What Is Inbound Marketing?
Consumers and business purchasing agents have never been more empowered than they are today. The ability to resist marketing messages from companies...
Inbound marketing seems easy on the surface. Create content people want and attract more people to your website.
However, as you guessed, there is more to it than that. If you miss any of the five fundamentals in your inbound marketing strategy, it will stifle your ROI. And you will feel like inbound marketing doesn't work.
The good news is understanding these fundamentals will help you develop a marketing plan that focuses on doing business that is more human- and customer-centered. We will show you how to get business results by delighting customers.
For a more thorough overview of inbound marketing, visit Everything You Need To Know About Inbound Marketing. This article covers a lot more topics and how you should use them in your business.
The five fundamentals of inbound marketing are:
Inbound marketing thrives on establishing real human connections with both potential customers and industry partners.
Contacts may be:
These contacts may engage with you on social media or share an experience in a review. They may create blog posts or videos about you or interact more directly with your customer support team or sales. Each of these interactions strengthens your brand's presence within its community and should not be ignored.
Keeping track of your contacts is extremely important, especially for those who can become qualified leads. But as you can imagine keeping track of all of these interactions is cumbersome. Customer Relationship Management (CRM) software allows your sales team to keep detailed records on your contacts discussed above and track the sales pipeline.
It helps you identify where various leads are in the funnel and gain direct insight from customer analytics that helps you:
Inbound marketing buyer personas are fictionalized representations of your ideal customers. Knowing who your ideal customers are (and understanding that this fictionalized representation can change over time) allows you to more effectively address their needs and position yourself as a business that can solve their problems.
It comes down to this. If you're trying to speak to every potential customer at once, then you won't connect with any of them. Instead, narrow down your target customers to one or more buyer personas and speak to them like "real people". The truth is YOU ARE speaking to real people. We forget that sometimes.
Your potential customers are frustrated with worn-out marketing messages and misaligned solutions just like you are. But when you create a persona and give them a name, a face, and real goals, it's easier to speak person-to-person as your best salesperson would, but before they even become a sales-qualified lead.
When getting started, create a persona that represents real customers who are:
Acquire data through your website, CRM, social media, Google Ads, SEO, and other analytics tools to determine who these people are and what they have in common. If analytics is currently lacking, start by speaking with your sales team and customer service to see what they hear from customers. Grow from there.
The idea behind the buyer persona is that it's the profile of your ideal existing customer who is also what your potential customer looks like. As you explore what this person looks like, look for:
The Buyer's Journey is a customer-centric way to look at how a contact goes from being a stranger to a paying customer. It's also based upon data and will help you create inbound marketing content that reaches the buyer persona with the right message, in the right place, at the right time.
There are three stages to a Buyer’s Journey:
It helps to think of this in terms of search queries. Search engines like Google are where people go to find answers to questions like:
The content you would create in the next fundamental will align with this journey and might look like this:
Carefully crafted content revolves around bringing contacts to you to turn them into customers. Because this content is built around your buyer persona and the Buyer's Journey, it answers real customer questions and provides helpful information these customers need to buy your product. By aligning content creation to the Buyer's Journey, you're setting expectations with customers. You know what you're talking about, can help them, and you're willing to give a little away for free (in the form of tips) to prove you can do that.
Content can benefit you in the following ways:
Different types of content reach people at various stages and in complementary ways, so it's critical to strategically invest in an array of content in inbound marketing, but only as much as you can produce consistently and of high-quality.
Start with the above fundamentals, then:
Finally, a marketing strategy should include measurable goals that help you determine what’s working and what isn’t working. Setting goals and keeping track of your progress are essential.
Goals help you focus your inbound marketing efforts to generate more sales-qualified leads. They show you where you can do better to increase your marketing ROI.
They inform you when something you're doing isn't resonating with your audience so that you can adjust your content strategy. And most importantly, setting goals enhances collaboration and alignment across your teams (marketing, sales, services, etc.)
Marketing Goals ultimately lead to tangible business success (revenues). You'll be setting goals for every aspect of inbound marketing, from SEO to lead-nurturing.
To get that, follow these tips:
Inbound marketing is the way to connect with your customers on a human level to build trust and grow your brand. Make this customer-focused methodology a part of who you are to compete in even saturated marketplaces and win big with your buyer persona.
Consumers and business purchasing agents have never been more empowered than they are today. The ability to resist marketing messages from companies...
Growth is a natural goal for any business, but not all roads lead to winning strategies for accomplishing this.
Understanding why social media is an important part of inbound marketing is a bit like the philosophical question, “If a tree falls in a forest and...