Inbound marketing is a strategy that focusses on attracting customers through relevant content marketing, Social Media Marketing, SEO, blogs and more.
In contrast to traditional Outbound Marketing, Inbound Marketing goal is to showcase your company to customers when they are looking for it rather than you looking for them.
Outbound Marketing uses Pushy tactics whereas Inbound Marketing focuses on attracting customers via valuable content.
Inbound Marketing can be set up by creating a range of marketing assets that consumers are interested in, the aim is to pull people interested towards marketing material and eventually attract them to the business.
The marketing assets used in inbound marketing are – blogs, websites, ads, landing pages, webinars, downloadable guides and much more.
While your buyer is going through their buying process, they need information to help them along their way. The type of the information they seek changes as they progress toward making a purchase and also their willingness to share contact details and engage with potential suppliers.
The inbound methodology, which maps your digital marketing with the stages of the buying process in a way that enables you to:
The first goal is to make customers aware of your company and the services/products that you offer. You want to attract people to your site and other social media networks where your company is active.
Unlike outbound marketing which often reaches a broad audience, the inbound marketing method focuses on targeted groups of prospects. The key to success is to target people who are more likely to be interested in your product and to leave out those who probably aren’t interested at all.
Once you have prospects on your website, it’s time to convert them into qualified leads and sales. At this stage in the inbound marketing methodology, you have received your visitor’s contact information like their email address, phone number which can help you to contact them which means you formally have an inbound lead!
It’s important to make offers across the buyer’s journey to generate leads at the top, middle, and bottom of your sales cycle. You need to offer something useful to them so that your website visitor agrees to the exchange.
The right nurturing content for your buyer persona and the individual lead is also important. Your Secret Weapon to Close Leads CRM (Customer Relationship Management) software. You need a way to track leads to understand whether your leads are converting into sales or not.
It’s important to make sure that your existing customers have access to the latest and most relevant content you produce, through blog digests, social media and personalized emails. It will help you to keep them engaged with your brand and create opportunities to upsell.
Your Secret Weapon to Delight Customers: Keep up with your customers on social media, so that you can identify the best time to connect. Did your customer just win an award? That’s a great time to send a note congratulating them
Gaining maximum results through the inbound marketing strategy requires the execution of three core pillars: content marketing, lead generation and marketing automation
Creating valuable content that aligns with your buyer’s questions and needs is at the very heart of effective inbound marketing. In fact, content plays a key role in every step of the inbound methodology, driving up search traffic, converting leads and helping to nurture and close customers.
Blogs and ebooks are some of the easiest and most trustworthy formats to kickstart with. Later you can upgrade to infographics, slide shares, webinars, video and many more types of rich content.
With more visitors coming towards your website to munch through your content, lead generation is your next concern. Leads do not convert themselves, so you need to create conversion opportunities which can help you along the way. Ideally, every page and post on your website is going to mark a relevant call to action or conversion opportunity. Calls to action, landing pages, forms and offer everything needs to be aligned if you are going to earn a prospect’s trust and obtain their important contact information. Website conversion optimisation is also required to ensure that your main website isn’t letting the marketing side down when it comes to converting leads.
Marketing automation is not just a software; it’s an inbound discipline that is to be mastered. For this you have to learn how to use marketing automation to segment your audience, engage leads across channels, monitor, and how to build effective email sequences, that’s an essential element of any thriving inbound programmer.
SEO is the practice of optimizing your website & content to rank higher in search engine results pages. The higher rank in SERP, the more organic traffic your website is likely to receive, so SEO is often a top priority for those who don’t rely on ads.
Social media channels like Twitter, Facebook and LinkedIn, Instagram allows businesses to follow each other’s online activity, engage in virtual conversations, and share content. You can use multiple social media channels to drive traffic to websites by promoting content & to communicate with customers.
You create content that fits your target audience’s needs, & your content will help you attract qualified leads when they search for topics related to your business online. Your blogs, ebooks, graphics, interactive tools, and videos and guides fall under this category.
With email marketing, you can use email to deliver helpful, personalized, and targeted content to your prospects which they’ll be happy to receive. An email is a powerful tool you can leverage to reach members of your audience directly.
You can use retargeting technologies to deliver ads directly to people who have visited your site before. Provide value to your customers by offering them downloadable content relevant based on their needs.
Native advertising refers to boosted social media posts on platforms like Twitter, Facebook, LinkedIn and Instagram, as well as PPC.