Inbound marketing is a technique for making customers to products and services via content marketing, social media marketing, search engine optimization, and branding. Inbound marketing builds trust by providing potential customers information they value via company sponsored newsletters, blogs, and posts on social media networks.
Compared with outbound marketing, inbound reverses the relation between business and customer. In fact, while outbound marketing will push the product through varied channels, inbound marketing creates awareness, engages new clients with channels like blogs, social media, etc. In comparison to outbound marketing, where marketers seek to find customers, inbound marketing earns the attention of customers and makes the company easy to be found.
Inbound marketing offers many benefits. When used effectively, it can:
The inbound methodology is composed of three stages: attract, engage, and delight. Inbound businesses use the methodology to build trust, credibility, and momentum. It’s about adding value at every stage in your customer’s journey with you.
One of the most significant distinctions between outbound and inbound marketing is the fact that “if traditional marketing is betting on those people, inbound is betting on that person”. it means that businesses using inbound marketing know better which are the people they are dealing with. The buyer personas are the identikit of our ideal customers. Only through them can a company know which is their ideal target and which channels they have to use to reach it. Attract does not mean attracting random people; companies want to attract the right people at the right time with the right content. Building a company on the buyer personas, one can define which are the beliefs, pains, hobbies etc. of our customer and on their basis one can create the right content to attract visitors on one’s blog, social, YouTube channel etc.
After attracting the visitor on their website, for example, a company will be ready to convert him/her into prospect gathering his/her contact information. Emails are the most valuable information for an inbound marketer. The inbound marketer wants to attract the right visitors, so they will exchange a tutorial video, an ebook or something valuable for the customer so he/she will be glad to give his/her email in return.
Once the desired knowledge is collected, it is necessary to remain in contact with the prospects.
After attracting the fan, turning him into prospect, and letting him buy something from the business, the business has to stay in contact with their client, continuing providing useful and valuable content with the goal of doing some upselling.
The first and most vital part in creating compelling content is to seriously understand what your target customers want to learn about.
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