LinkedIn marketing holds a key place in a modern marketing strategy, especially for B2B marketers. With more than 500 Million users, nearly half of which use it daily – LinkedIn offers a unique reach that other social networks struggle to compete against. Because of it’s emphasis on work, LinkedIn attracts often hard to reach buyers. Whether in niche industries or by titles – or high net-worth (41% of millionaires, have a presence on LinkedIn!).
It’s no wonder that marketers flock to LinkedIn as an acquisition source. In 2017, Social Media Examiner found 81% of B2B Marketers and 44% of B2C marketers are leveraging the network in their marketing programs.
So with all this opportunity, you’re chomping at the bit to get a piece of the pie for your business. We get it. That’s why we created Lake One’s guide to marketing on LinkedIn.
At Lake One, we love partnering with startups. We thrive off the excitement and momentum that comes with the launch of a new company.
Recently, we partnered with Lucent Tax Relief, a startup based out of Central Minnesota that specializes in helping people address their IRS and State tax problems. A critical part of the launch and really the foundation of our inbound digital marketing strategy, was designing Lucent’s website. In this post, you’ll learn how we used thoughtful design elements to convey Lucent’s core values and differentiate them from the competition.
Hold the Legalease Please
Before we jump into the design, it’s important to talk a little bit more about Lucent Tax Relief. Claudia Revermann, Attorney at Law and C.P.A., and Andy Hawkins CFP®, started Lucent Tax Relief as two people who wanted to help good people put their tax problems to rest. They had seen too many tax “relief” agencies be less than honest with people who are just trying to do the right thing.
Their mission is to treat clients like they are neighbors and friends. They do this with their straightforward process and timely communication with clients in plain English. They really we want clients to feel respected, understood and protected.
So how do you make brand ideals come alive on a website? Through thoughtful, purposeful design.
Lucent’s website design is intended to convey the warm, welcoming, and approachable Lucent brand, while retaining a level of professionalism and driving users to conversion. The design aims to ease visitor fear, confusion, and anger by using the soft shapes and colors from the brand. At times, it can even feel therapeutic.
The Startup Website Design
Immediately you’ll notice how clean and friendly the website feels. The hero image of the succulent was selected specifically to avoid the cliche stock photos that we see way too often associated with tax relief. It also aligns with the goal of making the user feel at ease, like they are entering a safe and comfortable place.
You will find a few prominent colors on the site. The primary green color from the logo was used for the call-t0-action buttons to indicate action. The rounded corners on the CTA buttons add a more friendly aesthetic. We introduced a tertiary brand color (plum) to further differentiate Lucent Tax Relief from its competitors. It also adds a subtle touch of femininity against the blue-green primary colors which by nature are more masculine. There is also color throughout the site design specifically to visually break up sections of content.
In each section, you’ll also notice overlays. These overlays add visual interest through color for a more “own-able” look and feel. You’ll also notice, they use the shapes from the “L” icon in the logo (2 quarter circles, a square, and a rectangle).
Every decision you make should be made purposefully. Design matters! No matter where you are in your growth journey, we’d love to hear from you. If you have questions about digital or know exactly what you need when it comes to marketing, contact us! We can’t wait to learn about what you’re working on and how modern, measurable marketing can help achieve your goals.
You’ve likely heard the term, “inbound marketing”. Broken down in its simplest form, it’s the idea of attracting your buyers with valuable, helpful content vs pushing product and leading with a sale.
In this post, you’ll learn the definition of inbound marketing, the buyer’s journey, the methodology behind inbound marketing, and why it’s so popular with not only marketers but buyers.
It’s nearly impossible to talk about inbound marketing without mentioning HubSpot. Brian Halligan, the CEO of HubSpot, coined the term “inbound marketing” back in 2006. Inbound marketing is a marketing strategy focused on attracting customers through relevant and helpful content by adding value at every stage in the customer’s buying journey. HubSpot says we need to nurture our customers from the time they are “strangers” to our business all the way to equipping them to be our “promoters.”
Okay, so what’s the buyer’s journey? The buyer’s journey is the active research process a buyer goes through to become aware of, consider, and then ultimately purchase a new product or service. The buyer’s journey is categorized into three steps:
Awareness Stage: The buyer realizes they have a problem.
Consideration Stage: The buyer has been able to name the problem and begins to search for a solution to their pain.
Decision Stage: The buyer decides on a solution.
“Inbound Marketing is the best way to turn strangers into customers and promoters of your business. ” [Click to Tweet!]
Inbound Marketing Methodology
There are four main phases of the inbound methodology all moving towards the goal of using content to draw consumers toward your website where they can learn more about what you sell on their own terms. Their own terms meaning someone searching a question on Google vs. a tv commercial in the middle of their favorite show. Each step of the way requires tweaking of tactics to achieve the overall strategy. In order to do this, we closely follow their Four Phases of Inbound Methodology.
Phase 1: Attract
The first part of the inbound marketing methodology is to attract the right visitors to your site at the right time. Inbound puts your brand in front of prospects when they are actually in the process of looking for what you have to deliver which in the case of inbound, comes to them through meaningful, helpful, relevant content that helps them along their buyer’s journey.
Some crucial tools in attracting the right users to your site:
Buyer persona development
Search engine optimization
Social media marketing
Phase 2: Convert
The convert phase is where you have already attracted your ideal buyer persona to your website (through content) and now, you need to convert them into a qualified lead by having them submit their contact information on your website via a form. Once they submit their contact information, they can join your marketing sales funnel. The key here is matching the information requested with the value of the offered content. It should be an equal exchange.
Key elements in converting users on your site:
Premium Content Offers (ebooks, white papers, checklists, how-tos)
Optimized landing pages
Forms to capture user information
Phase 3: Close
This stage is critical. Essentially you are closing the sale, money in the bank. However, closing a lead and converting them into a customer can be a long process and varies from industry to industry so there isn’t a magic formula that can be applied. We can though, take advantage of some important tools to better ensure success.
Just because you get the sale, doesn’t mean that the inbound process is finished and that your is work is done. It’s quite the opposite. Inbound marketing calls for the continuation of customer engagement, delight, upselling, and ultimately growing your customer base into happy promoters of your company.
Must-have tactics for delighting your customers are:
Do customer’s coming to you, sound too good to be true? It’s not! It’s real and it works. The inbound methodology is quickly becoming a popular strategy as audiences are changing and so are their buying habits. Customer’s expectations are higher than ever before as they are demanding a more personal, tailored relationship with the company they purchase from.
Inbound Works with the Modern Buyer
With inbound marketing, you aren’t blasting a one size fits all message on an overcrowded channel. Instead, you are crafting helpful relevant content designed to address the problems and needs of your ideal customers. Thoughtful content creation builds trust and boosts your business’ overall creditability with your consumers.
Inbound consumers have changed their expectations of how they want to interact with marketing material. Consumers have a lot more control than they used to with changing technology. There’s now ways consumers can block and avoid unwanted marketing tactics fairly easily such as tv commercials, pop-up ads, mailers, and telemarketers. If customers are actively avoiding your outbound tactics, it renders them useless.