Inbound Marketing Process Explained

Date:
18/03/2020

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What is inbound marketing? This is the process of attracting potential customers by offering them content that is relevant, entertaining, and most importantly, useful. This is content that should help them to solve any issues they have with the typical customer journey. This journey starts with awareness, then consideration, and then it moves onto the decision stage. With inbound marketing, it is your task to guide a person through these stages to ensure that it ultimately results in them making a purchase from your company. In this blog post, we are going to reveal exactly how this is achieved by looking at the different stages of inbound marketing.

Attract

There is only one place to begin, and this is with attracting new visitors to your website. Driving traffic to your website is critical if you want to see your business grow. However, it is not just about attracting traffic to your site; you need to make sure the right people are turning up to your site. By this, we mean people that are likely to become leads, and could result in becoming customers. You don’t want people to land on your website and then simply click off it.

 

The right type of content is what you are going to need in order to attract people to your website. You will need to work on creating buyer personas before you create content, though. These are semi-fictional representations of your ideal customer. They help you to understand your potential consumer base and the sort of things they are looking for so that you will be able to target them effectively.

 

There are a number of different tactics and tools that you should use during this phase. Aside from buyer personas for identifying your ideal customers, you need to attract new visitors and gain exposure with PPC, SEO, and blogging. Social media is also critical because it amplifies your content, enhancing your exposure further while ensuring you have a straightforward way of interacting with prospects and creating brand trust.

 

Convert

Convert - The next phase is to convert these visitors that land on your website. This is about turning the traffic into new leads. To encourage this, you need to make sure you engage with visitors in a manner that suits them. This is where your buyer personas are going to come in useful again.

 

At this stage, some of the tactics and tools that we recommend using are as follows…

 

  • Chatbots - These will give your prospects an easy way of engaging with your site immediately.

  • Email capture - In order to capture information about a prospect, email capture is a must. This can include pop-ups, which will typically provide suggestions for a visitor to subscribe to your mailing list or it will feature content offers.

  • Landing pages - Landing pages often host content offers, for example, free trails and ebooks, and they are effective for capturing customer information.

  • Calls to action - These are pivotal when it comes to inducing a prospect to engage with you.

  • Meetings - Giving your prospect the chance to easily book a meeting with one of your team members is important.

  • Content offers - Last but not least, we have content offers, which will guide visitors with educational assets so that they are guided along the buyer journey.

 

Close

The final part of the process is turning your lead into a customer. After all, you don’t want to have put in all of this hard work to lose out at this stage. There are a number of different tactics and tools that can be employed here to make sure that this is not the case. This includes testimonials and reviews, which act as social proof. You also need to make sure that your customer service, marketing, and sales teams are aligned here, so that a great customer experience is provided. Aside from this, CRM integration is important for tracking customer interaction history, as well as marketing automation. You should also make the most of email in order to build trust and nurture leads.

 

As you can see, there are a number of different steps that need to be followed when it comes to marketing effectively at your business. However, make sure you continue to delight your customers after the deal has closed. Repeat business is critical! Nevertheless, if you follow the advice that has been provided in this blog post, you can make sure that you have all of the tools that you need in order to put an effective inbound marketing campaign together.

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