis. Ensure that these tools are easy to consume and reusable across the sales cycle. Let the sales team join in the discussion for creating this content army, and you might even find some content you can upcycle as you audit internal company documentation. 

Step 4: Integrate & Automate 

“Predictable results happen when a company aligns every component of their sales method”  

Another way to strengthen your sales and marketing alignment is by first automating and then connecting their CRM and marketing automation platforms. When the technologies don’t talk to each other, you are likely to face issues of different teams prioritising different customers and needs. The ultimate objective is audience alignment and marketing automation can help you do that! 

High performing sales teams work off the same data pool and have full visibility of customer’s data points. Automating and integrating disparate platforms further improves sales and marketing alignment as it provides closed-loop reporting and real-time communication. Investing in marketing automation solutions optimise time by allowing you to score leads, set up task notifications, and run multi-channel campaigns to generate more leads. 

Navistar International, a pioneer in the commercial transportation industry, leveraged its Salesforce CRM platform by combining it with its internal marketing database to ensure that data across systems were up-to-date and connected across all segments. This provided their sales reps with holistic account pictures and empowered them to channel their energies on growth areas. 

Step 5: Track & Measure: 

Source

The best SMarketing teams that thrive on a data-driven strategy can guide the sales process, boost productivity, and drive revenue. CIO Insights found that sales reps who use sales analytics increased quota attainment 4x faster than non-users. Leverage reports to understand who is meeting their SLAs and whether leads are moving through the pipeline at the right speed or not. Marketing automation provides access to valuable marketing analytics such as close rates, number of customer visits, etc. Tracking and measuring fosters accountability, improves alignment, and builds a shared metric of success. 

Move Forward, Together

Visionary and growth-focused businesses have to move beyond sales and marketing operating in separate silos. Building shared goals, SLAs, revenue cycles and investing in sales enablement and automation sets your team to excel and outperform the competition. With SMarketing, where there is a harmonious partnership between all sales and marketing activities, trust is formed, work is positive, and everyone wins (#goals)! Benefit from increased revenues and customer loyalty by collaborating and moving forward, together. 

How do you decide which movie to watch? Most likely, you will search for “upcoming movies” and click on a trailer after reading a summary. There is a reason why studios spend the big bucks on cutting the best trailer, flooding the Internet with relevant blogs and articles, and then sending their stars on a promotion tour to engage with the potential audience. What studios are doing is creating a valuable experience and a reason to “pull” you to the movies, and that is a classic example of inbound marketing. Inbound marketing grows a business by building brand awareness, establishing trust, and delivering value. It is the smarter way to earn a customer’s attention by delivering exactly what they need at the precise point they seek it. 

Types of Inbound Marketing

In contrast to outbound marketing, inbound marketing utilises a combination of content marketing, PPC, SEO, long tail keywords, blogs, emails, and live events or webinars to attract and engage customers at their point of need 24/7. Advance your content creation by curating videos, podcasts, whitepapers, ebooks, and tip-sheets based on buyer analysis and touch points. Use effective keyword analysis, backlinks, and PPC to launch your company to the top of search results. Guest blog or partner with influencers to boost your brand voice and ensure your content is being discovered by the right audience. 

The key is to develop and commit to an inbound marketing strategy that combines these complementary techniques to instantly grow your total returns. 

Next read: Here are 8 SEO hacks you need today to improve your site’s Google rankings. 

Why Use Inbound Marketing At All

Inbound marketing campaigns are proven to achieve higher ROI than outbound techniques regardless of company size, industry, geography, or budget. According to Hubspot’s 2018 State of Inbound Report, companies are seeing higher ROI as a result of their inbound marketing strategies.  The internet has changed how customers seek information. The traditional methods of sending blast print material, attending trade shows, and cold calls are not as effective. Buyers today are doing a lot more their research online and reaching out to those businesses that satisfy their needs. They are also expecting a lot more personalised experience through the journey. Studies show that properly executed inbound marketing solutions are 10 times more effective than outbound marketing for lead conversions.

Why Use Inbound in Sales

It is easy to think that inbound marketing is all about pulling customers to a website and converting them to leads. But that is just the beginning of the process, the ultimate goal is to actually increase sales! Inbound marketing solutions apply to sales as well. Salespeople can personalise their communication and deliver value or a proposition with the help of clear buyer personas via inbound marketing. The marketing content also provides more options for prospect follow-ups. Sales teams can also benefit from the analytics and data generated by inbound marketing and use numbers to drive decisions and next steps. Infuse inbound marketing to sales by using tightly aligned service level agreements, and position yourself to convert as soon as a prospect is sales-ready! 

How to Use Inbound Marketing in a B2B scenario

According to the HubSpot Inbound Report, 2017, 77% of B2B buyers prefer to conduct their own research before speaking to a salesperson. 

Today’s customers are exposed to more information than ever and this is causing a shift in behaviour. And B2B companies have to adjust to this shift. But how?

Here are some proven B2B inbound marketing solutions that help companies build long-term relationships with clients. 

1. Prioritise customer needs and personalisation over promotional messaging while creating smart content. Design and test your website’s CTAs/forms and consistently update blogs to drive organic growth because, in the end, your website is your company’s 24/7 sales agent. 

2. Automate your marketing by using a platform like Salesforce, Marketo or Hubspot to enable you to generate and prioritise lead, and nurture individual and key account buyer journeys. Automating your marketing will also allow creating workflows which will move leads through the typically longer sales funnel, and ensure no lead falls through the cracks. 

3. Work with inbound marketing consultants to understand which pay per click (PPC) platforms can be tapped for lead generation. There is a wide range of PPC lead generation options outside of Google Adwords and Display Network such as trade media display ads and social media advertising.   

Next read: 10 powerful inbound marketing strategies you need in 2019. 

Inbound Marketing Strategy for a Growing Business 

Today’s customer is dynamic and constantly changing. It’s essential to make sure you are implementing the best inbound marketing solutions to achieve unprecedented growth and success. You have to earn your customer’s attention – immediately. As per the Content Marketing Institute, content marketing gets 3 times more leads than paid advertising (wow!). Set up the right buyer personas and create value based advance content like videos, podcasts, ebooks and how-to guides that will attract customers in like a magnet. 

It is equally important to align the content strategy with the sales funnel and the entire buyer journey. Apart from creating intelligent content, further promote it on industry forums, applicable social media channels, and via influencers. These are also great for building backlinks as well! Grow your business faster by optimising on-page SEO by keeping short page titles and highlighting the same keywords in headings, subheadings, and meta descriptions. But, do be careful of keyword stuffing! 

Including videos on landing pages will increase conversions by 86% and is 50% more likely to drive organic search results. 

For growing organisations, the alignment between sales and marketing teams is crucial. Both teams have to collaborate on every aspect of a customer’s journey to deliver noteworthy results. 

Grow With Transfunnel’s Inbound Services

Seeking to upgrade your inbound marketing plan or know how it applies in a B2B setting? Unsure how marketing automation can help your inbound strategy? Look no further! 

Transfunnel Consulting is one of the industry leaders in providing the latest marketing automation and inbound marketing solutions to businesses across the globe. From providing expert guidance on content creation to optimising your website’s SEO, Transfunnel Consulting has the best inbound marketing consultants that are abreast of the changing marketing trends and technology. 

Customers start forming brand impressions early on, partner with Transfunnel’s inbound marketing services to devise a compelling strategy that sets a positive impression from the first lead itself. 

Come and join for our biggest Marketing Automation Summit and meet the top industry leaders from HubSpot. 

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