If you build it, they will come. With Inbound Marketing, we focus on providing good, relevant content that builds trust, authority, and brand recognition. And customers.
Inbound marketing is one of the latest, prized ways of the marketing strategy used at Chatterkick. For the last several years, inbound marketing has been the most effective marketing method for doing business online. We’re in the digital age folks, and more and more businesses are starting to take notice and choosing to go with inbound marketing.
Instead of just focusing on outbound marketing methods like buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that brings the people to you, your company, and product.
It’s all about publishing content that goes hand in hand with your customer’s interests. This way, you naturally attract inbound traffic that you then can convert, close, and delight over time.
You don’t want just any old Joe Schmo visiting your website. Rather, you want the right Joe Schmo. You want people who are most likely to become leads, and ultimately, become happy customers with you. Who are your ideal customers? We refer to them as buyer personas, holistic ideas 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.
Tools to attract:
Blogging – It all starts here. For the right customers to find you, you must create content that’s educational, speaks to them, and answers their questions.
SEO – The buying process starts online, usually by using a search engine to find something they have questions about. So, it’s a must that you show up where they search.
Pages – Put your best face forward! After all, your website pages are like your digital storefront. Double check to make sure your pages are properly optimized.
Social Publishing – Interact on the networks where your ideal buyers spend their time. Successful inbound strategies are about remarkable content, and social publishing allows you to share that information!
Now that you’ve caught the attention of website visitors, the next step is to convert those visitors into leads by gathering their contact information. So, bare minimum, you’ll need their email address. Contact information is like gold to you. It’s the most valuable currency there is to the online marketer. But, to help get your visitors to offer up that currency willingly, you need to offer them a gift in return! Give a little, get a little.
The gift you can give your visitors comes in all shapes and forms of content like eBooks, tip sheets, or white papers; anything that is of value to each of your personas.
Tools to convert:
Forms – For visitors to become leads, they must fill out a form and submit their information to you. Make sure your form is optimized to make the process as easy as possible.
Calls-to-Action – These are buttons or links that encourage visitors to act, like “Download here” or “Click for the guide”. If you don’t have enough CTA buttons, then you won’t generate leads.
Landing Pages – When your website visitors click on a call-to-action, they will be sent to a landing page. This is where the offer in the call-to-action comes to fruition and where your prospect submits their info for your sales team to begin a conversation with them.
Contacts – Keep track of the leads you’re converting in a centralized marketing database. Have all your data in one place to help you stay organized and consistent – be it through email, a landing page, social media, or otherwise.
You’re on the right path so far! You’ve attracted the right Joe Schmos and converted them into leads. But now you need to make those leads into customers! How do you most effectively do this incredible feat? Certain marketing tools can be used at this stage to make sure you’re closing the right leads at the right times.
Tools to close:
CRM – Customer Relationship Management (CRM) systems facilitate sales by making sure you have the right information at your fingertips to better engage with prospects across every channel.
Closed-loop Reporting – Integration with your CRM system allows you to analyze just how well your marketing and sales teams are playing together.
Email – What do you do if your customers went through all the previous steps and aren’t ready to become a customer? Send them some useful information that’ll help build trust and help them in their thought process to buy.
Marketing Automation – This process involves creating email marketing and lead nurturing tailored to the needs and life-cycle stage of each lead. If a visitor downloaded a certain tip sheet, send that lead a series of related emails to that tip sheet’s topic.
The “inbound way” is all about providing remarkable content to our users, whether they be visitors, leads, or existing customers. Just because someone has already written you a check doesn’t mean you can forget about them! Inbound companies continue to engage with, delight, and (hopefully) up-sell their current customer base into happy promoters of the organizations and products they love.
Tools to delight:
Surveys – The best way to find out what your users want is simply by asking them.
Smart Calls-to-Action – These present different users with offers that change based on buyer persona and life cycle stage.
Smart Text – Provide your existing customers with remarkable content tailored to their interests and challenges. Help them achieve their goals, as well as introduce new products and features that might be of interest to them.
Social Monitoring – Keep tabs of the social conversations that matter to you the most. Listen and look out for what your customers are talking about.