Inbound marketing is all about marketing strategies that grab visitor’s attention and bring them in. Getting visitors attention is in the direction of making a company easy to be found, and draw customers to the website by producing interesting content.
Inbound marketing is smarter than traditional outbound marketing. It is 10x more effective in increasing:
- Web traffic
- Lead generation
- Customer loyalty
Unlike traditional outbound marketing methods, including billboards, print ads, press releases which advertise through interruption and getting in front of as many people as possible, inbound marketing is about pulling in qualified people when they’re already actively looking for answers.
Inbound marketing is not about forcing your product on people but making it easier to find what they need when they need it. It’s all about informing and educating people to make the right decision. The smartest people get the most out of it!
Inbound marketing is a system of calculated mix of website optimization, content writing, SEO, email marketing, lead generation and social media marketing in the direction of achieving prospect goals.
This drastic shift is due to digital marketing. People’s shopping behavior has changed considerably. They don’t behave impulsively under the effect of ads any more. They purchase based on previous experience or online research. That’s why modern marketing methods focus on inbound marketing more than before.
How does inbound marketing work?
The process below is what most organic customers follow when they start a relationship with a business:
Attract- map your marketing alignments based on prospect interests and pain points, and this is how your website begins to attract traffic organically. In the attraction phase, people may be strangers to your brand. Then you should build brand awareness, reach new audience, and draw more traffic to your website. How you do that? Blogging, successful SEO, and social publishing with remarkable content are the tools that can help you to grab public attention in the first place.
Convert- When you attract visitors and you have them in, you should get them to convert information with you for future marketing through filling out a form.This is how to change them to a lead. Ask them to fill out a form and submit their information and make it easy for them to do so. Another tool would be calls-to-action. Calls-to-action buttons like downloading buttons or links encourage your visitors to take action. A landing-page is where the visitor goes after clicking on a call-to-action button and its where the sales team can work on. You should keep track of your leads through the centralized contacts you’ve gained.
Close- what’s your next step? In the next step, you take the leads and turn them into customers with rich web content and timely closing of the deal. You can do so through Customer Relationship Management (CRM). Pay attention to the details of your contacts and get in touch with the right prospect at the right time and close the deal. Sometimes the lead is not ready to turn into a customer and just fills out the form and leaves the email and other infos. In this case you can keep feeding the prospect customer and wait for the right time to turn the lead into a customer. Marketing automation is something to go on with after this step. This process involves creating email marketing and lead nurturing tailored to the needs and lifecycle stage of each lead. For instance, if a visitor downloaded a white paper on a certain topic from you in the past, you might want to send that lead a series of related emails. But if they follow you on Twitter and visited certain pages on your website, you might want to change the messaging to reflect those different interests.
Delight- Now that you have turned the leads into customers, you‘ve got to hold on to your relationship and encourage them to repeat business, do referrals, and reflect positive reviews. This is how you earn loyal clienteles. Smart content is a prominent way of delighting your customers and prospect customers. Survey is another tool to delight your customers with. It is, indeed, the best way to ask for feedback. Social monitoring is what you need to do to keep track of the social conversations that matter to you most. Listen out for your customers’ questions, comments, likes, and dislikes – and reach out to them with relevant content.
The inbound marketing methodology is a realistic representation of people’s buying approach. It takes whatever method and tool to turn a stranger to a loyal customer. It makes marketers understand the whole process and enlightens a modern efficient marketing path for them.
Partially referred to HubSpot.