Inbound Marketing is an approach focused on attracting customers through content and interactions that are relevant and helpful – not interruptive and “sales-pitchy”. With Inbound Marketing, potential customers find you through channels like blogs, search engines, and social media.
Unlike outbound marketing, Inbound Marketing does not need to fight for potential customers’ attention. By creating content designed to address the problems and needs of your ideal customers, Inbound Marketing attracts qualified prospects and builds trust and credibility for your business.
Inbound Marketing is the best way to turn strangers into customers and promoters of your business.
The Four Stages of Inbound Marketing
ATTRACT: (Blog, SEO Keywords, Social Publishing) First, attract the people who are most likely to become leads, and, ultimately, happy customers. Who are the “right” people? Our ideal customers, also known as our buyer personas. Buyer personas are holistic ideals of what your customers are really like, inside and out.
CONVERT: (Forms, Call-to-Action, Landing Pages) The next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer.
CLOSE: (CRM, Email, Workflows) You’re on the right track. You’ve attracted the right visitors and converted the right leads, but now you need to transform those leads into customers. Keep track of the details about all the contacts, companies, and deals in your pipeline.
DELIGHT: (Surveys, Smart Content, Social Monitoring) The Inbound way is all about providing remarkable content to our users, whether they be visitors, leads, or existing customers. Just because someone has already written you a check doesn’t mean you can forget about them! Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters.
The Five Features of Inbound Marketing
Content Creation + Distribution
Create targeted content that answers prospects’ and customers’ basic questions and needs, then share that content far and wide.
Promoters don’t just materialize out of thin air: they start off as strangers, visitors, contacts, and customers. Specific marketing actions and tools help to transform those strangers into promoters.
Tailor your content to the wants and needs of the people who are viewing it. As you learn more about your leads over time, you can better personalize your messages to their specific needs.
Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
Content creation, publishing and analytics tools all work together like a well-oiled machine – allowing you to focus on publishing the right content in the right place at the right time.
Measure, Rinse, and Repeat
Data is the backbone of Inbound Marketing. Always analyze every action you take, optimizing each campaign to make your marketing as efficient as possible.