Rules of Inbound Marketing
1)What Are The Five Inbound Principles?
Standardize, Contextualize, Optimize, Personalize, Empathize
Standardize, Conceptualize, Optimize, Personalize, Empathize
Standardize, Contextualize, Organize, Personalize, Empathize
Standardize, Contextualize, Optimize, Prioritize, Empathize
2) What is the Fundamentals of Inbound Marketing ?
Inbound marketing is a methodology that focuses on attracting customers by providing information that is timely and relevant to prospect needs. Today, people are overwhelmed and constantly feel bombarded with information. The media landscape is overflowing with ads in magazines, TV channels, radio stations, and millions of websites for every interest known to man. Pulling people to your website by providing educational content is a key philosophy of inbound marketing. Having information readily available when people are searching for it may yield much more influence than simply pushing out ads, cold calling and sending emails hoping that something will stick. While there is still great value in traditional advertising mechanisms, crafting an inbound strategy is important for a well rounded marketing plan.
Key elements of inbound include demonstrating thought leadership, thoughtfully engaging with your audience, and utilizing data analytics to enhance conversations with potential customers when the timing is right. The marketing funnel below outlines these
The inbound philosophy can be broken down into four basic steps: attract, convert, close, delight. Each step includes key functions designed to maximize engagement with potential and current customers. Specific software, such as HubSpot, can be used to facilitate and streamline this process. Software is a great way to house all functions in one platform and can allow you to really dig deep to analyze data and track consumers through the conversion process. It helps you speak to customers at the right times in the right way. The four items listed below show how each step is supported by very specific activities.
1) Attract: Generate Traffic
Create content (website updates, blog), search engine optimize (SEO) that content, and promote it on social media sites.
2) Convert: Obtain Leads
Place calls-to-action throughout your website, blog, social accounts, and email to drive visitors to landing pages with forms.
3) Close: Get Customers
Send leads targeted, automated emails to drive them through your buying cycle. Use lead intelligence for more effective outreach.
4) Delight: Turn Customers into Promoters
Analyze the success of your marketing campaigns, and determine which areas need further optimization or personalization for future success.
Following this methodology can help you reach potential customers that will attract them when the timing is right for them. The use of digital marketing software can help you with the mechanics of this process.
Why do we need Inbound Marketing?
Inbound marketing helps you work smarter with your money than traditional outbound marketing. Whether your company is big or small, inbound is 10x more effective for increasing:
- Website Traffic
- Lead Generation
- Customer Loyalty
How Effective is Inbound Marketing ?
The power of Content: According to the Content Marketing Institute, 80% of business decision makers favor getting brand information via an article series more than ads. Meaning a customer is more likely to read through your blog posts than click on your ad to find out about your brand. To help your customer get to your articles, just make sure you’re promoting them on social media platforms relevant to your customers. In one of our own success stories, Niswey decided to up their content game and produced 30+ stories within a period of 6 months. During those 6 months, we were able to increase traffic by 84% and increase our leads by 666%! Just by creating helpful content, we not only increased our traffic but also generated a greater number of leads.
Inbound Marketing is effective in terms of lead generation while being cost effective. According to research, the cost between Inbound Marketing and Traditional Marketing is massive. If we were to take out an annual median cost of both Inbound and Traditional marketing; Inbound would cost up to $280,308, whereas, Traditional marketing costs a whopping $53,201,210. One of the reasons Inbound Marketing is cost effective is because of the wide array of free tools you can use. Tools that can automate processes, so you can spend more time strategizing for your business. One simple Inbound Marketing trick can be through effective email marketing campaigns. There are plenty of free tools that help automate your email marketing efforts. One such tool is Mailchimp. A client of ours needed to increase their sales team’s efficiency. The client was already running a PPC campaign, however, they were having trouble closing deals. We worked alongside their sales team and identified content that their customers would find relevant to their needs. Keeping this in mind, we created an email drip campaign. Through the company’s Mailchimp account, we sent out emails with relevant content for their customers. Through this exercise, the sales team was able to narrow down 40% of their database and focus their energies on those prospects. Using tools such as Mailchimp for effective email marketing can be cost effective, and help you convert lukewarm prospects into loyal customers.
As a person focused on their business, you’d want to see results for your efforts. Indeed, Inbound Marketing takes its time to bring in results, however, it is a lot more targeted than intrusive marketing methods. According to CMO by Adobe, globally, 41% of marketers confirm inbound produces measurable ROI and 82% of marketers who blog see positive ROI for their Inbound Marketing. Making certain changes in your website’s SEO can also drive results for your brand. Working with a start-up made us realize the true potential of SEO. Just by making SEO changes, we were able to increase impressions by 774% and increase clicks by 661% in just a month’s time! How this helps is that it makes your brand a lot more visible than it was before. Hence, increasing your chances of conversion without spending an exorbitant sum on advertising.
Inbound Marketing might seem ineffective if you’re looking for short-term results. However, when executed properly, Inbound Marketing can produce results that last long and are valuable to your business. Here are some statistics collated by Invesp to help you understand just how effective Inbound Marketing can be: