In today’s world, the customers hold immense power. They have multiple options to choose from along with having more control of the buying process. The world has turned into a global village making it a whole big market and increasing market saturation. Thus, the fight for the time and attention of the customers continues. Inbound Marketing is the standard method to reach potential customers nowadays. In order to keep up with today’s trends, Inbound is an approach used to get an established brand image, convert and retain more customers and be ahead of competitors. Content is what holds most of the importance here and is used to capture the customer market. Before getting deep into the content strategies of inbound marketing, let us define what is actually is.
Inbound Marketing is a methodology used by businesses in order to attract potential prospects and customers by creating informative and valuable content along with experiences tailored specifically for them. It further establishes connections with customers and addresses issues they are already experiencing by providing solutions to their problems. Blogging, SEO and social media marketing are the techniques involved in reaching out to the right audience through relevant and helpful content.
At first, the inbound marketing methodology was represented by a funnel where customers used to enter from the top as prospects, moved from marketing to sales and then convert into customers by flowing out from the bottom. Later, the model changed from the funnel to more customer-centric flywheel putting customers at the center point.
The method of growing your business by establishing long-lasting, meaningful relationships with prospects, customers and consumers is known as the inbound methodology. It is all about empowering and valuing the people and helping them reach their goals with their journey with you. Because, when your customers succeed, you succeed. There are 3 stages of the inbound methodology/strategy. These are named as:
The attract stage of the flywheel emphasizes on attracting the right visitors to your website. This point is the start of the customer journey where most of the people will be unknown to your brand. Here, the customer will be beginning to rationalize and validate the need that they are attempting to address during this period.The focal point is delivering content that holds value and is emotive is nature. It should recognize the consumer need, illustrate empathy and understanding, along with introducing the consumer to your brand. This will pique the interest of your customers, make them more curious, and prompt a reaction or an action to learn more. Through platforms like social media, blog pages, email marketing etc. one can draw in more prospects by sharing informative and value-added content. Customer understanding is what you require at this stage. For creating content that converts you need to more about the target people other than their demographic location. Thus, you need to create buyer personas. SEO is another aspect to focus alongside. People search out their queries through specific words known as keywords. They have a greater impact, so keeping these keywords in mind you can attract a good volume of customers. Well, this is just the start for now.
Engage stage is next. Here you get along with your prospects by guiding them through the consideration and decision stages of their buyer’s journey. This can be done by providing resourceful insight and expertise on the topic. Here, you have to let your prospects overcome their challenge by navigating various possible solutions and considering multiple options. Controlling the narrative alongside providing information is the key. Moreover, making your customer learn about you more by getting facts from your side will help them put more trust in you. Webinars, blog posts, websites, guides, reviews and top tips can be considered some channels that can deliver your content with accuracy and get you more customers. The content must be appealing enough to make your prospects react to it. Another pro tip is to add a CTA (call-to-action) button for your prospects to reach out to you with ease. Nobody likes someone who is playing hard to get. Moreover, these CTAs like “buy now” or “reach out to us” will set a path for your customers to follow as they make their way across the buyer’s journey.
The last stage is Delight. It emphasizes on giving a remarkable experience for your customers. Most of the time, sales and marketing department think that their job is done after the sale but it is not true. You have to delight your customers as per stated, throughout the buyer’s journey. Review emails, surveys, new product updates etc. are some ways to delight your customer base. Up till now, you've used content, SEO, and social media to draw users to your website. Secondly, by using forms, long-form content, and other conversion chances, you turned those visits into leads. Next, your sales staff closed your leads by utilizing their CRM, processes, and lead scoring methodologies. Delighting your customers while they are still in the sales pipeline and even after the sale improves brand loyalty. It makes them your regular customer which means they will want to purchase from you over and over again if they are satisfied and have received a good experience. Thus, it is said that an existing customer spends more and costs way less than attracting a new customer.
Once you have been successful in attracting, engaging and delighting, the cycle begins again. By the end of the sale your customer will probably have a good knowledge about you and a positive image as well. They would for sure think of you while making a purchase if they have a good experience with you. Inbound marketing’s key elements help you understand your customer’s needs at each part of the buyer’s journey. At the same time, you can enable your brand to target them successfully based on the positive perceptions of your company you have created through your marketing activity. By mastering the inbound marketing cycle and repeating it on a continuous basis you can ensure customer sales and satisfaction. Databeys CRM Consultants are experts at inbound marketing. We can assist you in devising a fool-proof strategy just for you that will help you grow your bottom line.