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Top 3 Fundamentals Of Inbound Marketing

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Inbound Marketing ! What is it ? As per HubSpot inbound marketing is a holistic, data-driven strategy that involves attracting and converting visitors into customers through personalized, relevant information and content, not interruptive messages, and following them through the sales experience with ongoing engagement.

Traditional marketing may be interruptive and marketer-centric, whereas Inbound marketing is about empowering potential customers. It is marketing focused on getting found by customers, it is being part of a conversation where the customer gets helpful & relevant information as per his/her requirement. Inbound marketing is about drawing people ” in ” which is why it’s called Inbound!

To use Inbound marketing techniques to get more customers we should follow the fundamental phases as below:

Top 3 Fundamentals of Inbound marketing

Top 3 fundametals of Inbound Marketing

Top 3 fundamentals of Inbound Marketing

1) Attracting audience

  • To Attract audience also means reach building , in this phase there are several ways by which we can build reach and increase our presence. Below are some methods which are used in Inbound & Outbound marketing
  • Outbound marketing

    Buying attention

    Cold Calling

    Direct paper mail

    Radio

    TV Advertisement

    Sales flyers, telemarketing

    Events


     

    Inbound Marketing

    Blogging

    Search Engine Optimization

    Search Engine Marketing

    Generating Email Opt-ins

    Social Media Communities

    Content Marketing, webinars

    Videos, White papers


  • As per the above lists we can imagine that in traditional marketing , or outbound marketing the focus is on following the customers wherever he/she is and interrupting them with marketing messages and also paying for it. Like suppose we are watching our favorite weekly serial or a cricket match on TV and in-between regular intervals we see unwanted interruptive commercials of different brands and products , here advertising companies are paying huge money to the TV channels for getting our attention, this is similar with radio advertisements also. Other than this many of us also get annoying telephone calls from unknown sellers, who try to sell us Bank loans or credit cards , while we are busy working or doing something really important.
  • Whereas in inbound marketing to attract audience or for reach building, different techniques are used and these are quite opposite of traditional marketing. Basically as per the above list inbound marketing is all about interest based information, if we are interested in a specific topic or if we are searching for specific information about certain product or services we go to google and just search for it. Mostly the first thing that comes up in the search result are blogs , and blogging is a form of inbound marketing technique.
  • Other than blogging if we can do some changes and optimize our website, the search engine starts believing in our website for a certain set of keywords or search terms and shows our website at the top of the results organically which helps in increasing the audience.
  • As search engine optimization takes some time in giving us results, most companies do not want to wait and so they use search engine marketing (SEM) methods like PPC or AdWords to get instant audience. In SEM we have to pay AdWords to show our ads when someone searches for a specific keyword which is related or is a close variation of our product or service. Here again we can see that in SEM , ads are not interruptive but are relevant to the customer’s search query which is Inbound.
  • Generating email opt-ins is another Inbound Marketing method, if a customer like a blog and fills up its subscription form and allows that website to send him/her emails regarding a specific subject than that is called email opt-in. In email opt-in once a customer gives permission then that website can email them relevant offers and discount vouchers thus increase the audience reach.
  • Creating social media communities means having Facebook groups, Facebook business page, LinkedIn group, LinkedIn page or Twitter handle and having a large following or subscription to it. Once audience starts liking your content and start following you on these social media sites , means they want to know more about your product or services and then you can also stay in touch with them consistently. This method instills trust or credibility between you and your audience.
  • Content marketing is another great Inbound marketing method where we can do webinars, videos, white papers and share it with our audience. Here if someone wants to attend a webinar , see a video or download a white paper then he/she first has to provide their email id. Thus instead of going after audience, Inbound method attracts them and helps us in audience building.

2) Converting audience to leads.

  • After using the above Inbound marketing reach building techniques to attract audience, the next phase is to convert these audiences into leads. To convert audience to lead the first thing to do is Audience Aggregation. Assuming that now because of good quality content our website is getting high page views/traffic and we are able build large audience, then focusing on capturing the attention of a group of people with similar characteristics or interest out of this audience means audience aggregation. There are different channels of audience aggregation such as Social platforms like Facebook, Twitter, Forums, Community sites & Email. Audience aggregation supports our content marketing efforts, as it helps to promote our content with a base set of readers. For example if our Facebook page has more than 1000 likes , and when we publish our content on Facebook then these 1000 people become our initial base set of readers and they further promote our content by sharing it with their connections . Similarly we can use Twitter and Email to share & promote our content. This technique of inbound marketing to aggregate audience enables us to engage with potential customers over long-term, and also helps to make a decision if some of our audience is not yet ready to buy,  it also creates more opportunities to convert audience into leads later.
  • To convert audience into lead we also need to know more about them , hence having an analytical tool like Google analytics helps us understand key metrics and measure Key Performance Indicators – KPI’s of our website, and users behaviour.
  • In inbound marketing this stage of converting is the most important stage, here we can use Smart Call-to-actions , Effective Conversion Optimized Landing pages with best engagement magnets , Short but useful Forms & Clever Thank-you pages which will be our assets aimed at converting audience into valuable leads.

3) Nurture Leads to Sales

  • After successfully implementing the Inbound Marketing techniques for Attracting Audience & converting them to leads, the next important phase is to nurture these leads aiming they would potentially becomes our customers, and increase sales. In this phase email plays the most important role. To nurture leads we need to send the right email to the right person at the right time, this helps the potential customer know more about our product or service, it also helps to clear any concern if any, emails help to communicate the right marketing message very clearly. There are other tools in email which we can use like customer.io , this is customer life cycle tool which helps to send email to our leads based on what they do or don’t do.
  • Email marketing is best tool to convert our leads to sales as they help us during Prospecting & qualifying leads, Nurturing & developing relations, activation & increasing sales, completing post sales transactions, retaining and asking for referrals.
  • After nurturing our leads for some time by sending them life cycle email which has content relevant to them, then the we need to send them emails targeted towards enticing them to click the call-to-action button inside the email, this event or click should direct these leads to the correct page of our website which enables or facilitates the  leads to easily purchase our product or service, thus nurture these leads to sales.
  • Another technique to nurture leads to sales through email is Drip Email Marketing. Possible tools for Drip email marketing are like customer.io,pardot,eloqua,marketo etc. In Drip email marketing there are following steps involved :
    • Audience Segmentation according to intent/interest
    • Use and refer historical behavioral data of segment, such as download,time spent on site etc.
    • Outline a basic buying cycle
    • Match content to buying cycle, create landing page targeted to each stage of buying cycle
    • Create emails for each stage of buying cycle & each email should be linked to the respective landing page
    • Lead scoring by tracking email analytics like CTA clicks, Downloads from landing page, time spent etc.
    • Handing over of the leads to the sales team with its respective lead score.

Discussed above are the top 3 fundamentals of inbound marketing , which if applied correctly can definitely help us generate and increase sales for our business effortlessly & consistently.

Reference: HubSpot.com

  • inbound-marketing

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