Why Inbound Marketing is so important for your business
In 2009, HubSpot invented the term Inbound Marketing, a methodology that attracts customers' attention by creating and sharing relevant content through online channels: blogging, search engines and social networks.
The official HubSpot definition:
Inbound marketing is an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive.
Unlike outbound marketing, inbound marketing does not need to fight for potential customers attention. By creating content designed to address the problems and needs of your ideal customers, inbound marketing attracts qualified prospects and builds trust and credibility for your business.
The Inbound Methodology has 4 phases:
ATTRACT the right audience to your site, first CONVERT them into leads, and then CLOSE them into customers. Always DELIGHT your customers with your content so they will turn into promoters of your brand.
Let's go through what differentiates these stages:
The starting phase is to attract visitors to your website/blog. Being present through website, blog and social channels is not enough, in order to attract visitors interested in your brand or product you have to create useful, targeted and tailored content.
To do that you need to:
- Know and understand your audience
- Identify your ideal customer profile (buyer persona)
- Answer through your content to the users' needs
At this stage, you need to convert visitors into leads. How? Generating quality content through forms, call to action and landing pages. Other useful tools are webinar, ebook, infographic, whitepaper and video.
To succeed in the conversion, it is crucial that each of these tools has certain characteristics, for instance, an effective landing page does not contain distraction within it, it's simple, intuitive, and pushes action through the right and well-placed call to action.
During the third phase, you need to convert leads into customers.
At this stage, you have already collected your customers' data and you can use this info to create targeted content through:
- DEM campaigns (Direct Email Marketing), schedule send and frequency
- CRM, Customer Relationship Management: a tool that tracks all communications between users with the sales department and all users' actions on your site and with your content.
- Automatic Emails: emails that are only sent to users if certain conditions are met and in response to specific actions taken by the user on your website. We are talking about custom emails based on the buyer's journey.
The last stage of the Inbound Methodology is very important: transform loyalty customers into promoters! As we all know, the word of mouth is the most powerful marketing weapon.
Showing a constant presence and continuing to delight your customers with dedicated content and promotions is crucial. The best ways to engage with your customers are:
- Dynamic texts: contents that change according to visitors in order to always offer custom and relevant content
- Social channel monitoring: allows you to know customer feedback, respond to their requests, questions and criticism
This strategy will bring to your communication channels new users, potential customers, the cycle starts again and will never end.