Business Marketing

What Is Inbound Marketing?

Inbound marketing is about delivering solutions and opportunities that have a positive impact on people and your business. So, how do you do that?
An inbound marketing strategy can include a number of different channels and types of content to attract prospects and customers to your website. But inbound marketing is just one part of a larger movement in the business world. It’s the foundation for the idea that it’s not enough to just attract people to your website; you have to continue to help, support, and empower them well after they become a customer. That’s how your business grows — by keeping Marketing, Sales, and Service constantly focused on how to help current and future customers.
We call this the flywheel, and the philosophies of inbound permeate and accelerate that flywheel — from Attract, to Engage, to Delight — to help your business grow faster, and better.

What is inbound?

Once people arrive at your website, your sales team can engage with them using conversational tools like email and chat, instilling continued value as they learn about your brand. Then, your customer service team can delight them long after they’ve become customers — acting as an empathetic advisor and expert on your product.
Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust. As technology shifts, inbound guides an approach to doing business in a human and helpful way. Inbound is a better way to market, a better way to sell, and a better way to serve your customers. Because when good-for-the-customer means good-for-the-business, your company can grow better over the long term.
By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.
Flywheel

Inbound Marketing Strategies

These strategies will help you effectively market to your target audience the inbound way. Below, you’ll see there are specific strategies for each inbound method of attracting, engaging, and delighting consumers to help your business grow better.

Attracting Strategies

Inbound marketing strategies that attract your target audience and buyer personas are tied to content creation and development.

To reach your audience, start by creating and publishing content — such as blog articles, content offers, and social media — that provide value. Examples include a guide on how to use your product, information about how your solution can solve their challenges, customer testimonials, and details about promotions or discounts.

Fly wheel
Attract, Engage, and Delight your Prospects.

To attract your audience members on a deeper level through inbound marketing, optimize all of this content with an SEO strategy. An SEO strategy will require you to target specific keywords and phrases related to your products or services, the challenges you solve for customers, and the ways you help target audience members.

This will allow your content and information to organically appear on the search engine results page (SERP) for the people who are searching for this information — also known as your target audience or the right customers for your business.

Engaging Strategies

When using inbound strategies to engage your audience, ensure you’re communicating and dealing with leads and customers in a way that makes them want to build long-term relationships with you. When using these engagement strategies, inject information about the value your business will provide them with.

Specific engagement strategies may include how you handle and manage your inbound sales calls. Focus on how customer service representatives handle calls from interested people and prospects. Additionally, be sure you’re always solution selling rather than product selling. This will ensure all deals end in mutually beneficial agreements for customers and your business — meaning, you provide value for your right-fit customers.

Delighting Strategies

Delighting inbound strategies ensure customers are happy, satisfied, and supported long after they make a purchase. These strategies involve your team members becoming advisors and experts who assist customers at any point in time.

Incorporating thoughtful, well-timed chatbots and surveys to assist, support, and request feedback from customers is a great way to delight these people. Bots and surveys should be shared at specific points in time throughout the customer’s journey to ensure they make sense and are of value.

For example, chatbots may help current customers set up a new technique or tactic you’ve started offering that they’d like to take advantage of. Additionally, a satisfaction survey may be sent out 6-months after customers have purchased your product or service to get their feedback and review ideas for improvement.

Social media listening is another important strategy when it comes to delighting customers. Social media followers may use one of your profiles to provide feedback, ask questions, or share their experience with your products or services. Respond to these interactions with information that helps, supports, and encourages followers — this shows you hear and care about them.

Lastly, the mark of an inbound strategy focused on delighting customers is one that assists and supports customers in any situation, whether or not your business gets any value out of it. Remember, a delighted customer becomes a brand advocate and promoter, so handle all interactions, both big and small, with care.

 

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