Inbound Marketing: What Is It, And How Can It Benefit Your Business?
Are you familiar with core memories?
If not, let me enlighten you.
A “core memory” is a concept coined in the Pixar film “Inside Out.” Core memories are formed when a person has an experience so pivotal that it is imprinted into their memory, eventually coming to define one of their behavioral traits. In the film, they’re depicted as being stored in our brains as glowing orbs.
So nowadays, when someone says that they’ve “got a new core memory,” it means they’ve experienced something so awesome that it will stick with them for a long time.
Wouldn’t it be nice for your business to have that same impact? Imagine all your customers talking about your brand like it’s one of the best things ever.
Luckily, all of this can be achieved by successfully implementing an inbound marketing strategy.
In this blog post, we’ll define inbound marketing, go over it step-by-step, and finally discuss how it can benefit your business. Let’s get started!
What Is Inbound Marketing?
Inbound marketing is an advertising technique meant to create valuable experiences for consumers. Essentially, by providing your target audience with unforgettable moments, you’ll compel them to come back and buy from you again.
And since buyers are heavily influenced by their emotions, if you attract them with relatable content that tugs at their heartstrings, then you can sate their need for positive, uplifting feelings.
How Do You Do Inbound Marketing?
For an inbound marketing strategy to be successful, you’ll need to execute a four-step process: Attract → Convert → Close → Delight
Step 1: Attract
Don’t typical relationships start with attraction? The same rules apply for inbound marketing!
Your first goal should be to pull in people who can turn into paying customers. And creating quality content is the most effective way to go about this!
Here are some tips:
Be more active on social media
Step 2: Convert
Once you’ve caught the eye of your potential customers, it’s time to convert them into “marketing qualified leads.” (MQLs). This step leans more towards lead nurturing. So that means you have to get some contact information out of them.
Here’s where it gets interesting—these people won’t willingly give you personal details unless they get something first. Ideally, you should provide them with valuable content that compels them to make the exchange.
Here are some examples:
Combine this with an intuitive landing page or a creative call-to-action (CTA) and you should be good to go!
Step 3: Close
Next, you have to “close” your leads and turn them into paying customers. Because this step is all about your consumer, it’s essentially a combination of sales and marketing.
Pro tip: you may want to look into email and marketing automation for this step, because these strategies might just push these people in the right direction.
Step 4: Delight
What separates inbound marketing from other strategies is this: you don’t just forget about your customers once they’ve bought from you. You want to establish brand loyalty here, so you shouldn’t stop showing your customers that they mean everything to you.
Start with consistent online interaction. That way, your business can pop up on their phones just like a text from their friend. Social media mentions, email and marketing automation will prove extremely useful in this regard.
And as mentioned previously, consumers are typically swayed by their emotions. So if you delight them, you’ll not only increase the chances of them buying again—you may even get new customers out of the people they’ll discuss your business with!
Why Is Inbound Marketing Beneficial to Your Business?
Now that you know how to do inbound marketing, let’s go over why you need it in your game plan!
Benefit #1: Reduce Your Expenses
A lot of marketing strategies can work wonders, true. But they’re even better at consuming your budget. So do yourself a solid and ditch them in favor of inbound marketing!
Inbound marketing will cause you to spend more cautiously, saving you a ton of expenses and potentially getting you a higher ROI over time.
Benefit #2: Increase Your Level of Trust & Credibility
Approximately 85% of consumers do some research online before they buy something.
So when you compel people to do their own research and find your business on their own, you’ll appear a lot more credible.
Inbound marketing practices, such as producing valuable content, increase the level of trust between you and your consumers—while decreasing their doubts about your company.
Benefit #3: Acquire Data to Improve Your Products
By consistently engaging with your audience online, you’ll also have the chance to pick their brains!
So ask them how they feel about what you’re selling. Then use their feedback to improve your service and make your business even more unforgettable!
The Final Word
And there you have it!
With inbound marketing, your business won’t just be an ordinary business—it will be a “core memory” that will live in the hearts and minds of your consumers… forever!
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Thanks for reading!