What Is Inbound Marketing?

What Is Inbound Marketing?
What Is Inbound Marketing?

The Most Effective Way of Marketing in Cyberspace

What Inbound Revolves Around

Content Creation

Answer potential customers’ questions and concerns through shareable, targeted content.

Lifecycle Marketing

Gain lifetime customers by delighting them back into the marketing funnel using marketing automation.

Personalization

Create custom campaigns that fit your customer's’ needs, providing them with quality content in a time and place that best suits them.

Integration

With everything working together, you’ll be able to focus on monitoring your campaign and creating unique content.

The Buyer's Persona and Journey

Awareness
Consideration
Decision
Delight

Before you start marketing, you have to know who you’re marketing to. The buyer’s persona is just that—a detailed look at your target demographic. Rather than focusing on one vague demographic, inbound marketing encourages businesses to identify their ideal customer (or customers!) and get to know more about them in order to send them on a buyer’s journey that answers the specific questions they have.

When creating your buyer’s persona, put yourself in their shoes. What are some questions and concerns they may have when it comes your product or service? How are they currently getting their information about your industry? Do they already have a go-to business? What social media platforms do they use? Do they have kids? Collecting both demographics and personal information about your target consumer allows you to expand upon your buyer’s persona and create a complementary buyer’s mindset that gives you a holistic idea of what they are really like, giving you the leading edge when marketing to them.

Once you’ve created your buyer’s persona and mindset, you can then send them on a buyer’s journey that makes them aware of a problem they have, gives them the tools to consider a solution, encourages them to make a purchasing decision, and reinforces their relationship with the business by delighting them with ongoing experiences.

user persona inbound marketing

Inbound Methodology

Attract
Convert
Close
Delight

In order to reach inbound bliss, you must take four actions to turn your visitors into leads, and your leads into customers: attract them to your website, convert them to a lead, close the sale and delight them afterwards. Using this methodology (combined with powerful marketing software) you can reach your target customer and keep them coming back for more.

Attract

This is where your buyer persona comes in. You don’t want to attract people to your website that have no reason to be there. The more people you can get in front of your content that have a real need for it, the better. This makes it more likely that visitors to your website will become a highly qualified lead.

Use these tactics to attract the right people to your website:

  • Keyword Research and Evaluation
  • Conversion-Optimized Website Pages
  • Unique, SEO-Friendly Blog Content
  • Social Media Publishing
Strangers

Encourage the right visitors to gravitate to your website through blogs and social media.

Convert

To convert the customers you’ve attracted to your site into leads, you have to have the right tools in place in order to start collecting contact information. Premium content, such as e-books, white papers, videos, infographics and other content that goes above and beyond a simple blog post, are great materials to offer your website visitors in exchange for their email addresses and other valuable bits of information.

These tools can help you convert your visitors into leads:

  • Short, Simple Forms
  • Landing and Thank-You Pages
  • Enticing Calls-to-Action
  • Organized Contact Databases
Visitors

Transform your visitors into leads by offering them out-of-this-world premium content.

Close

Now that you’ve collected their contact information, it’s time to nurture those leads into customers. To do so, you can use the information you’ve collected to get a better idea of where they are in the buying process, and push them into personalized lead-nurturing email campaigns. Timing can be everything when it comes to closing a sale, and the inbound process gives you the information you need to be able to contact a prospect at the perfect moment.

Close sales faster using these marketing tools:

  • Marketing-Qualified Sales Team Alerts
  • Ongoing Campaign Optimization
  • Automated, Lead-Nurturing Emails
  • CRM System Integration
Leads

Use automated workflows to nurture your leads into customers at the speed of light.

Delight

Content is king when it comes to inbound marketing, and it’s important throughout the inbound process. But once you close the sale, that doesn’t mean you’re done creating valuable content for your customers. Now’s your chance to get to know what kind of content your customers enjoy the most, and by focusing on personalized content, you’ll delight them into coming back for more.

Turn your customers into promoters of your business using these tactics:

  • User-Friendly Surveys
  • Smart Calls-to-Action
  • Social Media Engagement
  • Personalized Emails
Customers

Keep them in your orbit through customized content and ongoing experiences.

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Want to Learn More About Inbound Marketing?

Find out what you’re already doing right and what more you can be doing for your business through inbound with our free e-book.

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