Traditional marketing over the last century has been interruption-based. Although marketing has evolved since the term was first coined in the early 1900s, the overall strategy has remained relatively the same: get the word out about your service or product wherever people are so they can see it and buy it.
Technology has changed everything. No one pulls out the yellow pages anymore. Information is readily available online. Buyers now do their research by reading about products and reviews from multiple sources. First VHS, then TiVO, then the modern "DVR" make it so anyone can skip past the TV spots you're running.
Inbound marketing is about creating quality content that can pull your ideal customer toward you. It's not disruptive. It's permission based. What's exceptionally great about inbound marketing is that it produces a higher quality of leads and has amazing ROI, especially compared to traditional outbound marketing methods.
The Inbound Methodology is a holistic approach. It covers each and every step taken, tool used, and lifecycle stage traveled through on the road from stranger to customer. It's a strategy that empowers marketers to attract visitors, convert leads, close customers, and delight promoters.
And you do it using tools and applications that help you create and deliver content that will appeal to precisely the right people (your buyer personas) in the right places (channels) at just the right times (lifecycle stages).
Using the best practices of inbound marketing, we engage in online activities that will draw visitors into your funnel and nurture them so they may become customers.
An an inbound marketing strategy has 4 stages:
Attract, Convert, Close and Delight.
INBOUND STEP 1: ATTRACT
We don’t want just any ol' traffic to our site, we want qualified traffic. We want the people who are most likely to become happy customers.
One of the first steps in bulding an Inbound Marketing plan is developing buyer personas.
Personas include goals, challenges, pain points, common objections to products and services, as well as personal and demographic information shared among all members of that particular customer type. Your personas are the people around whom your whole business is built.
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, helping them along the sales & marketing funnel.
SEO: Your customers begin their buying process online, usually by using a search engine to find something they have questions about. So, you need to make sure you’re appearing prominently when and where they search. To do 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.
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. So in order for your visitors to offer up that currency willingly, you need to offer them something in return! That “payment” comes in the form of content, like eBooks, whitepapers, or tip sheets - whatever information would be interesting and valuable to each of your personas.
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.
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.
How can you most effectively accomplish this feat? Certain marketing tools can be used at this stage to make sure you’re closing the right leads at the right times.
Some of the most important tools in converting visitors to leads 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.
Closed-loop Reporting: How do you know which marketing efforts are bringing in the best leads? Is your sales team effectively closing those best leads into customers? Integration with your CRM system allows you to analyze just how well your marketing and sales teams are playing together.
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.
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 of the organizations and products they love.
Some of the most important tools to delight 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 lifecycle stage.
Smart Text: Provide your existing customers with remarkable content tailored to their interests and challenges. Help them achieve their own goals, as well as introduce new products and features that might be of interest to them.
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.
Whether you are looking to partner with an inbound marketing agency to drive ahead to inbound marketing success, or you're wanting to learn more about inbound marketing for the first time we're here for you.
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