Inbound Marketing is a marketing activity undertaken to bring the visitors in rather than the marketers going out to get the prospective audience’s attention. It is a form of pull strategy that earns the customer attention, makes the company to be found out easily and attracts the prospective audience to the website by offering the interesting contents.
Inbound marketing involves promoting the company through blogs, podcasts, social media marketing, SEO, videos, newsletters, any many other content marketing forms to attract customers towards the website. Inbound marketing is all about creating and sharing with the world. The content must be designed or custom made to appeal the target audience so that the inbound attracts the qualified prospects to your website and force them to come back again and again.
The inbound focuses on creating the quality contents that pulls people automatically towards your website. People are already searching answers to their queries and thus the content must be designed catering their questions. The content providing all the answers will ultimately attract the inbound traffic that you can convert, close, and delight over time. This constitutes the methodology of inbound marketing. Let’s study these individually:
- Attract: The objective is to attract the right kind of strangers to your website and thus it is essential to provide quality and informative contents to them that answers all their queries. The customers can only be retained if they are provided what they are searching for. The target audience can be attracted by using the blogs, social media, SEO strategy and even outbound marketing activities (such as TV advertisement, cold calling, direct paper mail, spam, telemarketing, etc.)
- Convert: With an optimized landing pages, forms and compelling calls to action these visitors can be converted into the qualified leads. The customer contact information is the most valuable currency for the online marketer who shall give premium contents in exchange for it. These may include eBooks, case studies, info-graphics, and tip sheets.
- Close: Once the qualified leads are generated they are converted into new businesses. Closed-loop reporting, lead scoring, vast lead intelligence paired with follow up tools are considered to be the best practices and sales tactics
- Delight: It is often a hidden component of inbound marketing that can be used as a strong weapon in ensuring referrals and renewals. Once someone has become your customer you continue to share contents with him to ensure a long term relationship with him. You try to produce those contents which best suits their needs with a view to delight them as a partner and thought leader.
An important thing in the inbound marketing is providing customer feedback channel with a company so as to create a trustworthy relationship between the customers and the company. Also, it helps in consultation and sales. The feedback channel majorly includes the phone numbers, live chat, feedback form, automatic free call back for the clients, etc.
Thus, it can be concluded that the inbound marketing focuses on bringing in the target persona to the website without requiring the marketers to grab their attention by providing the contents that give solutions to their queries.