What is InBound Marketing
Inbound marketing is the promotion of a company through blogs, podcasts, video, eBooks, newsletters, whitepapers, SEO, physical products, social media marketing, and other forms of content marketing which serve to attract customers through the different stages of the Buyers Funnel.
Bring Visitors In — An important facet of inbound marketing is providing the customer with feedback channels to the company for creating both trustworthy relationships as well as for consultations and sales. “Inbound” refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects’ attention.
Inbound marketing earns the attention of customers, makes the company easy to be found and draws customers to the website by producing interesting content.
Proven Methodology for the Digital Revolution — Since 2006, inbound marketing has been the most effective marketing method for doing business online.
Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be.
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.
Leaving Nothing on the Table — Firms are realizing that their technical documentation, often considered a “necessary evil”, is authoritative, trustworthy content that can be a company’s most effective inbound marketing channel, generating more than half of overall site traffic and over half of lead generation.
The Inbound Methodology illustrates the four stages that make up the inbound marketing and sales process.
The stages are:
There is a need to attract strangers to your site and turning them into visitors. Some of the most important tools to attract new users are blogging, optimizing your website, and social media.
Once you’ve attracted new visitors, the next step is to convert some of them into leads by gathering their contact information. At the very least, you will need their email addresses. Contact information is the world of inbound’s currency. In order for your visitors to offer up that currency, willingly, you will need to offer them something in return. That ‘payment’ comes in the form of offers, like eBooks, whitepapers, or tip sheets – whatever information would be interesting and valuable to your prospects. You can convert visitors into leads by using what’s called, as you might have guessed, the conversion process. Website components like calls-to-action and landing pages can entice these visitors and help you get information about them.
In the Close stage, tools like email and a CRM can be used to help sell to the right leads at the right time. Inbound is all about providing remarkable content to your users, whether they’re visitors, leads, or existing customers.
Inbound companies continue to delight and engage their customer base, turning them into happy promoters of the products and services they love.
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