Inbound Marketing has become the most effective method of marketing for doing business online. It was very first to come into the reality since HubSpot has taken birth in 2006.
We, humans, are surrounded with the information abundance but attention scarcity – and this momentum of information creation is accelerating at a fast pace.
|According to IBM, we now create 2.5 quintillion bytes of data each day — so much that 90% of the data in the world today has been created in the last two years alone|
Whao, it’s true!
In this blog, we will directly dive into the concept first that why this Inbound methodology has become a boon for the modern marketers and how inbound marketing helps in buyers’ journey.
Did you know, There are also those people exists on earth who not only won’t buy what are you selling but also they are delighted with your ideas and spread that news as brand advocates.
Here comes, Inbound Marketing!!!
What is Inbound Marketing?
Being a swarm puller, Inbound Marketing is a marketing strategy which is focused on attracting customers through appropriate content and adding value at every stage in your customer’s buying journey.
With inbound marketing, potential customers are pulled towards your website via various channels like social media, blogs, search engines – to create brand awareness.
It is why Inbound Marketing dominates the Outbound Marketing…
Inbound marketing is more trending marketing option nowadays.
According to HubSpot’s State of Inbound 2017, 71% of companies globally reported that they’re primarily focused on inbound. Certainly inbound provides a better ROI: inbound marketing efforts are 62% less expensive than outbound.
In comparison to outbound marketing, where marketers used to struggle a lot to find customers, inbound marketing grabs the users’ attention much more efficiently and makes the company identifiable.
The Four Phases of the Inbound Methodology
The phases (Attract, Convert, Close, and Delight) are 4 piers of Inbound Strategy. This Inbound Marketing focuses on converting the strangers into visitors, leads, customers, and brand promoters.
And this methodology becomes even more n more powerful when implemented with your sales and customer success strategies.
You don’t want just anyone coming to your site. You want people who are most likely to become leads, and, ultimately, happy customers. How do you get them? You attract more of the right customers with relevant content at the right time – when they’re looking for it.
The Internet is global. Anybody can come and visit your website. So do you really anybody step-in your web-arena? No, you only want those people on your website who are most likely to become your leads, and at last happy and satisfied customers.
How would you get them? It’s much more important to deliver the right content to the right audience in order to get Marketing Qualified Leads (MQLs).
Let’s explore the ways of attracting the right audience in the scene.
|53% of marketers say blogging is their top content marketing priority |
Content is the king. This Inbound Marketing starts with content. Blogs are the best way to convey information to a larger audience. It attracts people from all the domains from new visitors to your regular clients.
If you are searching the prospects which really turned up to become potential buyers. Then you must create informative content that speaks to them and answers their questions as this article is doing.
A B2B blog has huge SEO benefits and organic search attracts high-quality leads. A company blog has more long-term ROI than traditional marketing efforts.
It has become the habit of the customers. Whenever they go on purchasing anything, The first thing that comes to their minds to have a google search, reach to the company’s website, check the reviews. In this way, they start their buying process.
So, you need to make sure you’re showing up when and where they search. To do that, increase your presence with tools that help you define and implement your content strategy.
The most abundant platform for digital marketing It doesn’t matter whether you are a business tycoon or small business owner – Social Media Marketing works for all. It plays a major role in establishing a connection, building the strong professional network, and vast platform for product advertising.
If you are a newbie and don’t know where to start – get started with social media marketing as it is completely free and give immense opportunities in the form of groups, communities, channels, etc. Being a business owner, it becomes very crucial to stay in touch with the latest market trend and get all the notifications on a single click.
Once you have attracted an audience at your site, now it’s a time to convert those visitors into leads. The key concept of conversion is to have a healthy conversation with your audience in the form of forms, emails, CTAs, landing pages, contacts etc. Whatsoever the way suits your customers, just go for it. But never leave your customers, stay in touch and talk to him.
When you allow your visitors to fill out the form, and they successfully submitting their information to you. Those visitors entering your website become your qualified leads. You should optimize the forms in order to make conversions easier.
If you are including the Include active links or buttons in your landing pages and even in the emails you are writing to your target audience. It encourages your visitors to take action so you can generate leads.
Landing pages are those dreamy pages, where a visitor is sent after they click an on call-to-action and where the call-to-action is fulfilled. Then, the visitor becomes a contact.
Track your leads and hold the visitors which has been converted to the active contacts. Keep track of leads in a central marketing database so you can make sense out of every interaction you’ve had with your contacts.
You have made your base, chosen the right leads, offer targeted products to your customers. Now, the time has come to close the deals based on their recent purchases and stages of buying, interests etc.
Predictive Lead Scoring
Well, you have successfully converted your visitors to active contacts. But how would you know that your marketing efforts are going in right direction? Is your sales team efficiently closing the best leads into your customers?
The CRM (Customer Relationship Management) is a storehouse of all the contacts, company details, and information related to all the deals in your pipeline waiting to be close and or already been closed.
Marketers consume all his efforts to capture hot leads. And every new lead captured would certainly leave you if you leave him un-nurtured. Lead Nurturing is the very important step in customers buying process. Nurture your leads to hold them longer based on their interests and lifecycle stage.
Pages they’ve visited, content and whitepapers – all these indicate shifting interests. Good nurturing adapt messaging to stay relevant and makes winning new customers faster.
Emails are the most famous channel and most effective communication medium to meet specific target groups.
What would you do as a marketer if visitor responds to your CTAs, properly fills out a landing page, or downloads your white paper, but still isn’t ready to become a customer?
Focus on writing a series of personalized emails to the target audience and filled with only relevant and useful information. It is the easiest way to build trust among your clients. and help them become more ready to buy.
Always remember, your customers belong to different segments, If you are doing mass messaging without proper customer segmentation, that’s completely useless and doesn’t make any sense.
Predictive Lead Scoring
When you have a small business, you can easily track and predict the activities of your leads but as soon as your business grows, the number of leads also increases and it becomes difficult for the marketers to stay in touch with every single lead.
Lead scoring helps in prioritizing the leads based on their past activities, analyzing their behavior towards the product and services by assigning them a unique value.
This is the most important part, because when the customer trusts you by making a successful purchase from your eCommerce store, then the expectation level increases from merchant’s side, that how will they treat them from then onwards?
It becomes important for you to delight your customers by maintaining the same quality of service and providing super cool offers to let their customers active repeat.
Create email marketing and lead nurturing tailored to the needs and lifecycle stage of each lead. Marketing Automation leads to automate all the tasks which you are bind to do, but you hate them doing repeatedly, for example, writing emails, social media stuff etc.
These tasks would be greatly automated using marketing automation. In return, it produces well-defined campaigns, automated workflows, abandoned cart recovery and many other wonderful features which releases human efforts and syncs all the relevant details of orders and customers between your CRM and eCommerce platform like WooCommerce.
Every customer has its own ranking in buyers’ journey. Since all your customers are all different levels, so provide them with highly specific offers that change based on buyer persona and lifecycle stage.
Make your customers, your biggest fans. This is not such difficult. If you are doing smart social monitoring of your customers by managing, collaborating, and responding to your customers’ messages, there’s a win.
Converse in proper attire and clear all the doubts and arisen queries with the proper solution, while servicing your customers.
Make the Inbound Marketing works for you
Inbound Marketing is a trend. Today’s Online businesses are realizing that outbound marketing efforts alone aren’t enough to produce profits.
Instead, inbound marketing techniques need to be utilized in order to attract more leads and foster better brand preference.
To be a successful Inbound Marketer, Online businesses need to introduce a disciplined approach to content creation, introduce marketing automation tools like HubSpot that can help them nurture and score leads, and optimize how these leads flow through the sales pipeline.
If you feel my content reading worthy, Drop a comment below and tell what exactly you feel about the inbound marketing strategy, I must add it to my article.