What is inbound marketing and how can it benefit your business?
Not sure what inbound marketing is? Don’t worry, we’re about to break down what inbound marketing actually is, the three important stages to the recipe and why it could benefit your business!
Why Inbound Marketing?
Unlike outbound marketing, with inbound marketing you don’t need to fight for your potential target audience/existing clients attention. Your inbound marketing does all the hard work for you.
You let your content, that’s designed to address the problems and needs of your ideal customers, attract qualified prospects and build trust and credibility for your business by offering them the valuable content. It’s about adding value at every stage in your customer’s journey with you.
Try thinking about how you personally search for information.
Then think about what you click on and why?
Does it give you the answer you’re looking for?
Or does it give you useful information to help you make a decision?
Most of us need a little push in the right direction before parting with our money and what a better nudge than free information in the form of your content?! Providing worth and value to your customer means they’re more likely to trust your brand and make a sale.
Attract, Engage and Delight
This is called the Inbound Methodology; the three stages within the notorious HubSpot flywheel to build this philosophy. The flywheel is an alternative way of looking at the classic sales funnel. The sales funnel produces customers but it doesn’t consider how those customers can help your business grow. That’s where the flywheel comes into play- it represents a machine, storing rotational energy. Who better to tell you about the Flywheel than the creators themselves, HubSpot.
You don’t want just anyone coming to your website. You want people who are most likely to become leads and ultimately, happy customers. But, how do you really attract your target audience?
You attract more of the right customers with relevant content at the right time – when they’re looking for it.
A fantastic example of what attracting should look like. Some fascinating, valuable content from Neil Patel.
This is the moment someone takes the desired action on your website.
You can then use conversion tools like call to action (CTAs), forms, and lead flows – to capture the information of prospects visiting your site.
Use conversation tools to create lasting relationships with prospects on the channels they prefer – through email, bots, live chat, or messaging apps.
Going back to that same piece of ‘attractive’ content from Neil Patel– we can see a whole host of engaging opportunities. Including a chance to win free content by simply entering your email address.
Create memorable content your prospects can share with their friends and family by using a variety of content formats. Provide an outstanding experience designed to create advocates of your brand from your existing clients/users.
“71% of consumers who have had a good social media experience with a brand are likely to share it with others.”
As well as email marketing, Neil has a series of video blogs readily available to watch and share on his website.
How will it benefit my business?
Inbound marketing is extremely beneficial to both you and your target audience. It means you don’t have to go out searching for your target audience- instead you attract them.
For your target audience, it means they receive helpful, informative content to aid them in the buyer’s journey.
From the perspective of your company it helps build your contact database.
Remember the goal of inbound marketing is to build connections with your target audience .
A contact database is the heart of all your inbound marketing efforts, you don’t just stop nurturing once you’ve turned a lead into a customer – you continue to nurture and delight them (and become brand advocates).
Your brand awareness is created from the inbound marketing approach making use of social media, informative blog posts, infographics, PPC and SEO (to name a few tools), to get your brand in front of thousands of prospects and educate them about your company.
What kind of content should you be using?
The kind of content you create is variable dependent, some things to consider are your buyer persona, what stage they are in the buyer’s journey, your keywords and what content you’ve already covered.
When it comes to the different types of inbound marketing the quickest and most effective include; blog post content, social media marketing and search engine optimisation (SEO) . Creating strong, relevant content targeted to the right people means it’s more likely to be shared, increasing your reach, brand awareness and customer acquisition.
There’s no reason as to why you can’t take old content and repurpose it across different platforms to make your life easier. Here are some handy tips on how you could do it.
How can I execute it?- Building your content strategy
Once you have gained the trust of your prospect and lured them to your website through your quality content, you will have the chance to convert them into leads through conversion paths and conversations.
When the deal is sealed and you have attained your leads contact details – you can start to convert them into customers, powering your business with inbound marketing, by providing them with the right information, at the right time in their buying process.
It’s important to remember to carry on nurturing and upselling to your customers after the buying process, encouraging them to continue to love and promote your brand!
Inbound marketing is an investment in your time and resources. There are no quick ways to build a comprehensive inbound marketing strategy. We allow for 90 days of planning and implementation. However, Inbound marketing is something that every business should be taking advantage of for continued inbound leads and brand advocacy.