Hello friends, in this blog post we will discuss about Inbound Marketing and its steps so you can use it for your online business.
No matter what year it is marketing will always be an essential part of a brand’s promotion and success. However, marketing methods can always keep changing.
Earlier it focused more on TV ads banners and now we’ve come to the digital era. With this change, there’s one significant change the increasing power of buyers.
With the help of search engines, people can find information for almost anything. They can follow anyone on social media and watch any video on YouTube to know about anything.
All of these increase buyers’ power to choose the correct services for their needs. It eventually decreases the strength of marketing which focuses on presenting the product to the customers.
Which they’re not even looking for which we call outbound marketing. But it also increases the strength of the opposite form of marketing inbound marketing.
Hence as a brand, you need to increase your focus on the inbound form of marketing.
But before that, it is essential to understand what inbound marketing actually means it’s fundamental how it’s different from outbound marketing, and what you have to do in inbound marketing.
There are a lot of questions to answer so let’s get started.
What is Inbound Marketing?
Now what actually is inbound marketing inbound marketing is a strategy that focuses on marketing the brand where the potential customer will come be on their own.
As a search engine, daily millions of people search for their problems of search engines. In this case, if you choose to write a blog and the customer comes to that blog.
There is a massive chance that this person can turn into a prospect and then a customer. And this is what inbound marketing aims for.
It first focuses on attracting a stranger than making it a prospect. Turning the prospect into a customer and then retaining that customer.
It is drastically opposite to outbound forms of marketing. Outbound marketing involves TV commercials billboards radio ads.
When this outbound method is promoted there is no confirmation that the viewer is interested in it you can watch thousands of TV commercials but are all of them for you, No.
When you search about a subject on YouTube it’s the one thing which you are interested in it makes inbound marketing much more effective than an outbound one.
Four Steps of Inbound Marketing
After you know how both are different now it’s time to go more in-depth to understand how inbound marketing actually works. Now inbound marketing works in four steps:
Now let’s see each step in-depth and understand.
Attracting is the first step where you aim to attract your potential customers. But who is your potential customer here?
Well, this is actually the first task you have to execute here to identify your target audience.
You have to create a buyer persona it’s a data-driven analysis that helps you identify demographics interest income and many other details.
Now I’m not going to explain this in detail as we should focus on inbound marketing. After you create a buyer’s persona you know whom to target.
Now it’s the main part which is the content you’ll use content to attract viewers to your site or the platforms.
In addition, you can also run advertisements. Here the reason to create content is to help your customer wherever they are.
For example, you are a health supplement brand so your target audience would be fitter enthusiasts.
To attract this audience group you can post a blog video social posts etc. which will help them in their query.
So whenever these people search for a question on Google or a video on YouTube and if they come to your content then you successfully attracted them.
Once you successfully attract a person it’s time for the second step, Convert. Convert inbound marketing is converting a visitor into qualified leads.
Before that, your visitor was just the one who was following your social media checking your blogs maybe watching your videos.
But now you need to make it a qualified lead. And how do you do that simply by gaining contact information for the visitor?
To gain contact you can use lead generation techniques. So the first thing is creating landing pages that help you generate leads.
Also content can play a very crucial role you can create an eBook checklist or another form of content and provide this to the visitor after they provide you your contact information like your full name, your email, phone number, etc.
Once this is done we move to the next step close. This is where you convert your leads into your actual customers.
You can use email marketing to do this. You can inform them about your product you can give them an offer and a lot of other things. It eventually leads to buying your product or service.
Once done things don’t end here as we have the last step delight. You may have a question here like why is there another step when the sale is made?
Simply for two reasons customer retention and word of mouth. The customer may have purchased your product or services but that doesn’t mean their experiences will be good.
The customer may have had a complaint or need help after buying the product and how good is your post-sales support made aside of the customer is delighted or not.
Hence it’s essential to provide the best customer service. For that, you can provide calling support chat support adding a help section on your website, and email support.
If that is good then it will be easy to retain a customer. And also the customer can promote your product by word of mouth which will help you attract more customers.
So this is how outbound marketing can help your business grow in 2024. As a brand, it’s a must to focus on the inbound marketing method and get outstanding results.
Is Inbound Marketing Working in 2024
Inbound marketing is all about getting found by prospective buyers through quality and helpful content.
Unlike old times, a buyer these days, extensively search and explore all possible options before purchasing goods or services.
And there comes the immense opportunity for inbound marketing!
Through inbound marketing, you consistently create relevant, authentic, and useful contents that help the buyer take an informed decision at the end of his online research.
Three Stages of Inbound Marketing
In a buyer’s journey from thinking of purchasing a product or service to taking the final decision, there are broadly three different stages.
Explore, Consider and Decide.
Think of it this way. You have a retail store of building and construction materials.
And there could be many residential or commercial complexes in your locality that are in constant search of local retail outlets throughout the year.
Now instead of actively pushing through the brands or companies that you sell products to, consider producing blogs and short videos on the relevant topics.
This is the stage where you can help the prospect explore and find useful content that can shape his idea.
Like what kind of chemical in paint is suitable to protect the walls from heavy rain or what’s the specialty of a solution that could be used to shield the cemented walls from easily catching moistures?
Impressed by your unique and high-quality blogs or videos, let’s say on material science or the latest construction techniques.
He will frequently visit your web pages improving the click-through rates with increasingly greater watch time.
You have already been able to create a bond with the prospect and guide him through to the consideration stage. At this stage, he is a regular visitor to your website.
With many internal links between the pages, known as on-page SEO, he is more likely to move around pages to find the content that suits his need.
This content-driven value addition, at every stage of a buyer’s journey, is what builds up a long-term relationship with the prospect leading to customer acquisition.
At the final stage of ‘decide’, now that he is already convinced of the relevance and authority of your content, he is more likely to subscribe and share your content.
This is what you have aimed at with inbound marketing. Instead of making interruptive calls, sending messages, or pushing emails, you have attracted the prospective buyer with high-quality content full of information.
With him, now actively engaged in consuming your content, it’s highly likely that he would step in at your shop, the next time he is required to purchase some building materials.
So these are the Inbound Marketing Stages that will help businesses to go through.