What is Inbound Marketing?
Inbound marketing is a methodology designed to attract ideal prospects to your website with valuable and relevant content designed to generate leads for your business. Simply put, inbound helps you get found, generate more leads and close more deals for your business. This is the ultimate goal of an inbound marketing program.
Instead of interrupting people with traditional outbound marketing and advertising by pushing information outbound, the main objective of inbound is to attract more qualified visitors to your brand and provide them with content that is helpful and educational which ultimately helps build trust with your brand.
The Essentials of Inbound Marketing
Spend the time and do the research to better understand your intended target market by creating buyer personas. By defining your target market in a very detailed manner, it will give content creators clear direction on who they are speaking to with the terminology and language they use and relate to. Personas may include detailed demographics, perceived challenges, pain points as well as ultimate goals.
Inbound Marketing Website
It has been touted for years that content is king. When it comes to inbound marketing, it goes a step beyond with well thought out, remarkable, optimized content designed to appeal specifically to your personas. A website is never a one-and-done. Be prepared to test, edit and continue to enhance and develop your website content to create a lead generating machine.
Measure & Analyze
Set quantitative goals, track progress and make adjustments as need to be sure to get the ultimate ROI.
The Inbound Methodology
Apply on-site search engine optimization (SEO) to all pages and posts using search terms and keywords your personas are most likely to use. Optimize your website to allow for easy navigation, a clear message, and strategically-placed calls-to-action to move the process forward.
Blogging is the foundation of inbound marketing. Be prepared to create a consistent flow of new and targeted content created to attract new visitors with helpful and educational content.
Social Media – share helpful and useful content via social media with tips, tricks, and answers to most common questions. Include calls-to-action in posts to encourage engagement.
Once you have attracted high-quality prospects to your website, you want to be able to turn these visitors into leads.
Calls-to-Action or CTAs
Encourage visitors to take action with a button or link to download an e-book, checklist or gain access to watch a video in exchange for their contact information. By placing the CTA at the end of a page or blog post containing relevant information, the likelihood the visitor will opt-in to receive the information will greatly increase.
Landing Pages & Contact Forms
CTA links should be directed to a dedicated landing page designed specifically to gate valuable content behind a contact form. Once the form has been submitted, the user may then download the information, access a video or have a representative be notified to follow up with the contact to schedule a consultation
By using a robust CRM to manage and track contacts and leads, record activities such as web page visits, downloads, and clicks to monitor interest and gauge the stage of the buying process by adding a scoring system which helps determine hot leads who may be ready to purchase.
Email & Marketing Automation
Create a trigger for a new opt-in or subscriber to be placed into an auto responder series. This will begin to drip useful content via email to a new contact to continue to engage, nurture the relationship and help build trust
Continue to engage and delight your loyal customers and turn happy customers into evangelists and brand ambassadors
Whether you choose to create your own inbound marketing strategy or hire an inbound marketing agency, be sure to apply the methodology and apply best practices and you are sure to experience great success.