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Marketing

Inbound marketing is one of the best ways to attract an audience and convert them into customers. Yet what is inbound marketing in practice? What is the difference between inbound vs outbound marketing?

In this guide, we’re going to take a look at the different methods of inbound marketing that you need to be using to create a successful inbound marketing strategy. Are you ready to learn more? Then let’s get started.

What Is Inbound Marketing?

We’ve taken a look at what inbound marketing is on a surface level. However, it gets far more complicated.

There are a few key stages to inbound marketing that take your audience from being unknowing strangers to enthusiastic customers. These four stages are:

  1. Attracting an audience
  2. Converting them into leads
  3. Closing the sale
  4. Making them enthusiastic about your company

In this guide, we’ll take a look at each of these stages in more depth.

How to Attract an Audience and Turn Them Into Leads

If you want to attract an audience, you need to increase website traffic. The key to this is great content. 

There are a lot of different kinds of content that you can create for your website. These include blog posts, analysis of your industry, white papers, and ebooks.

The key to creating content is to make sure that it’s well-researched and well-written. It needs to be expert-level content, as this will attract more backlinks, which will improve your position in search engine results pages (SERPs).

When you’re creating the content, you also need to make sure that it boasts the right keywords. To do this, you’ll need to carry out keyword research and find keywords that aren’t too competitive but that a lot of people search for. You’ll then need to incorporate these keywords into your content.

By demonstrating your expertise, you’ll be able to make this audience into leads. Then you need to use your marketing to boost your sales.

Helping Your Leads Become Customers

To help your audience become customers, you can use more content to put your products or services in the best light. For example, you could create a comparison video where you show why your product or service is better than your competitors. Comparison images and topical expert guides can also demonstrate why you’re the right choice for your leads.

Making Your Audience Enthusiastic

After you’ve turned your leads into customers, you want to make sure they’re enthusiastic about your customer. You can use a number of marketing strategies to accomplish this, such as emailing your customers after they’ve purchased your product or service. Email them guides showing them how they can make the most of their purchase or give them discount codes on their next purchase.

The aim of this is to spread word of mouth about your business and attract online reviews, which are extremely valuable

You Need Inbound Marketing

At the start of this article, we answered the question “what is inbound marketing?” and we hope that you now feel a lot more informed. Inbound marketing is an essential part of your content funnel and is essential for any modern business.

If you’d like some help creating content and coming up with an inbound marketing strategy, we can help you. For more information, get in touch with us today!

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Sales
The buyer journey is something that any business owner must understand to stand out and be successful in the 2017 digital atmosphere. You must first put yourself in the buyer’s driver seat. Being a business owner, as many of you know, people are constantly trying to sell you shit. It’s ridiculous. Who wants to listen to an average sales pitch selling an average product? Most likely, it’s not even worth your time to listen to a guy talk about “why you need” his product. We can break down the journey of an informed/modern buyer in 5 Basic Steps:   Awareness, Engagement, Purchase, Loyalty and Advocacy. The key to success is to understand each step of the process and to figure out where the buyer is in their journey. Ask yourself the following questions: Has the buyer researched your company and your competition? Did this buyer find you or did you have to search for them? All important things to take into consideration. These things will tell you where your buyer is and how you need to approach him. So let’s break it down:   Step 1: AWARENESS A.k.a. GET FOUND. The beginning of the buyer journey starts by driving attention and awareness towards your company and products. This step is where creative branding, attractive and interesting social media posting, and Search Engine Optimization are key. Start by developing a strategy that will allow you to grasp the attention of your audience and drive them towards your products/services. Do this by showing them that your company has the ability and energy to impact their life or business in a positive way or answer/solve the question that they were searching for when they found you.   Step 2: ENGAGEMENT Once you get customers into the Engagement stage, you know that your awareness process is working. Now that the buyer is aware of your company and what you do, you have to keep them ENGAGED. You do this through means of providing interesting content which relates to them and their needs, a.k.a. giving them real value, free of charge. Blogs are a great way to do this (kinda like the one you are reading right now). With RIVALUS, we constantly provided daily content to boost awareness around our proteins and how our products differed and were better than our competition. Engagement doesn’t necessarily revolve around your products and services only, but also around information and new or trendy subjects that your audience will find engaging that are pertinent to the brand. For instance, at RIVALUS, we blogged not only about our supplements, but about valuable workouts. Were not selling workouts, but we want people to engage around the brand and spark conversations which in turn create engagement around your brand.   Step 3: THE SALE If steps 1 and 2 are successful, the sale becomes the easiest part of the process. Creating an easy avenue for the customer to make a purchase is key. Having a personable sales department and amazing customer service becomes essential so frustration levels stay low. Even the smallest glitch in your sales system can drive away a customer. In the end, there are other people who can sell them a similar product. To ensure the sale, be the company who has a flawless purchase plan, then, delight the shit out of them.   Step 4: DELIGHT: Turning a buyer into a Loyal Customer Marketing never ends. The sale is not the end goal. It’s the beginning. Now the goal is to create customers out of buyers. Keeping engagement at the forefront, we want to put information pertaining to other things which relate to original purchases. You will respond to messages, comments, and complaints in a quick and orderly fashion. This gives the feeling that you truly care about the customer and their experience.   Creating new, exciting, and intriguing products and content is the key to creating a brand induced community. This community will be loyal to your brand because you do more for those people then similar companies do. True communities will attract like people, growing your brand and bringing you more sales.   Step 5: ADVOCACY Creating advocated to spread the word about your business is not a one step process. You have to continuously engage with your audience and potential audience by providing actionable content that gives real value. This stuff takes time. A new follower likes a recent post? Go to their page and like 2 posts. Be a real life human representation of your brand. Give people incentives to be brand advocates and diplomats. Never stop creating new material for your loyal customers to read and enjoy. Engage them not only through your services and products, but give them information and news about exciting things that affect their personal lives. Each step of the buyer journey feeds off the prior: You can’t create brand advocates if you don’t have loyal customers.You can’t have loyal customers unless you have a flawless sales process. You can’t make a sale unless you have engaged with your potential customers. And customers don’t appear out of thin air. You have to give people a clear cut vision of what your product is and what it will do for them. We’ve only scratched the surface of the complexity of the buyer journey. We’ve only scratched the surface of the complexity of the buyer journey. What’s your key takeaway? What do you do with your business to set yourself apart during your buyer journey? Leave a comment below or tweet at us: @forgedigitalmkt
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