Inbound Marketing Explained
Inbound Marketing Explained Driven by Hubspot
The traditional From the traditional (B2C) funnel analogy, where prospects Marketing Funnel... move through the stages linearly, with a % dropping out at each stage, is no longer adequate. Check out: https://www.mckinse y.com/business-func tions/marketing-and- sales/our-insights/th e-consumer-decision -journey
In both B2B and To a circular model... B2C businesses, the decision making process is now a circular journey with four phases:1) initial consideration; 2) active evaluation, or the process of researching potential purchases; 3) closure, when consumers buy brands; and 4) postpurchase, when consumers experience them.
With Inbound, the The Inbound Methodology - specific focus is on attracting customers through educational content. We must create, not interrupt, content that our prospects want. We must enable customers to find us through channels such as blogs, search engines, and social media.
1. Attract Blogging A blog is the single best way to attract new visitors to our website. The key is to create educational content that speaks to them and answers their questions. Content Strategy Attracting more of the Our customers begin their buying process online, usually by searching to find something they have right customers with questions about. So, we need to make sure you’re showing up when and where they search. relevant content at the right time – when Social Media they’re looking for it. Social media allows us to share valuable content, engage with our prospects, and put a human face to our brand. We must interact on the platforms where our ideal buyers (B2B marketers) spend their time.
2. Convert Landing Pages, Forms, and meetings Get visitors to fill out their information through an optimized form on a personalised landing page, and give prospects an easy way to book meetings without the back and forth. Messages Chat with site visitors, and connect with the right people at the right time. Make chat conversations a natural part of your sales process. Messages helps sales teams connect with the right people right when they’re most engaged. The next step is to convert those CRM attracted visitors into leads. Keep track of the leads in CRM, a centralized contact database. Having all data in one place helps to make sense of interactions with contacts and optimize future interactions to more effectively attract, convert, close, and delight our ideal customers.
3. Close Pipeline Management CRM allows us to analyze just how well marketing and sales are working ogether. Lead Nurturing Each lead should be nurtured according to their interests and lifecycle stage. Pages they’ve visited, content and whitepapers – all these indicate shifting interests. Good nurturing adapts messaging to Transform those stay relevant and makes winning new customers faster. leads into customers Email Email drip campaigns focused on useful, relevant content can build trust with a prospect and help them become more ready to buy.
4. Delight Customer Success Our customers can be our biggest fans or worst detractors, and it all comes down to how well we understand them and if we’ve helped them succeed. Targeted Content No one wants a sales pitch when they've already bought. Smart content makes sure you don't If we make our show loyal customers CTAs or content meant for first-time buyers. customers successful, they Conversations will buy more, stay longer, refer Manage, collaborate, and respond to customer messages, from any channel. their friends, and be happy to tell the world they love us.
At the heart of it all...Content Creation! - Seek to create a content culture...from CEO to intern
