Digital marketing is a $135 billion industry in the U.S. by itself.
Inbound marketing is a marketing strategy that has become popular as businesses see the results other companies have been getting.
Learning the inbound methodology gives your business the edge it needs to grow and flourish. Continue reading to learn how to use inbound marketing to grow your business and take your company to the next level.
What Is Inbound Marketing and Inbound Methodology?
Understanding the inbound methodology and how to use inbound marketing to grow your business helps guide you toward the development of important skills.
The skills you'll learn are necessary to generate and convert more leads. Inbound marketing is the most powerful type of marketing. It's powerful because you're providing a solution for people actively searching for a solution.
Attract, Engage, Delight
Inbound is designed to attract, engage and delight potential clients by providing value and building trust. While technology continues to develop and change the way we do marketing and sales, inbound is a way to make it more human and more helpful.
Inbound is a marketing and sales process that better serves your potential customers. Instead of interruptive ads, you're providing helpful content in various forms that allow you to become their trusted advisor. Inbound is meant to grow your business over the long-term and not just create one-off sales.
Inbound allows your business to refuel itself by either creating repeat customers or by getting those customers to get other people to buy from your business. When you "wow" your customers, they can become your own unpaid sales team.
Every customer-facing team should know how to play their part in attracting, engaging and delighting potential customers. Your employees shouldn't feel as if they have one role in this process. Providing employees with proper training on how to attract, engage, and delight is key.
Buyer Behaviors Have Changed -- Get On Board
When buyer behaviors began to change, the companies that were determined to get ahead of it used inbound marketing strategies. Companies that understand salespeople were no longer gatekeepers of information and saw the opportunity to put their content marketing strategy in front of information seekers.
Most people have gone through at least some amount of information before they speak with a salesperson in this new buying world. If they don't think the salesperson is giving them the information they want, they'll go right back to the Internet.
The openness of content on the Internet has made honesty a requirement. If you're anything less than 100% honest with your potential customers, they'll find out using a couple of deep searches online.
The more your company focuses on being a helper and a guide, the more likely you are to have success in the modern world where buyers have the power. Don't try to control buyers. Instead, provide value so they want to follow you and buy from your company.
Inbound Is An Opportunity
You may feel like everything you know has been uprooted and you have to learn how to walk all over again. Don't look at learning inbound like a setback -- look at inbound as an opportunity.
When you launch an inbound campaign properly, your content could remain relevant on the web for years to come. While you might need to refresh your content from time to time with updated stats, the initial groundwork has already been laid.
Think of inbound as a marathon. You're putting in a lot of hard work with lots of energy and effort going into content creation, networking, and more. But the major pay off may be further down the road than if you were running a sprint with a strategy like paid ads.
Inbound allows you to scale your business and speak to your ideal audience right when they need specific information.
Customer Personas and the Buyer's Journey
Two important parts of inbound are customer personas and the buyer's journey. If you don't fully understand these, you'll spin your wheels with your strategies.
Create your customer persona by gathering every piece of information about the person you serve most and best. Not only do you want to know demographic information about them like their gender and age, but you need to know what they're thinking and identify their pain points.
Digging deep into your customer persona will allow you to craft content that speaks directly to their need. You want to get into your potential customer's emotions so you can help them make a decision.
The buyer's journey is made up of different stages. These stages go from awareness to comparison to purchasing. If your content reaches your potential customer at the wrong time, it won't have the impact you want to it have which is why it's important to plan.
As you create your content, look at any areas where you have gaps. You need content for each stage of the buyer's journey. All your content should walk them through to the purchasing phase.
Learning to Nurture Leads
As you're growing your inbound marketing strategy, you'll need to nurture your leads. Setting up systems to automate follow-up processes and see when leads are ready to go into the sales process is essential to your marketing efforts.
Inbound is a smarter, more helpful way to market to your ideal clients. You'll become a trusted advisor that they're more than happy to learn from when the time comes. But only if you execute your strategy properly.
Some leads may not convert for a long time so make sure you have a long enough nurturing plan set up, so you don't miss out on conversions.
Growing Your Business with Inbound Marketing
The more you learn about the inbound methodology, the easier it is to understand how and why this strategy works so well.
If you want to learn more about inbound, find out what we advise for your company's strategy and more. Schedule a 30 minutes call with us today.