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:

The Inbound Marketing Difference
Attract Phase
Convert Phase
Close Phase
Delight Phase

While these goals may seem simple at first glance, each is a vital step along the buyer’s journey and in your marketing success.

Attract Phase Icon

Attracting Customers

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.

Convert Phase Icon

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.

Close Phase Icon

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 Phase Icon

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:

Attract Tools

Attract

Website creation or optimizing

Establishing a blogging platform with high-quality, engaging content your target audience needs or wants

Social media management and publishing

Keyword tracking

Convert Tools

Convert

Lead generation and forms

Creation and testing of calls-to-action through content offers

Optimizing conversions with landing pages

Close Tools

Close

Automated marketing via CRM tools

Email marketing strategies

Workflows

Delight Tools

Delight

Setting up surveys or customer review software

Providing content for continued engagement on social sharing sites

Monitoring of engagement efforts

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