Inbound Marketing For Crowdfunding 101
What is inbound marketing? Inbound marketing is a data driven digital marketing strategy that uses a four levels of engagement to drive traffic to a company’s website by attracting highly targeted leads. This term was coined by Hubspot in 2006 to describe this new digital marketing methodology. Inbound marketing uses these four levels of engagement to drive targeted traffic to a website:
- Attract highly targeted traffic to the website
- Convert these visitors to lead by capturing their information
- Close the deal and make them your funder
- Manage your new community of funders for the long term
Attracting Targeted Leads
Selective consumptionis a customer concept that is driven by digital technology and states that consumers have the power today to engage brands where and when they choose. This means that brands must take a multi-channel approach to engagement and be wherever their target customer wants to engage them.
Convert Targeted Leads
You have been successful at attracting a lead to your website during the pre-launch, so the next step in the inbound process it to convert the visitor into a lead by capturing their contact information. The less information you require the easier it is to get. I only ask for the name and email address. Remember in the world of inbound marketing contact information is the most valuable asset. Usually there is an offer of something of value in exchange for this contact information usually a some type of content such as a whitepaper or ebook, just make sure it is of interest to the target market.
Close the Deal
You have driven the targeted lead to your website and captured their contact information. Now you must transform the lead to a funder of your business or project. There are certain marketing strategies that can be implemented at this point to insure that you will be able to close the deal at the time. The sales cycle in a crowdfunding campaign can be as long as 90 day to six months so this leads must be nurtured over the long haul and transformed into a brand advocate.
Community management is a vital aspect of the inbound marketing strategy. You have spent 3-6 months engaging targeted leads and the lead finally wrote you a check and funded your business are you going to allow all of this hard work and a satisfied customer just fade into the distance? Of course not, you now have a community of funders, customer, and brand advocates that are deeply involved in your brand. You continue to engage them by seeking input on product development, having them actively spreading the word on their social networks, and funding or purchasing products in the future.
The new Inbound Methodology covers each and every step taken, tool used, and lifecycle stage traveled on the road from website visitor to customer. It empowers marketers to attract visitors, convert leads, close customers, and develop communities around their brand. Inbound marketing doesn’t just happen, you do it by implementing. tools and applications that help you create and deliver content that will appeal to precisely the right people in the right places at just the right times.