What is Inbound Marketing?
Inbound marketing focuses on creating content aimed at fulfilling the wants and needs of current and potential customers alike. The key to that focus is bringing people in, but how?
All of these activities will bring people to your website and business and fall under inbound marketing. And when produced well and frequently, not only will they draw positive attention in the short term, but they will provide a lasting ROI (return-on-investment).
The Inbound Process
Getting traffic isn’t good enough, you want the right kind of traffic. These are people who want to be on your website because of the content you produce. Basing your content on buyer personas, a representation of your ideal customer that is based on market research and compiled data about existing customers. The goal within your content is to solve the challenges and pain points of your customers, encompass information to help them reach their goals, and address common objections to products and services.
Common and effective tools used in the attract stage include blogging, SEO, pages, and social publishing. Pages represent a digital storefront to visitors and are the first visual many will have of your business. When creating not only content for the pages, but the pages themselves, think about the impression you want your business to give off. Social publishing increases the engagement opportunities with customers and allows you to share valuable information you created to educate your audience.
Contact information is the most valuable currency to an online marketer, but your customers, current or potential, need something in return. What you can provide falls within in a wide range of content, whether it’s an ebook, white papers or tip sheets. But whatever you decide to offer, it must add value to each person visiting your website.
During the conversion process, the goal is to turn visitors into leads. With inbound marketing, by using forms as a gate to what you are offering a persona, providing contact information will open that gate. Once you have a list of contacts, this information should be kept in a centralized database for organization and future access.
In this final stage, leads become customers by utilizing several tenets of inbound marketing. Customer relationship management (CRM) software helps organize the information you have about current leads and better engage with them across channels. Closed loop reporting gives you the ability to see what efforts are bringing in the most and/or best leads.
Email marketing allows for the option of a constant campaign, reaching current and future customers anywhere, anytime, and on any device with tailored information about your company or product. This action falls under marketing automation, where the focus is on the needs and lifecycle stage of each lead. The messaging can carry over to social media if your leads have followed you there and/or visited particular website pages.
Just because the exchange of legal tender has happened doesn’t mean you can move all efforts to new customers. Current customers should be happy which means promotion of your company and products, in turn bringing you more customers. Surveys are great because you can hear/see what current customers are happy with, what they feel could use improvement. Monitor your social network feeds as customers may leave questions, comments, and concerns. Smart CTA’s (calls-to-action) and text will give customers content tailored to their wants and needs.
What can Inbound Marketing do for you?
For one, it can take out the headache of fighting for leads, debating whether or not to buy email lists, and free up more space in your advertising budget. Though social media is an important part of any inbound marketing campaign, so is email marketing. By building up your email list, you can segment your audience, learning many key metrics about them and further target your audience with the information you provide.
- Check out our blog: “5 Email Marketing Secrets to Boost Your Business“
It also allows for recycling quality content created now for in the future. With traditional marketing, each newspaper, TV and/or radio ad required time and effort to create a new ad, even if the message was still the same. Inbound marketing cuts those costs – and time – by allowing new customers to consume the content with fresh eyes.
How can Inbound Marketing bring the right customers for your business?
Customers visit your website or business because they are looking for a product or service. Sounds simple enough, but how do you stand out in the sea of your industry? By creating content that answers their specific questions and needs, from the most basic initial question to beyond the purchase. As you learn more about your customers and leads through time, you can better tailor your content and stand out among the competition as a leader in your industry.
But once you have content, consumers need to be able to access it in the right place at the right time. By pouring over the numbers of analytics and metrics, we help you see what platforms your customers use the most and when. Delivering the specific information people are searching for in the right medium and at the right time, we can help convert leads into customers.
Inbound vs Outbound
In a nutshell, inbound marketing turns traditional marketing on its head. Rather than creating a one-size-fits-all approach to your marketing campaign, inbound marketing is rooted in creating the specific content and information your targeted audience is seeking out. With traditional marketing, gaining leads and contacts was dependent on interruptive cold calling and placing ads for consumers whether they wanted the ads or not.
Inbound marketing also provides several nearly immediate channels for customer feedback. From comment sections in blog posts on your website to responding to customers on social media, the chance to build trust and a lasting relationship is there from the start.
We Are An Inbound Marketing Company Based in Florida
Elevare Agency has been an Inbound Marketing agency since the beginning. We follow and believe in the same goal as inbound marketing – a 24/7 presence with your targeted audience. That constant presence lets your detailed and planned campaign always be working while allowing for flexibility. By getting your brand into the minds of your customers, continual growth and increased revenues will follow.
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