Inbound marketing is a marketing method that attracts customers by creating valuable content that solves an issue or answer they are searching for. While more traditional outbound marketing puts the brand, product, or service, directly in front of the customer whether they like it or not.
Inbound marketing forms connections and is more personal to your customers by trying to solve a problem they already have. In essence, by focusing on online inbound experience you can focus on solving a problem your customer has.
Inbound marketing is delivering solutions and opportunities that have a positive impact on your customers and your business.
Where do I begin my inbound marketing strategy?
Best-in-class content marketers can include a number of diversified types of content to attract prospects and customers to a website or business.
Inbound marketing is just one part of a larger movement in the business marketing world.
It's the idea that it's not enough to just attract people to your website; you have to create a new immersive online experience.
Help, support, and empower them well after they become a customer. That's how your business can grow -- by putting the customer first and focusing on problems you can help them solve.
What is Inbound Marketing?
Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust. As customer sentiment shifts, inbound guides an approach to doing business in a more human and helpful way. Inbound is a better way to market your product, a better way to sell, and a better way to serve your customers.
By creating content designed to address the problems and needs of your buyers persona, you attract the customers looking for your help and build trust and credibility for your business.
Once people land on your website, you can engage with them using conversational tools like email and chat, letting them know that you want to help as they learn about your company.
Then, you can delight them with your customer service long after they’ve become customers -- acting as a adviser and expert on your product.
Inbound Marketing Strategies
Below, you’ll see there are specific strategies for each inbound method of attracting, engaging, and delighting consumers to help your business grow better. For a complete content marketing strategy to work effectively, you should try to implement each stage.
Content that attract your target audience and ideal buyer are tied to content creation and development. To reach your target audience, start by creating and publishing content — such as blog articles, content offers, and social media posts - that provide answers to questions your customers may have.
a guide on how to use your product
information about how your solution can solve their challenges
details about promotions or discounts
To attract your audience members on a deeper level through inbound marketing, optimize all of this content with an SEO strategy.
An SEO strategy targets specific keywords and phrases related to your products or services, the challenges you solve for customers, and the ways you help your target audience.
This will allow your content and information to organically (without paid advertising) appear on the first page of Google for the people who are searching for this information — also known as your target audience or the right customers for your business.
When using inbound marketing to engage your audience, be sure you’re communicating with leads and customers in a way that makes them want to build long-term relationships with you.
When using these engagement strategies, let your customers know information about the value your business will provide them with.
Specific engagement strategies may include how you handle and manage your inbound sales calls.
Focus on how customer service representatives handle calls from interested people and prospects. Additionally, be sure you’re always solution selling rather than product selling. This will ensure all deals end in mutually beneficial agreements for customers and your business.
This stage ensures customers are happy, satisfied, and supported long after they make a purchase.
These strategies involve your team becoming advisors and experts who assist customers at any point in time.
Incorporating thoughtful, well-timed chatbots and surveys to assist, support, and request feedback from customers is a great way to delight your customers.
Chat bots and surveys should be shared at specific points in time throughout the customer’s journey to ensure they make sense and are of value.
For example: chatbots may help current customers set up a new technique or tactic you've started offering that they’d like to take advantage of.
Additionally, a satisfaction survey may be sent out 6-months after customers have purchased your product or service to get their feedback and review ideas for improvement.
Social media inbound marketing is another important strategy when it comes to delighting customers. Social media followers may use one of your profiles to provide feedback, ask questions, or share their experience with your products or services.
Respond to these interactions with information that helps, supports, and encourages followers — this shows you hear and care about them.
Lastly, the mark of inbound marketing focused on delighting customers is one that assists and supports customers in any situation, whether or not your business gets any value out of it. Remember, a delighted customer becomes a brand advocate and promoter, so handle all interactions, both big and small, with care.
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