What Is Inbound Marketing?
Inbound marketing is customer-oriented and customer-driven. Historically, customers had to rely on businesses to provide all the information they needed. Now, thanks to the internet, customers can easily search for businesses online and do their own research. Inbound marketing aims to capture people in their journey and gently guide them toward becoming customers. The inbound marketing path looks like this:
- Attract strangers to your site with blogs, SEO and social media posts.
- Convert those visitors into leads by offering them unique content – one example is having them fill out a form to receive a whitepaper.
- Close the sale by putting them into your CRM and workflows for follow-up or by using emails specifically targeted toward them. They are now customers.
- Delight customers with content designed for them and turn them into promoters who will advocate for your brand.
The key takeaway with inbound marketing is to give your audience useful and relevant content that they want to use and share with others. Think of your marketing less as a brochure and more of an educational tool.
Why Should I Care About Inbound Marketing?
Simply put – it’s what customers want. 80% of business decision makers prefer to get company information in a series of articles versus an advertisement and 60% of consumers feel more positive about a company after reading custom content on its site. Customers have more choices than ever – anything you can do to foster a positive relationship and stand out in their mind could be the tipping point that turns them into customers.
How Do I Get Started?
We’ve put together a simple guide for getting started with inbound marketing that you can use to kick-start your strategy. If you want a more in-depth rundown, check out our BuzzCast with Ryan Carrigg of Hubspot:
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Inbound Marketing Made Simple
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