Inbound can easily be misunderstood as a type of marketing where you create blog content and publish eBooks, but those are just some of the tactics that can be used when following the methodology.
The inbound methodology is about aligning your marketing, sales and customer experience as a whole to the way that humans want to be communicated to.
It is not interruptive, unlike the vast majority of business communications and marketing messages. It is about being there when a someone needs you.
People are constantly evolving and part of that evolution is our attempt to block sales and marketing messages from brands. Inbound recognises this, and the tactics used to reach people are constantly evolving.
Content, does play an important part in the inbound methodology, as it is through content that brands can be helpful to people at the right time, in the right place and in the right format.
The Inbound approach covers each step taken, tool used, and lifecycle stage of the buyer travelled through on the road from stranger to customer.
Inbound recognises that before a potential customer is interested in your product or service, they are first trying to solve a challenge or find a solution to a goal. And so there is no use in basing your entire sales and marketing strategy around the features and benefits of your product or service.
Rather, it is more effective to base the majority of your sales and marketing strategy on addressing early buying triggers and engaging with the ideal buyer persona in order to create awareness of your brand.
The Inbound Methodology is comprised of four distinct phases; attracting visitors, converting visitors into leads, closing leads into customers, and reducing customer churn (or increasing lifetime value) with retention focused campaigns driven by compelling and genuinely helpful content. Our strategy at any given point in time will focus on the phase that we collaboratively determine will be of highest impact.
The Inbound Marketing methodology covers each step taken, tool used, and lifecycle stage of the buyer travelled through on the road from stranger to customer.
The methodology acknowledges that inbound marketing doesn’t just happen, you do it. And you do it using tools and applications that help you create and deliver content that will appeal to precisely the right people (your buyer personas) in the right places (channels) at just the right times (lifecycle stages).