The Inbound Marketing Difference
Traditional outbound marketing techniques involve disruptive practices of pushing your company onto people through radio, television, telephone and direct mail advertisements. It used to be that you would cast a wide net and hope for the best possible response. With technological advancements, however, people are easily able to skip commercials, block telephone calls and simply throw out bulk mailings since they no longer appeal.
Inbound marketing places your company in front of the people who are most likely to become your best customers, at a time when they are most likely to want what your company offers. This is accomplished by getting to know exactly who your customers are, creating content that appeals to their needs or addresses their pain points and finding out where they spend their time online.
Four Main Areas of the Inbound Marketing Methodology
There is an art and considerable planning to launching successful inbound strategies tailored for your business. However, there are four main areas of the Inbound Marketing Methodology that remain standard in any inbound marketing campaign that reaches its maximum ROI:
While these goals may seem simple at first glance, each is a vital step along the buyer’s journey and in your marketing success.
At this stage of inbound, your task is to create a website that is easy to navigate and provides the information potential customers are seeking in a manner that is easy to digest. You are also going to build brand awareness and start positioning your brand as an expert in its field because at this early stage, your potential clients are most likely strangers to your company.
Converting to Qualified Leads
Once you have attracted potential buyers to your business, it is necessary to move them along in the buying journey so they become qualified leads rather than just visitors. This means you successfully engage them enough that they share contact information with you so you can market to them on a more personal level in the future.
Closing the Deal
While everyone in business understands you must close the deal to complete a successful transaction, with inbound the process is not a hard sell like guerrilla marketing entails. In this stage, you must provide useful content in a timely manner that helps move your qualified lead along in their buying journey so they complete the goal of your inbound marketing strategy. Usually this is to make a purchase of your products or services.
Delight your Customers
Successful online strategies rely heavily on positive feedback and reviews from your customers. Delighting your customers means you transition them from happy customers, to promoters of your company. If you treat your customers well and provide stellar customer service throughout their journey, you will foster a loyal relationship that not only includes their repeat business, but encourages them to share their positive experience to help you gain more prospects.
Sumner Digital is your Inbound Marketing Tool Kit
There may be only four main areas to create a successful inbound campaign, but each component has its own set of requirements or tools to be effective. Sumner Digital is your company’s personal tool kit with the experience, drive and creativity to get your marketing dollars working to grow your business again. Here are some of the tools we provide for each of the four steps:
Website creation or optimizing
Establishing a blogging platform with high-quality, engaging content your target audience needs or wants
Social media management and publishing
Lead generation and forms
Creation and testing of calls-to-action through content offers
Optimizing conversions with landing pages
Automated marketing via CRM tools
Email marketing strategies
Setting up surveys or customer review software
Providing content for continued engagement on social sharing sites
Monitoring of engagement efforts