The internet has leveled the playing field for competition among small and large companies. Potential customers use the internet to research companies long before they contact them directly. Inbound marketing is customer-centric, not seller-centric.
Inbound Marketing can be summarized in 4 steps:
ATTRACT POTENTIAL CUSTOMERS
CONVERT THEM INTO LEADS
CLOSE LEADS INTO CUSTOMERS
DELIGHT CUSTOMERS INTO EVANGELISTS FOR YOUR PRODUCTS/SERVICES
The Inbound approach is all about designing your website for conversion by providing valuable content that your ideal customer actually wants and is willing to provide information in exchange for that content.
HubSpot defines Inbound as a method of attracting, engaging, and delighting people to grow a business that provides value and builds trust. As technology shifts, inbound guides an approach to doing business in a human and helpful way. Inbound is a better way to market, a better way to sell, and a better way to serve your customers. When good-for-the-customer means good-for-the-business, your company can grow better over the long term.
Once potential customers provide their information, you must nurture that relationship with offers that add value to the relationship. Gone are the days of canned emails and generic white papers. Segmentation of your leads into specific buyer profiles is critical to identify the offers/information that are specific to their buying process. Leads will continue along the buyer's journey if and only if you establish brand trust and credibility with your offers.
You have nurtured the relationship and they have become a customer. Now What? Your competitors want your customers as much as you want them. Remarkable content offers must be made to existing customers to keep them.
Unlike outbound marketing, with inbound marketing, you don’t need to fight for your potential customers’ attention. By creating content designed to address the problems and needs of your ideal customers, you attract qualified prospects and build trust and credibility for your business.
This approach allows the buyer to be in control and allows you to get out of the way and let them buy from you!