Inbound Marketing : A Complete Guide and How It Can Help Your Business

Inbound Marketing

Inbound marketing is an approach of marketing where the customer lies in the middle. 

It attracts customers to the products and services via combining social media marketing, SEO, smart branding, and content marketing. 

As compared to outbound marketing, inbound marketing offers the customers reciprocal value in exchange for their time and attention.

 It provides engaging and helpful content at every stage of the buyer’s journey.

How are visitors and leads attracted?

Inbound marketing attracts customers by creating helpful and relevant content leading to meaningful interaction.

Potential customers can find your brand via blogs, social media, and search engine. 

It can help in communicating with target people and directly address their needs. 

It nurtures trust and credibility so that your brand remains on the top of their minds. 

Inbound marketing is built on the capability to track, interpret, and understand consumer behaviour to optimize engagement. 

How does inbound marketing work?

Inbound marketing is a holistic approach.

It doesn’t pressurize you to buy via pop-up ads, billboards or other outbound methods. 

It is about meeting the prospects where they provide value when they need it. 

This leads to happier, successful, and longer engagement with the customer. 

  • Attract

The first stage is about not just attracting visitors but the right visitors.

It helps in finding consumers who are already looking for your product/ service.

Tools that help in attracting visitors are- videos, social media, digital ads, blogging, and content strategy. 

  • Engage

The second stage is about building trust and relationship with prospects. 

After visitor visits the website and converts into a lead, it is time for a conversation about their goals.

You can offer personalized targeted content via- marketing automation, email nurture campaigns, conversational bots, and lead flows.

  • Delight

The final stage is about providing a relevant and memorable experience which will encourage lasting brand loyalty.

Delighted customers can be marketed for retention.

It can be done via- conversational marketing, smart content, marketing automation, email marketing, and attribution reporting.

What makes inbound marketing challenging?

  • Marketing Teams Working in Silos

Miscommunication between the sales and marketing team can come in the way of attracting quality leads and closing deals. 

Both teams must align on lifecycle stages, revenue goals, and personas. 

Only then you can drive results.

  • Lack of Time/Resources for Good Content

Content is the key to the inbound campaign to make it work. 

Outsource content development or recycling the existing one can help. 

Optimizing social sharing strategy can also help in making most of inbound campaign.

  • Blog Doesn’t Attract Visitors

If visitors don’t land on your blog, it can have an issue with content strategy/ SEO strategy, social sharing strategy, or persona development.

  • Visitors not converting into leads

Are your visitors not converting into leads?

Without leads you can get prospects for the inbound campaign. 

Maybe it’s time to work at conversion strategy/ premium content offers/ personal development.

If the content isn’t helpful or relevant, leads won’t be compelled to convert. 

Tips for Successful Inbound Marketing Strategy

  • Smart Goals

You need to create a strategy with concrete goals.

Set your goals and then align them with buyer’s needs for focused inbound campaign.

The goals must be specific, measurable, attainable, and relevant.

Smart goals help in developing true and actionable plans.

  • Persona Development and Buyer Journey Alignment

Successful inbound marketing starts with buyer personas.

Conduct some research and consult sales/ marketing teams to understand your ideal customers and their goals.

It will also help in understanding the challenges and solutions.

Once you develop few customer personas, combine external research and current customer data for understanding the buyer’s journey. 

Align marketing and sales department for accurate and comprehensive personas. 

  • SEO and SEM

Inbound marketing needs fully optimized on-page SEO, keyword strategy, and paid search advertising.

Find relevant key search term and use them for optimizing on-page SEO.

Develop an SEM strategy for putting the right ads in front of the right people.

Continue auditing, updating, and optimizing content for best results. 

  • Content Development

You need to have a content strategy at a place for a successful campaign.

You need the right content for videos, blogs, emails, and websites.

Analyse buyer’s persona and figure out the content they want.

Create content to educate the prospects so that they make informed decisions. 

  • Email Nurturing

Once a prospect subscribes to your blog, email is an easy tool for engaging the prospects and delighting them.

They help in announcing updates and offers to exist customers as well.

The content of the email should be engaging and relevant so that it doesn’t get ignored among hundreds of emails.

Categorize the list based on persona and send targeted content for high recall value. 

Email is a good channel for connecting with inbound leads.

  • Conversion Optimization

You need to optimize your website for driving conversions.

Determine the most effective conversion pathways for each type of persona. 

By optimizing a website for conversion, prospects will be able to navigate the buyer’s journey without input from you.

Conversion optimization gives you’re your website the power to sell your product/ service.

  • Sales Support and Enablement

You need to work closely with the sales team to align lifecycle stages and close more deals.

It will help in retaining successful customers.

Create sales enablement content like case studies, demo videos, and assessments so that sales representatives can convey the value of product/ service.

What are inbound marketing tools?

You can create the right inbound strategy with the right technology. 

The following tools will help in implementing inbound strategy:

  • Content management system- CMS
  • Customer relationship management- CRM
  • Marketing automation software
  • Analytics tools

Why should you choose us?

Our team of experts can help in attracting and engaging quality leads.

Our services consist of:

  1. Evaluation of Current Inbound Strategy

We can help in finding gaps in your inbound marketing strategy.

We recommend for attracting, engaging, and delighting quality leads. 

Our content audit helps in optimizing your content for maximum value to your business. 

Our SEO audit will find technical SEO errors and offer suggestions for optimizing SEO strategy.

  1. Setting Foundation for Inbound Marketing Success

Our acceleration workshops can bring your sales and marketing teams together. 

This will help in discussing goals and challenges and plan for generating demand and scaling your business.

Our sales-ready website design helps in encouraging web visitors via conversion paths and puts them in front of the content most relevant to them. 

  1. Developing Strategic Inbound Plan

Our inbound strategists work with clients to define goals, grow marketing efforts, create search engine optimized content and drive results for generating revenue.

Our content strategists will work with the client for creating content plan which will encourage visitors to convert into leads.

Our SEO strategists work for developing editorial topics focusing on keywords.

We can help in increasing search visibility and attract the right traffic to website.

With the ongoing SEO strategy, we can help in optimizing content for attracting high-quality visitors and drive conversions. 

If you wish to benefit from the inbound marketing campaign, connect with our team. 

We can develop a full-proof strategy for the success of your campaign. 

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