How Do You Reach Today’s Consumers With Your Company’s Story? Inbound Marketing.

Are you a plastic surgeon trying to attract new patients? Or a hotel chain needing to convince travelers to choose you rather than your competitors? Or an IT firm wanting to broadcast your new hours, new hires and additional services? The answer to all of these: Inbound Marketing.

Inbound Marketing is the best way to reach “searchers” and turn them into customers, then promoters, of your business

AndiBlog1To run a business effectively, whether it’s manufacturing, service-oriented or healthcare, you want to attract the people, or prospects, who want the solutions you are offering. In today’s digital age, consumers no longer wait for marketers to push out information the old-fashioned way about their services or solutions (outbound marketing). Instead, they search online for answers to their questions and solutions to their problems (inbound marketing) — and you’d better be there, high up in the search rankings, or you’ll
quickly get lost in the shuffle.

The key to Inbound Marketing: Offering consumers high-quality content they can use

Instead of the old outbound way of “interrupting” people with ads, flyers, billboards and emails and hoping that somehow these people turn into leads, inbound marketing focuses on creating quality content that pulls people toward your business, where they naturally want to be.

By aligning the content you publish with your customers’ interests, you naturally draw inbound traffic which you can then guide through the 4-part buyer’s journey:
1) Attract, 2) Convert, 3) Close and 4) Delight.3899                                                                                                                        (graph courtesy of HubSpot)

Along the top are the four actions (Attract, Convert, Close, Delight) which a business must take in order to obtain visitors, leads, customers and promoters. Along the bottom are the tools you use to accomplish these actions.

The big idea: By creating content specifically designed to appeal to your dream customers, inbound attracts qualified prospects to you and keeps them coming back for more. Inbound is the way you can tell your story, promote your services, tout your cutting-edge technology and expertise so that “searchers” become loyal customers who talk glowingly about you to the world.

How to make Inbound Marketing work for your company

By publishing the right content in the right place at the right time, your marketing becomes relevant and helpful to your current and potential customers, not interruptive. Here are the major themes which, if followed, will catapult your presence in your particular market space:

  • Content Creation + Distribution: Create targeted content that answers prospects’ and customers’ basic questions and needs, then share that content everywhere in multi channels (Facebook, Twitter, Tumblr, Instagram, etc).
  • Lifecycle Marketing: Customers don’t just materialize out of thin air — they begin as strangers. Specific marketing actions and tools help transform those strangers into promoters.
  • Personalization: Tailor your content to the wants and needs of the people who are viewing it.

Today’s consumers are searching for information in new ways and Inbound Marketing makes sure they find you

Inbound Marketing empowers you to attract visitors to your business and convert them into loyal customers by creating, deliver and sharing content that will appeal to precisely the right people (your buyer personas) in the right places (channels) at the right times (when they’re searching for solutions). I recently wrote a white paper explaining how to “do” Inbound Marketing where I covered:

  • The data: How today’s consumers are shopping for solutions and answers to their questions
  • The process: How marketing should change its processes to capture searchers
  • The tools: How to initiate the Inbound Marketing journey for your business

To download it, click here. If you’d like to learn more about how Inbound Marketing can revolutionize the way you do business, please contact me.

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