What Is Inbound Marketing?

Inbound Marketing is an modern approach to marketing, it is completely focused on attracting customers through content and interactions that are relevant, helpful, & genuine — not interruptive. With Inbound Marketing, your potential customers find you through your personal channels of communication online, like blogs, search engines, & social media.

Unlike traditional in-your-face marketing, inbound marketing does not need  or attempt to fight for a potential customers attention. By creating targeted content designed to address the problems and needs of your ideal customers, inbound marketing attracts qualified prospects who are interested in your service or product and builds trust and credibility for your business.

How It Works

Inbound marketing starts by developing a greater understanding of who your ideal customer is and knowing what their problem & needs are while they are searching for a solution to their key problems. That understanding, will allow you to create & share valuable content that attracts those ideal customers to your website. This informative content often includes eBooks, guides, blogs, videos, & infographics.

In order to gain access to this content, web visitors must give key contact information by filling out the form in order to receive that piece of content. When that action takes place, they become a lead. At that point lead nurturing campaigns and contextual touches are designed specifically to appeal to that potential buyer at whatever stage of the buyer journey they are in. Which then guides that lead through the sales funnel until they are ready for your sales team to make contact.

The Inbound Stages

1. Attract

Inbound marketing starts by developing a greater understanding of who your ideal customer is and knowing what their problems & needs are while they are searching for a solution. That understanding will allow you to create & share valuable content that attracts those ideal customers to your website. This informative content often includes eBooks, guides, blogs, videos, & infographics.

Blogging is the key starting point when it comes to inbound. A blog is the single best way to attract new visitors to your website. In order to reach the right prospective customers, you need to create educational content that speaks to them directly and answers their questions.

Your website is the cornerstone of your online reputation. So it’s important that your site is a strong reflection of who your company is. Optimize your website to appeal to your ideal buyers and transform it into a beacon of helpful content to draw the right visitors to your site.

Every successful inbound strategy contains remarkable content – and social media allows you to share that valuable information openly, engage with your prospects, and put a human face on your brand. Focus on the social networks where your ideal customer spends  most of their time.

2. Convert

The success of your company relies on understanding who your ideal customer is and the challenges they face. With clearly defined buyer personas and key messages you know will resonate, we will effectively use marketing and sales to move them through the funnel. We’re not just helping you close more customers, although we are, but we’re helping you create loyal and passionate customers who will champion your brand and help you grow.

A call-to-action is a button or link that encourages your visitors to take an action, like “Download A Whitepaper” or “Attend A Webinar.” If you don’t have enough calls-to-action or they aren’t enticing enough, you won’t generate leads.

Upon clicking the Call-to-Action, the visitor is directed to a landing page. It’s there you place a form to capture their details, which must be filled out in order to collect the offer. The moment the form is filled your visitor becomes a lead and enters the sales funnel.

The final step sees the lead directed to a thank you page, where they will be given the offer promised.

3. Close

So you’ve attracted your ideal customers and converted them into leads.  Now you need to transform those leads into paying customers. These are the tools we use to close a deal and refine our methods at every stage.

Segmented, personalized email campaigns that nurture customers through their buyer’s journey.

Marketing Automation tailored to the lifecycle stage of each lead.

Analytics to provide closed-loop marketing ROI, generating weekly reports that speak to our successes and where to focus in the future.

4. Delight

The buyer’s journey continues after a deal is done. Inbound marketers should set out to delight their closed customers to the point where they want to promote your brand, and potentially serve as evangelists, afterwards. Return business is never bad either, along with the opportunity to upsell to an existing customer or client. Here are a few methods we use to delight our customers at DrivIT.

A Calls-to-Action Strategy that changes based on the lifecycle stage of a customer and their specific buyer persona. We create a customized experience for every visitor to your website.

Social Media deployed to provide customers with real-time customer service.

Email and Marketing Automation provides existing customers with outstanding content when they need it, as well as introducing new products and features that will benefit them. And it’s far less intrusive than a sales call.

Looking To Grow Your Revenue?

We offer a free consultation where we review your current marketing strategy and come up with a strategy on how we can improve it, as well as review new tactics that will increase revenue and grow your business.

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