Digital marketing

What is the Inbound Method?

I have been asked by my customers what method of marketing they should use. Most of the time, I recommend using Inbound Marketing. What is the Inbound Method? Why should I use this instead of Outbound (a.k.a traditional marketing)? How do I implement the Inbound Method? These are all great questions, but let’s start with the first one. What is Inbound?

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What is the Inbound Method?

The Inbound Methodology is the process of attracting customers and turning them into brand ambassadors. Since the rise of the digital age, inbound has become very useful and successful at growing and building a robust online presence.

Inbound focuses more on creating content to attract your leads in different stages in the buying journey. Let’s say you are a doctor, and you are trying to attract new patients. Your new patients may not know that they need to go to a doctor quite yet.

A lot of the time, people Google their symptoms and search what they could have before they realize they need to go to a doctor. Your job is to create content for these particular symptoms and get it out there for your potential clients to see, making you an authority on the subject. You gain their trust with your post. Doing this is called attracting your customers and is the first step in the Inbound Method.

The second step in the Inbound Method is to convert. This step is where you gather leads and start your sales pitch. To complete this step, you need to collect your new leads information. You can do this by offering a white paper or a free business consultation using a lead form, landing page, or popup. It is straightforward to implement on WordPress using simple plugins, or you can use tools like HubSpot or MailChimp.

Okay, so now you have that you have gathered all this new information. What is the next step? The next step is simple, close the sale. Now that you have attracted the right customers, your job is easy. You pitch to your customer about your service and why they should choose you over Joe Blow from down the street. Most of my clients have this part down pat. You already have sales pitches, and once your potential customer is to the point of giving you their information, they are ready to be harvested. 

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Of course, there are those customers who will be on the fence still. This is where you use your email marketing system to nurture these leads until they are ready. You show them content relevant to them and their needs, and they will come to you when they are ready. Just check in with them every once in a while.

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Once you have converted your sale, the next step in the inbound method is to delight your customers. This stage is the most important. The entire Inbound Methodology has been leading to this point, where you make your customers into brand ambassadors. This step is where you show your stuff, make your customers turn into repeat customers, and then make sure they are 110% happy with your product or service. According to a study by Nielsen, 92% of consumers will believe recommendations from friends and family over all forms of advertising. You can also do this by using social monitoring, smart content, and surveys.

The Inbound Method is a beneficial form of marketing when used correctly and in the right steps. You will attract, convert, close, and delight your leads. This process turns potential leads to brand ambassadors and keeps your business growing. If you end up needing help creating your inbound strategy, shoot me an email or give me a call. I would love to help build your custom inbound marketing strategy.

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