Content in Action: Growing Your Business

Content in Action: Growing Your Business
November 11, 2014 PROSAR

Content generation can show the world that your company is an authority in your niche. While this is an important step in establishing your online brand, sooner or later you are going to want to see a return on investment. Growth from new business is what it’s all about.

Person charting business growth

Strategy will drive the process of putting your content in action to grow your business. Your business is unique, as are your customers, so some degree of customization is needed. That being said there are resources that can be used to put it all together.


Inbound Methodology

Inbound marketing is the buzz phrase everyone has heard of but may not fully understand. Simplified, it is a method to attract online visitors and help turn them into happy customers.

HubSpot breaks the method down into 4 basic phases; Attract, Convert, Close, and Delight.

Your compelling content fits into the Attract phase. Blog posts, ebooks, and videos provide useful information and answer questions that your prospects are asking. Tools such as SEO and social media help to amplify your message.

Developing a relationship by engaging with your prospects, along with more targeted content, make up the Convertphase. This phase will help your prospects to a consideration point where they become qualified leads.

The Close phase goes without saying and arguably it’s the most important part. The most fun part, for sure.

Delight ensures your customer buys again, and recommends your business to others.


Consistency is King

The key is to consider the above as a method. As a method, every phase, and the tactics to deliver every phase, should be followed religiously. For every online visitor. If you miss anything your valuable prospects, leads, and customers will likely disappear. There is no second chance with most online visitors. They came to you, after-all.

With the number of visitors that arrive at your website and with the need to run the rest of your business, you can appreciate what a challenge it is to follow a necessary structured method of running an online business. Fortunately there is an app for that!


Marketing Automation

The implementation of marketing automation software, such as SharpSpring, will ensure that all visitors to your website have the same consistent experience. Every phase of the inbound method is managed automatically. The software provides you tools for attracting visitors and turning them into customers.

For example, marketing automation helps to identify visitors to your website. It tells you what pages they visited and how long they spent there. The software manages the content they consume and collects contact details.

Following up, based on a visitor’s actions at your site, result in a likelihood of converting the contact to a lead. Timing is everything.

Personal emails are automatically dispatched at key times, allowing the crucial engagement necessary to form a relationship with prospects. Emails can contain access to more of your great content; providing your prospects with relevant information about your product or service at the right time in their buyer’s journey. Are they at a decision stage? How about a well-timed testimonial or purchasing incentive?

Marketing automation notifies you of key events such as when a lead reaches a certain status in their online activities. Your sales staff can then facilitate a sale with a truly qualified lead.



Inbound is the methodology you use to put your content into action to grow your business. Marketing automation tools are what we use to deliver the necessary tactics to gain new customers.

Together they provide an efficient and effective combination to achieve the most from your online marketing.

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