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Attracting customers to your business requires a good marketing strategy, but in the past, this often required a large budget for traditional advertising methods such as commercials, radio ads, and billboards.
However, today's consumers are increasingly resistant to advertisements - 73% of consumers dislike popup ads, followed by 70% who dislike mobile ads, and 57% who dislike video ads that play before content on platforms like YouTube.
Inbound marketing is a customer-centric approach that focuses on attracting, engaging, converting, and delighting consumers through valuable and educational content. This is similar to the inbound calls that sales departments receive from interested individuals who want to learn more about a product or service. By providing valuable information to consumers, businesses can attract warm and hot leads that are more likely to convert into customers.
To drive consumers to your business, you can use a variety of tools and techniques, such as blogs and social media. By knowing where your target audience is and what they want to know, you can create and share content that captures their attention and encourages them to engage with your business.
Some key steps in the inbound marketing methodology include:
Overall, inbound marketing offers a proven methodology for attracting, engaging, and converting consumers into customers. By providing valuable content and resources, businesses can build trust and credibility with their audience and drive more revenue.
Let’s take a closer a look at this methodology.
The difference between inbound marketing and outbound marketing is that you’re not casting a large net and hoping to capture a ton of fish.
Instead, you’re using a line with specific bait to capture specific fish. However, in order to make this happen, you must first learn everything you can about your core audience.
For example, you'd need to know who your core audience is. This is important to know whether you’re a startup or an established company. So the first step is researching who’s interested in what you have to offer.
Maybe you already have an idea of who your ideal buyer is. Create customer profiles for each potential buyer. This should include their gender, age range, profession, income range, and whether they’re married, have children, and make financial decisions.
You may find you have a handful of personas to attract. This means you’re going to have to have multiple campaigns for each. For example, writing blog posts that cater to each group.
This way, you have content that’s attracting each segment. At this stage, your prospects are in the awareness phase. So they’re looking for content that addresses their pain points.
An example campaign may look a little something like this:
At this point, you’ve successfully gained the attention of your target customers.
Now, it’s important to note that blogging is highly effective for both B2B and B2C companies. It’s found that companies that publish 16+ blog posts monthly get 3.5x more traffic than those that only publish 0-4 posts monthly.
But even those that publish less still get great results. For example, B2B companies that publish 11+ blog posts monthly get 3x the traffic than those that only publish 0-1 posts.
And it’s the same for B2C – those that publish 11+ blog posts monthly get 4x the traffic than those that only post-4-5 blog posts monthly.
By targeting your traffic as we mentioned, imagine how many conversions they can generate with those traffic increases!
To engage your audience and keep them coming back to your website, consider using engagement tools like email popups for newsletter signups. By gathering email addresses, you can initiate a conversation with your prospects and keep them engaged with your brand.
It's important to email your subscribers at the right frequency - not too often or too infrequently - to avoid annoying them or causing them to forget about your brand. On one end, if you email them too often, they may become annoyed and hit the unsubscribe button. On the other end, if you email them too infrequently, they may forget about your brand and unsubscribe.
To avoid these issues, it's best to segment your email campaigns so that you're targeting each group with the content they're interested in. For instance, you can use behavior tracking to learn more about your visitors and deliver content based on the items and blog content they've clicked on in the past.
For example, the subscribers who've placed items in the cart and left before checking out can receive an email a few hours later reminding them that they still have items in the cart. To entice them to complete their order, you can include a discount code for 15% that'll expire in 24 hours.
In other emails, you can include posts that are related to other posts your subscribers have used in the past. This way, you can keep them engaged and interested in your brand by delivering content that is specifically relevant to their interests.
Another way to segment your campaigns is to create emails in advance that will trickle out to all of your new subscribers. This can be a series of emails that contain tips, lessons, or other content you promised to give visitors once they subscribe.
To make this process easier, consider using automated emailing platforms that can handle the process for you. This way, your email campaigns can work for you while you focus on running your business.
To convert your audience, it's important to provide them with personalized content that will help them make a decision. This includes using tools like trigger emails and customer relationship management (CRM) systems to nurture your leads and keep track of all your communications with them.
In your content, be sure to include social proof in the form of customer testimonials and reviews, as well as case studies that showcase how your product or service has helped others. This will help convince your audience to become customers.
Today's consumers trust their peer's reviews over advertisements, so user-curated content can be invaluable at this stage. By including testimonials and reviews from satisfied customers, you can help convince your audience to make a purchase.
Additionally, case studies can provide in-depth examples of how your product or service has helped others. For instance, if you sell a weight loss product, you could create a case study that includes before and after photos of customers who have successfully lost weight using your product. This can be a powerful way to demonstrate the effectiveness of your product and convince your audience to make a purchase.
Overall, to convert your audience, it's important to provide them with personalized content that will help them make a decision. This includes using tools like trigger emails and CRM systems, as well as including social proof in the form of customer testimonials and case studies. By doing so, you can help convince your audience to become customers.
Inbound marketing doesn't end when your leads convert into paying customers - it's just the beginning of another cycle where you nurture them into repeat buyers. A loyal customer base is one of the most valuable tools you can have for growing your business, and inbound marketing can help you achieve that.
It's important to consistently reach out to customers with content that will entice them to return, as a loyal customer base can have a huge impact on your business. Current customers are 60-70% more likely to purchase from you than new customers, and increasing your customer retention rates by just 5% can boost your revenue by 25-95%.
In your content, consider using upselling and cross-selling to drive customers back to your business. For example, if you offer a service that comes in tiers, you can offer a free trial on a higher package six months down the line when they may need the upgrade. You can also send out occasional emails with tips and advice, or use behavior tracking to send deals on the categories your customers have been browsing.
Additionally, consider offering additional content, such as training courses, to help customers feel confident about using your products. This can delight your customers and turn them into loyal fans who will advocate for your brand, driving even more leads to your business. Overall, inbound marketing can be a powerful tool for retaining customers and growing your business.
In conclusion, inbound marketing is a powerful tool for growing your brand visibility and website traffic, and when done right, it can help boost your sales and future sales. To make this happen, it's important to develop a winning strategy that involves learning all you can about your audience and delivering the content they want and need.
There are various tools you can use to manage your leads and content, such as email marketing platforms, customer relationship management (CRM) systems, and behavior tracking tools. These tools can help you target your content effectively and engage your audience in a personalized way.
Additionally, it's important to focus on the different stages of the buyer's journey, from attracting leads to engaging and converting them, and finally nurturing them into repeat buyers. By providing valuable content at each stage, you can help move your audience through the journey and ultimately boost your sales.
If you'd like to learn more about how inbound marketing can work for your business, don't hesitate to reach out for help. A well-planned inbound marketing strategy can have a significant impact on your business, so it's worth investing the time and effort to get it right.
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