What is Inbound Marketing?
Inbound marketing is focused on attracting customers through relevant and helpful content and adding value at every stage in your customer’s buying journey. This approach to marketing is all about driving value for customers through relevant content. It’s really the next step in content marketing, where the focus in on how each piece of content fits into the customer’s buying journey and how that content can help drive more conversions and sales in your business.
Unlike outbound marketing like traditional marketing channels of TV, radio and print, inbound marketing doesn’t fight for potential customers attention, but rather satisfies them by providing solutions to their problems or needs. By creating content in this way, you are more likely to attract qualified prospects and build trust and credibility for your business in a more direct manner. Hence, resulting is more sales in your business and happy customers!
Outbound Vs Inbound
Outbound marketing is a traditional method of marketing seeking to obstruct potential customers, a little like mass marketing or pushing a message out far and wide hoping that it resonates with that needle in the haystack. Outbound marketing includes activities such as: advertising, trade shows, seminar series, email blasts to purchased lists and cold calling. It is costly and the ROI is much lower than inbound marketing.
Rather than doing outbound marketing to the masses of people and hoping it gets a bite, I advocate doing inbound marketing where you help yourself “get found” by people already learning about and shopping in your industry; people who are actively looking for what you have to offer. In order to do this, you need to set your website up like a “hub” for your business; that attracts visitors authentically through search engines, blogging and social media activities. Most importantly, with inbound marketing, all the marketing activities are planned and designed to not only help the customer to be comfortable and informed to make their decision to use your services, but to create a full circle loyalty approach to your customer experience.
We think that most marketers of today are managing their marketing activities like social media, email, content marketing etc in siloed approaches, rather than connecting them together in an inbound strategy, planned against the intended ideal buyer persona and its buying journey. So, forward thinking marketers need to flip their approach on its head and focus on inbound marketing rather than ad hoc, unplanned channel-focussed marketing.
So, what are the steps to Inbound Marketing?
When we look at inbound from a bigger picture with the customer in mind there are four key steps to cover off.
These four phases will help turn a stranger into a visitor; into a lead; into a customer; and eventually delight them to become a promoter of your business. The holy grail of marketing!
Underpinning the inbound method is a full-stack software solution, which provides a hub for managing all your digital marketing, social media, sales and customer relationship management (CRM). Working from within the one hub, makes your marketing efforts more coordinated, targeted and seamless. Helping you to drive customer growth and loyalty in your business much faster and with more success.
Proven to Grow Your Business
In the last few years, the change in buying behaviour towards online research and reviews really sparked the inbound movement, so to focus on what information or content your prospect customers need to help them make a decision and move through the buyer’s journey.
The good news? The inbound approach continues to help businesses adapt to fast-changing needs – not just with marketing, but with the entire customer experience.
With our approach to strategically market your business combined with the inbound methodology and HubSpot’s software, you will have an unfair advantage for growing your business and getting customers who buy more, stay with you longer, refer their friends, and tell the world they love you. Who doesn’t want that for their business?
Take the Inbound Ready Quiz
Contact our team today on how we can get your business started on its inbound journey.