The best way to turn strangers into customers and advocates of your brand or business

The inbound methodology

We live in a world of information abundance and attention scarcity – and the pace of information creation is accelerating. Buyers today are more empowered. The web provides them with instant information gratification. They can access detailed specs, pricing, and reviews about goods and services 24/7 with just a few flicks.

Since 2006, inbound marketing has been one of the most effective marketing methods for doing business online. Instead of the old outbound marketing methods of buying print and radio ads, buying email lists, and praying for leads, inbound marketing is focused on creating tailored quality content that naturally draws customers toward your company and brand.

Because of this shift in customer attention, traditional marketing tactics based on “renting” attention that others have built — and interrupting the buyer in the process — are becoming less and less effective.

By creating meaningful content you know your customers will be interested in, you naturally attract inbound traffic that you can then convert, close, and delight over time.

What is Inbound Marketing

What is inbound marketing?

Inbound marketing focuses on earning, not buying, a person’s attention, which is done through social media and engaging content, such as blogs, podcasts and white papers. This content is interesting, informative and adds value, creating a positive connection in the eyes of the consumer,  making them more likely to engage your brand and buy the product.

What to consider when interpreting the graphic below

At the top are the four actions inbound focused companies must take in order to obtain visitors, leads, customers, and promoters. Along the bottom are the tools companies use to accomplish these actions. It’s important to keep in mind that the tools are listed under the action where they first come into play, however many of the tools, like email, can be essential in several stages of the methodology.

Inbound Marketing Dubai

The Four Key Marketing Actions

Attract:

We want to attract the right buyers to your website and to your brand with quality, compelling content that answers the questions they have. While more web traffic is certainly a good thing, it’s all about the quality of the traffic and not the quantity. The following are some of the tools that every company should use in order to attract quality web traffic:

• Blogging – Every inbound marketing strategy should begin with blogging. The content published on a blog helps to attract the right type of leads and helps to answer the questions and needs of those leads
• SEO (search engine optimization) – The buying process begins with the consumer doing a search online. By choosing keywords, creating content, building links and optimizing their webpages, they can increase their web ranking and thereby increase their website’s exposure to consumers.
• The website – The website is basically the digital storefront. This means that companies should ensure that their website layout is professional, easy to read, easy to navigate and properly optimized.
• Social publishing – Companies can post content that followers can read and then share with their personal social circles, thereby increasing exposure of the content.

Convert Hubspot

Convert:

Once you’ve attracted website visitors, the next step is to convert those visitors into leads by gathering their contact information. Contact information is the most valuable currency there is to the online marketer. So in order for your visitors to offer up their information willingly, we’ll give them premium content in exchange for it. This comes in the form of eBooks, whitepapers, or tip sheets – whatever information would be interesting and valuable to your customers. Some of the most important tools in converting visitors to leads include:

• Forms – Every website should contain forms that visitors can use to provide their information. These forms should be easy to read and to fill out – not to mention, easy to find.
• Calls-to-action – A call to action is a button or a link that convinces readers to fill in a form in order to download specialized content, such as a free eBook. Calls to action should be used on the homepage as well as towards the end of blog content.
• Landing pages – The landing page is the page to which the call-to-action should link to. It should contain nothing but the offer and the form.
• Contacts – All leads should be kept track of in a centralized marketing database. This will make it easier to optimize interactions with each lead in the future.

Close Hubspot

Close:

With the help of tools like lead scoring, closed-loop reporting, lead nurturing, and vast lead intelligence, paired with lead follow up best practices and sales tactics, you’ll then work to transform those leads into new business.

  • CRM (customer relationship management) – Keep track of the details about all the contacts, companies, and deals in your pipeline, and easily get in touch with the right prospects at the right time.
  • Closed-loop reporting – To make sure that the entire process is working efficiently and effectively, companies need to make sure that their marketing team and sales team are on the same page. Integration with your CRM system allows you to analyze just how well your marketing and sales teams are working together.
  • Email – Many of the visitors that have been converted into leads aren’t ready to become customers just yet. A series of emails focused on useful, relevant content can build trust with a prospect and help them become more ready to buy.
  • Marketing automation – Marketing automation can make the sales process much more efficient. For example, if a visitor downloads a specific whitepaper, then the company can use marketing automation to automatically have a series of related emails sent to that visitor.

Delight:

Once someone becomes a customer, you don’t want to forget about them, and you’ll continue to publish and share content that helps them better use your product or services and delight them as a partner and thought leader. It’s important to retain that customer and to turn him or her into a promoter. The following are tools that will assist in this task:

  • Surveys – One of the easiest ways to find out what will make a customer happy is by simply asking him or her. Surveys are a great way to get feedback that can help companies provide what customers want and need.
  • Smart calls-to-action – Calls-to-action should change based on the buyer persona as well as the lifecycle stage.
  • Smart text – Continue to provide your existing customers with remarkable content tailored to their help with their interests and challenges. This can be done by helping them to achieve their own goals in addition to introducing new features and products that they might be interested in.
  • Social monitoring – Companies should keep track of what customers are saying on social media in regards to their likes and dislikes in order to guide them in the creation of content that will be relevant to them.

How we make it happen at Coodle

The inbound marketing process is made up of many different components that work together as one. As a certified HubSpot partner, we have the knowledge, expertise and tools to make this happen for you and put into action an inbound marketing strategy that integrates your sales and the marketing process.