According to HubSpot, inbound marketing is a “method of attracting, engaging, and delighting people to grow a business that provides value and builds trust.” How can your community take these three actions and turn them into more leads? Here are some ideas…
1. Attract – The first step in generating leads is to attract people to your website or community so they can learn who you are, what you offer and what differentiates you from competitors. Here are two ways to do just that:
a. Social media: Social media is a low-cost way to increase brand awareness, and not just for companies trying to engage a young audience. In fact, 64% of those between the ages of 50-64 have at least one social media profile. Drive social media users to your website by posting educational content with links to your blog, by answering a question shared in a comment box using a link to your website’s FAQ page or by posting activities circling back to your online events calendar.
b. Events: Host or sponsor an event in your area that will attract your target audience but may not be directly related to your services. Have a local band play an outdoor concert for residents and community members or sponsor a table at a local 5k. The exposure in the community will attract people to learn more about your services and perhaps refer a loved one who is in need.
2. Engage – After you have attracted leads to your community or website, you want to engage with them to create lasting relationships. During this stage, listen deeply and collect information on your prospects in order to personalize content for them. This will create brand loyalty and keep them connected with your community. To do this, try the below two steps:
a. Blog: Write blog posts that provide educational, useful and valuable content for your target audience. When you write about topics for which your target audience is actually searching, it will help with SEO, position you as the expert and allow trust to build for your community among readers. That trust then allows readers to inquire more easily if they or a loved one is seeking a community like yours.
b. Ask questions: People love to talk about themselves and will feel more engaged with you and your organization when they start to see themselves fitting into your brand. Ask questions to uncover the prospects specific pain points and then use this information to tailor your value proposition to them specifically, showing how you would alleviate those pain points.
3. Delight – Now that your audience is interested in and engaged with you and your offerings, it is time to go above and beyond to show them your community is right for them. You can do this in the following ways:
a. Video content: Video can help elevate the customer’s experience. Videos offer a higher level of personalization and streamlined communication. In fact, it has been found that businesses and marketers who used video ended up growing revenue 49% faster than non-video users in 2017.
b. Marketing automation: HubSpot defines Marketing Automation as “software and tactics that allow companies to buy and sell like Amazon – to nurture prospects with highly personalized, useful content helping to convert prospects to customers and turn customers into delighted customers.” Use marketing automation to customize content (such as emails) for specific audiences so they feel understood, valued and cared for. Send referrers valuable business insights and send family members event calendars. The individualized attention, without the lengthy time investment, will delight your audience, which will then increase referrals, retention and new leads!
To help generate more inbound leads for your community, try out one of the tips above. If you’re still having trouble generating leads, contact Bloom at 303-862-6530. We have helped communities across the nation increase leads and fill occupancies!