What's Inbound?
Table of contents.
The inbound marketing methodology.
Approx. 70% of people research online about a product or service before even thinking about buying. This includes B2C consumer purchases and complex B2B products and services too. The Inbound Marketing methodology is designed to draw in these online visitors with valuable and educational content tailored to their goals. Basically, Inbound Marketing is the process of delivering solution-based content that helps your prospects and customers solve a problem they have—enabling your business to build long-lasting relationships with them.
Inbound Marketing targets the ideal lead with the information they’re looking for instead of wasting time on unqualified prospects. It revolves around a specific set of marketing tools and processes that helps you attract, engage and delight these folks. You’re empowering your ideal customer to solve their problems at any stage in their journey through 3 steps.
Attract.
It all starts with drawing in your ideal prospects with valuable content and conversations that defines and/or solves a problem they may be having.
Engage.
Nurturing your leads by presenting insights and solutions that align with their pain points and goals makes them more likely to buy from you, their trusted advisor.
Delight.
Continually helping, supporting and providing outstanding customer services to help your current customer base find success with their purchase, in return getting customer loyalty, retention and referrals.
Operate as a flywheel.
Businesses typically work under the sales funnel and laterally move leads from one stage to the next, ending at the purchasing stage. The sales funnel generates short-term investments with customers.
But in Inbound Marketing, the flywheel is used to generate long-term investments with customers. The onus is on all departments, including marketing, sales and services, to drive future customer growth after the purchasing stage.
Source: HubSpot
The tactics.
The internet is persistently plagued by breaking news, daily social posts and photos of cute dogs. Instead of simply yelling out your messages to people like you would in any type of traditional marketing, create reasons for your customers to come to you. So how do you reach folks and make the most of your digital marketing as the CMO or business owner?
Don’t add to the chaos. Instead, guide customers out of it.
It’s all about content. Research your ideal customer and produce the right content that hits their goals and pain points.
Blogging.
If a business blogs regularly, they create new content that boosts SEO and allows visitors to find them through search.
Marketing automation.
Utilize marketing software and CRMs to track and guide your buyer personas along their journey.
Content creation.
Content attracts prospects and retains existing customers through quality engagement. (Videos, eBooks, tips, etc.)
SEO.
Attract more traffic by improving your website’s search rankings.
Email marketing.
Get an email address and nurture your leads through each stage of their buyer’s journey with content tailored to their needs.
Social.
Leverage organic and paid social media campaigns to help spread the word about your products and service offerings.
What are the benefits of Inbound Marketing?
Follow a well-thought-out Inbound Strategy, and you’ll get the most value for your investment.
Here are a few reasons why your business should invest in Inbound Marketing:
It's a low-cost marketing solution and generates a higher ROI.
It builds trust and credibility with your prospects.
It saves time and prevents your sales teams from following up with unqualified leads.
It increases quality traffic and leads, in turn, more sales.
It is measurable and easy to optimize.
Contact us.
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