The use of Inbound Marketing has grown dramatically in the last 5 years.
Why? Because it works.
Unlike intrusive outbound marketing techniques, Inbound Marketing focuses on being there for prospective customers when they want information. That means creating relevant, quality content that attracts people to learn more. By aligning your content with your prospect's interests, you attract inbound traffic to your website - from there, you can convert, close, and delight.
Inbound Marketing the HubSpot way involves four specific steps that you must take in order transform customers into your brand's top promoters.
1. Attract Strangers
When you work to attract visitors to your website, you want to target the right traffic. You want visitors who are most likely to become leads. But who are the "right" visitors? They're people who fit the profile of your Buyer Personas (ie. your ideal customer).
HubSpot defines a buyer persona as "a semi-fictional representation of your ideal customer based on market research and real data about your existing customers." This includes demographics, behaviour patterns, motivations and goals. With a firm grasp on what your ideal customers looks like, you can begin to create content tailored to those people. Great content draws great visitors!
2. Convert Visitors
Now that you've attracted the right visitors to your website, the natural next step is to convert them into leads. You accomplish this by obtaining their contact information. Contact information is invaluable to the online marketer, so be sure to gather whatever information you reasonably require to further your marketing goals. At a minimum, you'll want their name and email address.
Of course, visitors aren't going to just fill out a form on your site just because you ask them to. You must offer something of value in return. That "something" typically comes in the form of useful content like an e-book, whitepaper, checklist, or tip sheet - anything that would be of interest and value to your personas.
Don't be afraid to be educational!
3. Close Leads
Your visitor has given you their information - it's time for the relationship to move to the next level.
Turning your leads into customers requires a personalized approach. Everyone is different in terms of their readiness to buy, so be prepared to deal with your prospects on a case-by-case basis. That's where tools like Customer Relationship Management (CRM) systems come into play. CRM enables you to document and track details about the contacts, companies, and deals in your sales funnel.
This enables you to reach out and engage with the right prospects, at the right time, on the right channels.
4. Delight Customers
Congratulations - you just converted a stranger into a customer thanks to your awesome content and excellent product. Now that you can take to the bank.
But don't just forget about that new customer! You want to make sure that you continue to provide them value. This creates customer retention and turns your happy customer into a lifetime promoter of your brand.
Nurturing a customer relationship is simple: continue to provide great content to your existing customers, just as you do for your visitors and leads. Successful inbound marketers never stop delighting their customers, creating a lifelong bond between customer and brand.
How to Start?
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