A Comprehensive Guide to Inbound Marketing

Why inbound marketing?

Your customers 'buy' very differently

Over the years there has been a change in customer preferences. Modern customers are turning down traditional marketing tactics.

The traditional marketing methods fail to reach out to the right people. In order to attract customers, marketers need to provide them with something which they love and this is when Inbound Marketing comes to play. Inbound Marketing is a combination of tactics to reach the right people at the right time.
86% Skip TV Ads
91% Unsubscribe from Emails
200M On the Do Not Call List
44% Of Direct Mail is Never Opened

What is inbound marketing?

inbound marketing hubspot flywheel
As per HubSpot, “Inbound marketing is an approach focused on attracting customers through content and interactions that are relevant, helpful and 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 customer 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 and Delight are crucial to the company that they must take in order to obtain visitors, leads, customers and promoters.

Inbound Marketing Facts to Keep in Mind Before Moving Forward

Content
Content is the heart of Inbound. Right content attracts right visitors, converts them into leads and closes them into customers.
Place
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  context to your content.
Time
Inbound empowers buyers to purchase when they are ready. Providing the right content at the right time is what makes your marketing and sales approach relevant and helpful.

Need deeper insights On Inbound Marketing?

Go beyond inbound marketing theory to get on-the-ground campaign insights. Understand what works and what doesn't? e.g. is content really key? Inbound Mantra has opened the gates on all its content. Intrigued?

Inbound Marketing methodology explained

Always good to revisit something you already know

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 and out.
Buyer personas have details like their pain points, challenges, objectives, personal and demographic information and a lot more. Your business revolves around your personas.
BlogsSEOPagesSocial Publishing

Convert

After attracting visitors you’ve got to convert them into leads. 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 forms - eBooks, checklists, whitepapers and FREE consultation.
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.
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.
SurveysSmart CTASmart TextSocial Monitoring

See inbound marketing in flesh and blood

Inbound Mantra's inbound marketing portfolio showcases success stories and failures. Additionally, take a look at our design work and understand why we are committed to developing websites that load within 1 second.

How is inbound marketing done?

Unlike traditional marketing methods wherein you force your products and advertisements on the poor consumers, Inbound is more targeted in its approach.
It focuses on attracting and nurturing highly qualified customers that are searching for a product like yours. 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 behavior is unlike the microphone which is used to shout at a group irrespective of their interest in the announcement. Inbound marketing focuses all its efforts towards
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 specialized 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 high value product / service or if it 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.

Who trusts inbound marketing?

“Twenty years ago, your marketing effectiveness was a function of the width of your wallet. Today, your marketing effectiveness is a function of the width of your brain.” – Brian Halligan and Dharmesh Shah, HubSpot Founders.

First, make sure you know what inbound marketing is. Inbound Marketing is anything that provides a tremendous amount of value to your target customer without asking anything in return from them. This is the major reason that people love Inbound Marketing. Inbound Marketing assets like blogs are trusted and loved by people. There are tons of ways to do this and the best part is that these can be executed at minimal cost.

Why does inbound marketing work?

When we look for examples where Inbound Marketing worked, the case studies on the HubSpot website is a good place to start. Inbound Mantra is itself an example which increased monthly traffic by 10x with the inbound marketing approach.
The main reason Inbound Marketing works is that it is the marketing which people love. People are not forced to see some irrelevant advertisement but they themselves choose the medium. Inbound Marketing works because it focuses on customers relevant to the business without wasting effort on irrelevant contacts. It makes the marketing efforts of a firm customer centralized which helps the firms to reach the right customers on time.

Inbound Marketing is always ROI focused

Data drives the ROI focus
At Inbound Mantra we believe that Inbound Marketing is always ROI focused. We understand, agree and stand for ROI. The inbound marketing methodology is scientific and empowers us to maintain an ROI driven approach to boost growth for ourselves and our clients.
Application in Business

Inbound Marketing Vs Outbound Marketing

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 core objective.
Small Upfront Investment: Getting started is easy with small investments backed up with regular spends.
Large Upfront and Regular Investment: Conventional Outbound Marketing requires large spends upfront and in a regular manner.
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.
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 team.
Professional Help Needed: This would require professional assistance from large Media Agencies and of course would cost a bomb.
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.
Iterative: You run a campaign, see results immediately and quickly change the campaign to hit your goals.
Not Iterative: You run a campaign, and then wait for the next season.

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