For the past 10 years, Inbound Marketing has been the most effective marketing method for doing business online. There are already many marketers trying to change their approach in marketing and many large businesses started to explore Content Marketing, which really what Inbound Marketing is about. So what is Inbound Marketing and can it really help your business?
Put it in a regular situation when you wake up every morning, the first thing you do is checking your Facebook newsfeed and the second post you see is a sponsored post by some brand trying to get your attention. Refresh that news feed, another sponsored post by some other brand will appear to fight for your attention. As a user, your tired eyes ignore that sponsored post, most of the time. But if you are the Brand trying to advertise your product, you see how difficult it is to get attention from your audience no matter how specific your Ads targeting is.
Ads are everywhere. Most people now know how advertising works and they learn how to stand out from the crowd by creating nice-looking ads with great copy, but put all of them together, it all still look like a mess your audience trying to avoid, and some of them are now using ‘Ad Blocker’ to get rid of ads so they can browse the web freely without distraction from paid ads.
The biggest problem with the old playbook is that it fights for people’s attention by interrupting them. – Seth Godin
This is where Inbound Marketing takes place and help your business. Inbound Marketing is a methodology on using marketing to bring potential customers to you, instead of having your marketing efforts fight for their attention.
The Inbound Marketing Methodology
Marketing has changed and Inbound Marketing is the right solution you can adopt to help you attract visitors instead of interrupting them, and generate leads instead of burning dollars with paid ads. So how does Inbound Marketing works?
By creating content specifically designed to appeal to your dream customers, Inbound Marketing attracts qualified prospects to your business and keeps them coming back for more. – HubSpot
It truly is about giving your audience what they love, and in this context, content. People love content that can empower them – free ebooks, webinars, presentations, graphics, videos, software applications and more.
The Inbound Marketing Themes
There are 4 different stages or actions in Inbound Marketing and they are Attract, Convert, Close and Delight. Before we jump directly into the inbound actions, there are 5 important themes that you should know, and these are what makes Inbound Marketing works;
A. Content Creation & distribution
Content that are created to answer your prospects’ and customers’ questions, then share it with everyone through email, social media and many other digital channels.
B. Lifecycle Marketing
A specific marketing actions that will help transform strangers into promoters.
Content that are tailored to the wants and needs of the people who are reading it. This can especially be more effective as you learn more about your leads over time.
Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
The beauty of online marketing where content creation, publishing, analytics and social media all work together so you can focus on creating your great content in the right place and time.
The Inbound Marketing Actions
As mentioned earlier, there are 4 main actions or stages of Inbound Marketing where each action will make use of multiple tools to help achieve its goal.
- Attract – The stage where marketing efforts are used to bring the right traffic to your website; people who are most likely to become leads, and ultimately, happy customers. This will include the process of understanding your customers persona, holistic ideals of what your customers are really like, inside and out. The tools used at this stage includes;
- Social Media Publishing
- Convert – When you have stream of traffic coming to your website, the next step is to convert those visitors into leads by gathering their contact information. This can be done with the following tools;
- Landing Pages
- Close – After attracting the right visitors and converted the right leads, now is the time to transform those leads into customers. The following marketing tools can be used at this stage to make sure you’re closing the right leads at the right times;
- Closed-loop Reporting
- Marketing Automation
- Delight – Just because a customer has already written you a check doesn’t mean you should stop focusing on them. This is the stage where you continue to engage, delight, and upsell your customers into happy promoters of your product and services. The following tools are commonly used in this stage;
- Social Monitoring
The key is getting started. When you have started with Inbound Marketing, all the flow will become norm and in time, you will be able to see the result from the number of traffic to your sites, leads generated and customers you closed.
Want more? Click the image below to download our presentation on Inbound Marketing: