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
To 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. (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.
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:
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:
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