Fact: Customers are taking control. In recent years, the power of the buyer has grown. Gone are the days where old-school marketing tactics alone – think cold calling and direct mail – generated a business's top leads.
For customers turned-off by the interruptive approach, wouldn't it be great if there was another angle: a subtle way of reaching your customers while they're making purchasing decisions?
At Bate Brand, we have recently adopted the Inbound methodology – familiar to some as Permission Marketing - both for ourselves and for a number of our clients. Used in cohesion with more traditional marketing methods, design and print, the added benefits of Inbound seem endless. But what actually is Inbound Marketing?
Inbound Marketing attracts your ideal customers with useful content, catching website visitors at each stage of their buying journey. By populating channels like blogs and landing pages with helpful content, you consequently build trust and excitement in your brand.
The Inbound methodology can run on a fully automated basis using advanced software for marketing, sales and customer success with a CRM (Customer Relationship Management) system at the core. While there are several platforms out there, we work with HubSpot, the pre-eminent provider of Inbound Marketing software.
Why does this matter?
The buying behaviour that set off the Inbound movement has spread throughout the whole customer experience. If you hadn't noticed, the way customers interact with a business has changed, and is continuing to evolve at a rapid pace.
It's more important than ever to keep up with buying trends and the Inbound methodology allows you to grow your business in a clever, fast and strategic way that puts pleasing your customers at the centre of all your marketing efforts.
Is Inbound right for you?
The Inbound methodology is a tried and tested method that draws customers to your business through digital marketing. In fact, businesses are 3 times as likely to see a greater ROI (Return on Investment) on Inbound Marketing campaigns compared to those that use outbound or traditional techniques. But is it right for your business? Inbound Marketing is perfect if you are:
Sales or Marketing Professionals
With the Inbound approach, your sales team can spend more time selling as the best qualified leads are delivered straight to your team. As buyers increasingly block outbound marketing methods, it's harder than ever to get your efforts heard. With Inbound, leads are attracted to you by your helpful and relevant content.
A Business Owner
As a business owner, you want to increase profit. The Inbound process attracts the best quality leads to your business autonomously, meaning you or your sales team can spend less time chasing prospects, and more time talking to hot leads and customers.
How it works
Before you start implementing the Inbound approach, there are two important concepts to consider:
1) Understand the 'Buyer's Journey'
2) Identify your 'Buyer Persona'
Gaining an awareness of how customers buy and who your customers are will help you immensely in tailoring your content to the right audience, and projecting this in the right way. We'd recommend thinking about these early on and, of course, this is something we can work on with you.
The Inbound Methodology
You've grasped the Buyer's Journey and nailed your Buyer Personas. It's time for the Inbound methodology.
To implement a successful Inbound strategy, the Inbound methodology states that there are four stages marketers must recognise as the customer navigates their buying journey:
Attract, Convert, Close and Delight.
Ideally, you want every website visitor to turn into a customer! To attract the right customers you should post relevant, must-read content at the right time, and in the right place to get prospects engaged.
You have attracted website visitors, so the next step is to turn those visitors into leads. Whether it's through messages, forms or meetings, open up a discussion in whatever means works best for the customer. Once you're in touch, answer their queries and provide relevant content that is interesting to your buyer personas.
The moment has arrived. You’ve attracted the right visitors and converted the right leads, but now you need to turn those leads into customers. We'll help you use email and marketing automation to nurture leads based on expressed interested and analyse your marketing efforts using closed-loop reporting.
You won your customer and they're delighted with your service. Hurrah! But the journey isn't over. Keep engaging with your customers after the work is finished, and you'll be first choice next time they need your product or service.
So, there you have it - the fundamental elements of Inbound Marketing.
At first, many businesses may find it useful to implement elements of the Inbound process, whilst still retaining some traditional marketing techniques. This is the beauty of Inbound Marketing: it can be easily integrated into your current strategy, and used as much or as little as you need.
If you would like to find out more about Inbound Marketing, or how Inbound techniques could be incorporated into your business's strategy, please email the Bate Brand team at email@example.com or call 01983 810505.