What is Inbound Marketing?

 

What is Inbound Marketing?

________

As per HubSpot, “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”

Interpretation

________

The four actions viz. Attract, Convert, Close, Delight, are crucial to the company and they must take in order to obtain visitors, leads, customers, & promoters. Just beow each action, there are the list of tools that should be used to accomplish these actions. The tools aren’t specific to only that particular actions but are also applicable in other stages of the methodology as well.

Before going ahead, you should know...

________

Content
Place
Time
Shape 1Content is the heart of Inbound. Right content attracts right visitors, convert them into leads and and close them into customers.
Logomakr_5VLEn6Content has to be in the right place i.e where your ideal customers are spending time. Content distribution plays a major role in the success of your marketing strategy. Content distribution is what provides the context to your content.
Logomakr_0eczHRInbound empowers buyers to purchase when they are ready. Providing the right content at the right time is what makes your marketing & sales approach relevant & helpful.

Content

Shape 1

Content is the heart of Inbound. Right content attracts right visitors, convert them into leads and and close them into customers.

Place

Logomakr_5VLEn6

Content has to be in the right place i.e where your ideal customers are spending time. Content distribution plays a major role in the success of your marketing strategy. Content distribution is what provides the context to your content.

Time

Logomakr_0eczHR

Inbound empowers buyers to purchase when they are ready. Providing the right content at the right time is what makes your marketing & sales approach relevant & helpful.

 

Inbound Methodology explained..

Attract

________

Do you want to attract just anybody and everybody? No right? The right traffic is what we should look for. The ideal customers for our business should be our target audience. Only the right customers end up being the happy customers. And to know the right customer, we create buyer personas, these are the holistic ideals of what your customers are really like, inside & out.
Buyer personas have details like their pain points, challenges, objectives, personal & demographic information and a lot more. Your business revolves around your personas.

Tools

bloSeoopagsoc
BlogsSEOPagesSocial Publishing

Convert

________

After attracting the customer you’ve got convert them into customers. How do you do that? Have you heard of currency of the online world? What is it? It’s the contact information of your target audience.
Now how do you get that? So in order to get the contact information, you have to offer them with informational and helpful content in various types like eBooks, checklists, whitepapers etc.

Tools

surveysctapagcontacts
FormsCall-to-ActionLanding PagesContacts

Close

________

Now you’ve attracted the desired audience, converted them into leads, now what?
Wouldn’t you want to close them as your customers?
In order to close them as customers, you’d want to use the below marketing tools to effectively accomplish your goal.

Tools

crmclremailMA
CRMClosed-loop ReportingEmailMarketing Automation

Delight

________

Your customers are your promoters. A good experience will make your customers share your content and spread a good word of mouth. Inbound marketing is all about delighting your users with quality content whether they’re visitors, leads or customers. Even if they’re your existing customers, you’ve got to engage with them, delight and (hopefully) upsell to make them happy promoters of your organization.

Tools

survctasmart textsocial monitoring
SurveysSmart Call-to-ActionSmart textSocial Monitoring

 

diffe

How is Inbound Marketing Different?

Unlike traditional marketing methods where in you force your products and advertisements on the poor consumers, Inbound is more targeted in it’s approach. It focuses on attracting and nurturing highly qualified customers that are searching for a product like your’s. The better way to explain this is using the analogy of the magnet and the megaphone. Inbound marketing is more like a magnet which only attracts the elements relevant to it. This behaviour is unlike the microphone which is used to shout at a group irrespective of their interest in the announcement. Inbound marketing focuses all it’s efforts towards

 

How is Inbound Marketing Done?

Unlike traditional marketing methods where in you force your products and advertisements on the poor consumers, Inbound is more targeted in it’s approach. It focuses on attracting and nurturing highly qualified customers that are searching for a product like your’s. The better way to explain this is using the analogy of the magnet and the megaphone. Inbound marketing is more like a magnet which only attracts the elements relevant to it. This behaviour is unlike the microphone which is used to shout at a group irrespective of their interest in the announcement. Inbound marketing focuses all it’s efforts towards

done

Awareness

The persona is experiencing the symptoms of a problem but is unable to pinpoint or give a name to the problem. Content on this stage should  help the user in identifying his problem. For example, if your persona is a sales head who’s unable to reach his sales target, your content in this stage should help him identify his problem.

Consideration

In this stage the persona has identified his problem and is searching for potential solutions. Content on this stage should help the buyer in researching for potential solutions. For example, if sales head has identified the problem as lack of information about the leads your content should be on potential solutions.

Decision

In this stage your persona has identified the solution he will take to solve his problem. This is the stage where you’ll introduce your product. Content on this stage should focus on how your product can help the buyer.

 

When does Inbound Marketing work?

Businesses with long buying cycles fit perfectly for inbound marketing

A number of B2B companies have highly specialised products, which the buyer cannot take a decision on instantly.

The more complex a product, the more time a buyer needs to evaluate and weigh the pros and cons, against its alternatives. This long and complex buying cycle provides a perfect opportunity to nurture leads with valuable and insightful content about the problems your potential customer is facing, or you can start with the solutions your product can offer, depending on which stage of buyer’s journey your prospect is on.

High value or difficult to understand product/services

When you have a highly valuable product/service that is difficult to understand, you get a lot of ground to play with content. People like to understand difficult things explained easily. You can create educational and informative content, and with proper distribution plan, generate leads, and nurture them until they become sales ready.

work

 

trust

Who Trusts Inbound Marketing?

Businesses with long buying cycles fit perfectly for inbound marketing

A number of B2B companies have highly specialised products, which the buyer cannot take a decision on instantly.

The more complex a product, the more time a buyer needs to evaluate and weigh the pros and cons, against its alternatives. This long and complex buying cycle provides a perfect opportunity to nurture leads with valuable and insightful content about the problems your potential customer is facing, or you can start with the solutions your product can offer, depending on which stage of buyer’s journey your prospect is on.

 

Tools

Good inbound marketing tools will help in the effective implementation of your inbound marketing strategy. Hence it is important to pick and choose the tools that fit you the best. Below are some tools that should be part of your inbound marketing arsenal.

  • HubSpot – Hubspot is an “all-in-one” inbound marketing solution. It is made by the fathers of inbound marketing, Brian Halligan, and Dharmesh Shah. Hence you can rest assured it is sure the best in class.
  • SEMRush – SEMRush is an SEO tool. It deals with all aspects of search engine marketing – from organic to paid. This tool can help you with organic research, display research, backlink analysis, and keyword research.
  • Buffer- The buffer is a social media management tool. Using buffer you can schedule publish and analyze all your social media posts on one platform.
  • Google Analytics – Google Analytics is a tool by Google useful for website analytics. This covers all the various website metrics. From a number of visitors to their demographics, geographies, and behaviors everything on one platform.

 

 

 

Inbound Marketing Vs Outbound Marketing – Application in Business

 

S_No.Inbound MarketingOutbound Marketing
(1)Quality Content is the Basis: The focus of the business is on providing insightful information to prospects to support their buying process“Inducing” Buyers is the Basis: One-way communication aimed at inducing buyers is the objective
(2)Small Upfront Investment: Getting started is easy with small investments backed up with regular spendsLarge Upfront and Regular Investment: Conventional Outbound Marketing requires large spends upfront and in a regular manner
(3)Long Term Content Assets: The focus is on building enduring Content Assets across Social Media and various Social Platforms such that these Content Assets yield manifold results over years to come.Short Term Quick Assets: These are usually conventional media assets like Ads that attempt to play a near-term event or season to push business sales
(4)Inhouse and / or Outsourced: When starting off, it is recommended that businesses take expert help. And over a period of time, businesses can insource Inbound Marketing with a full fledged dedicated teamProfessional Help Needed: This would require professional assistance from large Media Agencies and of course would cost a bomb
(5)Direct Contact with Customer: The two-way interaction process ensures businesses are almost always customising their market approach based on customer needs and wants. That is, businesses do what customers want.No Direct Contact with Customer: This one-way process is like “Spray and Pray”. Businesses do what they think the customer wants. And most times, there is a logical GAP.
(6)IterativeNot-Iterative
Inbound Mantra Rated 4.8 out of 5. Reviewed by Sachin Bhatia - "They know their stuff, in and out. Their focus on ROI is welcome"