It's the apparent irony of inbound marketing, but we want to make a few points about it. After all, how do we sell something to someone if we don't tell them what we want to sell it for? In fact that question is a misunderstanding in itself. The central idea of selling without talking about sales is that you don't use every opportunity to offer your product or service, nor do you target those who have no interest in buying or hiring it.
The role of your website
A website is more than a digital storefront on the Internet. Its function is to attract potential customers, captivate those who did not know you existed and also keep away people who have no interest or need in relation to what you offer. Therefore, it must make clear what you do, what you offer and how to contact you if they want to know more or purchase your offer.
But it should not be full of images and information about your product or service. This data has to be available in a relevant section, however there are more information and elements necessary for your website, which will help in attracting relevant people to your business.
Valuable content
"Do good without looking out for whom". Gone (decades ago) is the idea that businesses only care about their customers. Your site should share useful information and tips for those who have a need related to your industry.
For example, if your business belongs to the financial sector, offer information on the types of loans that exist, the advantages and risks of applying for one, and tips for better management of personal finances. Without asking for anything in return, without barriers, you must offer this valuable content.
There will be other more specialized content for which you will ask for a name and email address in return. But all of this should not be full of your advertising or links every 3 sentences leading to your online store. And yes, it works.
Campaigns and landing pages
People are annoyed when you want to sell them something. That's why spam goes to the spam folder, that's why they don't answer unsolicited sales calls and that's why they appreciate disinterested help. This is what we mean in inbound when we talk about not talking about sales. So how will the site sell?
With well-designed campaigns, accurate calls to action and landing pages made for those with genuine interest is how your website will support your sales efforts and will be one of your primary ways to get closes.
Campaigns should be focused on all stages of the buyer's jourrney. Each one should clearly promote something: from a free ebook or a webinar, to one of your offers. But the latter should be the least amount. The goal is for each campaign to get you contact information from someone interested in the campaign content.
Calls to action or CTAs should make it clear what the person will get and where to click. Finally, the landing page design of each campaign will have the form to fill out and clear information about what the person will get. With this information you will be able to contact people with a real interest in something specific. Offer them more help and Eventually you will be able to offer your products or services.
