Most consumers out there do not like cold calls or emails. Emails they receive from brands they have not subscribed to, are surely going to end up in the spam folder. As consumers grow smarter, their need to be marketed has changed. Now, they prefer to look for information on their own. And once they are convinced, they themselves want to reach out to the brands. Inbound marketing methodology is the perfect way to market to modern consumers. It is a technique that can help you market to the people who are reaching out to you.
Inbound marketing methodology focuses on reaching potential customers who do not like interruptive messages or content. It provides consumers with the information they are already looking for. In this process, businesses can market to their potential customers while educating and solving their problems along the way.
Let’s take a look at what inbound marketing is all about.
How Inbound Marketing Works
Inbound Marketing is a business strategy that attracts potential customers by creating content and experiences customized for them. This is opposite to outbound marketing which interrupts the audience by sending them content they are not looking for. The inbound methodology helps your organization build valuable, meaningful and long-term relationships with your target customers. It is about providing value to these customers by solving their problems and helping them achieve their goals.
The inbound methodology has three stages:
Attract: In this stage a business attracts potential customers through personalized content or messaging and creates an opportunity for them to engage with the brand.
Engage: Providing target customers with information and solutions to solve their problems or reach goals. This will encourage them to invest in the business.
Delight: Ensuring customers are happy and satisfied after they make a purchase.
With inbound marketing you can create personalized content that can nurture target customers throughout their buying journey. You can use different content types in every stage of inbound marketing. For example, you can use blog content to attract an audience. Once they are interested you can maintain communication with them by providing informative content about how your business will help them. After they convert, you can ask them for their input by requesting for feedback.
Businesses can use any form of content suitable for them, provided it is relevant and useful for their target customers.
Inbound Marketing Statistics
Here are some inbound marketing statistics that will help you see the power of inbound marketing.
How can Businesses Benefit from Inbound Marketing?
Here are some of the benefits of inbound marketing that will show you how important it is for business.
Inbound marketing is long-term
Unlike outbound marketing promotional campaigns that last for a short period of time, inbound marketing is sustainable. It is a strategy that is not just limited to selling a product or service but also helps the overall growth of your business. And when something is intended for a long period of time, it definitely takes some time to set the foundation. Inbound marketing is built gradually. Planning and implementing content, emails, forms etc. can take time to build. Moreover, deciding which channels to leverage, building your email list and social media followers can also take time. However, all these efforts give positive results for the future of your business.
By implementing inbound methodology businesses can build their content that can be useful in nurturing leads and helping them convert. Overtime, you can keep improving and modifying this strategy as per the evolving needs of your business.
Generating quality leads
Just getting more traffic to your website is not very helpful. But it is important that you get quality traffic that produces quality leads. Quality leads are the ones that have the potential to convert. If you just bring in visitors who don’t connect with your brand, then your efforts are futile. Inbound marketing strategy can help your business bring in leads with a high potential to convert. This strategy focuses on creating relevant and personalized content which is helpful in targeting audiences who match your ideal customer profile.
The best way to ensure that your content is useful to your target customers, is to conduct in-depth research about them first. Spend time getting to know your audience’s interests, pain-points, hobbies and more. This will help you build highly personalized content that will bring in quality leads.
Inbound marketing can be used to provide content to potential customers across their buyer’s journey. Leads initially might not be ready to convert. Hence, you need to provide quality content that will help influence their buying decision. This content should speak to them about how your business can help them solve their problems.
Creating useful and engaging content is the primary purpose of inbound marketing. You can reach leads through various channels once they show interest in your business. Sending them content which educates them will increase their trust in your brand.
It is inexpensive
Inbound marketing is cost efficient. Unlike other promotional and advertising strategies that are expensive, inbound marketing is cost-effective. Initially, if you start off with only developing blog content on your website you might not need to spend much. If you need CRM platforms as your business grows to maintain your contacts or create workflows, you may have to subscribe and spend a monthly amount on a platform for example, HubSpot. However, you will only expect to pay a certain amount annually and it won’t exceed more than that. More than expenses, it will require your team members to spend time on creating content for your inbound efforts.
As seen in the statistics above lead nurturing can help leads convert faster at lower cost. With inbound marketing you can nurture leads with useful content and leverage various channels to achieve that. You can nurture leads using email marketing strategy which is inexpensive. Social media channels can also be used without any financial investment.
It can make your business more visible
Inbound marketing can also help you become more visible on Google’s results page. When you create blog content, you can optimize it by using various SEO techniques. In the above statistics we saw that 61% of marketers say that growing organic presence is the number one goal of their inbound strategy (99Firms). It shows that SEO is an important part of the overall marketing strategy. Use of relevant keywords can help your audience find this content easily. Keywords are search queries that your audience use to find information on the search engine. Spend time researching for topics and keywords that your audiences are looking for. Create content that is relevant to these topics and it will help you get more quality leads on your website.
Using SEO techniques to optimize your content can help your ranking on Google, and you can also be ahead of your competitors. This can make your website and product more visible to the potential customers.
Builds trust and credibility
When you write quality content that is centered around the needs and problems of your target audience, it improves your brand reputation. Audiences will view your business as a credible source of information. This helps customers build trust with your brand. It is not only limited to attracting new customers, but also to retain existing ones. Providing valuable content and experience even after the customer has purchased is very important. It will show your audience that you truly care about their growth.
When you delight your customers, they are more likely to leave positive reviews and testimonials that can help you gain new customers. Hence, inbound marketing strategy can help you build valuable and long-term relationships with your customers.
Once you implement your inbound strategy you can keep improving and customizing it as per the needs of your audience. It is a great way to build connections with your potential customers and help your business grow.
If you need help with planning and implementing your inbound marketing strategy we can help.
Contact Us to learn more about how we can assist.