9 Jun / 2017

What Is Inbound Marketing?

What Is Inbound Marketing?

Inbound marketing is an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive. With inbound marketing, potential customers find you through channels like blogs, search engines, and social media. Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention. By creating content designed to address the problems and needs of your ideal customers, inbound marketing attracts qualified prospects and builds trust and credibility for your business.

The Inbound Methodology

The best way to turn strangers into customers and promoters of your business.

The Proven Methodology for the Digital Age

Since 2006, inbound marketing has been the most effective marketing method for doing business online. Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.

How to Interpret the Graphic

Along the top are the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, customers, and promoters. Along the bottom are the tools companies use to accomplish these actions. (Note the tools are listed under the action where they first come into play, but that’s not the only place they’re applicable! Several tools, like email, can be essential in several stages of the methodology.)

Stages of the Inbound Methodology

 Create targeted content that answers prospects' and customers' basic questions and needs, then share that content far and wide.
 Lifecycle Marketing

Promoters don’t just materialize out of thin air: they start off as strangers, visitors, contacts, and customers. Specific marketing actions and tools help to transform those strangers into promoters.

 Personalization

Tailor your content to the wants and needs of the people who are viewing it. As you learn more about your leads over time, you can better personalize your messages to their specific needs.

 Multi-Channel

Inbound marketing is multi-channel by nature because it approaches people where they are, in the channel where they want to interact with you.

Integration

Content creation, publishing and analytics tools all work together like a well-oiled machine – allowing you to focus on publishing the right content in the right place at the right time.

Chuck Reynolds
Contributor
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