Inbound marketing focuses on drawing customers through appropriate and engaging content and adding value at every stage of the purchase cycle. Through inbound marketing, potential customers can find you through various channels, such as social media, blogs, and search engines.
Inbound marketing differs from outbound marketing in the sense that it doesn’t need to fight for your prospective customers’ attention. You create content tailored according to their needs and problems and, hence, attract qualified prospects and build credibility for your business.
There are four phases of inbound marketing that turn mere strangers into leads, promoters, visitors, and customers. These four phases are: Attract, Convert, Close, and Delight. The phrases, when combined with sales and marketing strategies, are exceptionally efficient in achieving their goals.
The primary goal of any company is brand awareness, otherwise, no work can ever be done. You need to attract people to your website, so they know about your company and what you have to offer them. Drawing people to your site and other online platforms, such as social media, can be done through valuable content, which provides your customers with answers to questions they may have about you.
A few topics you can address at this stage are price, the best companies in the industry you’re operating in, comparisons, and reviews. Although you may be a little hesitant in publishing such information, it builds credibility and trust and ensures your customers you’re the real deal. Other common questions you can tackle with content marketing include industry-specific questions. Once you’re done building content, promoting it to bloggers, other channels you own, media outlets, and influencers on social media, is imperative if you want to attract customers online.
What makes inbound marketing click is the way you target people who meet your buyer personas. Hence, your content is tailored according to those personas leading to optimized content promoted in relevant areas online.
Once you’ve successfully attracted visitors to your websites, its time to turn them into sales and leads. In the convert stage, you need to how you can contact your customers. Hence, you need them to provide you with their phone number, email address, or any other relevant contact details. When you have this information, you now have an inbound lead.
The problem is, customers are hesitant to provide their contact information in fear of spam. Hence, you need to offer something in return, such as a free infographic or a free quote.
There’s a variety of things you can offer that’ll successfully convert prospective customers into leads. It’s crucial to make offers across the cycle to generate leads at the bottom, middle, and top of your sales cycle. Once you’ve done this, you’ll have leads that will make sales on a regular basis.
So, you’ve accumulated a large number of leads, and you think your job is done, right? Wrong! The leads only matter when you’ve converted them into paying customers, and you do that by giving them attention at the right time. To do this, though, there needs to be a balance. On the one hand, an overdose of anything is wrong and, if you give them too much attention, you’ll be perceived as spam and end up in the junk folder whereas if you give too little attention, they’ll forget you exist.
Frequency is just one part of the equation though. The right content for your buyer persona and the lead itself is ten times more important. Ask yourself, how many times have you read an email that speaks directly to you? It’s that kind of email you open and act on. You want to build content that leads to such a reaction.
One of the best ways to achieve this stage is through Customer Relationship Management (CRM) software, which helps you track leads and see whether they’re turning into sales or not.
The most neglected stage of the inbound marketing methodology, delight ensures business growth. Most companies aren’t successful because of the new leads they get, but they’re successful because of how many they can retain. A substantial part of business growth comes from increasing sales and referrals from existing customers. If you’re ignoring this part, you’re doing it wrong.
This phase has a direct effect on the bottom line, so you need to ensure you’re staying in touch with your leads. Keep them updated by sending a newsletter, engaging with them on different social media platforms, and making personalized offers.