It focuses on the customer through providing solid information at every stage of the Buyer's Journey.
Through effective use of the Inbound Methodology, you are able to attract strangers, convert them into quality leads, turn them into valued customers, and delight them with customer service and further valuable content.
But, why do this?
Because it works.
Outbound (the precursor to Inbound) is interruptive and outdated.
It doesn't appeal to the prospective client.
Since most customers research products and services before buying, Inbound appeals to that trend by giving them the knowledge and information to confidently make their decision.
Check out these facts and this case study for a quick refresher on why you should choose inbound marketing.
Now comes the best part - How to use this strategy for your success!
Implementing Inbound Marketing strategies for companies is, quite literally, our business.
As an overview, you want to walk your prospective buyers through the Buyer's Journey and finish with an established relationship that continues delighting them.
The Buyer's Journey is the process a consumer takes leading up to the sale, and it's broken into three areas: Awareness, Consideration, and Decision.
Awareness- Where the buyer notices the problem he or she has. In this stage, they are aware they have a problem, but they don't know much about it. This is where they typically begin researching their problem to learn more about it.
Consideration- Where the buyer is researching solutions. In this stage, the visitor or lead is gathering information on solutions to their problem, and have found your relevant, valuable blogs or eBooks.
Decision- Where the buyer has decided on his or her solution. In this stage, the buyer is a lead or a customer because they have read through your content and have found your product to perfectly solve their need! This means that they are moving looking to move forward with your company and become a customer.
Let's walk through an example to see how that plays out:
Your name is now Gursh and you sell fire.
Despite Grug stealing your fire idea and trying to sell it as his own, you are determined to outsell him and get way more pelts and pretty rocks than that scalawag (basically capitalism).
How do you do this? Well, you decide to make a long-term investment in your Inbound Marketing strategy.
After extensive research, you decide to market in the form of blogging at your ideal customer (in this case since fire is sooo hot right now that would be everyone).
So you produce blogs aimed at Attracting the customer. You write about the problems people have and ways to solve them.
Things like "How To Actually Cook Your Mammoth." and "The Best Ways To Fend Off Feral Beasts".
This gets them interested because you're informing them about their problem. Your information is relevant and valuable.
From there, you Convert them into leads on your website! Things like subscription forms and landing pages help with this.
Now that they've filled out some basic contact info, you move forward with an eBook talking about how fire is great for their common problems, "6 Ways To Incorporate Fire Into Your Next Pillage!"
At this point, your ideal customer realizes that fire answers all of their problems, and they're ready to move forward.
Luckily, your inbound strategy includes following up with information and sales interest, and you successfully Close the sale.
But you're not done yet!
Lastly, you contact them after they've received their product, and asked for a product review that you'll reward with more content about fire's uses or more relevant products you have (this wheel thing is gonna be big).
This is how you consistently Delight your customers.
You've attracted them with blogs, converted them into leads with an ebook, closed the sale by great sales nurturing, and continued to delight them with content offers!
Great job, Gursh!
This is a great example of how to apply a great Inbound Marketing strategy.
Here are a few things to keep in mind:
Stick with it! Despite rarity in overnight inbound success, the average lead cost decreases by 80% after 5 months of investing in consistent Inbound Marketing.
Inbound isn't focused on your product. While your product is a big part, Inbound Marketing focuses on the customer and solving their problem with your product.
You're never really done with this process, because customer delight is a priority, and it will prove itself as your best business promotion.
Inbound is the modern way to effectively market, and grow your business.
Success doesn't happen overnight, but with dedication, persistence, and proper use of the Inbound Methodology, you will see your company rise to the top.