Bridges is, first and foremost, an inbound marketing agency. The inbound marketing methodology is part of the DNA of our business.
Inbound marketing focuses on getting found by prospects that are looking for your product or service. It is called inbound to distinguish it from interruptive outbound marketing, such as TV and radio commercials.
The first step in building a successful inbound marketing campaign is to better understand two things:
Once we understand the buyer personas and buyer’s journey, we collect other relevant data about your business and the market, in order to build an effective inbound marketing strategy.
Our strategy works in four parts:
Attract new potential customers with high-quality information that they are searching.
Convert those potential customers into lead and customers.
Helps close those leads into customers.
Delight those customers with after-the-close marketing.
The first step in turning strangers into leads is to attract them with information that is valuable and relevant to them. This usually translates to website traffic. We can facilitate several channels to attracting website traffic. The most powerful, efficient, and long-lasting is search engine optimization.
Being found from an organic search is the most effective and credible channel for valuable website traffic. Google and other search engines are good at understanding what the user is looking for and matching that with the right content on the internet.
We build content that matches what your clients and customers are looking for.
Our process for content marketing works like this:
Once your prospective customer finds your website, how do we get them closer to winning them as a new customer? We convert them!
Your company’s website should be conversion optimized. It should be as easy as possible for a user on your site to take the next step toward becoming your customer.
Simply putting your company’s contact information at the top of the page isn’t enough anymore.
Our website design philosophy is different than most advertising agencies and digital marketing agencies. When we build you a new website or optimize your website, we make every decision based on one criterion: will it bring you new customers.
All other considerations, including subjective aesthetics, take a back seat to the objective factors that we can measure such as number of visitors, number of visitors that become leads, and how each visitor spends on the website.
When we build your company website, the first iteration of the site usually goes live within six to eight weeks. We get the site up quickly because we want to record and measure how your prospects are behaving on the site. Using that feedback, we make changes that we think will improve your website's performance. Then, we measure again.
The entire web design, deployment, and optimization process usually takes one year.
Five years ago, the primary tool for converting visitors to lead on a website, was a static document such as an ebook, case study, or white paper.
While those can still be effective, there is a much better tool.
An interactive inbound offer is a tool on your company’s website that delivers personalized information to the user based on data that give us.
Successful interactive inbound tools include:
These kinds of interactive tools provide the user with exactly the information that they need in exchange for permission to contact them. Additionally, the data that the user inputs into the tool can help you qualify and prioritize incoming leads.
While inbound marketing can never fully replace a good salesperson working one-on-one with a potential client, a great inbound marketing campaign can move the prospect deep into the buyer’s journey.
Lead nurturing via email and CRM-retargeted media provides value to the prospect, based on their buyer persona and buyer’s journey stage, while they aren’t on your website.
Also, inbound marketing on the HubSpot platform provides your salespeople with tools that can increase their closing rates.
For example, when an identified lead takes an action that indicates an interest in your product, such as opening a marketing email or revisiting your company website, the assigned salesperson can receive immediate notification via email and/or text message.
This is especially helpful if your sales department has adopted an inbound sales methodology and practices.
Once the deal is closed and your customer is onboarding, inbound marketing helps you go above-and-beyond in delighting your new customer.
Marketing automation and email marketing provide the customer with relevant information based on their needs at the moment.
Delighting your current customers will pay dividends in upsells and renewals.
Whether you are looking to partner with an inbound marketing agency to drive ahead to inbound marketing success, or you're wanting to learn more about inbound marketing for the first time we're here for you.
Fill out the form to schedule a time to meet with us, no strings attached.