It doesn’t matter whether you are a well-know Learning Management System (LMS) company or a start-up just entering the industry, you need to a good marketing strategy to bring in site visitors and convert them to leads. This includes understanding your target market and carrying out a strategy to reach them. These days, marketing professionals need a wide range of skills, like strategy development, content writing, email marketing, social media marketing, SEO, and more.
Here are some tips on how to build an Inbound Marketing Plan for your Learning Management System (LMS) business to you can bring in more site visitors, convert them to qualified leads, and then turn them into clients.
1. Produce Buyer Personas
Before you start marketing your product and services, you need to understand who you are targeting, what their needs are, and what types of messages will work with them. For that reason, the first step in your marketing strategy must be to specify your Buyer Personas (imaginary personalities that mirror your ideal clients). For example, people who are interested in purchasing your service or product could be Health Services Manager Mary’, ‘Private Practice Owner Otis ‘, or ‘Physician Philip’. Each of these buyers has various obligations, objectives, and obstacles. Specifying each Buyer Personas will allow you to develop content that will interest them.
2. Draw Up Buyer Journeys
Once you have created your Buyer Personas, take time to understand how they learn and what would encourage them to make a buying decision. Talk with customers that fit your Buyer Personas, and ask them about the difficulties, objectives, responsibilities, and concerns they had before getting your service. According to Hubspot, the Buyer’s Journey has three phases: Awareness, Consideration, and Decision. Understanding the phases of your Buyer Personas will help you develop customized content that relates to their demands.
3. Establish Your Marketing Goals
Identify what you want to achieve with your marketing strategy and decide when you want to see a return on investment (ROI). Be sure that your objectives are specific, measurable, attainable, relevant, and timely. A few key performance indicators (KPIs) you might consider are:
- Your sources of website traffic (email, social media, blog writing, SEO, PPC)
- Unique website visitors
- Number of inbound leads
- Visitor-to-lead conversion rate
- Lead-to-customer conversion rate
There are many ROI-measuring tools that will make your job easier. HubSpot offers the most effective analytics across the board, all in one system.
4. Build a Marketing Team
Inbound marketing calls for a large range of abilities like copywriting, blog writing, web design, internet analytics, email marketing, SEO, social media monitoring and conversion rate optimization. If you don’t have these skills internally, it would be a good idea to contract out some jobs to Inbound professionals. This could cost your company $150K a year with consultants, or $350k a year working with staff members in-house. Working with a specialized Inbound Partner like Responsify will help you save more than 50% over the do-it-yourself (DIY) approaches, and will guarantee you get the strategy and resources you need to make Inbound Marketing effective for your company.
5. Develop Your Content Strategy
Since your site visitors are in different phases of the Buyer’s Journey, you should create different content strategies for each phase. Here they are:
Awareness Phase: Here, your Buyer Personas are trying to find details to identify the problems they are having. Your objective should not be to advertise your Learning Management System company, but to supply them with information that will help them identify their issue. Content like infographics, blogs, slideshares, and videos help in this phase.
Consideration Phase: Now, your ideal buyers have identified their issues and are looking for solutions. This is where you could give them content that relates to their issues and recommends services. Useful content will help you develop trust with your target market and could also be a way to collect their contact information (through free premium content like ebooks or reports). Keep in mind to not give out all your information in blogs or infographics. You need to be the main solution to their problem (but don’t discuss this right now).
Decision Phase: People in the Decision phase have determined their issue and are looking for options for themselves. They are ready to check out options for products and services that will help them fix their troubles. At this phase, you could use content to inform your leads and show your Learning Management System company’s options to them. Videos, evaluations, articles, case studies, and reports are all great ways to advertise your brand in this phases.
6. Develop Your Audience
If leads don’t have enough information, they might not make a buying choice. One of the best ways to engage your leads and keep them informed is through automated Lead Nurturing Emails. Research by Email Monday found that more than 70% of companies see their greatest ROI from Email Marketing. There are many ways to grow your email list. First, set up an opt-in option on your site’s homepage or as a pop-up. Offer a free gift like an ebook where people can give you their contact information in exchange for your content. Social media and webinars are also great ways to build your list.
7. Optimize Your Blog Content
Your blog is a big part of the overall Marketing Plan. Optimizing your blog content is a great way to build trust with your target market, enhance your search engine position, and drive more traffic to your site. Create long-form content (more than 750 words, better if 2,000+ words) for a better search engine position. Use various forms of interactive content like podcasts, videos, infographics, surveys, and polls. Use lots of visuals to get the attention of your target market. Since many people will look at your blog using their phones, make sure it’s responsive for any device.
8. Boost Your Social Media Strategy
Business 2 Community research found that many individuals find their information on a company or service via social media. Having a reliable social media strategy allows you to engage fans with your content, therefore boosting your chances of transforming them to leads or buyers. Be sure to have specific goals for every social media post. This can be to produce more shares or likes. You can use photos, curated content, videos, and short blogs. Remember to share, like, and comment on your followers’ articles, too.
The Final Word
All of these strategies for developing a marketing plan are part of the attraction and conversion phases of the unique marketing technique called Inbound Marketing. Inbound places value on informational content on your site for visitors so they will turn into leads. Your Learning Management System (LMS) firm could use Inbound to draw in brand-new visitors to your website, convert them into leads, and nurture them into dedicated consumers.
It can be hard to do all this alone. We at Responsify work with Learning Management System (LMS) online marketers to offer strategy, support, and help in executing these tasks. By collaborating, we help marketing experts tactically draw in brand-new site visitors, convert them to qualified leads, and then happy customers.
We’ve helped numerous marketing pros execute Inbound Marketing Plans. Do not hesitate to schedule a complimentary strategy session to help you assess your properties and get advice on how to ramp up your marketing plan.