Helping Small Businesses Grow
Inbound Marketing
What is Inbound Marketing? Back in 2006, HubSpot coined the term Inbound Marketing and introduced the 3 stages of the strategy: attract, convert, delight.
In a nutshell, it is all about driving more traffic and the right leads to your website through creating a user-friendly experience.
What Is Inbound Marketing?
What is inbound marketing you may ask? It simply means bringing the right leads to your door (your website door that is) when they are ready. As opposed to the so-called outbound marketing (e.g. cold-calling), marketing companies such as HubSpot have found out that it is best to make your future customers come to you.
This holistic marketing strategy involves the three stages of attracting, engaging and delighting the right customer audiences.
01
ATTRACT
Competitor Research
Buyer Personas
Product Videos
Blog & Articles
Social Media
SEO & Keywords
02
ENGAGE
Lead Flows
Calls-To-Action
Conversational Bots
Email Marketing
Lead-Scoring CRM
Marketing Automation
03
DELIGHT
Smart CTAs
Email Workflows
Marketing Automation
Social Media
Surveys
Customer Events
The First Phase of Inbound Marketing: Attracting Your Audience
After extensive competitor research and the creation of buyer personas, you should start by producing valuable content for potential customers. This can include blogs, articles, white papers, case studies, FAQs, etc.
Keep in mind that, whichever content you choose to publish online, it should provide information that your audience is searching for. You need to be there to answer their questions.
At the attract stage, you need to provide information about (1) your product or service, (2) the issues your business can solve, and (3) how it can resolve the issues or questions of your potential customers.
In addition, never forget about Search Enginge Optimisation (SEO). Your entire content should be subject to a sound SEO strategy. This way, your website will rank for keywords specific to your business, products, and services.
Why does this matter? Only when optimised for target specific keywords, your pages will organically rank on the search engine results page (SERP).
When your website ranks for information specific to your business, you will be found by an audience that could potentially turn into customers.
The Second Phase of Inbound Marketing: Engaging the Audience
The engagement phase is all about building long-lasting relationships with potential customers. Lead-scoring CRM is vital in this phase, meaning that a great portion of your success will depend on your Inbound Sales calls.
Therefore, you should have a standardised inbound call strategy in place.
What matters most when engaging potential customers is the focus on selling a solution rather than a product. This way, you inject information in order to provide value and improve the customer experience.
Only then you will be able to make leads convert into actual customers.
The Third Phase of Inbound Marketing: Delighting the Audience
Delighting inbound strategies include, for example, chatbots or the invitation to participate in a survey about customer satisfaction. Through providing continuous assistance, your team is able to delight and form long-term relationships with your existing customers.
Conclusion
The 2020 HubSpot Marketing Report found that 75% of inbound organisations firmly believe that their marketing strategy is effective. Numbers don’t lie: if you keep in mind the three phases of inbound marketing – attract, engage, delight – your company is off to a good start.
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