There are countless articles out there that beautifully explain the wonders and benefits that Inbound marketing can have for your business, so why write one more? Yes, our goal is to inform about Inbound Marketing, but in the context of Congruent Marketing Strategies. With what we call, Congruent Marketing Strategies, all of your Inbound efforts are directly linked to a cohesive strategy that ensures that all of your digital objectives are met through complementary strategies that support each other. As a fellow Marketer said: “Inbound marketing works by earning someone’s attention, rather than buying it.” How is this?
First, let’s dissect a little further what tools or services are typically used in an Inbound Marketing Strategy. These are:
Once you recognize the importance to invest in these tools and services, what should you do?
It is important to elaborate a comprehensive and congruent strategy taking into consideration your target audience. This strategy will be matched by a content strategy that will create the right content, to the right persona, at the right time. Through the different distribution channels, such as: Social Networks, Company’s Website and Google Adwords, that outstanding content will be strategically promoted to attract and convert prospects and include them in your own data base to later follow through Email Marketing and Social Media.
In a nutshell, Inbound is a Marketing methodology that promotes great content with the objective to offer value to possible clients to eventually convert them into leads that your sales team can close. Or according to Hubspot, “Inbound marketing is an approach focused on attracting customers through content and interactions that are relevant and helpful — not interruptive.”
Inbound Marketing uses a unique methodology to provide results to its proponents. To comprehend this methodology, we must first clarify certain Inbound essentials. The first and most important step for the success of any marketing campaign is to clearly define who your target is, in Inbound, we call it your 'Buyer Persona'.
Your Buyer Persona is a fictional character which represent the demographics of one of your ideal customers. Depending on your business niche, you could have several different buyer personas. This is fundamental, since all content must be created and promoted having in mind your target. Without the proper context, content can be irrelevant!
However, not every possible customer is ready to purchase your product or services. That is why it is very important to also consider the buyer’s lifecycle. Normally, before any purchase, possible clients do research on the products, their benefits and competition. For example, if someone wants to remodel their home, they must go through a cycle of Awareness, Consideration and Decision.
Now that this is clearer, let’s move on to the methodology. This methodology has 4 concise objectives that must be met.
The objective of this methodology is to attract strangers to your site and as they become visitors convert them into leads that will eventually be customers and promoters of your business.
Inbound Marketing has proven to be very effective and cost-friendly since it reduces the cost per lead and per customer acquisition, and the conversion rate is 760% higher than through traditional or disruptive marketing methods. No wonder this is considered intelligent marketing, it is more precise, more effective and less expensive. Are you ready to see the fruits of inbound marketing?