Shredding Companies Are Transitioning to Inbound Marketing
Inbound marketing is a good way to drive traffic to your document shredding business. The concept is easy, but it must be done well for it to work properly. Inbound marketing means that your customers come to you instead of you chasing them down. The basics are to know your audience—which is nearly anyone since everyone must shred sensitive documents at some point. However, some may only shred sensitive documents around tax time and others may need your services throughout the year. Businesses may need your services on a weekly or monthly basis.
For inbound marketing to work, you must have your branding, social media, online content and forms of communication all set. You can separate the types of customers by building separate landing pages for each type of customer. From there, you will be able to build specialized mailing lists to target people at certain times of the year or those who need services more often.
Other ways of driving traffic to your website include advertising, creating social media pages, valuable content that people want to read, great headlines and creating blogs that make people want to link to them or share them.
Always keep fresh content on your blog. While blogging does take time, you can have a marketing website such as Arts’ Cube create landing pages, blog posts and other marketing media for you. It will pay for itself and more when you present a professionally done inbound marketing campaign.
What to Do After You Drive Traffic to Your Website
Your landing pages must be optimized for the search engines so that people can find the pages. You could also buy website traffic that is targeted to your shredding business. Once people land on your website, you need to get them to leave their contact information. Because of the many scammers out there, most people are reluctant to give you their information. To convert those leads into customers, you need to give something to show them that you are the real deal.
In exchange for a lead’s email and other contact information, you might offer a free trial, a webinar, white papers, a free e-book or a free consultation. You should also direct website traffic to your blogfor more information.
Additionally, you must make what you are offering attractive. Give your traffic the information it is looking for. Don’t make a half-hour-long video with no answers—people won’t click on it. Make sure you get to the point and let your prospective customers know that they will get the answer to their question in the white paper, webinar or whatever you are offering.
Once you have names and email addresses, create content that is specifically designed for each demographic. For example, if you have a landing page for businesses that need frequent mobile shredding, create content designed to extoll the virtues of mobile shredding, including securing sensitive documents, certificates of destruction and what happens to the documents once they are shredded.
You might use the same information for an individual who is looking for shredding once or twice a year, but instead of discussing bulk shredding, you might give ideas for storing documents throughout the year, or offering a special yearly purge. Regardless of the type of document shredding service you are offering, be sure to offer it to the proper demographic.
Contact Arts’ Cube
If you are ready to take your inbound marketing to the next level, contact us about driving traffic to your website, converting your visitors to leads, and turning those leads into customers. We work with many different organizations in various verticals, including document destruction companies to drive traffic to their websites and convert those leads to valuable customers.