Inbound marketing is a marketing approach that is designed to raise awareness and attract qualified prospects using a combination of marketing channels that build trust and engage potential buyers with the message they want to hear, to help further move them through the buying process.
Commonly, inbound marketing services rely on several digital marketing channels including content marketing, search engine optimization (SEO), social media, email marketing and paid Ads to drive quality traffic to a website that has been optimized for lead generation and conversions.
There are many benefits of running inbound marketing campaigns, but the most important aspect is that it aligns with the psychology of the modern buyer. Today’s buyers like to research and find answers to their questions without interacting with a salesman or receiving a sales pitch.
An average of 3.5 billion searches on Google per day in 2018, proves potential buyers are actively searching for answers on their own. Combined that with social media and review website traffic and the importance of having a powerful inbound strategy is clear. Other benefits include:
Creating strong evergreen content as part of your inbound marketing campaign ensures continued value through organic search results in the future. Creating content that has the ability to rank organically takes time, effort and know how to plan and implement properly. It can also take the expertise of multiple specialists in different fields such as designers, developers, content creators, social media marketers, and others. Long-term strategy Creating strong evergreen content as part of your inbound marketing campaign ensures continued value through organic search results in the future. Creating content that has the ability to rank organically takes time, effort and know how to plan and implement properly. It can also take the expertise of multiple specialists in different fields such as designers, developers, content creators, social media marketers, and others.
Inbound is about providing awareness and education around the products or services that your organization offers in a creative and engaging way. Allowing you to position the organization as an authority in the field and present your brand as a useful and reliable resource. This way when potential customers are searching for products you offer they will feel comfortable, well educated and come to you when it is time to purchase.
Diversifying traffic sources helps to reduce the reliance on any one traffic source and protects your organization from the risk of a devastating traffic loss. By actively cultivating quality traffic through a variety of channels including organic searches, paid ads, social media, and others you can rest assured that you will always generate qualified leads.
Creating a message that targets and resonates with the right audience is key. The beauty of a properly run inbound lead generation strategy is that it reaches the right people, at the right time. These individuals are actively looking for your product or service, instead of wasting money trying to drive mostly uninterested people who are unlikely to convert.
With an Inbound methodology, the marketer is involved in every level of the buyer journey helping to build trust, credibility, and momentum. The components used to accomplish this are:
In order to create a successful marketing message, you must first understand who you are targeting. Developing a buyer persona will allow you to identify and understand your ideal client by using analytics and other data points. This can be a very difficult process for some organizations to handle internally. If so, partnering with a company that specializes in persona development and user experience design is vitally important.
When you understand your buyers, you can begin to create content that will resonate with them. This will help them gain awareness of your products or services at the right time when they are actively searching for it. Leveraging this newly raised awareness you are attracting people who are most likely to become leads and ultimately, happy customers.
Transforming website visitors into qualified leads is the next step in the buyer's journey. This is accomplished by creating something of value such as an ebook or whitepaper to offer in exchange for the user's contact information. Further building the relationship and encouraging them down the path to conversion.
Lead nurturing is the process of engaging a defined target group and providing relevant information to them at each stage of the buyer’s journey. This is accomplished through timely follow-ups that reach your prospect with a series of personalized targeted content at the proper time via multiple channels.
Turning qualified leads into customers is the goal of any business or organization. Optimizing your website for conversions using properly designed landing pages, Calls-to-action, Thank you pages, email workflows and testimonials will ensure your leads convert.
Client reviews and referrals are an impressive and influential marketing tool for the continued growth of your business. If you are not actively engaging with your current customers you are leaving opportunity on the table. There are many customer engagement strategies that assist in turning your current clients into brand evangelists that promote new business and drive repeat business.
A powerful inbound marketing approach can be very complex, time-sensitive and challenging. Having access to a team of professionals with expertise across multiple platforms is essential. Unleashed Technologies is a HubSpot Partner Agency with certified inbound marketing experts ready to create a custom digital marketing strategy for your organization.