EBook on Inbound Digital Marketing - Salespanda

Unlock the Potential of Inbound Digital Marketing

Table of Contents Letter from the Author

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The Changing Industry Landscape

5

The Rising Importance of Digital

6

Go Inbound – The Basics

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The Inbound Marketing Process

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Digital Marketing & AIDA

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Implementing Inbound Marketing

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SalesPanda – Inbound Marketing Software

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Summary

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Foreward Business has undergone a massive change, and faster than anyone could ever expect at that. Anyone aiming for a slice of the pie needs to know that this growth has been driven by customers being more demanding, more connected online and more aware than they ever were before.

Think about it, new age companies such as Google, Apple and Salesforce that weren’t even present until a few decades ago are now massive conglomerates today. On the other end of the spectrum, giants such as Nokia, Compaq and Kodak have simply fallen off the radar. They slowly faded out of exsistence and just disappeared! Why? Its because they forgot to reinvent themselves. Customers today have a much larger choice of options, are better connected and more well informed to boot. This means that the buying process has gotten longer due to the abundant amount of information now available to them. This has changed the entire marketing landscape. To add to this, internet and cloud computing are now on the rise, further redefining geographical boundaries and making global reach more easily achievable.

Today, research on marketers indicates a dominant shift towards investing more in digital channels to meet their marketing goals. And this is especially true in the customer-facing industries, wherein the decision making process is inherently more complex. Influencing the customer at the right point, with the right channel, using the right method has become increasingly more vital.

Digital marketing plays a key role in educating and influencing the customer during their buying process. A study by Google has confirmed that prospective buyers don’t even contact vendors until at least 57% of their purchasing process is complete. They first like to research online, and depend on search and social channels to obtain this information; the results of their research then heavily influences their final purchase decision. The level of content available online today puts the customer in a commanding position to get information on demand.

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Fundamentally, this means that if you are not active on the online sphere today, you stand to miss out on upto two-thirds of your customers' buying cycle. By the time these prospects reach you, they may have already made up their minds, or at least may have made an opinion about a competitor who is active.

When asked what tactics, channels and content type companies prefer the most, 80% of the respondents revealed that they felt the need to create some form of digital marketing collateral to help market their products, but admitted that they struggled on a clear strategy to leverage digital marketing in the context of their business needs.

This guide is aimed at companies; to help them get their digital strategy right. It details how they can create a position of authority on the internet and leverage digital marketing to better attract and engage their target audiences. While this guide is not all inclusive, what it can do, is offer you a good start on your digital journey.

We'll also briefly touch upon how inbound marketing software, such as SalesPanda, help you automate and simplify most of these digital marketing processes.

I hope this eBook helps you achieve your digital marketing endeavors, and please do feel free to reach out for any queries that you might have.

Regards, Samit Arora Co-Founder, SalesPanda

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The Changing Industry Landscape Increase in Revenue as a Top Marketing Objective

Reprioritization of Marketing

For marketers, especially in the B2B space, increase in revenue (customers and leads acquired) continues to be the most prioritized marketing objective moving further into the year.

One of the only things that can warrant a complete change in the marketing approach, particularly for B2B companies, is the reprioritization of marketing. It is now being realized that business pressures and pain-points have changed, especially with the steady rise of digitization, and thus the rules of the game have changed as well. You need to be patient and stick around if you want to create a good funnel. It is no longer about tele-calling for last minute needs or plucking sales ready leads at events. The customer today is smarter and has more choices and information to work with, and expects to be mentored throughout the entire buying cycle, even the online research phase.

“We need b-to-b to be more personalized for our customer communication, and need to get to know them across the buying cycle, rather than just fish for leads alone,” says Saubhik Mandal, director at Bizight, a B2B digital marketing agency.

This sentiment is clearly all too common between both major Fortune 500 brands and SMBs, as companies are sprucing up their marketing approach with the power of Digital, all to get their brands and products through the evaluation funnel.

The Bottom of the Funnel May be Too Late The buyer is in control. We’ve said it before, and we're mentioning it again. By the time the millennials started using computers and the internet in elementary school, the first reaction to any question was already“Google it.” And now when we start looking for a specific product, the first thing we do is to run a search for reviews, check it's pricing, and maybe even review the company that makes it. This buying process is largely similar across all industries.

According to a Forrester Research report, the buyer's journey is as much as 90% complete before they’ll even attempt to contact a company. As marketers gather leads for sales, if they start to fish around at the bottom of the funnel, they're almost certainly losing out already.

Taking into account the large amount of disruption and the accelerated rate of change, marketers need to be incredibly flexible, experienced and need to develop the right strategies to have even a fighting chance at success. How you present yourself online and influence your buyers' decisions will be the defining factors to acquiring leads.

90%

Almost of customers use the Internet in their research process.

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The Rising Importance of Digital Customers today are readily adopting mobile technologies and publicly available information to educate themselves and diagnose their needs, via both digital and social channels. This is done so that they may obtain unbiased opinions and solutions.

The fundamental implication here is clear; companies that fail to “show up” in this context are underserving potential customers and are at the risk of losing mind share and ultimately, sales opportunities.

Broadening Marketing Ownership using the Digital Sphere In shifting their website’s focus from technical functionality to customer engagement, many marketers find themselves in the ‘war of web’; struggling to reach the overarching goals of engagement, demand, acquisition, brand, and tactics, for improving their web traffic and engagement. Accomplishing this is the dominant purpose of user interface design and content management.

integrating the ongoing management of digital footprints into the right digital channels, along with artful creation of content, as a lot of marketing is complicated and has long and arduous selling cycles that can be taken advantage of.

The best marketers can create content that explains the work their companies do in a way that: Educates the potential buyer Generates customer interest Targets mainstream consumer channels Targets the sweet spot the customers are looking for Integrating marketing communication can be hard, but with the rising prominence of digital channels, marketers have to embed digital tactics into broader marketing campaigns.

“In addition to developing multi-channel capability, you have to be a great storyteller too, “One of the biggest challenges of 2015 is integrating digital tactics into campaign planning, while capturing the work and magic of what you do”. This involves

Integrating Digital Tactics into Campaign Planning

Integrating Ongoing Management of Your Digital Footprint

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Go Inbound – The Basics The marketing playbook which earlier involved just commercials, print and direct mail has changed - it is now both costly and difficult to measure these tactics.

Moreover, since your messages are going out to all sorts of people who might not even be ready to buy just yet, traditional marketing can seem a lot like creating a cloud of dust - it lacks a clear picture and you have limited control over it.

Inbound Marketing In this day and age, it's recommended to work on with principle of getting customers to you using targeted techniques such as content creation, search marketing, and social media, rather than casting a net for potential buyers. These tactics bring better, more qualified leads into your sales funnel.

It is our belief that instead of interrupting, one should focus more on attracting end users.

Inbound marketing helps you get found exactly where your customers are looking, by creating a presence and position of authority online with an approach that wins both your customers' minds and hearts. This pull based marketing system is about delivering rich content around what people want, and when they want it.

outside these pages can serve to enhance your lead conversion rate drastically.

Lifecycle Marketing The blog posts, articles, whitepapers, infographics, videos and other content types generated with the aim to optimize your inbound marketing efforts, need to be personalized according to the tastes of the audience you intend to capture. Over a period of time, businesses are able to acquire more actionable insights on online consumer behaviors, likes, dislikes and information needs. Tailoring content to specific needs is the key to finding success via inbound marketing.

Personalization Conversions don’t just happen overnight. Internet users essentially start off with little to no knowledge about your brand, then move on to becoming visitors, and then potential leads after which they may or may not become paying customers. Inbound marketing can be used to connect or engage with the target audience to transform them from mere visitors to paying customers, from the initial stages of the cycle right until the final stage. By reaching out to them at different phases of the sales funnel, inbound marketing helps you maximize your leads and improve your conversion rates.

Content Creation and Distribution In this age of attention-deficient minds, creating stories help potential customers find and remember you. Creating compelling content across all stages of the buying cycle helps you attract visitors. Content Marketing allows you to attract potential customers to your web page through blog posts, videos, info graphics, whitepapers, and more. Optimizing your web pages with content and building relevant links within and

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The Inbound Marketing Process Getting the Right Traffic

Building the Pipeline

The objective of inbound marketing is not to bring in just any traffic, but traffic that can successfully convert. The goal is to attract people that have the highest potential to become leads and eventually satisfied, paying customers. Inbound marketing aims to appeal to holistic characteristics that potential customers possess, which are known as buyer personas. But accomplishing this includes recognizing their objectives, needs, and challenges, common complaints towards products and services, as well as demographic information.

Once you have attracted potential buyers to your web pages, it is time to concentrate your efforts into pushing them further along your sales pipeline. The first step to converting these visitors into leads and eventually paying customers is by gathering all the contact information that you can. To entice visitors into providing this information to you, create and offer valuable content in the form of whitepapers, eBooks or tip sheets. Your customers will be much more willing to share their information if you offer them something they perceive as valuable in return.

Here are some of the most commonly used ways to attract the right users.

Content Marketing: Here, the objective is to create thought leadership and enhance online presence with the help of active content marketing strategies such as blogging. Often considered to be the first step to inbound marketing, this is the ideal way to attract new visitors to your pages. To attract the right audience, the content needs to be informative, relevant to current customer issues and problem solving.

Social Media: It helps brands create and maintain an active presence online, through which potential customers may be engaged. Social publishing allows brands to share critical information via these platforms, engage followers and also give the brand a more human angle. Try searching for ways to interact with networks where your ideal buyer personas are most likely to spend their time.

SEO: Inbound marketing also involves improving your chances of being found via popular search engines using techniques like SEO and PPC. Studies show that over 70% of buyers begin their decision making process by first using search engines to answer their queries. Brands need to make sure that they are prominently visible when potential customers are looking for answers. Here, brands need to use analytics to select the right keywords, optimize their content and pages, and build links around relevant key phrases.

Here are a few more steps to effectively building a sales pipeline: Invest in tracking tools and heat maps to narrow down the parts of your website that are perceived to be engaging by your users and parts that are not as popular.

Based on this analysis, design and place landing pages, call-to-actions, live chat options and lead forms on your website. This will help improve your lead conversion ratio.

Automate the lead capture process into a funnel view. This way, brands can make sure that no critical leads are leaking from the pipeline.

Closing Leads Now that you have attracted the right visitors and converted them into leads, it is time to transform them into paying customers. Closing the right leads at the right time involves lead validation, nurturing & progression, and relying on pipeline analytics. a few key lead closing tools that can help you here are: E-mail: Email marketing helps in nurturing your leads by allowing you to share relevant content at different stages of the buying process. It helps in maintaining your customer relationship and building trust. Well planned drip marketing with varied content can automatically progress your leads over a period of time.

Marketing Automation: It helps in automating various activities related to building and progressing the sales funnel.

Marketing automation can build synergy amongst different digital channels like social, e-mail, content, and pipeline management, to present a consistent message to the customer and an integrated view of the entire process to the marketer.

CRM: These tools help marketers keep track of various customer centric information such as contacts, companies and ongoing deals in your pipeline. They help in managing your pipeline, segmenting your leads by quality and progressing them to the closure phase.

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Digital Marketing & AIDA How does Digital Marketing work?

Before we start, let's discuss a hypothetical scenario where an end consumer is evaluating a product or service online. This could be consumer goods, property broking, or even a holiday or hotel booking.

An end consumer is evaluating a product or service online.

Where do you think your customer will start? If you were in the client's shoes, where would you start?

That's right. When in doubt, just Google it!

That's usually the first reaction when any customer starts looking for a solution. Though in this case we should disclose that “Google it� does not only mean they would search on Google specifically, it just means that they would go online to look for information.

Now, where would they begin their search?

Typically, it would be search engines like Google, Yahoo, Bing Social media channels such as LinkedIn, Facebook, G+; Twitter Portals and blog sites related to the vertical.

PR news releases.

Vendor portals Discussion forums

Digital Marketing Strategy The next question is, what exactly do they search for?

Your content should vary according to the buying stage of the customer, as the customer looks for different types of content depending on their buying stage. The Attention, Interest, Desire and Action (AIDA) principle is applicable here.

Lets look at content type as per the buying stage in this case: Stage 1 (Attention): The 'Attention' stage involves the customer identifying that there is a problem or a pain-point, and realizing that a solution is required.

Content: In this scenario, the prospect is just starting their exploratory phase, so marketers' efforts should focused towards educational and informative content. Organizations that are able to establish themselves as market leaders are able to enjoy the privilege of having the prospect on their website first, allowing the to make a positive impression before their competitors.

Stage 2 (Interest): This stage consists of the prospect identifying possible solutions to their pain-point, and the subsequent research that comes along with it.

Content: In the 'Interest' stage, the prospect starts looking for a solution to their problem in earnest. They try to shortlist ideal solutions according to their budgets and needs. Content that is particularly effective in this stage includes business case documents, listings on educational portals, RoI documents, best practices when implementing your particular service or solution, etc.

Stage 3 (Desire): The 'Desire' stage is all about the prospect narrowing down their shortlist of potential solutions to pick the ideal solution.

Content: Now that the buyer is in the process of choosing their solution, it can be said with some confidence that they are likely to research about top vendors and products in the market.

The ideal content here will be blogs highlighting your product, reviews and product analysis documents from reputed sources such as Gartner Magic Quadrants, Forrester research and other third party publications, and of course, product comparison documents.

Stage 4 (Action): In the "Action" stage, the buyer has finalized the solution and is ready to purchase the product. All that's left now is to choose a suitable vendor.

Content: The idea here is to convince the customer to choose your offering over your direct competitors'. The content that will help you do so are customer testimonials, case studies, value propositions, product portfolios, etc. You need to validate your product to your customer, and make them feel like you've done it before for others and you can do it again for them!

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As we can see, content is the key to influencing the buying decision online and varies by the stage of customer buying cycle.

Website Landing page

Social Media Presence – LinkedIn, Twitter

Articles/Blogs/Thought Leadership

You tube videos/Slide share presentations

Customer Case studies

Product Presentations Data Sheets/Demos As a marketer your challenge is to create compelling content for every stage of the buying cycle and ensuring that your prospects find it when they look for it. The good thing about inbound is that the conversions can be higher as the buyer is coming to you. Also as the buyer looks up to you as a thought leader, it’s a value sell and not a commodity purchase. This in turns means that you can command a price for the value you bring to the table while also helping you set yourself apart form the competition.

Once the prospects come onto your site looking for information, you can convert them into leads and then customers using engagement mechanisms discussed in detail later.

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Implementing Inbound Marketing 5 Simple steps to implement Inbound for your company Step1: Get your business strategy in place Before venturing into any inbound marketing strategies, it is important to gain perspective on who it is that you intend to attract. The idea is to make sure that your message is heard and seen by the target audience that is most likely to buy your products or services. Study your market and competition and familiarize yourself with it's community. Digital inbound marketing is another opportunity to reach your target customers. Some of these customers are researching online, while others might come across your company offline during your events and engagements. Even so, being online helps you establish your positioning and branding when these customers reach out to you.

Ask yourself these questions Who is best suited to use your product or services – what consumers, in which geographical locations and falling within which income class?

What is your value proposition?

What is your buyer persona like?

Whom are you competing with? What is your USP? How are you priced vis a vis your market? What's the basis of your pricing – user based, revenue based, deployment based?

Step 2: Check your Digital and Website Readiness Your website is a core asset to your digital strategy. Its important that your website accurately reflects the value proposition and positioning you want to create. For the first step, you need to check your digital readiness and see where exactly you stand. It is important to analyze the gaps in your strategy before you start, so that you can properly appreciate the improvement that will take place later.

Is your website responsive? The next generation is more mobile friendly and is ever growing. So a responsive website is a must Do you have some kind of analytics installed on your website? If not, start with Google Analytics – its simple to use and integrate, and free to boot What traffic is coming to your site and from which digital channel?

Are social media accounts linked to your website?

Do you have a blog implemented? What’s your blogging frequency?

Does your website engage visitors to get them to spend more time on your site? (You need to see the average page views and bounce rates in Google Analytics for this) Does the website have landing pages for your campaigns and compelling call to action (CTA) buttons to capture leads or is it only the contact us page where visitors can fill their enquiries?

The list above might seem a little exhaustive, but it is vital that your website should work like a demand generation engine and not just an information brochure. It is also true that most customers do have all of the above in place but nevertheless, they still need to know where they stand.

So, after evaluation, do you wait till all of the above issues are fixed? Well, you certainly shouldn't. In fact, inbound marketing is a continous process of fixing and tweaking these things one by one, your website should at no point ever stop evolving. You need to assess, implement and optimize each of the above aspects till you get the whole thing right, and then repeat the process because you can only actually be "right" for a short amount of time. You then repeat the process, and automate the inbound marketing process to scale it up.

Assess your website and ask yourself these questions Does your content quality and messaging depict the right positioning?

Is your website design easy to use and navigate

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Step3: Plan your Messaging. Define your content and keyword strategy

Step 4: Implementing the campaigns across digital channels - “Create Harmony�

Once your business strategy is in place, its important you decide on your communication and messaging.

The next step is to assess the online platforms that your audience spends most of their time on. Use analytics and other tools to identify the different search and social channels where your audience is spending time and make sure that you are regularly posting content on these platforms. Depending on your audience type and your inbound goals, Google, LinkedIn, Facebook, Twitter and other niche social and search platforms almost always prove to be excellent places to start. Follow the attract-engage-convert cycle, and first see how to attract traffic to your site. Traffic can come in from various sources like search engines, social media, blogs and content marketing, e-mail marketing and direct traffic. Decide on which channels you should focus on. Pick a couple, master them and then move on to the next, rather than starting all at once simultaneously.

What is that you want to communicate to your prospective customers?

Whom do you want yourself to be compared with?

What is the market positioning that you want?

Say you are an educational institution, you might want to position yourself as "A top university for higher education". In this case, your messaging can be:"The best university with placements in leading organizations" or "The #1 ranked private university in Delhi/NCR".

Now to accomplish this goal, this message has to resonate in the campaigns and content you create, so that the same message is shared across all the digital channels. The messaging has to be backed by the right content and keyword strategy. Strategically designed content marketing helps generate organic traffic with high potential. The first step to effective content marketing involves creating the right buyer personas, in as much detail as possible. Once you have a detailed idea of the audience that you are speaking with, it is time to create a keyword list based on the common search terms and analytics performed on these personas. Ask yourself - when a user types a keyword into Google or Bing, when should my product show up in search results? A good way to start is to run a small budget Google adwords campaign to see what kind of traffic gets driven to your website. AdWords gives you a keyword planner tool which can help you get the right keywords for your target audience, as per your solution.

Your plan should have both an organic as well as inorganic (ad based) strategy. Inorganic or ad based campaigns give you quick wins or early indicators on what could work for you. The downside is that it is expensive and cannot really be scaled up to the extent you want. Also, the conversions are typically higher on organic traffic as it’s true inbound traffic.

Organic or inorganic, your campaigns should be like parts of an orchestra that need to play together in harmony to accomplish the desired effect.

It is also important to assess the type of content your audience likes. Spread out your content initiatives between social media publishing to e-mail newsletters, blogs, press releases, eBooks, whitepapers, videos, infographics and other forms of content you believe will appeal to your audience. Also make sure that you hone your content style into one that appeals to your audience, and settle into a content frequency pattern.

So how to design your content strategy or content plan?

Imagine you are writing a book on your solution and write down its table of contents. Then, create sub-sections and topics within it. Then create a plan for the type of content, the frequency and which areas you are going to target and post that content on. This is your broad content plan.

Organic or inorganic, the campaigns are like parts of an orchestra who need to play together in harmony to create the desired effect.

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While setting up ads, ensure that your metrics are correctly setup. You can use these to monitor the impressions, clicks and conversions closely.

E.g. if you are setting up a LinkedIn ad campaign and not getting results, look for these indicators: If there are not enough impressions then maybe your bidding price is an issue.

If there are impressions but not enough clicks, check on the ad relevance, target audience and ad content.

If there are not enough conversions, check on the landing page content and call to action.

Similarly, Google search ads need to be monitored for a high quality score, which is based on a combination of the ad copy, keywords and the linked landing page. Organic campaigns can be run on social media and search engines by creating SEO ready content with the right keywords. These campaigns might take time to show results, but sooner or later, they get aligned with your ad campaigns, and can even surpass them as far as the quality of leads is concerned.

Step 5: Measure and Improve As they say, you cannot improve what you cannot measure.

Analytics is the most important part of any digital campaign. In a face to face meeting, you can see the client's reaction, listen to their feedback, and gauge their interest. But in the digital sphere, you don’t know what is working and what isn't until you start monitoring it.

With tracking tools, Google Analytics, and other resources, it is possible for marketers to gain perspective on the performance of the on-going inbound marketing plan. Tweak content strategies, website designs and engagement approaches to make sure that you continue to appeal to your key audience and generate new business in a consistent manner.

Measurement needs to happen at every stage of inbound marketing. Identify where the problem lies, whether it is traffic, engagement or conversions. To do so, put your metrics in place and monitor them regularly.

For traffic: see what's the source, the keywords used, the time of day, the countries, devices used, which landing pages, etc.

Set your keyword master list and start monitoring your ranking on a bi-monthly basis.

For engagement: see page views, bounce rates by type of content on the landing pages, by campaign types, and by source.

For conversions: see the leads and enquiries. Setup goals in Google Analytics to measure the entire process. You can use detailed tools to measure the page heat maps, clicks, video recording of visits etc.

Metrics help you diagnose the problem to prescribe the right medicine. There is no clear formula for success, so you need toexperiment and find your sweet spot. If you are patient andpersistent, you’ll surely get there!

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SalesPanda – Inbound Marketing Software How can it help ?

SalesPanda is a comprehensive inbound marketing software that is designed to help brands across a variety of industry segments to automate their digital marketing processes. With it, brands can seamlessly create and manage content, publish and promote it on various listing platforms and social media pages, capture leads with the help of engagement windows, landing pages and appropriate call-to-actions, and finally, track the progress of leads through various stages of their pipeline.

SalesPanda in a industry scenario Now, let's take a specific industry scenario as an example - say, you're an educational institution trying to enlist more students.

In this case, what can the SalesPanda tool do for you? A common issue for most educational institutions is that they rfail to stand apart from their competition, and fail to make an impact and influence prospects early. This is no surprise, after all, in this day and age, prospects just carry out their research online and shortlist their choices.

SEO SalesPanda enables you to create content regularly and insert SEO keywords into them that will help you rank higher in search engine result pages, boosting your website traffic and garnering you higher quality leads. You can add high-priority keywords, title tags and meta descriptions all from within the tool to create engaging content.

If used effectively, these activities can help you establish your site as a thought leader and get ranked among the topmost results when prospects search for an appropriate keyword on search engines! Know more

So in this case, the answer would be to reach your customers earlier in the buying cycle, but how? Well, to do that you need to accomplish a few things: you need to increase the traffic to your website, you need to showcase your industry experience and educational expertise to your visitors, and you need to engage these visitors to leave an impression. Know more The SalesPanda software can help you accomplish all of these things. Let's start with growing your website traffic.

Some features of SalesPanda you could use here are: Content Marketing With the SalesPanda software, brands can easily create SEO ready content. The Content Editor in the SalesPanda software comes with editable templates for articles, blogs, brochures, case studies and a variety of other content types. With its sleek and easy to use drag-and-drop editor, brands can easily implement highly refined content strategies that will serve to enhance inbound traffic and showcase their industry experience. Know more

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Social Media Marketing

Engagement windows

SalesPanda allows you to share and promote your content on WhatsApp and the most popular social media channels with just a click, giving you a channel to engage your customers where they're most receptive of your message.

SalesPanda helps you convert visitors into leads using customized engagement windows with CTAs. Visitors coming to your website can now be engaged using targeted messaging windows. These windows can show up offers, downloadable content, notifications or capture feedback.

Create, promote and schedule social media posts through the right channels with SalesPanda. Know more Email Marketing Whether you wish to up-sell or cross-sell to existing contacts or reach out to potential leads, no online marketing strategy is complete without e-mail. SalesPanda functions as an e-mail marketing automation tool that allows you to both build up an e-mail database and create e-mail campaigns with ease using its templates and editor.

When combined with the extensive e-mail marketing analytics it provides, SalesPanda gives you all the tools you need to launch successful e-mail campaigns! Know more

Some of the features for better conversions are: SalesPanda CMS and Content Showcase SalesPanda functions as a powerful content management tool for the creation and modification of all types of digital content in a collaborative environment. This makes it a vital and important part of your marketing arsenal.

Create, upload and edit important marketing collaterals and store them in your online content repository for easy access from anywhere, at any time. You can also showcase the content you create on your website with just a click by using the Content Library in tandem with SalesPanda's Content Showcase feature.

When your visitor comes on the site and sees this content, they are able to browse and search by solution areas, industry verticals or content types, leading to higher page views pervisit and lower bounce rates. Know more

This should give you the edge you need to successfully influence your customers in the early stages of the buying cycle.

Know more Landing Pages SalesPanda enables you to create a variety of landing pages with its landing page editor, giving you the freedom to choose from between its many templates, or build a completely new one scratch. These landing pages can be paired with e-mails, advertisements, or social media posts to provide supplemental information about your product or service as well as other incentives that can greatly increase your overall chances of conversion.

Use SalesPanda's landing pages in tandem with your other campaigns to boost your conversion rates significantly!

Know more In addition to this, SalesPanda also offers a host of other tools that can help you achieve other inbound marketing objectives, such as: Engage prospects by drawing them to mobile friendly landing pages.

Get alerts and notifications that help marketers act on leads activity.

Analyze information on user engagement, traffic, conversion, behavior, etc. through SalesPanda's analytics dashboards Nurture leads along your sales funnel using content and e-mail marketing Manage pipeline via automated Lead management system SalesPanda can thus enable you to create an automated inbound digital marketing process to create a strong online presence, as well as construct an inbound pipeline for your business.

For more information on SalesPanda, log on to www.salespanda.com

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About the Author Samit Arora Samit is an experienced professional with almost 20 years of experience in sales and marketing, working with clients across different industry verticals such as Financial Services, Education, Industrial and Distribution, IT/ITES and Public Sector.

He has a B.Tech from REC Bhopal and a MBA from NITIE Mumbai, post which he has attended an executive program with INSEAD Singapore and CEBIS Shanghai on business strategy.

Currently, Samit runs a digital marketing agency working with both domestic and international clients like IBM, Microsoft, Cisco, Redington, Netpartnering, etc.

Apart from running the agency, he is also the co-founder of SalesPanda, an inbound digital marketing software.

Prior to taking the plunge into entrepreneurship, Samit had worked in esteemed organizations such as Eicher, Pricewaterhouse Coopers, Tata Consultancy Services and IBM. In his last corporate stint, he was the Country Manager overseeing the Public Sector for IBM Software Business in India.

Summary With the World Wide Web becoming an increasingly competitive space, brands need to walk the extra mile to implement well thought out strategies that get noticed. With every home-based business and large conglomerate alike vying for the top position on search engines and social media, the quality of your content and it's ability to attract the right traffic has the power to make or break your campaign.

Having a strong strategy is a great way to build a foundation for your inbound marketing efforts. Creating relevant, informative content and presenting it to their buyer personas at the right place and the right time can significantly help brands transform visitors into leads and eventually, paying customers.

A Google study confirms that prospective buyers don’t even contact vendors until at least 57% of their purchasing process is complete. They first like to research the relevant information online on search and social channels. This means that if you are not active online, you miss out on two-thirds of the customer buying cycle, and by the time they reach you they have already nearly made up their mind. It's time to leverage digital marketing for your business. This e-book will show you how to get started in doing so.

You can reach Samit at www.linkedin.com/in/samitarora

For more info log on to www.salespanda.com Write to us on info@salespanda.com for your feedback and queries

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