What is Inbound Marketing?
Gone are the days where buyers have to step out of the door to look for options. Buyers today are spoilt with excessive information beneath their fingertips.Inbound Marketing is a business methodology coined by the co-founder of HubSpot, Brian Halligan in 2005. It has revolutionized the world of marketing as people spend more time online. The inbound method to attract customers is by creating valuable content and experiences tailored for their need. Contrary to outbound marketing which interrupts audience with content they don’t want, inbound marketing focus on creating content audience are looking for. Followed by staying visible to audience until they are ready to make a connection with a brand – either to ask for advice or get a solution to solve a problem they already have.
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The Buyer Journey
Attract Strangers into Visitors
Draw you target audiences' attention to your content which answers their queries and clears their doubts. The content should be carefully created based on buyers psychology and be presented to the right audience at the right time.
Convert Visitors into Leads
Your website's content should encourage them to interact with you by offering them an asset of educational value. This may be done via a user-centric web design which converts sales enquiries to gather business information which is valuable data in today's data driven era.
Close Interested Leads
In order to move prospects down the sales funnel, you need to nurture and gather their interest by feeding them with valuable and educational information. This process is associated with lead scoring to understand those who are actively present and are ready to engage.
Delight Happy Customers
Closing a business deal is just the beginning of building a relationship with your customer. Marketing automation tools allow you to automate the process of supporting your customers in check. Happy customers are likely to share their successful relationships and this is where it boosts your business reputation.
Inbound Marketing 2.0
The HubSpot Flywheel Model
Realign entire company around customer.
From marketing touchpoints to salespersons to customer support, customer experience with a brand should be consistently good. The result: a happy customer who will buy again or will recommend your company to others.
Learn More About Inbound Marketing
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