Inbound marketing is a marketing technique which focuses on attracting customers through relevant and helpful content and adds value at every stage in your customer's buying journey. With inbound marketing, potential customers find you through channels like blogs, search engines and social media, linking through to your website via the interesting and useful content you’ve created.
In the past, running a campaign involved developing creative, booking some ad space and crossing your fingers that results would follow. As the old adage goes, marketers and businesses knew that half of their marketing wasn’t working, but they didn’t know which half. The tools, the channels and the results were all disconnected pieces, so a lot was left to chance.
Today, the tactics have changed but the problem is still the same. The marketing channels we’re using are different, but the problem is still the same - disconnected tools and channels means it’s tough to measure results and the experience for your leads often feels disconnected.
How is Inbound Marketing different?
An inbound marketing campaign aims to solve these problems of disconnect and it should:
- START WITH THE CUSTOMER IN MIND. An inbound campaign is built to attract, not annoy. It takes every stage of your buyer’s journey into account to generate new, interested leads, and turns them into quality leads and happy customers through relevant, compelling content.
- USE INTEGRATED TOOLS TO CONNECT EVERYTHING. An inbound campaign uses interconnected tools to weave context about a lead into every channel and every tool. The result is a smooth, personalised experience for buyers, and better results for businesses.
- WORK IN ANY SITUATION. Any campaign can be an inbound campaign. Whether you are starting with a webinar, a tradeshow, a product launch or a new list of leads, you can apply the inbound marketing campaign framework to organise and improve your effort.
The Inbound Methodology
The best way to turn strangers into customers and promoters of your business.
Along the top are four phases (Attract, Convert, Close, Delight) that turn strangers into visitors, leads, customers, and promoters. The methodology becomes even more powerful when implemented with your sales and customer success strategies.
Along the bottom is a full stack of software for marketing, sales, and customer success, with a completely free CRM at the core. They’re powerful alone — but even better when used together, helping your business grow with the entire inbound methodology.
Made4media are trained HubSpot users and can advise your company on the best way forward. Start making your marketing activity measurable and give us a call.
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