INBOUND MARKETING

A modern approach and a proven methodology for enabling growth

Inbound Marketing is a non disruptive approach to marketing.  Instead of the old outbound marketing methods of cold calling, buying ads, buying email lists, and hoping for leads, inbound marketing focuses on using digital marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention.

Inbound marketing pivots around creating and sharing useful, quality, relevant, timely content. By creating content specifically designed to appeal to your ideal customers, inbound attracts qualified prospects/leads to your business and keeps them coming back for more.

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Inbound Marketing Actions

Inbound Marketing Lifecycle Image

The 4 Inbound Marketing Actions

There are 4 actions in the inbound marketing methodology. In order for you to get visitors, leads and customers you must take action.  These actions are as follows:-

1. Attract

Inbound Marketing Attract Phase Image

Attract the people who are most likely to become leads and go on to become customers.  Your ‘ideal’ customers.  We define fictional representations of these to ensure we understand who you are trying to attract. These are called ‘Buyer Personas’.  They contain information about goals, challenges, pain points,  personal and demographic information shared among all members of that particular customer type.  Your personas are the people around whom your whole business and your marketing strategy is built.

So how do I attract my ideal customer?

 

The Inbound Marketing methodology employs many tactics to attract your buyer personas and a number of key tools to implement these.  Some of these are:

SEO

Make sure your content is SEO optimised in order for you to get found online.   Most potential customers start online with a search to answer questions they have.

Social Media

To be successful in inbound marketing you must create and distribute remarkable content.  Interact on the social channels where your ideal clients spend their time.

Blogging

Blogging is one of the most important part of Inbound Marketing.  You must publish educational content that speaks to your buyer persona and answers their questions.

Website

Your website must appeal to your buyer personas.  Make sure it is optimised and contains lots of useful relevant content.

2. Convert

Inbound Marketing Convert Phase Image

Once you’ve attracted website visitors, the next step is to convert those visitors into leads by collecting some of their contact information e.g. email address to start with. Contact details are the most valuable marketing currency there is. You need to offer visitors something in return for their contact information. This offer is called a ‘Lead Magnet’.  Examples of Lead Magnets are eBooks, whitepapers, templates etc.  It needs to be something of value and interest to the persona you are trying to attract.

There are a number of tools that can be used to convert your visitors into leads.  Some of these are:

CTA’s – Calls to Action

CTA’s are buttons or links that encourage your visitors to take action like “Download Template”, “Attend Webinar”.  Without a CTA you won’t be able to generate any leads.

Landing Pages

When a visitor clicks on a CTA they are send to a landing page on your website.  This is where the offer is fulfilled and the contact information is collected (submitted).  When a visitor submits this information they have transformed into ‘Leads’.

Forms

Forms are what visitors use to fill out their contact information.  These forms are placed on Landing Pages.  These forms must be designed with the visitor in mind and must be user friendly.

Contacts

When collecting leads you should store them in once central location e.g. marketing database.  If you use software like Hubspot you can collect lots of information about the contacts in this database.  You will be able to analyse all interactions with contacts and tune your marketing strategy based this information.

3. Close

Inbound Marketing Close Phase Image

You have attracted the right visitors and converted the right leads.  Now you need to transform those leads into customers. How can you most effectively accomplish this?  Certain marketing tools can be used at this stage to make sure you’re closing the right leads at the right times.

There are a number of tools that can be used to convert your visitors into leads.  Some of these are:

Email

When a visitor converts into a lead they may not be ready to become a customer.  You can use these contact details to0 email them with more useful content and help them along their buying journey.  This will also help you build up a rapport with them.

CRM

A CRM allows you to keep track of contact information, deals in the making.  It also helps you connect with prospects at the right time.  A CRM will help your sales team connect with prospects at the right time.  CRMs are also used to provide enhanced reporting.

Marketing Automation

Marketing automation is a way for companies to streamline, automate, measure marketing tasks and automate workflows.  It is used to nurture prospects with highly personalised and useful content.  Companies can generate significant ROI by using marketing automation.

Closed Loop Reporting

Closed loop reporting is essential for companies to be able to measure the results their marketing teams are achieving.  It helps the teams understand what efforts are bringing in the best leads.  Aside from this benefit it also helps align your sales and marketing teams more closely.  A CRM integrated with your marketing software will allow you to do closed loop reporting.

4. Delight

Inbound Marketing Delight Phase Image

Inbound marketing is all about providing remarkable content to our users.  To all our users regardless of whether they are visitors, leads, or existing customers.   Even after a sale, we continue to engage with, delight, and hopefully upset customers into happy promoters of the organizations and products they love.

There are a lots of ways to delight existing customers.  Some of these are:

Surveys

Customer feedback and surveys are used to ensure you’re providing customers with what they’re looking for.  So go ahead and ask them.  There are free Survey tools like SurveyMonkey you can use which integrates with Marketing software like HubSpot.

Smart CTA’s

Smart CTA’s present different users with offers that change based on buyer persona and lifecycle stage.

Social Monitoring

Keeping track of the social conversations that matter to you most is essential.  Listen out for your customers’ questions, comments, likes, and dislikes – and reach out to them with relevant content.

Email and Marketing Automation

Use email and marketing automation to continue to help your customers achieve their goals.  Provide more information that may help them.

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