What Is Inbound Marketing?
Inbound marketing, according to Wikipedia, “is a technique for drawing customers to products and services via content marketing, social media marketing, and search engine optimization.” But what does that mean? And how can it help you? Compared to outbound marketing, inbound marketing doesn’t have to compete for potential customer’s attention because you have created content that directly addresses their problems and needs. Wikipedia’s definition mentioned something about a technique, HubSpot calls it a “methodology.” Either way, keep reading to find out what this technique/methodology is and how it can help you grow your business.
By looking at the graphic above, you can see that there are 4 stages of inbound marketing: Attract, Convert, Close, and Delight.
In order to Attract people to your site, you must figure out who you want to draw to your site. You want these strangers to become visitors. At Wisp, we determine who these people are by creating Customer Avatars. These avatars encompass demographics, other websites/ publications they might enjoy, and any objections they might have about using your product/service. Once you've completed these personas, keep these tools in mind to draw people to your site:
- Blogs which are “the single best way to attract new visitors to your website.”
- Pages like your website are a digital storefront, so make sure you take time and effort to make it perfect
- Social Media Published Posts which should be remarkable content that shows people you know what you’re talking about and allows them to connect a face to a brand.
- SEO stands for Search Engine Optimization and requires you to do some keyword research. The more keywords you have on your website, the higher in an online search engine, like Google, you’ll appear.
After you’ve attracted the right people to your site, you need to work to Convert them from visitors to leads. In order to make this conversion happen, you need to gather some of their information, like an email address. In exchange for this information, you can offer them an eBook, tip-sheets, or, like we offer you here, a 1-Page Facebook Marketing Plan. Whatever you chose to offer, make sure it’s interesting and helpful to your visitors. During this step keep in mind the following tools:
- Forms which are for your visitors to fill out to provide you that valuable information, like an email address
- Call-to-Action buttons or linked phrases that call for your visitors to download the evergreen content you are offering
- Landing Pages which is where your visitor (almost a lead) lands when they click your call-to-action button (when they fill out information on this landing page for the first time they officially become a lead!)
- Contacts that need to be kept track of in one database. This will make it much easier to make sense of each interaction you’ve had.
Now that you’ve converted visitors to leads, you need to Close and make those leads actual customers. You can accomplish this with the help a few different tools including:
- CRM Systems to keep track of all the customers, companies, and deals in your pipeline
- Closed Loop Reporting which allows you to analyze how well your marketing and sales teams are working together
- Emails which can be used in a series to help you build trust with those on-the-fence customers and entice them to buy your product or service
- Marketing Automation which involves email marketing specifically for a certain customer
The last stage of the Inbound Marketing Methodology is Delight. This steps takes those new customers and makes them promoters. As HubSpot puts it, “just because someone has already written you a check doesn’t mean you can forget about them!” The following tools can help you delight your customers:
- Surveys which will help you figure out exactly what your customers want
- Smart Calls-to-Action that present different users different options based on buyer persona
- Smart Text which will help you provide specific content tailored to customer’s needs and challenges
- Social Monitoring helps you keep track of conversations about your product/service and allows you to interact with customers by responding to their questions, comments, likes, etc.
There is a lot that goes into Inbound Marketing. What’s been covered here is really just skimming the surface. Inbound Marketing is so valuable because it gets your product/service in front of those people who are actively searching for it. And what’s better than that?!
If you aren’t sure where to start your Inbound Marketing journey, contact us today for a FREE social media account audit!