• Bright Black

Inbound Marketing

Updated: Oct 29, 2020

Inbound Marketing is a focused, holistic, data-driven approach to marketing that attracts individuals to your brand, growing your business by creating strong and lasting relationships with prospective consumers and your customers. It's about providing value for these people at every stage of the buyer's journey, by offering solutions as well as your product/services.

The inbound methodology can be applied in three ways:

  1. Attract: drawing in prospects by offering valuable content and engaging with customers in a meaningful way to build a relationship where they engage with your brand as a trusted advisor.

  2. Engage: offer insights and solutions that align with their pain points and goals so they are more likely to buy from you. 

  3. Delight: provide support beyond the point of sale to help your customers and make the experience enjoyable and more likely to purchase again and promote your brand to others.

When customers have a successful experience and share it with others, it attracts new potential prospects to your business. This creates a self-sustaining loop of growth for your business and serves as a strong foundation for developing your flywheel.

What Is the Flywheel?

Growing momentum in your business is the core function of the Flywheel business model. It is achieved by offering and prioritising the delivery of exceptional customer experience. By investing in strategies that acquire and retain customers you are investing in forces that build your momentum. Whereas, friction slows momentum, and is most often occurs when there is poor communication between team members seeking to resolve customers issues.

Inbound marketing methods can help to reduce friction by taking a holistic approach that incorporates elements of marketing, sales and customer service to streamline the customer experience.

Once enough customers have been attained, engaged with and delighted, they continue to generate the momentum of your flywheel as they promote your product, service, and/or business. By bringing new customers to you through their promotion, the cost per acquisition for new customers decreases. Win!

Inbound Marketing Strategies

These strategies will help you effectively market to your target audience the inbound way. Broken down into specific strategies to improve your current methods for attracting, engaging and delighting customers.

Attracting Strategies

Inbound marketing strategies that attract your target audience and buyer personas are tied to content creation and development.

Start to create and publish appealing content that provides value to your consumers, in order to increase your audience reach. Different types of content can include blog posts, social media content, video, infographics, customer testimonials current industry trends, and special offers.

Optimize all of this content with an SEO strategy and reach your audience on a deeper level. This is done by developing and implementing keywords and phrases about your business, product or service that customers are likely to search for. Improving the likelihood your business will be one of the first to appear in organic search results.

Engaging Strategies

When engaging with your audience using inbound strategies, building longterm relationships should be the goal to remember during any communications and dealings with leads and customers. Focus on providing information on how your business can provide value for your consumers.

Specific engagement strategies may include how you handle and manage your inbound sales calls, chatbots to provide instant assistance and marketing automation for streamlined communication of information.

Additionally, be sure you’re always selling solutions rather as well as your product to ensure the deals are mutually beneficial to your customers and your business. It's all about providing value.

Delighting Strategies

Delighting inbound strategies ensure customers are happy, satisfied, and supported beyond the point of purchase. These strategies involve your acting as advisors and experts to assist customers at any point in time.

Incorporating thoughtful, well-timed chatbots and surveys to assist, support, and request feedback from customers to provide instant solutions on common questions and improve your service in the future. Sharing these at points along the customer journey ensures they receive value through the whole process.

Identify where the best points to provide these services to make sure it makes sense to the customer. Such as chatbots at the beginning and during and after the purchase to assist them in making a decision and if they require assistance with your product post. And surveys a couple of weeks after receiving and having time to implement the product to receive feedback on their experience and review ideas on how to improve it in the future.

Social media followers may use one of your profiles to provide feedback, ask questions, or share their experience with your products or services. To show you care about your customers respond to these interactions with information that helps and supports them. It can also encourage followers as it provides an opportunity to nurture them.

Finally, your business may not receive any value in the short term from implementing delighting inbound strategies. However, a delighted customer will likely become an advocate and promoter of your brand, steering others towards your business and increase the likelihood of future conversions. No issue is too big or too small when you take a customer service-centric approach.

Want to capitalise on inbound marketing? This is where we come in. Connect with us to maximise your marketing efforts. Creatively Led, Data Driven and Sales Focused. We get you, and we get the results.


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