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INBOUND MARKETING



“The purpose of business is to create and keep a customer.” —Peter F. Drucker

As we all know, No one likes commercials popping up in the middle of their favorite TV show OR waking up to an inbox full of sales emails from brands they never subscribed to. These techniques are no longer effective, this is why companies are adopting the IDEA of inbound marketing.

Inbound marketing, in simple terms, is the process of helping potential customers find your company. This frequently happens before the customer is even ready to make a purchase, but making contact early can turn into brand preference and, ultimately, leads and revenue.

The inbound methodology can be applied in three ways:

  1. Attract: drawing in the right people with valuable content and conversations that establish you as a trusted advisor with whom they want to engage.

  2. Engage: presenting insights and solutions that align with their pain points and goals so they are more likely to buy from you.

  3. Delight: providing help and support to empower your customers to find success with their purchase.

How to get started with inbound marketing

Let’s study the inbound methodology in detail & how you can apply them:

1. Attract

For inbound marketing, this is done mainly via creating and publishing content. You can publish content in many formats, this will help people to get to know about your brand & establish you as a trusted advisor with whom they want to engage.

SEO

Why SEO-driven?

While you can publish any content as long as it’s interesting to your audience, most of these articles won’t get traffic long-term. if you create content around topics that people are constantly searching for in Google, then there’s guaranteed continued interest. For as long as your article ranks in Google, you’ll receive consistent, passive organic search traffic.

Here’s how to create SEO content

Find topics with search traffic potential

To find these topics, use a keyword tool. For example, let’s say you own a site about the paleo diet. Enter a relevant topic like “paleo” into a free keyword research tool like Keyword Generator and it’ll suggest topic ideas, plus tell you how popular these topics are.

Scroll through the list to see if there are any good topics for your website.

Optimize your pages

Once you’ve identified a topic you wish to target, you’ll need to create content that deserves to rank:

  1. Relevancy

  2. Thoroughness

  3. Uniqueness

  4. Clarity

Video marketing

Content marketing isn’t just about the written word. There’s also video content. YouTube is the second most popular search engine in the world.

Here’s how to do video marketing.

Find video topics with search traffic potential

Like Google, to rank on YouTube, you’ll have to target topics people are searching for.

Create optimized videos

You only have 30 seconds. If you don’t capture their attention by then, the viewer is gone. To keep people interested, I recommend you script your video. That way, your videos will be concise and it’ll prevent you from going off on a tangent. Then, once recorded, strategically edit them so they’re interesting and continue to hold attention.

Promote your videos

Promoting your videos is also important, you can promote your videos through different methods Either you can use organic reach or you can use paid advertisements

Podcasting

We’ve covered text and video. Of course, we can’t leave out audio. The most popular format is the podcast.

Pitch yourself as a guest

It’s not always important that you create your own podcast you can be a guest on someone else’s podcast, Find the email of the podcast host and reach out to let them know you’re interested in being a guest.

2. Engage

Just because people are now visiting your website, that doesn’t mean they’re automatically buying. That’s where the “engage” stage comes in.

When you focus your efforts on topics that:

  1. Have search traffic potential;

  2. Is a problem your customers want to solve;

  3. Is a problem your product solves

Not only will your content rank on Google and acquire new prospects, you’ll also engage them right away.

Here are a few other engagement tactics we use as part of our inbound marketing strategy.

Email marketing

Not everyone will buy once they’ve read your content. Sometimes, they need more time to evaluate. Or maybe they’re in a different stage of the buyer’s journey—perhaps they just discovered they have the problem.

It’s not the only way of course. You can also offer an incentive for signing up—a free eBook, a worksheet, PDF version of the article, etc. Don’t leave them hanging once they’ve signed up.

Courses

My theory is that people don’t sign up unless they get OR learn something. My theory is that people first learn, and they sign up because they know what you do & how you do it.

You can give some courses/training programs through which they can learn about your brand & products OR some basic techniques, it doesn’t just work to engage with prospects. It also “seeps” into the next stage—delight. Existing customers, who may need further training on the product, can refer to these training programs anytime.

This helps retain them, since they’re always learning how to do more.

Win-win.

3. Delight

After a prospect turns into a customer, it’s not the end. Each delighted customer can spread the word to their friends and family. This, in turn, gets you more customers, who can refer more people. The loop is potentially infinite.

The best way to do this is to actually have a great product. As the adage goes, “you can’t put lipstick on a pig.” If your product doesn’t work, or doesn’t help your customers solve their problems, then no amount of “delighting strategies” will make your customers happy.

You can consider applying any of the strategies below:

Live chat

If any of your customers encounter issues with your service/product, or they’re unsure how to do certain things, they can reach out anytime via live chat. This keeps frustration down, as they can receive help almost immediately.

Tutorials

A big part of how we go above and beyond for our customers is continuously educating them

You can do this with your blog, YouTube channel and courses. But do understand that not everyone has the time to go through your content to figure out how our reports work.

Customer-only community

Making it customer-only keeps the group high-quality. Each member knows that every person has skin in the game—they’re subscribed to the product.

This creates high-quality discussions, plus members who are more than happy to help each other out with digital marketing problems.

They’re also allowed to give feedback and input to the product’s development, and are often given a first look at new features. This solidifies the relationship between our customers and you

Common problems that inbound marketing can solve

  1. Need to increase brand awareness. Your company appears at the top of search results, or is active on a searcher’s social network, you can organically increase your brand awareness. To do that, you must make sure you have the right content and messaging in place to show up in these key inbound channels.

  2. Want to improve brand preference. By educating, entertaining, and interacting with potential customers before they are thinking about making a purchase, you build trust and increase the likelihood that they will choose you when they are ready to buy.

  3. Need to generate more leads but have less to invest: Inbound marketing is a long-term investment that builds on itself over time. Your results will multiply many times over as you become more adept at creating and curating content that naturally attracts organic leads.

  4. Not sure have the budget to do inbound marketing: If you have a good strategy in place that outlines key themes, content, and distribution, you can make sure to avoid wasted efforts.

ADVANTAGES & DISADVANTAGES OF INBOUND MARKETING

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