Introduction to Inbound Marketing
Inbound marketing is the promotion of a company through content like blogs, video, eBooks, newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing. The content is designed to appeal to your ideal customers, and therefore attract qualified prospects to your site and keep them coming back for more.
You don’t want just any traffic to your site, you want the right traffic. You want the people who are most likely to become leads, and, ultimately, happy customers. Who are the “right” people? Your ideal customers, also known as your buyer persona. Buyer personas are holistic ideals of what your customers are really like, inside and out. Personas encompass the goals, challenges, pain points, common objections to products and services, as well as personal and demographic information shared among all members of that particular customer type. Your personas are the people around whom your whole business is built. Tools used to attract people to your website:
- Social Publishing
- SEO / SEM
Once you’ve attracted website visitors, the next step is to convert those visitors into leads by gathering their contact information. At the very least, you’ll need their email addresses. Contact information is the most valuable currency there is to the online marketer. So in order for your visitors to offer up that currency willingly, you need to offer them something in return! That “payment” comes in the form of content, like eBooks, whitepapers, or tip sheets – whatever information would be interesting and valuable to each of your personas. Tools to convert visitors to leads:
- Landing page
- Call to Action
Now we need to transform those leads into customers. Marketing tools to make sure you’re closing the right leads at the right times.
- Follow up email(s)
- Phone call
- Customer Relationship Marketing
- Marketing Automation
Inbound marketing is all about providing remarkable content. Once your customers engage with and delight in that remarkable content, you can potentially upsell to them. Tools to use for gauging delight:
- Social Monitoring