Inbound marketing that gets you more leads for less

For many, inbound marketing may seem a relatively new concept. And while elements of inbound marketing have been around for some time, this type of marketing activity was only termed ‘inbound marketing’ in 2005. But just what is inbound marketing? And what, as a small business-owner, can it do for you?

In essence, inbound marketing attracts customers to you, rather than you spending time and money chasing customers with traditional advertising. We all know traditional advertising media ( TV, radio, newspapers, magazines, etc.) can be expensive. Campaigns using these media are often beyond the budget of small businesses. Or they gobble up a significant chunk of your budget, and you’re left wondering just what did it achieve?


While traditional advertising will always have its place, at Right Hand Man, we believe Inbound Marketing is one of the most valuable tools in the small business marketing arsenal. That’s because it’s not only extremely cost-effective, it’s also highly measurable so you know just how much Bang you get for your Buck.

New technologies (e.g. smartphones), coupled with the spread of the internet, means inbound marketing has become one of the most effective and efficient ways to attract and retain customers. And not just any customer, but customers who are a best fit with your business.  (NOTE: Did you know, it has been forecast that in 2018 New Zealand will have 90% smartphone and 78% tablet ownership levels).


Become a thought leader in your field

With inbound marketing, Right Hand Man can create awareness for your business and help attract more of the right type of customer to your business. We can help make you a ‘thought leader’ within your field so your expertise is sought out. So let’s take a closer look at how we use inbound marketing to achieve this. There are five pillars to effective inbound marketing.


Firstly, you need to attract the attention of your target market. To do that, you need to know what their interests are. We conduct research to find out what your prospects are looking for online. Once we know what they like, we write to that, attracting them with compelling content. One way to do this is through blogging. We use your blog content to feed social media channels (Facebook, LinkedIn), which is an excellent way to find prospects.

We also make sure you are using the right keywords and that your web pages are optimised for search so potential customers can find you easily. At Right Hand Man, we use inbound marketing to turn web strangers into visitors, and visitors into followers. One way we do this is through blogging - we write monthly or fortnightly blogs for many of our clients to ensure they remain relevant to their customers and keep customers engaged.


The next step is to convert visitors using a Call to Cation (CTA). For example, we can create a landing page and ask visitors to provide personal information (such as an email address) in exchange for something they want (such as a free e-book on a topic they are interested in). With this step, we can track which conversion tools work best for you.


Just as in personal selling, closing a sale can be a long and patient process. Research shows it can take 7 to 14 touches to convert a lead into a sale. When you prioritise your leads, we can help move them through the sales process using a series of emails. Again, we can track your conversion tools to identify those that work best.


Your inbound marketing doesn’t stop when a sale has been made. We now have the opportunity to nurture the customer and reassure them that purchasing from you was the right decision. We do this using your website, email and social media channels, continuing to offer content that keeps them engaged. We believe delighting your customers is the best way to keep them coming back and turning them in to lasting customers.


The final step in the inbound cycle is analysing your data. We will show you what customers are responding to best, and what we can change to improve results. This will help you stay relevant to customers, keeping them engaged so they get to know you, your brand and your product offerings. Ultimately, they come to trust you and become advocates for your business.

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