The inbound methodology is the process of converting visitors into customers and promoters of your business. Since the digital age, the inbound marketing method is becoming an increasingly effective and successful tool for achieving business growth and building a strong online presence. This is largely due to the shift in how people are using the internet as their primary source to obtain the information they need.
Outbound marketing refers to the traditional method of marketing for reaching and acquiring new customers. TV/radio advertising, telemarketing/cold calling, tradeshows and direct mail are common forms of outbound marketing. Not to say these methods are no longer effective, yet many businesses find that inbound marketing is a cost-effective method that generates more targeted leads quicker and with little wastage.
The inbound marketing method focuses on creating quality content with the aim to attract leads to your product or service at different stages of the buyer’s journey. The content must align with your customer’s needs or interests to naturally attract the right traffic and convert, close and delight them over time.
The graphic above shows four actions that make up the inbound methodology. They are Attract, Convert, Close and Delight. This is the process companies need to take in order to convert sales leads into customers. The graphic also shows strategic tools that can be used to accomplish these actions. Note that the tools listed under each action are designed for first time visitors and can be used at different stages. For instance, email, blogs and calls-to-actions can be used across all four stages of the methodology.
It is important at this stage to attract the right inbound traffic. Traffic meaning a group of people who are most likely to purchase your product or use your service (also known as buyer personas). A buyer persona is a semi fictional representation of your ideal customer. Some important tools used to attract quality leads are blogging, landing pages, social media and SEO.
Once you have attracted the right visitors, now is the time to convert those visitors into leads. This is achieved by gathering valuable contact information such as their email address and job title by providing them with some form of content in return like a free eBook or whitepaper. Some important tools used to convert leads are form submissions, landing pages, contact information and calls-to-action.
This step assures you have attracted the right visitors and converted the right leads, now you need to convert those leads into customers. Using the right marketing tools will assist in closing the leads at the right time. Some important tools used to close leads are email marketing, marketing automation and CRM system.
This is perhaps the most critical stage of the inbound methodology. Delighting your customers is crucial for building your brands’ credibility and reputation. As mentioned previously, delivering quality content to your target market will set you up for success in finding the right visitors and leads. However, once they become a customer the buck doesn’t stop there. The delight stage ensures you are continually engaging with existing customers and building on the relationship in hope they become promoters of your business. Some important tools used to delight customers are social monitoring, smart content and surveys.
If you require further advice or information about inbound marketing, feel free to contact Fit 4 Market.
Fit 4 Market are specialist marketing consultants operating in Adelaide, Melbourne, Sydney, Brisbane and Perth