Inbound marketing is a type of marketing that focuses on creating content that is geared towards the needs and wants of the customer. It is also focused on the customer’s journey from being aware of a problem to eventually becoming a paying customer. The solution is not expensive and only benefits the seller.
The methodology of the study was to identify a buyer persona that fit the pain points and then provide a solution through engagement. Different stages in a buyer’s journey are accounted for by the various steps involved. The content that is served to targeted buyers is designed to appeal to them and keep them interested throughout the process of buying something.
The inbound methodology places emphasis on a content/context understanding. When creating content, you should focus on making it optimization for search engines and social media. Additionally, the content should be able to attract your relevant prospects. Different types of content will be more engaging to different types of prospects, so it is important to understand which content is most likely to pull them through your sales funnel. Personalizing messages, emails, and other promotions will help you to most effectively reach your target audience.
What Are the Benefits of Inbound Marketing?
Inbound marketing is all about attracting the right kind of customers, converting them, and then continuing to delight them. Traditional marketing techniques are not effective in reaching modern buyers. This is where and why inbound marketing has stepped up and filled the gap.
The concept of “selling without selling” is based on highlighting your expertise in relation to your company’s services, products, and industry. How do you grow your sales without then selling? You can grow your brand by establishing yourself as an industry authority and thought leader. This will help you attract accurate leads.
Inbound marketing that is effective looks at marketing as a whole and focuses on giving target buyer personas content that is tailored to them at the right time. This allows them to make decisions that are informed and educated without feeling like they need to make a purchase.
The Inbound Marketing Philosophy
Advertising is interruptive. There, we said it.
Television, radio, and print advertising are still some of the most popular ways to advertise, but they can be very overwhelming and noisy. We are constantly surrounded by advertising, no matter where we are or what we’re doing. We’re used to ignoring noise and letting it become background noise.
Many consumers have become skeptical of advertising claims, and are more likely to do research before making a purchase. consumer technologies like Caller ID, Spam Filters, and Ad Blockers make it easier for people to avoid intrusive advertising.
It has never been easier for the modern buyer to find solutions and research products and services that they are interested in.
Inbound marketing exists to serve these modern buyers. The goal of the philosophy is to provide helpful and valuable information to those who spend time and energy searching for it, and to guide them into taking action (depending on where they are in their buyer’s journey) through the use of engaging content. Inbound marketing content is designed to appeal to the specific interests of the types of customers who are most likely to convert into paying customers. By aligning this content with the buyer’s interests, inbound marketing is able to attract the right kind of leads that have a greater chance of becoming paying customers. This also eliminates potential buyers who are not ready to purchase yet and provides them with additional lead support until they are prepared to convert.
The Differences Between Inbound and Outbound Marketing
Simply put, inbound marketing is “buyer-centric”. The shift is happening because people can now access more information and make their own informed decisions about what to buy. Inbound is a focus on the company’s identity and purpose, rather than on the product itself.
On the other hand, Internet marketing is “customer-centric” because it focuses on consumers’ needs and preferences. In traditional marketing, the seller is the focus whereas in internet marketing, the focus is on the customer. The biggest difference between inbound and outbound marketing is that businesses using inbound marketing put out content and information to show that they’re leaders and innovators in their industry, instead of waiting for customers to come to them. This patient and active approach is known as inbound, and businesses who take this approach are more concerned with solving a buyer’s problem and building a relationship, instead of trying to force a sale.
It costs more to acquire a new customer through traditional marketing’s barrage of advertising than through inbound marketing’s more organic methodology. Inbound marketing focuses on creativity, talent, effort, and connecting you with knowledgeable people, rather than on traditional marketing’s focus on budget and repetition through bulk, impersonal advertising.
The Inbound Marketing Methodology
The inbound methodology is designed to move the buyer through a process, not a funnel, but a flywheel.
Your inbound marketing techniques and channels are designed to bring potential customers and clients to your website. You continue to help them after they have become a customer. The positive relationship between the company and its customers will lead to more customers and conversions. The main focus is always on helping out existing and potential customers.
The flywheel is a three-stage system that helps your business grow. The stages are Attract, Engage, and Delight.
The Inbound Marketing Strategy
Every methodology has a set of strategies that are needed to carry out each step. Inbound marketing is no different.
A simple and straightforward strategy will entice strangers to your brand with content that is useful and appealing. The content is designed to increase brand awareness and attract new audiences. There are certain ways to attract potential customers, and certain tools that can help guide them through the sales process.
Creating Buyer Personas & Target Market
In order to market to your buyers effectively, you need to first understand who they are. This is one of the most important aspects of inbound marketing.
Traditional marketing focuses on developing a target market list, which is dictated by marketing research. This set of buyers has common needs or characteristics. You shouldn’t try to market to everyone with inbound marketing because it’s a waste.
Inbound marketers target their market more specifically by taking into account demographic, geographic, psychographic, and behavioral characteristics.
marketers use the information they gathered to create buyer personas. Personas help you to group your target customers based on actual statistics by creating semi-fictional characters that better affect your marketing approach.
A Step By Step Guide to Inbound Marketing Strategy
The steps to success are to set goals, create a plan, automate processes, and measure results. Let’s dig deeper!
Step 1: Setting Goals
In order to create an effective inbound marketing strategy, you must first establish what your business goals are. No matter where you are starting from or where you want to end up, it is crucial to have a plan of how to get there. You can create KPIs to measure the success of your inbound marketing campaign by determining what metrics are important to you and your business goals. When considering what business goals to set, it can be helpful to look at your competitors, the overall market for your industry, and where your business falls within that market. Doing so can give you a better sense of what is possible and what is realistic for you to achieve.
The discovery session is the first step in setting goals and direction. The best way to identify your ideal customers is to conduct a meeting with you and your team. At this meeting, you can talk about your most important metrics, how much money you want to make, and your sales process to come up with the best possible strategy.
Create a Buyer Persona
If you want to keep your visitors coming back, you need to understand them better so you know what content to create. You can create a research-based characterization of your buyers, including their goals, pain points, and decision-making process.
To have a good grasp of what your competitors are up to and what other companies are doing in your industry is ideal. Focusing on a specific area of expertise can help you to identify potential gaps in your industry that could be exploited.
Step 2: Getting Found
After understanding your audience, it is important to use keyword research to find out how people are searching for your content. The Moz Keyword Explorer tool lets you see how difficult it would be to rank for a given keyword, as well as the estimated global and local search volume for that keyword. The tool also predicts the cost of running paid advertising campaigns for that keyword. The research conducted can help identify which terms and phrases would be most effective in driving the right visitors to your website.
This includes all the factors on a website page that influence search engine ranking. To ensure your website is optimized for the keywords you’ve chosen as part of your keyword strategy, it’s important to optimize every page on your site. Each page on the website should include the relevant keyword in the content, page properties, and image tags. This will ensure that the website is optimized for search engines. It’s important to do onsite SEO for all the pages on your website, both the ones you have now and the ones you’ll create in the future.
Before you start your blogging campaign, figure out a schedule for publishing and promoting content so that you’re regularly putting stuff out there. An editorial calendar can help you plan your content, schedule posts, and take advantage of upcoming product or service launches. Having a calendar can also help you be more disciplined in running and updating your blog.
Blog Writing, and Posting
If you want to bring traffic to your website, blogging is a great way to do it. By writing about subjects that are relevant to your site, you can attract visitors who are interested in what you have to say. To be successful, focus your content around the things that matter to your target customer, such as their pain points and main industry topics. If you want your website to be successful, you need to make sure you’re blogging regularly. The more frequently you blog, the more visitors you’ll be able to attract.
advertising your product on platforms (such as websites or social media) that your target market is known to frequent. You can get the results you want by doing keyword research, strategic bidding, and creating a compelling advertisement. PPC is now available on social media platforms in addition to search engines.
Most people are engaged in some way with social media, making it a great place to share your content. Posting content to your social media pages gives you the chance to connect with your audience across multiple platforms, such as Facebook, Twitter, Google+, and LinkedIn. As social media platforms are a common way for people to discover new websites, it is important to make sure that your website is relevant, active, and engaging in order to attract potential customers.
Step 3: Getting Leads
Premium Content Production
Premium content converts visitors to leads on your website. Specifically, premium content is something that would be valuable to your target audience. It would contain information that they couldn’t find anywhere else. If you offer something of value, such as premium content, people will be willing to give you their contact information in exchange. Some types of content that are considered to be of high quality and worth paying for are eBooks, Webinars, Whitepapers, and Case Studies.
Landing Page Design
Landing pages are where premium content lives. One way to increase leads for sales teams is by having potential clients land on pages where their information can be captured. A good landing page should be designed to catch the eye and be inviting to potential new leads. A good landing page will have a clear and defined user action that you want your visitors to take.
The call-to-action on your website can determine how many leads you acquire. A strong CTA is necessary to increase your lead acquisition rate. CTA’s direct visitors to your premium content landing pages. We create buttons that are both professional and exceptional, and that will compel your visitors to click them. CTA buttons can be thought of as mini billboards that are placed on a website to guide visitors to the next steps that the website owner wants them to take. To generate leads, you can create A/B test groups for your CTAs and position them on different pages throughout your website.
Step 4: Acquiring Customers
Alignment of Sales and Marketing
If you integrate CRM into your sales process, your sales team will have access to information that will help them be more prepared for sales calls. A CRM system can help you keep track of every action a lead takes, whether it’s on your website, in an email, or on social media. This information gives your sales team an advantage on a sales call. This will allow them to be better prepared for the type of product or service the lead is interested in and continue to build the trust the lead has established with your business.
It’s important to get to know your potential clients better by creating a lead lifecycle plan based on your website content and sales funnel. Lifecycle plans are used to segment leads based on characteristics such as how much interaction they’ve had with your business online, what kind of content you want them to receive, and at what part of the sales funnel you want them to receive it. This allows you to customize the content and timing of your communications with each lead in order to nurture them through the sales process.
The best way to move a lead through a sales funnel is to launch lead nurturing campaigns. These campaigns keep your leads engaged by providing them with timely and relevant information about your product or service. If you want to create a follow-up email or series of emails based on actions that a lead may take, you can use a workflow. This helps to educate and nurture leads so that they are prepared to take the next steps before they even talk to a salesperson.
Workflows are more than just a lead nurturing tool. They help you automate common marketing processes, so that leads move through your funnel in an efficient way. You can use workflows to do things like send marketing emails, change contact properties, and send internal notification emails. They provide marketers with the same kind of automation that a sophisticated CRM system provides to sales, which bridges the gap between both processes.
Salespeople can use closed-loop reporting to track what happens to the qualified leads they are given, which can help them understand which lead sources are most successful. With closed-loop reporting, you can more effectively plan for the future by focusing on your best lead sources, those sources that result in the highest lead-to-customer conversion rate.
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