Posted by Chuck Reynolds on July 23, 2016 - 4:15pm

Inbound Marketing

Turn strangers into customers, and then promoters of your business.

What is Inbound Marketing?

Inbound marketing works by attracting potential customers to your company website. Once they arrive, inbound tools are deployed to convert those qualified visitors into leads, and ultimately customers who will promote your brand.

Inbound vs. Outbound Marketing

Traditional outbound marketing, such as TV or radio advertising, can be an annoyance to potential customers. It's also famously inefficient. Inbound is the antidote, because with inbound your ideal customers come to you, on their own time and by their own will. That makes for happy customers.

Step-by-step Guide to Inbound

Attract-Phase-Inbound-StrategyAttract

You don't just want any old traffic to your website, you want the right traffic. You want potential customers who have a passion for the area you operate in. To identify these people we create buyer personas, being holistic, semi-fictional representation of your ideal customers. Your buyer personas are the identities around whom your entire business is built. Here's how we use inbound marketing to attract them.

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  • Blog posts tailored to answer the questions are buyer personas are asking online.

  • Website pages optimized to attract buyer personas and convert them into leads.

  • Social media posts designed to develop your brand voice and drive traffic to your best content.

Convert

It's not enough to just draw a new visitor to your site. The important part is to convert that visitor into a sales lead, by collecting their details through a form. To make that happen, you'll need an enticing offer in the form of value-added content, which appeals directly to your buyer persona. Here's how the conversion stage plays out.

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  • A new visitor lands on your website, where they are greeted by a Call-to-Action button (see foot of the page) that promotes a value-added content offer. This might be in the form of an ebook, or whitepaper, or perhaps a live webinar.

  • Upon clicking the Call-to-Action, the visitor is directed to a landing page. It's there you place a form to capture their details, which must be filled out in order to collect the offer. The moment the form is filled your visitor becomes a lead and enters the sales funnel.

  • The final step sees the lead directed to a Thank You page, where they will be given the offer promised.

Close

So you've attracted your ideal customers and converted them into leads.  Now you need to transform those leads into paying customers. These are the tools we use to close a deal and refine our methods at every stage.

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  • Segmented, personalized email campaigns that nurture customers through their buyer's journey.

  • Marketing Automation tailored to the lifecycle stage of each lead.

  • Analytics to provide closed-loop marketing ROI, generating weekly reports that speak to our successes and where to focus in the future.

 

Delight

The buyer's journey continues after a deal is done. Inbound marketers should set out to delight their closed customers to the point where they want to promote your brand, and potentially serve as evangelists, afterward. Return business is never bad either, along with the opportunity to upsell to an existing customer or client. Here are a few methods we use to delight our customers at Hüify.

  • A Calls-to-Action Strategy that changes based on the lifecycle stage of a customer and their specific buyer persona. We create a customized experience for every visitor to your website.

  • Social Media deployed to provide customers with real-time customer service.

  • Email and Marketing Automation provides existing customers with outstanding content when they need it, as well as introducing new products and features that will benefit them. And it's far less intrusive than a sales call.

 

Major Themes In Inbound Marketing

Content Creation
Targeted content that answers your customer’s basic questions and needs.

Lifecycle Marketing 
Each customer stage requires tailored marketing actions from company.
 
Personalization
As you learn more about your leads, you can personalize your messaging to their needs.
 
Multi-channel
Inbound marketing is multi-channel by nature because it approaches people where we find them.
 
Integration
Publishing and analytics tools work in harmony, allowing you to focus on remarkable content.
 


We don’t just want to get your company amazing results. We want you to understand why our methods work and help you learn to love them as much as we do. Start now and request a consultation to get a free inbound marketing plan for your business. 

Chuck Reynolds
Contributor