Instead of forcing & pushing a brand into the mind of customers, Inbound Marketing is a methodology of attracting visitors & potential customers. Make them as a lead through highly engaging content.
Once they become a Lead, Nurture them consistently by providing value, then make them as a paying customer.
Generally, Inbound marketing is a combined practice of SEO, Content marketing and Social media marketing.
According to Hubspot, an leading Inbound Marketing company:
” Inbound marketing is about creating valuable experiences that have a positive impact on people and your business.”
List of Contents
- Outbound Marketing Vs Inbound Marketing
- Process Involved in Inbound Marketing
- Fundamental Elements of Inbound Marketing
- Steps to Create a Long Term Content Plan
- Conclusion: Inbound Marketing Methodology
Outbound Marketing Vs Inbound Marketing:
Outbound Marketing involves traditional form of advertising like Newspaper ads, Magazines, Brochures, TV ads, Radio Ads, Cold calling. It is More Interruptive and forced in nature. Most Importantly it is Marketer – Centric.
Like you guessed, Inbound Marketing is Customer Centric. It is a way of attracting visitor and turn into paying customers by providing them value.
Thus most companies are moving their approach from Offline to Online, after realizing its necessity and importance.
Process Involved in Inbound Marketing:
The Inbound Marketing process involves three phases, they are Attract, Engage and Delight respectively.
In Attract phase, we attract visitors to our site through helpful content. Therefore you need to find where your prospective customers are and build your brand awareness there. You’ll be most likely to be seen by your prospects.
In addition to that, Keep in mind that each and every visitor are at a different level of the journey. Those different levels of the journey are
a) Awareness b) Consideration c) Decision making
Once finding the visitor’s Journey level & create buyer personas, we can easily create personalized content.
Buyer Persona is a semi-frictional representation of your ideal customers based on research and real-life data like demographics, motivations, and goals.
Thus buyer personas will help you step into their shoes and gain insights. Once you create your buyer’s persona, you’ll know where they are and how they address their problems & achieve their goals.
For eg, using social media, you can build demographic advertising using the buyer’s persona. Serve your ads there, you can easily find and engage with your prospect.
Under the Engage stage, you can engage the visitors using conversational tools like chats and email signups. Once the visitors begin to consume your content and find it helpful, there the trust will be developed in particular.
Here in this stage, you need to find the exact problem of your prospects that made them consume your content and how you can address that problem.
Said earlier, thus Engage with your prospects through live chats, bots, and messenger when they arise a doubt and try to identify their problem.
Based on the content engagement on specific locations of your ads or site by prospects, alter ads and content that addresses the prospect’s question and needs.
Then engage with them further via Email or msg, segment and personalize their experience. Make it more like a conversational.
After they became as your paying customer, consequently provide more value, info, and knowledge to them. Furthermore, Continue as their advisor and delight them.
Ask directly to your prospects that how you can improve the process.
You should address them when they need the most like one-one relation.
Research your buyer, their motivations, goals, roadblocks, and behavior. This’ll help you create personalized content, your prospect needs at the time.
Make sure to align customer journey with inbound marketing processes.
Fundamental Elements of Inbound Marketing:
There are 5 elements in Inbound Marketing. Let’s see every element in Brief
Contacts are the real people to help you to grow your business. It can be anybody engages with you.
Build a strong contacts database. Try to get more info for every contact as possible, which help you to define, target and delight people.
2. Buyer’s Persona
It is a fictional representation of an ideal customer, by researching their behaviors, motivations, and goals.
We can find buyer persona through proper research and analysis. Thus it’ll help you in creating more personalized content.
It is also equally important that what your persona wants to see. Because every persona has a different level of understanding and in various stages of the journey.
Segment them and we need to provide them the right catered content based on their needs.
3. Buyer’s Journey
As we have seen earlier the buyer’s journey, Awareness, Consideration and decision making. In short, it is a process to find out where they are in the stage of becoming customer i.e purchase.
Awareness(finding a problem and try to find the reason for that problem).
Consideration(clearly defined the problem and listing all the possible methods/solutions to address the problem). Decision making(shortlist and ultimately make the purchase)
so then, Create tailored content after research buyer’s persona and journey.
Inbound marketing = content + context (whom you are writing for).
Content can be in any form, it could be a blog post, infographic, video, audio, and ebook. create content that people value. This’ll create a strong relationship between the company and the prospect, which leads to trust, then comes the conversion.
Content has the important job of pulling people from one stage of the inbound methodology to another.
Create goals for your Inbound marketing process. The goal should be SMART, SMART denotes specific, Measurable, Achievable, Relevant, and Time-based.
You need to find your progress in attaining results in the form of goals. Goals will be like 1000 blog subscribers from next 3 months, increase 20% traffic to your site over 3 months, increase revenue per quarter by 15%.
Create goals which will help your company grow.
These are 5 building blocks of Inbound marketing methodology.
Steps to Create a Long- Term Content Plan:
For prolonged growth in marketing, the long-term content plan is essential. Without content, you’re like a car without having an End destination
1. Setting Marketing Goals
Set marketing goals for keeping you organized with time and resource, able to measure the results & effectiveness, helps you to create a content strategy
The goal should be SMART particularly.
2. Auditing or assessing your organization’s initiatives and assets
Auditing is generally used to find the existing, current condition of an organization. In this part, there comes two
a) Auditing the Content Assets
To identify and audit all the content that you created so far. This’ll help you in two ways. It’ll help you in finds the gaps and opportunity in your content strategy and Save your time since existing content(by you, others) reduces the effort for future contents.
It primarily helps in prevent duplicating content. Segment the old content based on the title, buyer persona and marketing funnel stage.
b) Audit on your Event based Initiatives
You need to make a list of possible event and projects in the future. It should be organized like upcoming priorities by month, blog topics based on buyer persona.
3. Identifying the buyer’s journey for your buyer personas
As said earlier, Identify buyer’s journey for your buyer persona by the way. It is the most essential part for your overall strategy.
Conclusion: Inbound Marketing Methodology
To conclude, Inbound Marketing is an effective way of turning website visitors into paying customers. Of course, delight them further and make them as our brand ambassador (literally).
In addition to that, Buyer’s Journey is side by side related to the marketing funnel. Awareness stage related to Visits & leads, the Consideration stage is related to Marketing Qualified Lead or Sales QL, Decision stage is related to Opportunity and customer.
This funnel will give you the performance measure on each stage, and helps you in tailoring the message to the prospect.
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