Inbound marketing methodology is based on four main steps: attract, convert, close, and delight.
The differences that set inbound apart from other marketing strategies are deeply rooted in the attract phase of the inbound methodology.
All marketing strategies have some version of the attract phase, but the way Inbound Marketing works is a bit different. Let’s examine how the inbound methodology utilizes the attract phase to generate highly qualified leads.
First let’s look at the components of the Attract phase, the initial phase of the methodology. In any example of a successful inbound attract phase there are a few major components: Content with a keyword strategy, a business blog- used to establish thought leadership, and properly planned distribution strategies that allow you to get your content in front of the people who matter most to your business,.
It is important to note that planning a content distribution strategy is just as crucial as having a solid content creation strategy. After all, it’s not about the amount of traffic but about the quality of the traffic the site is attracting.
How do we draw in highly qualified visitors if we don't know much about them? If you have completed your buyer persona worksheet, you should know a lot about your qualified traffic. Creating content customized to your buyer personas will bring in highly qualified traffic opportunities.
Paired with a good distribution strategy, an in-depth research-based keyword strategy is needed to determine what your ideal customer may be searching for. This is imperative to the success of the attract phase.
In quick review, the attract phase of the inbound methodology is centered around attracting highly qualified visitors to your website using a solid keyword strategy, a content optimized business blog, as well as social media to drive traffic to the business blog and other parts of your website.
Each phase of the inbound marketing methodology is designed to maximize return on investment for both you and your customers.
The game changing conversion happens within the convert stage of the inbound marketing methodology.
Forms, calls-to-action, landing pages, thank you pages and analytics all play a major role within the Attract phase of inbound.
Forms are used in conjunction with landing pages and call-to-action buttons to capture user information. In return, your thank you page will deliver the freemium content, or content that is of enough value for an individual to trade contact information. This is the Visitor to lead conversion process—the bread and butter of inbound marketing.
Ideally, the downloadable content delivered to the ‘newly converted contact’ will be hyper targeted . This becomes possible when page performance and analytics are properly tracked.
Beware of faulty search engine optimization tactics and unpolished analytic monitoring, both of which can derail your targeting process.
Ideally, one of the main sources of site and landing page traffic will be from social media platforms. Thus, social media monitoring and performance tracking is vital to the success of the convert stage of your buyers inbound journey.
As you can see, there are numerous (and sometimes intricate) moving parts involved with inbound. Next we will explore the depths of the close portion of the inbound methodology.
Closing a sale with inbound is one of the most effective ways to approach the sales process. With the help of highly qualified leads making it to the bottom of your sales funnel, the close should be smooth. HubSpot has a great infographic that depicts the proper way to approach a sale with inbound marketing.
Inbound marketing leverages HubSpot tools like Email, workflows (marketing automation) and customized CRM integrations to track and help close sales in a manner that supports the development of the delight stage of inbound marketing.
Delighting customers into promoters of your brand is all tied together with HubSpot tools like social media publishing, monitoring, and smart calls-to-action that provide a customized feel for each of your website visitors, as well as email and workflows to aid in the continuing of content distribution.
The tactics involved in the delight stage of inbound marketing are vital to the success of your marketing mix. On average, the cost of customer acquisition is much higher than the cost to retain a current customer. That being said, delighting current customers into becoming promoters of your brand, preventing churn, encouraging community engagement and word of mouth marketing are just a few of the overall benefits of an inbound marketing approach.
Inbound marketing is a holistic approach to brand awareness, community engagement, and setting brand tone.
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