Inbound Marketing The best way to turn people that know nothing about your business into customers and eventually promoters of your brand.
Inbound marketing focusses on attracting customers through relevant and helpful content and interactions. Importantly, these interactions are not interruptive. This means that potential customers find your content because it’s what they’re looking for. It’s not about shoving content under their noses if they want it or not.
By creating content that addresses your ideal customers’ needs at the different stages of their buying process, inbound marketing builds trust in your business, gives it credibility, and attracts qualified prospects.
Inbound marketing has been proven to be the most effective marketing method for online business.
We focus on creating and publishing high-quality content that draws people into your company’s online brand and product presence. This is where people are happiest when they’re looking for information and solutions. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.
Our key to success is to match the content we publish for our clients with their ideal customers’ needs and interests. Over time, this means that our clients will attract inbound traffic that they can:
Convert – turning website visitors into leads.
Close – turning leads into customers.
Delight – turning customers into promoters.
How Inbound Marketing Works
To work effectively, inbound marketing needs the following ingredients:
Content Creation & Distribution: We create highly targeted content (e.g. blog posts, infographics, white papers, videos, podcasts, etc.) that answers the questions that our clients’ ideal prospects’ and customers’ are asking. We then publish and share that content as far and wide as possible to reach as many people as we can.
Lifecycle Marketing: Our ultimate desire is to create promoters of our clients’ businesses. However, promoters don’t just appear overnight. All promoters start off as strangers, visitors, contacts, and customers. We use a wide variety of specific marketing actions and tools to help turn those strangers into promoters.
Personalisation: With sophisticated intelligent marketing platforms we can tailor the content published on our clients’ websites to the wants and needs of the people who are viewing it. This makes each user experience more relevant and more effective. As we’re constantly testing and learning from customer interactions, we can also improve the personalisation over time, constantly making the process more successful.
Multi-Channel: By its very nature, inbound marketing is a multi-channel approach. This is because it reaches people where they are, in the channel where they want to interact with our clients. So it integrates channels like PR, SEO, pay-per-click advertising, conversion rate optimisation, social media, email marketing, and personalised sales techniques.
Integration: The integration of content creation, publishing and analytics tools makes this whole process not only extremely effective but also very efficient. This means that we can focus on publishing the right content in the right place at the right time.
Who is Inbound Marketing for?
As you will have gathered, inbound marketing is a comprehensive multi-channel approach that relies on the regular production and publication of strategically planned awesome content through a sophisticated digital marketing platform.
This means that it required a lot of expert man-hours (or lady-hours) to effectively plan and execute. It also requires the integration of systems and use of paid-for online marketing platforms.
Because of this, we recommend it for the most ambitious of our clients. The clients who really want to grow their businesses and can invest in this comprehensive approach over the long-term.
The approach works across any sector, but it works best where the sales cycle is between 1 week and 1 year, and the purchase is a considerable one (e.g. over $500).
Inbound Marketing Statistics Inbound Marketing is an extremely effective and proven way to sustainably grow businesses. Take a look at some of the latest statistics.
Companies that published 16+ blog posts per month got almost 3.5X more traffic than companies that published 0-4 monthly posts.
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.
Lack of resources, such as staff, funding, and time, remains the biggest obstacle to successful lead generation for 61% of B2B marketers.
63% of marketers say generating traffic and leads is their top challenge.
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