The term “inbound marketing” was coined by Brian Halligan and is synonymous with the concept of Permission Marketing a 1999 book by Seth Godin.
In-order to replace outdated “renting attention” marketing tactics, companies are deploying new methods geared at building awareness, developing relationships and generating leads. In short, inbound marketing attracts customers to you so you are not chasing them down. It helps prospects find your company in the early stages of their decision-making process, leading to a stronger influence on their future buying decisions.
What is Inbound Marketing
Inbound Marketing is one of the proven methodologies for the digital age and it is the best way to turn strangers into customers and promoters of your business. Since 2006, inbound marketing has been the most effective marketing method for doing business online. where on one hand, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be, outbound marketing methods on the other hand focuses on buying ads, buying email lists and paying for leads. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.
“Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing and search engine optimization”. Inbound marketing provides information, an improved customer experience and builds trust by offering potential customers information they value via company sponsored newsletters, blogs and entries on social media platforms.
How Inbound Marketing Works
The inbound marketing works on a methodology which contain 4 main actions and these four inbound marketing actions can help you in growing your business day by day.
The four inbound marketing actions are as follows:
- By attracting strangers and converting them into visitors: We don’t want just any traffic to our site, we want the right traffic. We want the people who are most likely to become leads, and, ultimately, happy customers. Some of the most important tools to attract the right users to your site are:
- Blogging:Inbound marketing starts with blogging. A blog is the single best way to attract new visitors to your website. In order to get found by the right prospective customers, you must create educational content that speaks to them and answers their questions.
- SEO:Your customers begin their buying process online, so you need to make sure you’re appearing prominently when and where they search. For that, you need to carefully, analytically pick keywords, optimize your pages, create content, and build links around the terms your ideal buyers are searching for.
- Pages: Your website pages are your digital storefront. So put your best face forward! Optimize your website to appeal to your ideal buyers and transform your website into a beacon of helpful content to entice the right strangers to visit your pages.
- Social Publishing: Successful inbound strategies are all about remarkable content and social publishing allows you to share that valuable information on the social web, engage with your prospects, and put a human face on your brand. Interact on the networks where your ideal buyers spend their time.
- By converting visitors into lead: Once you’ve attracted website visitors, 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. Some of the most important tools in converting visitors to leads include:
- Forms: In order for visitors to become leads, they must fill out a form and submit their information. Optimize your form to make this step of the conversion process as easy as possible.
- Calls-to-Action.Calls-to-action are buttons or links that encourage your visitors to take action, like “Download a Whitepaper” or “Attend a Webinar.” If you don’t have enough calls-to-action or your calls-to-action aren’t enticing enough, you won’t generate leads.
- Landing Pages.When a website visitor clicks on a call-to-action, they should then be sent to a landing page. A landing page is where the offer in the call-to-action is fulfilled, and where the prospect submits information that your sales team can use to begin a conversation with them. When website visitors fill out a form on a landing page for the first time, that visitor becomes a contact.
- Contacts: Keep track of the leads you’re converting in a centralized marketing database. Having all your data in one place helps you make sense out of every interaction you’ve had with your contacts – be it through email, a landing page, social media, or otherwise – and how to optimize your future interactions to more effectively attract, convert, close, and delight your buyer personas.
- By closing the leads into customer: Now you need to transform those leads into customers by using certain marketing tools. At this stage you have to make sure that you are closing the right leads at the right times. Closing tools include:
- CRM:Keep track of the details about all the contacts, companies, and deals in your pipeline, and easily get in touch with the right prospects at the right time. Customer Relationship Management (CRM) systems facilitate sales by making sure you have the right information at your fingertips to better engage with prospects across every channel.
- Email: What do you do if a visitor clicks on your call-to-action, fills out a landing page, or downloads your whitepaper, but still isn’t ready to become a customer? A series of emails focused on useful, relevant content can build trust with a prospect and help them become more ready to buy.
- Marketing Automation.This process involves creating email marketing and lead nurturing tailored to the needs and lifecycle stage of each lead. For example, if a visitor downloaded a whitepaper 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.
- By delighting the customers and converting them into promoters: The Inbound Marketing is all about providing remarkable content to our users, whether they are visitors, leads, or existing customers. Inbound companies continue to engage with, delight, and (hopefully) upsell their current customer base into happy promoters of the organizations and products they love. Tools used to delight customers include:
- Surveys:The best way to figure out what your users want is by asking them. Use feedback and surveys to ensure you’re providing customers with what they’re looking for.
- Smart Calls-to-Action:These present different users with offers that change based on buyer persona and life-cycle stage.
- Social Monitoring: 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.
We hope this article will help you in understanding what inbound marketing. For more details you can visit us at www.vanhostit.com