Inbound Marketing is about creating and sharing content with people. By creating content specifically designed to appeal to your idea customers, inbound marketing attracts qualified prospects to your business and makes them come back for more time and time again.
- Content Creation + Distribution– Create targeted content that answers prospects’ and customers’ everyday questions, then share that content over the web through different web channels.
- Lifecycle Marketing– Promoters don’t just materialize out of the air: they start off as information seekers, visitors, contacts, and customers. Specific marketing efforts and tools help to convert those strangers into promoters.
- Personalization– Customize your content to the needs of the people who are viewing it. As you understand more about your leads over time, you can better personalize your messages to their specific needs.
- Multi-channel– Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.
- Integration– Content creation, publishing and analytics tools all work together like a well-oiled engine – allowing you to focus on publishing the right content in the right place at the right time.
Make marketing people love.
By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your customers, not interruptive. Now that’s marketing people can love.
We don’t want just any traffic to our site, we want the right targeted traffic to come to our site. We want the visitors who are most likely to become leads, and, ultimately, new customers. Who are the “right” people? Our ideal customers, also known as our buyer personas. Buyer personas are holistic ideals of what your customers are really like, inside and out. Personas encompass the 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 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 and information content that speaks to the customer and answers their questions.
- SEO– Your customers begin their buying process on the web, usually by using a search engine to find something they have questions about. So, you need to make sure you’re appearing correctly in the search engines. To do that, you need to carefully, 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 magazine. So put your best face forward! Optimize your website to appeal to your ideal buyers and transform your website into a hub of helpful content to attract 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 grabbed the attention of website visitors, the next step is to turn those visitors into leads by gathering their contact information. At the very minimum, you will need their email addresses. Contact information is the most important currency there is to the online marketer. So in order for your visitors to offer up that currency, you need to offer them something in return! That “payment” comes in the form of useful 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 lead sheet and submit their information to your company. 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 towards conversion, like “Download a Whitepaper” or “Attend a free 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.
Closing tools 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 your users, no matter if they are a visitors, leads, or existing customers. Just because your client has already written you a check doesn’t mean you can forget about them! Inbound agencies continue to engage with, wow, and (hopefully) up-sell their current client base into happy promoters of the organizations and products they love.
Tools used to delight customers include:
- Surveys– A way to figure out what your users want is to ask the your user. 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 & life-cycle stage.
- Smart Text– Provide your existing customers with remarkable content made specifically to their interests and challenges. Help them achieve their own goals, as well as introduce new products and features that might be of appealing 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.
A New Methodology
The Inbound Methodology covers all aspects of digital marketing, tool used, & life-cycle stage traveled through on the road from stranger to client. It empowers digital marketers to grab visitors, convert leads, close clients, and delight promoters. The new methodology acknowledges that inbound marketing doesn’t just happen, you do it. And you do it using tools and applications that help you generate and deliver engaging content that will appeal to the right people (your buyer personas) in the right places (channels) at just the right times (life-cycle stages).