What is Inbound Marketing?
The Inbound Marketing Methodology
Inbound marketing is all about getting found online by your audience. It’s where they’re looking for you. They’ve changed their shopping behavior, and we’re helping businesses adapt. Inbound focuses on attracting the right kind of prospects to your business and turning them into satisfied customers and brand loyalists.
It’s how your audience is behaving online today. They’re not waiting for the message to be brought to them. They’re searching online for the content that helps solve a problem and make their buying process a much more informed one.
Inbound better positions your company to be the solution your ideal customers are looking for by developing an online presence that speaks to them and their specific interests and needs.
The Four Marketing Actions
We’re not looking to simply attract website visitors, but rather attract the right kind of visitors that are valuable for business. For too long, the emphasis has been on traffic volume instead of the quality of the visitor. As consumers continually shift their attention online for research, most everyone has an online presence, including your competitors. You need something more.
Once you’re driving more qualified visitors to your website, you’ll want to convert these visitors into leads by collecting their contact information. To do this, you need to offer something of great value in exchange. Using your buyer personas as the foundation, crafting resourceful downloadable offers in the form of ebooks, whitepapers, videos, or checklists is the first step in optimizing your website for lead generation.
Now that you’re generating more qualified traffic and leads to your website, the focus now is on nurturing these leads with the right content at the right time in order to help close them into customers. By executing a personalized lead nurturing strategy, you’ll successfully shorten the sales process due to the level of qualification and education your leads now have.
At its core, inbound marketing focuses on creating remarkable content for visitors, leads, and even your current customers. Once a lead becomes a customer, the process of achieving valuable brand equity is only just beginning. Continuing the positive experience with social monitoring, exclusive content, and further assistance helps to create brand loyalists, who in turn, deliver referral business.