Turn strangers into visitors, attract them as customers, delight them and they’ll become your advocates.
Inbound marketing has quickly become the most effective marketing method for doing business online.
Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be.
By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.
How does Inbound Marketing and content creation work?
Many people confuse inbound marketing with traffic generation; the inbound marketing and content creation process is about more than traffic and creating a volume of content.
It’s about creating great content, connecting with the right audience, engaging in a personal way, providing value to your potential customer and providing a conversion path that facilitates growth.
The natural instinct is for inbound marketing to be confused with growth hacking and that inevitably comes back to tactics, volume, and results in content chaos. Tactical execution is certainly a critical component of the big picture, but we can’t forget about the strategy, focus and deliberate moves which lead us to understanding what tactical measures to make.
Our inbound marketing team will help you define and most importantly execute your inbound strategy. Together we’ll “crush it”!
But how does Inbound Marketing really work? The four pillars of Inbound marketing are: attract, convert, engage, and delight. Let’s dig into each one of these important concepts.
We don’t want just any traffic to our site, we want the right traffic. We want the people who are most likely to become leads, and, ultimately, happy customers. Who are the “right” people? Our ideal customers, also known as our buyer personas.
Buyer personas are holistic ideals of what your customers are really like, inside and out. Personas encompass the goals, challenges, pain points, common objections to products and services, as well as personal and demographic information shared among all members of that particular customer type. Your personas are the people around whom your whole business is built.
Once you’ve got visitors to your site, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer. In order for your visitors to offer up that currency willingly, you need to offer them something in return. That “payment” comes in the form of content, like ebooks, whitepapers, or tip sheets — whatever information would be interesting and valuable to each of your personas.
You’re on the right track. You’ve attracted the right visitors and converted the right leads, but now you need to transform those leads into customers. How can you most effectively accomplish this feat? Certain marketing tools can be used at this stage to make sure you’re closing the right leads at the right times.
The Inbound marketing philosophy is all about providing unique & invaluable content to our users: whether they be visitors, leads, or existing customers. Just because someone has already become an active customer doesn’t mean you can forget about them. As Inbound marketers we continue to engage with, delight, and (hopefully) inform the current customer base, turning them into happy promoters of the services and products they love.
The world is changing and marketing has to change right along with it.
Whether we like it or not, as businesses and marketers must now “earn our way in” with potential customers, in contrast to outbound marketing where we “buy, beg, or bug our way in” via paid advertisements and traditional sales and marketing channels.
Blogs, podcasts, video, eBooks, email newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing are all channels of inbound marketing.
In contrast, buying attention, cold-calling, direct paper mail, radio, TV advertisements, sales flyers, spam, telemarketing and traditional advertising are considered “outbound marketing.”
Inbound marketing is also synonymous with the concept of “permission marketing”.
Users are far more likely to become informed, build trust and purchase when we demonstrate expertise and authority in our niche.